Rays Marketing Digest – Social Media, Facebook, Blogging…
I begin this week’s marketing digest with Mark Schaefer‘s post on how small businesses can execute social media marketing without breaking the bank.
Facebook can be a minefield for many worried about negative comments showing up on their business Page.
Chris Silver Smith shares tactics for managing the inevitable.
In a similar vein, Danny Brown takes the case of a recent run in with a plagiarist to let us know us of how prevalent the problem is and why we shouldn’t ignore it.
Mike Alton shares an excellent infographic that gives us the views of 21 experts on the future of content marketing.
A bonus for me was learning what “Garner’s Five-Step Hype Cycle” was.
Matthew Capala focusses on 7 Google changes that we should keep an eye on this year.
YouTube introduces “YouTube Connect”.
In the Ray2Go Spotlight section, I rewind the video machine to an interview I did with Dustin W. Stout.
If you want to optimize your online images, you’ll find a lot of great tips in this video replay and blog post.
In this week’s marketing digest.
SOCIAL MEDIA – 7 Ways a small business can use social media resources wisely by Mark Schaefer
FACEBOOK – 10 tactics for handling haters on Facebook by Chris Silver Smith
BLOGGING – Why You Have to Push Back on Unethical Content Thieves by Danny Brown
CONTENT MARKETING – What Is The Future Of Content Marketing? By Mike Alton
SEO – 7 Google changes that will make or break your SEO in 2016 by Matthew Capala
VIDEO – Google is building YouTube Connect, a livestreaming app to take on Periscope by Ken Yeung
Ray2Go Spotlight – How to Create Compelling Content Images by Ray Hiltz
Social Media Marketing
by Mark Schaefer
Mark Schaefer who knows a few things about social media marketing and content creation.
The post I feature here serves as a good introduction to his book, Social Media Explained: Untangling the World’s Most Misunderstood Business Trend. It’s a workbook that should be on in every businesses library.
The essential question he addresses here is one I have heard since I began working in the social media space.
One of Mark’s students sums it up well in this note.
“Big global companies usually have a social media department but medium and small companies just add this job for some marketing or PR manager in addition to the current area of responsibility or hire some cheap intern — with negative results.
So how should a small business with limited resources realistically approach social media marketing?”
As Mark says, small business owners have far less room for error so he gives 7 guiding principles to consider before taking that gamble.
Read the full article for the important details.
1) Do a reality check.
2) Determine your source of rich content.
4) Get professional help.
5) Don’t view social media as an “add on.”
6) Re-frame the opportunity.
7) Realistic expectations.
by Chris Silver Smith
One of the things that scares the bejeezus out of many small business owners is dealing with negative feedback and trolls.
Managing comments on your Facebook Page is a skill you should consider mastering before even setting up one.
Negative comments and critical feedback is a given whether you sell services or products.
The difference these days is more and more people are turning to social media to complain instead of dealing with your customer service department.
Chris Smith offers some tools and methods for handling negative comments on your Page.
Here are a few i think particularly helpful.
I highly recommend you read the full post for the rest.
- Develop a “light touch” philosophy for dealing with negativity
Allowing customers to voice some irritation or disapproval for something via your Facebook page may help you avoid their setting up a blog or a RipOff Report that’s going to follow your name forever online.
- Hide or Delete Bad Comments
I recommend you use this with caution. Only use this and the “Ban” option when the commenter is abusive.
If the person has a legitimate complaint, it’s best to leave it and respond so others can see that you do respond to your clients.
- Moderate/suspend all visitors’ posts to your page
If you’ve got an ongoing issue with sporadic-to-intense frequency of negative postings submitted to your page, it may be advisable to set your page so that visitors’ posts must be reviewed and approved by you prior to being published.
In this way, only the positive stuff is going to be visible
by Danny Brown
Speaking of negativity, there’s nothing like having someone rip off your hard work and claiming it as their own.
Unfortunately, this is an all too common problem on the internet.
Dealing with individuals that do this is like swatting flies in an outhouse.
Danny Brown is a person I admire as a writer, thinker and human being.
Recently, he gave us a case study of how he responded to someone scrapping his content.
Danny addresses a few misconceptions such as copying other’s content and claiming as your own is not “flattery”.
Because the internet is “free”, some people believe real world copyright rules don’t apply.
