@AskJamieTurner http://60secondmarketer.com/blog Mon, 15 Sep 2014 22:14:22 +0000 en-US hourly 1 http://wordpress.org/?v=4.0 How Uberflip Increased Blog Subscribers 9X Using One Simple Technique http://60secondmarketer.com/blog/2014/09/15/blog-age-modern-marketing/ http://60secondmarketer.com/blog/2014/09/15/blog-age-modern-marketing/#comments Mon, 15 Sep 2014 22:09:15 +0000 http://60secondmarketer.com/blog/?p=11791 If you’re wondering whether your business should start blogging, then this blog post may not be for you. After all, the days are gone when brands were evaluating whether blogging is an effective marketing strategy. Today, blogging is an essential component of any online marketing strategy. But you already knew that. You’ve bought into content...

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If you’re wondering whether your business should start blogging, then this blog post may not be for you. After all, the days are gone when brands were evaluating whether blogging is an effective marketing strategy. Today, blogging is an essential component of any online marketing strategy.

But you already knew that. You’ve bought into content marketing and realize that there’s a very real benefit to providing substantial and valuable content for your target audience. You already have a blog and have been steadily growing a devoted readership. So why the need for this post?

Well, it turns out that simply having a blog does not mean your blog is working for you. In fact, only 28% of businesses are able to measure their content ROI. And let’s not forget your blog’s main purpose — to generate new leads for your business.

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You could get 100,000 visitors every day, but if you’re only converting 1 of those visitors into a lead then it’s not really effective marketing, now, is it?

But not to worry! Let’s now go over how to bring your blog into the age of modern marketing.

 Why Blog?

This might seem a little basic but it’s a surprisingly often overlooked question. Before you even start thinking of your next post’s topic, first make sure that you understand what your blog is trying to achieve.

There are 4 main purposes for your company to have a blog:

  1. Create brand awareness
  2. Improve SEO rankings
  3. Establish your brand as a thought leader
  4. Generate qualified leads for your business

As I alluded earlier, it is this 4th point that is typically forgotten. In order for your blog to be effective, you really need to ensure that it’s set up to feed more leads to your sales team. Just think about it: If you’re not bringing in new customers, then there will be no business to have a blog for!

Identify Your Target Audience(s)

Do you talk exactly the same way to your grandmother, child, boss and significant other? Didn’t think so. Depending on who you’re speaking with, you’re going to custom-tailor your message for each specific person.

Speaking to your audience requires having a great understanding of who they are and what they’re interested in. It’s an absolute must to define your audience personas to give your content direction and resonate well with your audience.

To create an audience persona, develop a profile that is as detailed as possible. The persona will be fictional, but it should feel as real as possible. Pick an image to represent the person and fill in as much information as possible. Here’s a sample buyer persona to help get you started:

NIKKI

  • Demographics
    • Skews female
    • Age 25 to 35
  • Professional background
    • Marketing manager at mid-size company
    • Reports to CMO and is the ‘doer’
    • Experience in marketing; still learning digital marketing landscape
  • Identifiers
    • Busy managing marketing activities
    • Approachable
    • May have a small team, buys into corporate culture
  • Goals
    • Keep her boss happy (metrics)
    • Keep customers happy
    • Wants to learn
  • Challenges
    • She doesn’t know what’s working
    • Doesn’t know where to invest her time and budget
    • No time to create content, several approval steps
  • How we help
    • Make it easy to create a central destination for customers
    • Provide metrics to see what content is effective

Creating detailed buyer personas has made a tremendous impact in our own content marketing strategy from overall direction to creation. When our marketing team brainstorms content ideas, they need only to say the word Nikki and the rest of the team is instantly on the same page. You’ll also then begin to blog about topics that address each pain point your buyer personas have and explain how your services can help solve them.

Write A Content Marketing Mission Statement

Just like how you’ve defined who your audience is, you need to identify what your blog is as well. Both you and your visitors must understand the purpose of your blog and why people will seek out yours instead of the endless other options.

Joe Puluzzi, founder of Content Marketing Institute, lists 3 components that every content marketing mission statement must have:

  1. Your core target audience (as defined by your audience personas)
  2. What will be delivered to your audience through your content
  3. The outcome for your audience

As an example, here’s Uberflip’s mission statement for our own content hub:

Gradient Green copy.001

This short statement communicates who our content is for (marketers), what they’ll get (information, advice, resources and inspiration) and the results of reading our content (increasing leads, brand awareness, and their bottom line). For us, it’s a useful checklist to make sure that every piece of content applies to that mission statement and won’t let down our readers.

Use Relevant Call-To-Actions

I really can’t overstate this step enough. It’s amazing how often marketers will devote their resources towards creating great content, but do nothing to utilize this work to direct engaged readers towards the next stage of their sales funnels.

Imagine you’re a salesperson and you’ve just had a really successful hour-long meeting. The person you’ve been speaking with is really excited by your offering and has been on the edge of her seat the whole time. Now, you’ve just finished your pitch and say “ok, bye” and abruptly get up to leave. Something seem wrong here? Of course! It’s not enough to just wow your prospects — you need to guide them along to the next action.

Having an awesome blog post with no call-to-action (or CTA) is very much like this above scenario.

You can’t rely on engaged visitors to figure out how to learn more about your services. It might work sometimes, but let’s face it, we’re all lazy. If something’s not right in front of us when it needs to be, we’re probably not going to find it.

On the other hand, if something’s in the right place at the right time, we might be spontaneous and take it. Just think of how many times you’ve ended up buying gum at the grocery store because it was at the check-out counter.

For instance, we made a simple little adjustment to our blog that delivered huge results. We created a CTA inviting readers to subscribe to our newsletter. Instead of placing it beside the blog post or greeting visitors right away, we set up an initial 60 second delay before it popped up over the content being read, which looks like this:

UF1

 

The rationale was that if a person had been on the same piece of content for a minute, chances are they would find it interesting and be interested in getting more of it delivered to them. The experiment ended up paying off in a big way: An overlay CTA with a 60 second delay boosted our blog subscribers by 9x in one month!

