Rays Marketing Digest | Metrics, Content, Social Media
Social media marketing is maturing.
However, some of us are stuck in the “free social media marketing” mindset of 2009 – 2012.
Social media is free and if we keep posting, they will come.
While the best things in life may be free, food and shelter usually aren’t. (unless you have very understanding parents.)
Social media is a powerful tool that accelerates and magnifies our communication.
The difference between social media marketing and traditional marketing is the difference between a bike path and a multi-lane expressway .
They may lead to the same destination but unless you adapt, you could end up a hood ornament.
Social media marketing is a complicated mess for many small businesses.
Business owners who have years of experience struggle to apply this accumulated wisdom to the digital environment.
To adapt, they need to invest in an ongoing cycle of education, strategy, planning and execution.
Social media marketing represents “long-term” planning and ever-evolving strategies.
This curated list of articles gives you an overview of things to consider as you move ahead.
In this week’s marketing digest.
DIGITAL MARKETING – 5 Social Media & Digital Marketing “Must Haves” for 2016 – Part I and Part II by Yasmin Bendror
Social Media Marketing – Those Tweets May Be Your Own…But They Still Have Consequences by Amber Naslund
DIGITAL MARKETING – 10 Simple and Reliable Digital Marketing Metrics By Rahul Alim
CONTENT MARKETING – Do Blogs Still Matter For Your Business Strategy? You Betcha! – Heidi Cohen
RAY2GO SHOW SPOTLIGHT – Who Are You Creating Content For? By Ray Hiltz
by Yasmin Bendror
I’m happy I came across the two-part article by Yasmin Bendror because she addresses the major pain-points small business owners have:
– What social platforms should we be on?
– How do we use them most effectively?
This is a straightforward way to match consumer realities with the new digital marketing tools.
Consumers Are Social. Being on Social Media is a Must.
Consumers Are Visual . Incorporating Images & Videos are a Must.
Consumers Are Mobile. Having a Responsive Website is a Must.
Consumers Are Hard To Reach. Paying for Exposure is a Must.
Consumers Are Searching. Being on Google My Business is a Must
In the first part, Yasmin provides many stats and links to other resources showing reasons why Social Media, Images, Mobile etc.. are important.
In the second part, she expands on the platforms and digs deeper into platform choices and provides more resources on each.
This is a very good overview that will get rid of some of the social media clutter in your head and allow you to decide where you want to invest your scarce resources.
Social Media Marketing
by Amber Naslund
I began this post by saying social media marketing is maturing.
At the same time, social media transports us back to gossipy High School hallways where finger-pointing and bullying were the Facebook posts of the day.
Back in those good old/bad old days, the ramifications of our indiscreet actions were restricted to our circle.
Gossip took time to make its way around.
With the unlimited amplification power of digital media, what we whisper online is read, heard and viewed everywhere instantaneously.
And extends far past our network.
Amber Naslund tackles the issue of professional and personal social sharing.
It’s a minefield whether you work for a company or you are that company.
How free are you to express yourself online?
Will a disclaimer such as: “these posts/tweets/comments are my own” cover your ass?
According to Amber – not so much.
“…that disclaimer does not protect you from experiencing any of the consequences that may occur as a result of the things you choose to post, including being terminated from your job if you’re in violation of a code of conduct that you agreed to (or in the case of at-will employment situations, for no reason at all).
Balancing our personal with our professional brand online means making deliberate choices.
By Rahul Alim
You can’t move forward without knowing where you’re starting from.
Rahul Alim gives us a helpful overview of mainstream metrics that you should look at regularly to assess the success of your digital marketing strategy.
He breaks it down into two sections:
1-5: Digital Marketing Staples
– Overall Traffic
– Channel-Specific Traffic
– Bounce Rate
– Search Trends
6-10: Additional Proven Metrics
– New vs. Returning Visitors
– Top 10 Organic Landing Pages
– User Demographics
– Brand Sentiment
Rahul explains the “what”, “why” and “how” of each of these metrics.
This is an excellent resource to keep handy.
By Heidi Cohen
Heidi Cohen is known for her actionable posts and this one is representative of that.
81% of North American B2B businesses use blogging as a content marketing tactic yet only 59% of them find blogging effective!
She lists a couple reasons for this:
blogs require employee time and resources
Quality blog posts require internal or external headcount and other budget.
In her argument for the importance of business blogging, she lists:
Provides customer-focused content . This is core information that prospects and customers seek during the research buying phase and beyond. Without it, they’ll never contact you.
Supports search optimization . Posts should be written around keyword phrases in line with your search strategy.
Fuels social media . Skip the once and done blog promotion. Batch schedule your blog content and support it with social media advertising where needed.
Generates qualified leads and sales . Blog content encourages readers to act.
5 Steps to make your blog the jewel in your marketing crown
Develop and document your blog strategy and editorial mission statement. Your blog isn’t a standalone, nice to have element.
Create a blog editorial calendar and integrate it your promotional calendar. Planning your blog content saves time.
Optimize your blog content to improve measurable results
Plan and space out your blog promotion.
Update and re-promote existing content
By Ray Hiltz
Who are you creating content for?
The answer to this question isn’t as obvious as you would think.
Although your first instinct may to reply – your potential clients, there is another opinion that says you should write what you’d like to read.
The Ray2Go crew (aka RayBunch) takes at look at this question and others such as the role good grammar and formatting play, “content shock”, and does length matter?
The post also includes many content creation resources such as:
How to use Deliberate Practice When Writing by Daphne Gray-Grant, Principal at The Publication Coach .
7 Essential Tips For Writers Who Hope To Engage Millions Of Readers via Forbes.com
Editing and Writing Services by Judy Vorfeld . Offers a wealth of writing and grammatical tips. She’s all about writing clearly.
5 . Buzzsumo.com – BuzzSumo gives you insight into what content is working, and the influencers amplifying it. You can set filters for topics, types of posts
Thanks as always to the RayBunch: Scott Scowcroft – Randy Bowden – Jessica Dewell – B.L. Ochman
Thank you for sharing your time with me.
If you need help with your social media strategy or execution, don’t hesitate to reach out to me at: firstname.lastname@example.org
You can view past Ray2Go shows on my YouTube Channel or the audio podcast on Soundcloud .
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Thanks for dropping by. I'm the Director of Digital Marketing for Image-24.com.
My background in business includes non-profit (performing arts), restaurants and Promotions.
Having moved on from my own strategic consulting company, I now write about what interests me. So in this blog, you may read about my thoughts on marketing, health issues and business culture.
You can follow me on Twitter @rayhiltz or @image24Call