Archive for ‘General Marketing’

September 14th, 2014

How to Get 40 Times More Job Opportunities on LinkedIn, by Erik Qualman

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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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Archive for ‘General Marketing’

September 11th, 2014

How to Differentiate Your Social Media Brand from Your Competitors

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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Archive for ‘General Marketing’

September 9th, 2014

A Six-Step Program to Turn Your Social Media Program into Revenue, by Lon Safko

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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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Archive for ‘General Marketing’

September 4th, 2014

9 Top Social Media Analytics Tools to Help You Track Your Success

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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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Archive for ‘General Marketing’

September 2nd, 2014

12 Essential Email and Marketing Automation Tools for Marketers

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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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