Also, make sure that your CTAs are relevant to the content that they’re next to. Don’t just have one generic CTA for people to learn more about your company — it’s too vague and won’t get clicked nearly as much. Remember, people need to know how you can help with a specific problem that they are having.

For instance, look at the following CTA:

UF 2

 

 

While this CTA is less vague than a generic “learn more about us” CTA, it doesn’t speak to the content that it’s next to. An advanced marketer doesn’t need beginner marketing tips, so they’re not going to click on it.

Now, compare that CTA with this one:

UF3

 

 

See the difference? A person interested in advanced marketing will also be interested in this eBook, since it is written for the same audience. Plus, the CTA leads to a landing page where they will need to submit their email addresses in order to access the eBook. This ensures that we’re utilizing our content for its main purpose: to add more leads to our database.

Smarter Blogging

Blogging in the age of modern marketing means smarter blogging. It’s the difference between running and screaming blindly into battle vs. developing a calculated strategy before stepping foot out the door. When you put more thought into your blog, everyone is happy. Your audience will continue to receive highly relevant content, while you’ll get a steady stream of new, highly-qualified leads. Remember, you’ve got the content — now make the content.

Randy Frisch is the co-founder and COO at Uberflip, focused on ensuring strategy, operations, and sales work in harmony to guide the company towards growth and profitability.  Find him on Google+ or follow him on Twitter @randyfrisch.

 

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How to Get 40 Times More Job Opportunities on LinkedIn, by Erik Qualman http://60secondmarketer.com/blog/2014/09/14/get-40-times-job-opportunities-linkedin-erik-qualman/ http://60secondmarketer.com/blog/2014/09/14/get-40-times-job-opportunities-linkedin-erik-qualman/#comments Mon, 15 Sep 2014 01:47:57 +0000 http://60secondmarketer.com/blog/?p=11783 As you know, last week was How to Make Money with Social Media Week here at the 60 Second Marketer. We included posts from leading social media authors and experts including Ian Cleary, Lon Safko, Martin Shervington and Phyllis Khare. This week, to close out our series of guest posts, we’re featuring a short, yet...

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As you know, last week was How to Make Money with Social Media Week here at the 60 Second Marketer. We included posts from leading social media authors and experts including Ian Cleary, Lon Safko, Martin Shervington and Phyllis Khare.

This week, to close out our series of guest posts, we’re featuring a short, yet important, post from Erik Qualman, author of several books on marketing, including his most recent one, What Happens in Vegas Stays on YouTube.

Ready? Here goes.

Research from LinkedIn indicates that people who complete their profile receive 40 times more job and business opportunities than someone who doesn’t have a completed profile.

What’s more, LinkedIn profiles show up in Google search results. This is particularly helpful for those who don’t have a substantial digital presence such as a blog, a company website, a YouTube channel or some other platform.

Is your LinkedIn profile complete? Here’s a handy cheat sheet to let you know what LinkedIn needs in order to qualify your profile as 100% complete.

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If your LinkedIn profile is incomplete, LinkedIn will indicate what you need to do to make it complete. Be sure to review your profile and look for opportunities to enhance your LinkedIn presence.

And don’t forget, it’s important to be active, engaged and connected when y0u’re using LinkedIn. The platform can be used in a myriad of ways to benefit you both personally and professionally, and this could not be more true in the story of Surya Deepanjali when he experienced a traveler’s nightmare.

Someone grabbed Deepanjali’s laptop by mistake at the Mumbai airport and he didn’t realize it until it was too late.

The only clue Deepanjali had was the company name on the other traveler’s laptop. Using LinkedIn, Surya found an old classmate who worked at the same company. A few phone calls and emails later, the company was able to put Surya in contact with the traveler who mistakenly had taken his laptop to Sweden.

Hence Surya, with the help of LinkedIn, was able to locate his missing laptop 15,000 miles away and have it safely returned in two days.

LinkedIn is an important business tool that should be leveraged by virtually all working professionals. Interested in learning more? Here are a few other tips and techniques on how to supercharge your use of LinkedIn.

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About the Author: Erik Qualman is the author of several books on marketing, including Socialnomics, Digital Leader and  What Happens in Vegas Stays on YouTube.

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How to Differentiate Your Social Media Brand from Your Competitors http://60secondmarketer.com/blog/2014/09/11/differentiators/ http://60secondmarketer.com/blog/2014/09/11/differentiators/#comments Thu, 11 Sep 2014 21:16:28 +0000 http://60secondmarketer.com/blog/?p=11775 This week is How to Make Money with Social Media Week and we’ve had stellar guest posts from some of the world’s leading authorities and authors. On Monday, we featured a post from Ian Cleary. On Tuesday, we had a post from Martin Shervington. On Wednesday, our post was from Lon Safko. And today, our...

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This week is How to Make Money with Social Media Week and we’ve had stellar guest posts from some of the world’s leading authorities and authors.

On Monday, we featured a post from Ian Cleary. On Tuesday, we had a post from Martin Shervington. On Wednesday, our post was from Lon Safko. And today, our guest post is from Phyllis Khare, who is co-founder of Social Media Manager School, Founder of TimeBliss.ME, author of Social Media eLearning Kit for Dummies and co-author of Facebook Marketing All-In-One for Dummies, 1st and 2nd Editions.

Phyllis has written a post on how to make your business stand out from all the other businesses out there. It has some great tips and insights on how you can turn your social media campaign into revenue for your business.

Ready to dive in? Great. Here goes:

In a world where social media marketing is full of data, analytics, graphs, and ROI, it’s good to see some people just don’t take it too seriously – at least not while in front of an audience.

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Andrea Vahl is one of the up-and-coming comedians who posts on Facebook for clients during the day, and then jokes about juggling her work with being a work-at-home social media marketing mom at the bars at night.

She’s not the only one to come out from behind the screen and stand up in IRL: In the UK, Amy Harrison is using her Content Marketing Stripped YouTube channel to combine these disparate data sets. Martin Shervington, based in Wales, combines Google+ training and comedy as well (imagine that).