You can follow his story of dealing with “plagiarist” though the series of tweets he includes.
Danny also gives some tips on dealing with the issue.
You have to decide how much of your personal resources you want to invest this this battle – because it never ends.
By Mike Alton
Mike Allton has added his own analysis to the question of where we are and where we are heading with Content marketing.
Anyone in this space knows the challenges of:
– Coming up with strategically sound ideas and tactics
– Keeping up with the demand to produce more and more “10x” content and
– Tracking the impact and success of all that content
He referenced a couple super resources in the article.
The first: Gartner’s Five-Step Hype Cycle which illustrates the adoption curve of a disruptive technology.
According to Joe Pulizzi, we’re in the “trough of disillusionment” phase.
If you’ve ever said to yourself – “I don’t ever want to see another social media article.” You’re in the trough.
The second part of the article is a large infographic from RankWatch who interviewed 21 marketing experts on the future of content marketing.
The question each were posed are:
- Should organizations shift their content strategy from building branded content to establishing themselves as content brand?
- Which are the most useful tools in your daily content generation and marketing?
- Which social media channel will become platform #1 for content marketing?
- Who will win the battle long detailed vs short snackable content?
- What does the future hold for the Content-SEO pair?
Some of the experts surveyed include: @mike_allton, @eprokop1, @larrykim, @BrennerMichael, @andrewjcoate, and my gal pal, @kerijaehnig
by Matthew Capala
I like that Matthew Capala takes a lot of the SEO buzzwords we’ve been seeing for awhile and explains how they fit in the big picture.
Here are some and what they mean to your SEO strategy.
Remember, this is just an overview; go to the original article to grab the important details.
Be the Answer
“Google no longer thinks of itself as the middleman. Google wants to be “the answer.”
Answer Boxes are part of Google’s reaction to our ever-decreasing attention spans and growing expectancy of everything ‘instantaneous.’
RankBrain: Machines are Taking Over
“Machine learning is a core transformative way by which we are rethinking everything we are doing,” ~ Google’s Chief Executive Officer Sundar Pichaion
RankBrain is Google’s new machine-learning algorithm with artificial intelligence at its core, which better interprets search queries and learns from each action taken by searchers.
Structured Data: Soon a Ranking Signal
This makes sense because adding meaningful dimensions to your content by structuring (categorizing) it will aid RankBrain in its perception of entities and results.
Mobilegeddon: The Mobile Update
Remember all the hype a few months ago about “mobilgeddon”?
Well, it wasn’t as empty as the Y2K hype but it is important to make your sites mobile-friendly.
It’s not about pleasing Google, it’s about pleasing your viewer.
“If you haven’t made your website mobile yet, you need to. Fast. It’s the standard of the world we live in; people expect a great mobile experience at all times and if you can’t offer that, they will leave your website pronto.”
Other SEO factors to consider:
Bad Links: Real-Time Penguin Update
Google My Business and Local Results Shake Ups
by KEN YEUNG
Google is taking on Periscope and Facebook Live after being the big video kid on the block for years.
The new app, called YouTube Connect has much of th same functionality as its two rivals.
You simply log in with your YouTube or Google account and start streaming from your mobile phone.
There are chat and tagging features as well as a “news feed” that allows you to see the latest clips from your followers.
The timing for the release hasn’t been announced but people are guessing it will be at the I/O conference in May.
This was a totally expected move.
Which video streaming apps do you use?
by Ray Hiltz
Images are a powerful communication tool.
There’s few people I know who understand that more than visual marketing expert, Dustin W. Stout .
Dustin was our special guest on this week’s #RayBunch show.
We grilled Dustin about creating that perfect image for your blog or social media post.
Understanding the power of images to connect is a good place to start.
We cognitively and emotionally absorb the message contained in an image almost instantaneously.
It’s said (though we not sure by whom) that we process visuals 60,000 times faster than text.
Why is this important?
Because as the quantity of content increases, the attention span of the average reader decreases.
To grab that attention, we need to post an image with our content that grabs their eye and compels them to look deeper into our content.
Dustin is my reference guy when it comes to images.
He’s written helpful articles on visual components of content such as fonts, colours and composition.
Some of the questions posed to and answered by Dustin are found in the video replay of the show below.
This was by far one of the most informative and fun shows I’ve produced.
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