There are several wannabe comedians in the social media field here in the US, too. These best-selling authors and trainers are known mainly for their deep insights into online marketing, but secretly they’re rehearsing for their big comedy debut at the next industry conference in San Diego or New York. An example is this video from author Brian Carter.

Andrea’s personal story of going from a home-based wine tasting business to social media author and speaker has one more interesting twist: “Grandma Mary – Social Media Edutainer.” The cranky yet pep-talking Grandma Mary has interviewed luminaries such as Guy Kawasaki and Scott Monty, and chased down people in public places all over the world for her Twitter Street Walking episodes.

To get a sample of Grandma Mary, click the image below.

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Grandma Mary is an alter-ego character Andrea developed in improv before her foray into social media management. When she was looking to set herself apart from the online marketing training crowd, Andrea used Grandma Mary to create Facebook tutorials on YouTube. It was these training videos that landed Andrea her book deal with Wiley Press, along with me, her now business-buddy and Grandma Mary super-fan.

Andrea recently pitched a show to NBC Comedy Playground with the premise of a “work-at-home mom/blogger, who has to deal with the combined pressures of being a mom, working, and having the always-on life of social media.”  You can see part of her pitch video here.

A lot of her personal experience was built into that pitch, as well as the experience of fellow work-at-home professional social media managers she trains. Andrea and I train people through our online course “Social Media Manager School.” This is where Andrea hears their stories and is able to incorporate them into her comedy routines – with permission, of course.

The current configuration of showing tweets as images or a scrolling bar during a TV show seems old-school compared to the integration of the social media experience directly into the script of the show, or on stage at your local bar.

When you can get a full crowd laugh when mentioning the time wasted on a Facebook quiz to find out what country you should live in, social media humor has arrived mainstream. The growing popularity and viewership of The Shorty Awards is only the start of this deeper integration of social and traditional media.

Action Steps for You:

  • Analyze the Data: Studies show that companies and organizations with a strong personality outperform organizations that blend in. (For proof of this, just check out GeekSquad or the Dos Equis beer commercials).
  • Do a Self-Evaluation: Ask yourself if there’s an opportunity for you to kick your brand’s personality up a notch.
  • Test Your Way to Success: If you’re concerned about adding humor or more personality to your brand, run a test among your prospects and customers.
  • Get Reliable Data: Remember, the larger the test, the more accurate the data. Small, 6 to 8 person focus groups can give you directional data (that’s semi-reliable), but in order to get statistically-valid data, you should do research with a minimum of 100 prospects and/or customers.

About the Author: Phyllis Khare is co-founder of Social Media Manager School, and author of Social Media eLearning Kit for Dummies and co-author of Facebook Marketing All-In-One for Dummies, 1st and 2nd Editions.

Featured comedian Andrea Vahl is one of the authors of Facebook Marketing All-In-One for Dummies, 1st, 2nd and 3rd Editions, is also co-founder SocialMediaManagerSchool.

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A Six-Step Program to Turn Your Social Media Program into Revenue, by Lon Safko http://60secondmarketer.com/blog/2014/09/09/social-media-strategic-planning/ http://60secondmarketer.com/blog/2014/09/09/social-media-strategic-planning/#comments Tue, 09 Sep 2014 21:57:12 +0000 http://60secondmarketer.com/blog/?p=11770 Before you can implement a social “strategy,” you have to create one. Facebook is not a strategy. LinkedIn is not a strategy. Twitter is not a strategy. These are only tools. Way to many individuals and large corporations spend a tremendous effort building their Facebook Likes, Friends, Twitter Followers and their LinkedIn connections only to...

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Before you can implement a social “strategy,” you have to create one.

Facebook is not a strategy. LinkedIn is not a strategy. Twitter is not a strategy. These are only tools.

Way to many individuals and large corporations spend a tremendous effort building their Facebook Likes, Friends, Twitter Followers and their LinkedIn connections only to find that there isn’t any ROI. They’ve built their crowd, they have been posting, tweeting, and updating their status, but aren’t seeing any increase in their revenue. So, they immediately blame social media.

If you suddenly ran out and spent $100k on print ads with no strategy, or the same amount of money on a radio or television campaign and had no message, there would be no response. No ROI.

With all campaigns, you need to have a purpose, a call to action, and something that is measurable.

Think Strategically First. Then Think Tactically.

Many marketers feel that when it comes to social and digital media strategies, the best way to begin by choosing the tool they will use, whether that tool is LinkedIn, Facebook, or Twitter. Choosing a tool then attempting to build a strategy around that tool is not the way to begin.

Marketing isn’t merely the tools you use to advance your message, it’s the development of an over-arching successful, integrated, interconnected strategy – a strategy that utilizes tried-and-true traditional marketing methods as well as digital and social media.

Blogging, Facebook, Twitter and other social media platforms are not strategies in your marketing arsenal, they are merely the tools through which you share your message. Gathering a large following of friends, business associates, and prospects to your social media platforms will certainly provide you exposure, but you need to have something to offer to keep them on the page… and eventually convert them into clients that will buy your product.

Do You Have A Conversion Strategy?

Why does your business have a social media presence? To sell product and services, right? In order to do that you need to convert your followers to customers so you can increase revenue – that is the ultimate goal. The same is true with traditional media – advertise to raise awareness and convert readers to customers.

Adding followers on Twitter, getting readers to your blog and gathering more likes on Facebook require different conversion strategies.  The bottom line with your marketing efforts is this: How do I convert my Likes, followers and those who comment on my blog into revenue-producing customers?

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Don’t use non-specific objectives such as “to build brand awareness” or ”to increase activity.”

As marketers, these are goals that we define when our marketing campaign has failed. Seriously, when your marketing is ineffective, you can  just say, it DID increase brand awareness. But this is usually not a valid goal at the outset.

Be more specific. Define goals that can be measured. Specific goals such as “get free press coverage” or “increase likes on Facebook” are measureable, trackable activities. Put measurements of success on each goal and every goal or you will never know if you’ve achieved it.

Build Your Conversion Strategy

I’ve come up with a six-step program for a conversion strategy that includes the following:

  1. What is your measurable goal? Yes, you want to make money, but in which segment of your business? Which of your target markets will you pursue to increase your revenues and which products or services do you want to promote? What is your timetable and what revenue do you want to reach to achieve this goal?
  1. In which environment does your business reside? For example, starting a home construction business in 2009 at the height of the recession would not have been a good idea. Here are other environmental influences that could impact your success; the current economy; your competition; new technologies; federal, state and local regulations that impact your business; your demographic and its confidence in the economy; are there environmental or health trends that impact your goods or services; finally, the customers that you’re targeting need to be ready to buy and more specifically ready to buy from you.
  1. How can your brand stand out from the competition? What can you do “better, faster and cheaper” than they can? What is important to your customer and how can you become the go-to provider?
  1. You need to reach your target audience in a way that won’t break the bank. Before you budget for print ads or flyers, you need to understand if those efforts will reach your target audience. Is your audience heavily influenced by, and involved in, social media? If so, they may never see your print ad or flyer. Knowing where your audience “lives” will help target your marketing efforts.
  1. What tools can you utilize to gain the greatest impact? Once you know your audience, you can determine whether an ad in a local newspaper or radio station will reach them. You will want to look at a fusion of traditional, digital or social media and gauge your results.
  1. What message are you sending? When you remember that the tools you choose are merely the vehicles that will carry your message, you need to know what words to use on those vehicles. Make promises to your clients that address a want or need you’ve uncovered and let them know why your company can provide address that need better than the competition.

Taking time now to understand these six steps and to put measurable, actionable goals in place and will help you formulate your strategy for converting contacts into buyers.

Lon Safko is an internationally-recognized speaker and social media thought-leader. He is also the author of The Social Media Bible & The Fusion Marketing Bible

 

Book by Jamie Turner

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How to Develop Your Google+ Presence, by Martin Shervington http://60secondmarketer.com/blog/2014/09/08/how-to-get-more-followers-on-google-plus/ http://60secondmarketer.com/blog/2014/09/08/how-to-get-more-followers-on-google-plus/#comments Tue, 09 Sep 2014 01:10:41 +0000 http://60secondmarketer.com/blog/?p=11746 We have another rocking post for day two of How to Make Money with Social Media Week. As mentioned yesterday, we’re doing a series of blog post from famous authors and social media experts throughout the week. Our stated intent is to provide you with tools and tips to help you grow your business using...

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We have another rocking post for day two of How to Make Money with Social Media Week.

As mentioned yesterday, we’re doing a series of blog post from famous authors and social media experts throughout the week. Our stated intent is to provide you with tools and tips to help you grow your business using social media. (Our actual intent is to leverage the fame of my friends in an effort to promote the launch of the new edition of How to Make Money with Social Media.)

Today’s post is from none other than Martin Shervington, who has over 640,000 followers on Google+.

Yes, you heard right. Over six hundred and forty thousand. (And to think that his parents said he’d never amount to anything.)

Okay, ready to get started? Let’s dive in with Martin’s post.

To Begin…

Arriving on Google+ is like setting up your home in a new, exciting metropolis. The thing is … in order to get yourself known, you’ll need to go out and meet the neighbors. They’ve been having a street party for quite a while now! In fact, for the past three years people have been building their personal networks and, as you will see, influencing people’s Google Search results too. (We will get to that.)

But for now, it’s important to know that you could have the best health tips, give sound business advice, be the most brilliant author or even make the best cupcakes — but they may not know that you’ve arrived on Google+.

In order to fix that, let’s make sure you have everything set up ready for the crowd.

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Your Profile

Set up your profile with a clear headshot. People relate to people best, so as much as you love your dog, cat, or even axolotl (Google it, they are weird things), no one needs to see them here.

Next have a look at adding an attractive image as the ‘cover photo’ – this is your chance to WOW people. Really do make sure you don’t use one of the generic Google ones, people will think you are, well, a bit lazy.

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Profile/Pages/Website

Ok, link your website to your Google+ Profile and add some Google+ badges — this is a good way to help people following you when they visit your website (i.e. growing your network).

Also, don’t rush to set up a Page unless you are a company. People tend to relate best to ‘profiles’ when they are new to Google+.

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Find People to Whom You Relate

Next, you want to find some people to follow. As such, use a hashtag to search for people with similar interests (e.g. #health #science #cupcakes). Add those people into our circles.

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Add in Whole Circles

Also, this is a very cool thing about Google+ — you can add in circles (up to 500 people at a time). Search for hashtags and ‘circle’ e.g. ‘#Science Circles’ and add those — if people relate to your profile it is quite possible many people will add you back.

 

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Engage

 

What next? Well, then go and +1, comment and share those people’s content when you relate to it. But don’t just share, add your own commentary and views about the content in the box above. Screen Shot 2014-09-08 at 8.41.36 PM

 

Tip: if you are adding in lots of circles then you can ‘hide who you have in circles’ as it may look a little unbalanced until more people add you back.

Just click the edit button, and then you can uncheck the box (see below).

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Create a ‘notify’ circle of people you want to ‘know your name’

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Here is a super tip for you. Create a circle of people who you most want to ‘know your name’ i.e. with whom you want to build a relationship.

From ‘People’ drag the circle towards the top of the rest of your circles and it will appear when you go to the Home Stream — note you will have to ‘name it notify’!

Then, from the Home Stream, click on that circle and click the bell. This will say ‘on’ and means you will receive a notification every time someone posts content who is ‘in’ that circle.

From there you can +1/comment/share their content to show them your love.

If you want more on how I manage my circles, then click the YouTube image below. This content will rock your world.

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Join Communities

Google+ has hundreds of thousands of community, many of which have tens of thousands of members.

As such, check out communities you find interesting and focus on commenting instead of posting your own content. They all have their own guidelines so keep an eye on ‘house rules’ but they are a great way to find like minded people, and once the timing is right for you, you can post your content into a friendly environment where you may well find people are ripe to engage.

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Watch Events And Make Comments

As well as seeing great content, events are often excellent social occasions and you can meet some new people in the live comments. This could well be an hour well invested if you can become a friendly/insightful/supportive guest.

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Use Hangouts

Hangouts are video calls and text/image based. If you are not using them yet you are missing out. When you connect with people in hangouts you will find your building relationships very quickly.

They are also great when working in teams.

Use Hangouts-on-Air

Start running your own broadcast channel using Google Hangouts-on-Air, live streamed to your YouTube channel! This is a very cool thing about Google+, it integrate beautifully with the world’s second largest Search engine — YouTube. (Google.com is the biggest).

Also, you can choose ‘who sees what content’ in your YouTube setting for a particular video, even sharing it just with a select circle of people. This is a great way to make your ‘tribe’ feel special, after all, they are the people closest to you and the ones who will tell others that you are worth following as well.

Once you have created content on your channel, you can even download it as an MP4 and then edit it into sections, embedding each one as a new YouTube video e.g. on a new blog post on your website. This is a super way to re-package your content.

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Things to Avoid:

Just like a party, be social on Google+, but don’t run around handing out your business cards. As such, best not to ask people to share your content or beg people to add you to circles.

Don’t check ‘notify by email’ and +mentioning every time you are posting — this will tend to get a ‘reaction’ from old hands on Google+ and many people get muted or blocked before they get going.

Sites and tools you need to know:

  • CircleCount.com – great for seeing stats on engagement, who has added you into circles and much more.
  • Circlescope.com – this helps you to manage your circles even better
  • Nod3x.com – great for Social Network Analysis
  • SteadyDemand.com – ideal for extra info if you are managing Pages.

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Personalized Search

I mentioned from the start that Personalized Search is important, well here is why…

  1. Google.com defaults to a ‘private’ or personalized setting
  2. Google indexes every post shared on Google+, and
  3. Those posts, whether private or public, can show up in Google Search for the people who have the rights to see them

When you factor in that Google wants content to surface that you will consider to be most relevant for you (e.g. it answers your question) you will often find posts on Google.com from people who are within your circles. Then, flipping it around, if more people have you in circles i.e. your build your presence/your network, then there may well be the opportunity for you to be influencing people’s Search results as well.

This is part of a much bigger conversation, but also know that Google+ is awesome for Social SEO, it is about ‘who’ engages on ‘what’ content which allows the signal to Google Search that would seem to determine what Google surfaces as authoritative content, even for those outside of your circles. You can find out more about that on my PlusYourBusiness.com website.

Google+ is A Friendly Place

Finally…let people know you if are ‘new here’ — people are friendly and will usually assist. From there you feel part of the global party that keeps on getting better.

Enjoy! It is a great ride.
Martin Shervington is a consultant, speaker and interviewer who attended the University of London and is currently residing in Newport, U.K.

 

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How to Get Your Next Blog Post Shared 1,000 Times, by Ian Cleary http://60secondmarketer.com/blog/2014/09/07/ian-cleary-social-media-expert/ http://60secondmarketer.com/blog/2014/09/07/ian-cleary-social-media-expert/#comments Mon, 08 Sep 2014 00:02:40 +0000 http://60secondmarketer.com/blog/?p=11741 We have some great news. Today marks the first day of How to Make Money with Social Media Week. Each day this week, we’re uploading a blog post from a well-known social media expert and author. It’s all part of our initiative to help you learn how to grow your sales and revenues using social...

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Tips on blogging from Ian Cleary

We have some great news. Today marks the first day of How to Make Money with Social Media Week.

Each day this week, we’re uploading a blog post from a well-known social media expert and author.

It’s all part of our initiative to help you learn how to grow your sales and revenues using social media. (It’s also a blatant attempt to promote the launch of the new edition of my book, How to Make Money with Social Media, which is available at Barnes & Noble, Amazon in the U.S. and Amazon in the U.K.)

This week, you’ll hear from Erik Qualman (author of Socialnomics, What Happens in Vegas Stays on YouTube and other books), Martin Shervington (a leading Google+ expert who also has over 625,000 Google+ followers), Phyllis Khare (Co-Author of Facebook Marketing All-in-One for Dummies and Social Media Marketing e-Learning Kit for Dummies) and Lon Safko (author of The Social Media Bible as well as The Fusion Marketing Bible).

You’ll also hear from Ian Cleary, who a) is one of the world’s leading experts on social media tools, b) runs RazorSocail.com, which generates 150,000+ visits per month, and c) is one of the most likeable guys you’ll ever get to know.

Ian was kind enough to kick-off How to Make Money with Social Media Week with a blog post and infographic below.

Ready to get started? Great, here goes.

Are you able to get 1,000 shares on any piece of content?

You can certainly get over 1,000 shares on any good quality piece of content, but the quality of the content is not the only factor — you also need to promote the content so that other people see it.

In the infographic at the bottom of this post, we go through ways that will help maximize the reach of any content you share.

Here’s a quick summary of what you’ll find in the infographic.

Create a compelling title

It’s amazing how important the title is. You noticed that I mentioned a number in the title of this post. On average, RazorSocial will get twice as many shares just because we have a number in the title.

The title to my post for the 60 Second Marketer is also very specific, which makes it crystal clear what we’re talking about. I’ve also designed the post to be a How To post so that people walk away with clear, actionable information.

I also use the emotional headline analyzer tool which is a great tool for evaluating your titles. You enter your title and it will give you a score based on how well you will engage your reader on an emotional level.

Long story short — Make sure to spend time on getting the right title.

Make it easy to share

When you upload a blog post, you don’t have to do all the sharing. You want to encourage visitors to your site to share out your content on your behalf. There are some really good social sharing plugins that you can use to encourage sharing, for example Digg Digg or Flare.

With social sharing tools like Flare you can set up your sharing so there is a horizontal share bar at the top or bottom of your post and/or a vertical bar which moves with the user as they scroll.

Too often we don’t give our visitors enough encouragement to share. In my opinion, one vertical bar across the top of the content is not enough.

Social Media Optimization

This is becoming increasingly important in the world of social media. When someone shares out your content on your website to social media channels you can provide additional information so the social media channel can interpret this data better.

For example, when someone shares your content on Twitter you can add additional Twitter card information.   The Twitter card information will provide additional information related to the content such as the description and image.

Twitter can then display this correctly within Twitter.

Optimize for Google

When you write content that ends up ranking in Google search results this means you get some organic traffic.

If you keep getting this traffic you have more and more opportunities to get your content shared. You could end up with content that ranks well for particular keywords for many years to come.

Make Your Images Pinterest Friendly

Providing good imagery and providing an easy way to share to Pinterest will result in a lot more sharing to Pinterest. The imagery should also bring people back to your website.

Automated Sharing

When you originally write your content there are always certain channels you would like to share your content out to. There are some good tools (e.g. dlvr.it) that automates this process.

Manual Sharing

You may need to create some scheduled posts for sharing out to other channels and these posts could be specific to the channel so may not suit an automated sharing approach.

Share to your email list

When people subscribe to your email list they are typically subscribing because they like the content you provide. Informing them of your latest content will bring some of them back to your content where you can encourage them to share.

Do outreach

Everyone in the world of content marketing is always looking for good content. So why not reach out to a relevant audience online and tell them about the content you have?

For example, if you’ve written a better piece of content than what’s out there already, find who is linking to that content (use ahref or a similar tool) and reach out to them and tell them about your content. A good percentage of these companies will adjust their link and link to your content instead.

Monitor results

To make improvements to your social sharing you need to keep track of results to see what’s working or not working.

You may find that some channels lead to a lot more traffic than others or some types of content are resonating better with your audience.

By monitoring results on a regular basis you can implement incremental improvements.

Push Again

Quite often when we promote a piece of content we forget about it and then move on to the next piece of content.

If it’s evergreen content (doesn’t go out of date) you should promote this on a regular basis. For example socialoomph allows you to create a queue of content and it automatically picks off content off the queue to send out .

So don’t forget about older content!

Summary

Don’t think for a second that you can’t get 1,000 shares on a piece of content. If you have a large audience it’s easier to get 1,000 shares but it’s still possible irrespective of the size of your audience.

With a great piece of content and a good promotion strategy you can do it, yes you can!

We’d love to hear your thoughts on this!

 

RazorSocial
Courtesy of: RazorSocial

Ian Cleary is founder of Razorsocial.com which provides online education focused on the tools and technology side of social media. Sign up his free blogging course on the Razorsocial Academy

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9 Top Social Media Analytics Tools to Help You Track Your Success http://60secondmarketer.com/blog/2014/09/04/9-top-social-media-analytics-solutions/ http://60secondmarketer.com/blog/2014/09/04/9-top-social-media-analytics-solutions/#comments Fri, 05 Sep 2014 01:15:13 +0000 http://60secondmarketer.com/blog/?p=11730 In doing research for the new edition of How to Make Money with Social Media (which is now on the shelves of your local bookstore, as well as on Amazon), we took a deep dive into a number of social media analytics solutions. These are the tools you’d use to measure the quantitative metrics around...

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In doing research for the new edition of How to Make Money with Social Media (which is now on the shelves of your local bookstore, as well as on Amazon), we took a deep dive into a number of social media analytics solutions. These are the tools you’d use to measure the quantitative metrics around your social media programs (e.g., interactions, users, impressions, demographics, page visits, bounce rate, etc.) as well as the qualitative metrics (e.g., the feelings expressed about your brand via social media).

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What follows is an excerpt from the book, which is available now at fine booksellers across the nation. If you like what you read below, be sure to take a look at some additional excerpts on the Amazon and Barnes & Noble web pages.

Ready? Here goes.

The first and easiest way to get a quantitative measurement of your social media program is to track data using some popular and readilyavailable tools. These tools provide in-depth information that let you track data such as number of visits, page views, pages per visit, bounce rate, reach, and average time on site.

Google Analytics — What’s not to like about Google Analytics? By dropping a line of code into your website, you can track how people get to your site, how they navigate through your site, and how long they stay on your site. Google Analytics is getting more and more cumbersome, which can get in the way of using it sometimes, but overall it’s really a brilliant tool that everyone with a website should be using.

KISSmetrics —These guys try to be what Google Analytics is not. In other words, they take data and try to help you make sense out of it instead of just dumping it into your lap. Each piece of data is tied to a real person so that you can get a sense of where they are in your sales funnel. KISSmetrics was founded by Neil Patel who runs a well-respected blog called QuickSprout (not to be confused with SproutSocial, discussed next).

SproutSocial —With SproutSocial, you can publish posts to your social media channels while at the same time monitoring how people are responding to those posts. They have an easyto-
use dashboard that provides just the right amount of data and information so as not to be overwhelming. If you’re looking for a rock solid, all-in-one dashboard, you can’t go wrong with SproutSocial.

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Webfluenz — This is a social media management platform that allows you to monitor, analyze, engage, and generally run your entire social media campaign from one place. You can check visitor demographics, geographic coverage, and a whole slew of other items. Webfluenz is especially well suited for companies that have a large, global presence.

Social Mention — This simple web-based application lets you search popular channels such as blogs and microblogs to find brand mentions and analyzes the sentiment toward your brand. You can also set up alerts so that you will be told any time someone mentions your brand.

BrandsEye — A slightly different type of social media listening tool, BrandsEye helps you manage your online reputation by finding all of your brand mentions, the reputation of their source, and the sentiment. It even flags mentions that may require your immediate attention.

Oracle Social —This software goes beyond monitoring what is being said about your brand online, and analyzes specific posts and snippets of posts to get the true sentiment surrounding your brand. Additionally, it identifies who the influencers are for your brand. Oracle Social is best suited for large, enterprise-sized clients.

Spiral16 — If you’re a visual person, Spiral16 may be just what you’re looking for. It’s a web-based platform that helps you listen, measure, and visualize your brand’s online presence. You can measure the impact your traditional campaigns have on your social media campaigns and understand why consumers are behaving the way they are. It’s a data-centric platform that uses graphics to quickly and efficiently help you spot trends and react to them in real time.

Google Alerts — If you’re not already using Google Alerts, put down the book and go to Google.com/alerts to set it up. It takes about two minutes to type in several keywords and then get daily e-mails letting you know what was said about those keywords and where. For example, you’ll want to set up your Google Alerts to tell you when someone has mentioned your brand or your competitors’ brands online. You can even set it up to alert you to topical mentions such as “marketing tips” or How to Make Money with Social Media.

Socialbakers — This analytics platform is perfect if you’re looking for in-depth data that allows you to measure, compare, and contrast your campaigns against your competitors. They have reams of data available for free on their website and specialize in global analytics. Twenty percent of the Global Fortune 500 use Socialbakers.

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We’re getting a lot of great feedback on the book. As mentioned, if you like what you read above, be sure to take a look at some additional excerpts on the Amazon and Barnes & Noble web pages. See you again soon!

 
Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

Book by Jamie Turner

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12 Essential Email and Marketing Automation Tools for Marketers http://60secondmarketer.com/blog/2014/09/02/list-of-top-marketing-automation-tools/ http://60secondmarketer.com/blog/2014/09/02/list-of-top-marketing-automation-tools/#comments Wed, 03 Sep 2014 00:39:01 +0000 http://60secondmarketer.com/blog/?p=11718 As mentioned in yesterday’s post, this is a big week for us. The new edition of How to Make Money with Social Media is now in stores and we’re getting a lot of great feedback about the book. Comments range from “This is a great read!” from Zachary Ferguson on Amazon to “This is better...

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As mentioned in yesterday’s post, this is a big week for us. The new edition of How to Make Money with Social Media is now in stores and we’re getting a lot of great feedback about the book. Comments range from “This is a great read!” from Zachary Ferguson on Amazon to “This is better than Shakespeare!” from my mom.

One of the things that seems to be working is that we provide real insights from real case studies in real language. By “real language” I mean that we don’t use dense, stuffy words that get in the way of the concepts. Instead, we use plain English so that it sounds as if you’re having a conversation with two marketing experts at Starbucks.

We cover a lot of topics in the book, ranging from how to calculate the ROI of a social media campaign to understanding the conversion rates you can expect from your landing pages.

Here’s an excerpt from the book that discusses the benchmarks for conversion rates for an e-book vs. the benchmarks for conversion rates for a product or service:

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That excerpt comes from a chapter we wrote called “Closing the Loop with Email and Marketing Automation.” In that chapter, we discuss how most effective social media campaigns will use email or marketing automation in order to convert a prospect into a customer.

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All that begs an important question:

What Are the Top Email and Marketing Automation Tools You Should Know About?

Here’s the list of some of the email and marketing automation tools we discuss in How to Make Money with Social Media. (For the complete list, along with hundreds of other insights and resources, feel free to mosey on down to your local bookstore and grab yourself a copy.)

Email Marketing Platforms:

  • AWeber: These guys have strict guidelines in place for their customers that are designed to keep them whitelisted and off the dreaded SPAM blacklists.
  • Emma: Do you take great pride in your design and creative skills? Then Emma (found at MyEmma.com) might be right for you. Well-designed templates and a creative flair are what differentiate Emma from other e-mail service providers.
  • iContact: If you’re looking for a lot of bells and whistles without the added expense of marketing automation, then iContact may be just what you’re looking for.
  • MailChimp: How can you not love an e-mail service provider that uses a chimp as its mascot? Their clean, uncluttered web interface and their devotion to customer service are just two of the many reasons so many people put MailChimp high on the list of top e-mail service providers.

Marketing Automation Platforms:

  • Act-On: These guys focus on the “Fortune 5,000,000,” which means they’re perfect for the 99.99 percent of all businesses that aren’t members of the Fortune 500. They’re well respected and offer a simple-to-use platform that has everything most businesses need.
  • Eloqua: Now part of the Oracle Marketing Cloud, Eloqua is one of the original members of the marketing automation industry. It’s a clean, well-run platform that delivers the goods for many well-known brands around the globe.
  • ExactTarget: Now part of Salesforce.com, ExactTarget is one of the best-known members of the marketing automation industry. They started out as an e-mail service provider and have buffed-up their offerings to the point where they’re one of the more prominent members of the marketing automation space.
  • HubSpot: Think of HubSpot as marketing automation software,plus a blogging platform, plus an analytics platform—all on steroids. HubSpot has done a great job updating their platform so that it continuously offers more and more options without becoming so complex as to be unusable.
  • InfusionSoft: Best known for a visual campaign manager that lets you drag and drop your next campaign quickly and easily, InfusionSoft is used by more than 72,000 people around the globe. They have a good reputation and are the favorite of manythought leaders in the marketing industry.
  • LeadLife: Founded by Richard Brock, one of the grandfathers of marketing automation, LeadLife is perfect for small- to mid-sized businesses interested in a seamless, easy-to-use platform. They also offer a “white list” version for agencies that want to offer an agency-branded marketing automation platform to their clients.
  • Marketo: A very well-known marketing automation platform that provides a lot of bells and whistles at a very competitive cost. Customers include Hyundai, the American Kennel Club, and Curves. Oh, and Harvard Business School uses them, too. Enough said.
  • Silverpop: Recently acquired by IBM, this is a robust, full-featured platform that takes behavioral marketing to some new and interesting places.

There are a number of reasonably good options out there for email marketing and marketing automation that aren’t included in this summary list, but the list above should give you the lay of the land to help you get started.

Action Steps for You.

Your first step is to decide whether you simply need an email marketing platform or a more robust marketing automation platform.

Once you’ve made that decision, take a look at the options mentioned above and narrow down your choices. When you get to 2 or 3 different options, it never hurts to call their sales team or their customer service team — a lot of times, you can learn more from talking on the phone than you can by reading the sales materials on their website.

Good luck. And keep me posted on your outcome!

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

Book by Jamie Turner

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How to Make Money with Social Media http://60secondmarketer.com/blog/2014/09/01/make-money-social-media/ http://60secondmarketer.com/blog/2014/09/01/make-money-social-media/#comments Tue, 02 Sep 2014 01:55:50 +0000 http://60secondmarketer.com/blog/?p=11703 Did you know that some social media campaigns aren’t designed to make money as much as they’re designed to save money? That’s just one of the insights in the new edition of my book, How to Make Money with Social Media, which, as of today, is now available in bookstores and on Amazon. The book,...

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Did you know that some social media campaigns aren’t designed to make money as much as they’re designed to save money?

That’s just one of the insights in the new edition of my book, How to Make Money with Social Media, which, as of today, is now available in bookstores and on Amazon.

The book, co-authored with Dr. Reshma Shah of Emory University, highlights some key concepts about social media that every marketer should know.

Here’s just one of the concepts that we discuss throughout the book:

All Roads.001

If that’s music to your ears, then you might be interested in downloading a free chapter on the 60 Second Communications website. There are no forms to fill out or email addresses to provide — just a PDF of the first chapter from the book. Go on — check it out.

We cover a lot of ground in this new edition of the book. One of the topics we discuss is that, while all roads in social media should lead to ROI, that doesn’t necessarily mean that all social media campaigns should generate revenue.

That may be surprising, but it’s true.

Here’s an excerpt from the book that drives home that point:

Some very successful social media campaigns aren’t designed to generate sales as much as they’re designed to generate satisfied customers.

Dan Gingiss, the Director of Digital Customer Experience and Social Media for Discover Card, has a team of social media experts who monitor and review tweets and Facebook posts from customers.

Discover is in a highly regulated industry, which makes responding to account specific inquiries a challenge. But Discover has found ways to monitor the conversations and to take care of the customer’s concerns either via a Twitter direct message or in a secure online chat environment.

The response has been very positive, with customers responding with praise for Discover’s use of social media to handle customer service issues.

The idea behind this initiative is that Discover wanted to be able to answer customer questions in the channels in which the customer initiated the request. They also found that by participating in the online conversations in a personalized and genuine way, they were able to a) quickly solve the customer’s problems, b) demonstrate their superior customer service in a public ways, and c) minimize the negative commentary from disgruntled cardholders, who often end up posting positive commentary after being serviced.

In this particular case, Discover is using social media as a customer service tool. Although it’s difficult to assign a dollar amount to the value of a social customer service campaign, it’s not impossible. For starters, you can track how much it costs to manage a customer complaint using traditional media and compare it to the cost of managing it via social media.

In the old days, customer service complaints were handled almost exclusively via an 800 number. That meant manning an entire bank of phones with operators who could only handle one customer complaint at a time. 

If the operators got busy, customers were put on hold. When an angry customer gets put on hold, they grow increasingly frustrated. By the time the operator gets to the now-frustrated customer, the operator has to spend time easing them back into a civil and productive conversation.

It was an expensive way to manage customer service.

By comparing the cost of traditional customer service to the cost of social media customer service, companies such as Discover can make a calculation of whether or not they have improved efficiencies by using social media customer service.

If the cost of having a traditional customer service department is, say, $1 million per year, but the cost of having a blended traditional and social customer service department is $900,000, then their social media efforts “made” the company $100,000.

Of course, that’s a simplified view of the costs associated with a customer service department, but it highlights a larger issue—not all social media campaigns are designed to make money, some are designed to save money.Stamp.001

Interested in learning more about how to use social media to grow your business?

If so, stick around. Next week is How to Make Money with Social Media Week. We’re devoting an entire week to guest posts from famous authors and social media experts from around the globe. It’s all designed to help people like you learn cutting-edge techniques to use social media to grow your business.

Interested in learning more? Terrific. Come back tomorrow (and the next day and the next day). Or, sign up for our e-newsletter so that you can have links to the posts dropped into your in-box. It’s just one of the many benefits we provide to members of the 60 Second Nation.

See you tomorrow!

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

Book by Jamie Turner

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Hopefully, Your Competitors Don’t Know This Secret About Mobile http://60secondmarketer.com/blog/2014/08/28/mobile-advertising-budget/ http://60secondmarketer.com/blog/2014/08/28/mobile-advertising-budget/#comments Thu, 28 Aug 2014 22:36:34 +0000 http://60secondmarketer.com/blog/?p=11689 There’s an amazing fact about mobile advertising that many businesspeople either don’t know or refuse to acknowledge. It’s something that’s been reported in some trade publications, but for reasons not widely understood, many brands are ignoring the data and sticking with their traditional marketing campaigns instead. The data is something Chuck Moxley and I will...

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There’s an amazing fact about mobile advertising that many businesspeople either don’t know or refuse to acknowledge. It’s something that’s been reported in some trade publications, but for reasons not widely understood, many brands are ignoring the data and sticking with their traditional marketing campaigns instead.

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The data is something Chuck Moxley and I will be discussing in-depth in an advanced-level mobile advertising webinar we’re conducting on Thursday, September 18th at 2:00 pm Eastern Time.

We’ll be going into some really sophisticated topics around cutting-edge techniques in mobile advertising. If you’re past the fundamentals and ready to dive into some of the more complex and challenging mobile concepts, be sure to register for the event by clicking here.

(Side note: Even if you’re still just dipping your toe into mobile, you should join the webinar — if you do, you’ll come away with some of the most transformative information you’ll ever see in mobile.)

One of the many topics we’ll discuss is this fact.

If the amount of time people are spending on their mobile devices was aligned with ad budgets, marketers would spend 500% more on mobile ads this year than is anticipated.

For perspective on this, check out the chart below.

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If all of this information gets your wheels spinning — and it should — then you should know that this is just the tip of the iceberg. Yes, increasing spending is important, but if you really want to get sophisticated, you should find out some of the advanced mobile targeting and measurement techniques we’ll be discussing in the webinar.

Sound like a plan?

Here are some action steps for you.

  • Consider the impact a 500% increase in mobile advertising spending would have on your business.
  • Assuming your competitors are either just getting into mobile, or are increasing their spend by, say, 100% next year, you can have a huge competitive advantage over them by dominating the mobile space before they catch on to the information outlined in the chart above.
  • If you’d like to hear more about mobile targeting, mobile measurement and mobile ROI, then sign up for our free webinar where we’ll be discussing advanced mobile advertising techniques. It’s scheduled for Thursday, September 18th at 2:00 pm ET.

See you there!

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Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

Download Now

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