Rays Marketing Monday Digest
There’s a simple prerequisite for having an article included in this weekly post – it must help solve problems and/or provide insights for my readers.
Since beginning this project, I’ve received emails requesting inclusion in this digest.
While I appreciate the help in sourcing material to share, my foremost goal is to give you a selection of content and opinions you’ll find useful and entertaining.
We are what we share, right?
In this week’s marketing digest:
Google News –
The New Google+ Gold Rush: Collections by Eric Enge
Google Adwords Help? 21 Awesome Hints and Tips – by Martin Shervington
Content Marketing –
How To Create A Content Marketing Editorial Calendar By Liz Bedor
Easy 5-Step Nonprofit Content Marketing to Drive Actions By Claire Axelrad
Social Media –
Social Media Campaign Planning Guide – The Rocket Formula by Ian Cleary
by A Peek Inside How I Use Evernote to Organize My Life Bryan Kramer
3 Steps to Using Video to Market Your Business By Rebekah Radice
Your must-read of the week:
The Lost Blogging Monarchy, the Defeat of links, and the War on Social Media and the companion piece, The Internet We Need to Save by Mark Schaefer
by Eric Enge
Just before New Year, Eric Enge, CEO of Stone Temple Consulting wrote a post on Google+ about “ Collections” on how they can be an opportunity:
“to build a lot of visibility in a way that is highly focused on your area of expertise.”
He uses Dustin Stout’s Collection: Creativity Inspiration (which I follow and recommend) as an indication of how Collections is almost a platform unto itself.
For instance, Dustin has 53,418 followers on his G+ profile yet has 98,520 people following his collection.
The reason for this is the interest graph. People follow their interests, and Collections make it easier see only topics that you’re interested
People follow their interests, and Collections make it easier see only topics that you’re interested in your stream.
by Martin Shervington for Plus Your Business
This truly is an awesome post for anyone wants to dig deeper into Google Adwords and optimize their strategy.
Covering everything from adding and setting up columns and labels to setting up campaigns and how to use Google Adwords Editor.
By Liz Bedor
We all know we should use an editorial calendar.
We also know should always back up our files, but never seem to get around to it until…
What I particularly like about Liz’s article is that she includes a checklist of information you need before you start.
No, we don’t just start filling in columns willy-nilly.
There’ must be a purpose and a detailed description of execution.
Here’s her list:
She also includes templates for weekly, monthly and quarterly calendars.
By Claire Axelrad
One of the refreshing points Claire makes here is the importance of integrating fundraising and marketing communications functions.
Every nonprofit knows their existence depends on successfully talking people into giving them money.
However, resources are usually extremely limited and several departments are rolled into one person’s job description.
However fundraising and marketing are managed, it’s wise they be seen as the “goal and method” as opposed to two separate entities with different tasks.
Clair’s guide for assuring your content marketing stays focussed on desired actions in itself makes this a valuable read.
1. Begin with Awareness
2. Cultivate Interest
3. Engage to Involve
4. Cultivate Advocates and Influencers as Social Media Ambassadors
5. Call for the Action
…and the most important, focused leadership.
by Ian Cleary
Ian is known for his regular digital marketing tools blogs.
However, here, he takes us on a detailed step by step guide for planning a social media campaign.
So detailed, that he offers us a downloadable pdf version to read later – or, as I’d suggest, keep at the ready.
Ian includes in this manual, what you need to do to plan your social media campaign.
Define your campaign goals and metrics
Targeting – who you are going to target and how
Map out your funnels
Create your content and build your editorial calendar
Get all your tracking in place – goals, URL builder, etc.
Optimization – assess and adjust
Evaluate at the end of the project.
by Bryan Kramer
Like Bryan, I’m a big fan of Evernote. I’ve included many references to it in this newsletter as well as other posts.
It really is my PA (Personal Assistant).
I store ideas, articles, favourite, tweets and recipes there.
The sorted information is stored digitally in the cloud which is handy since you can use your Evernote on any device you’ve installed it on.
As Bryan also points out, Evernote has a Chrome extension which allows you to access it anywhere you have the internet.
He includes a f ew tricks of the trade including the must-have, Web Clipper.
By Rebekah Radice
Since stepping off the social media hamster wheel this past couple of months, I learned that we can get so caught up with searching for the latest and newest that we risk losing sight of the best.
Most of us aren’t reporters on the constant lookout for breaking the news.
We should be looking for content that will answer our questions and help the people we share it with.
Rebekah has a treasure trove of “evergreen content” that is always worth a dip into.
In this one from April 2013, (updated Dec. 30th , 2015), she demonstrates how to refresh older content to make it relevant today.
I use many of these steps when I produce the Ray2Go Show.
And Rebekah, as always, addresses the “why” before she tells us the “how to”.
She shares tips to help us:
– Write effective scripts
– Understand how to capture the attention (and information) of your viewers
– Know where to post, how to post
– What camera, lighting and additional equipment you will need to get started
Your must-read of the week
My weekly serving of brain food to chew on while you go about your week.
There are some articles and blogs I come across that go far beyond the best practices and “What the Da’esh can tell us about Social Media” – type posts.
Mark Schaefer‘s site Businessesgrow.com regularly serves up a blend of how to’s (or not’s) and what if’s.
His Marketing Companion podcast with Tom Webster follows the same formula – only usually funnier.
However in this show, they skip the funny and get right to the point. The Internet we need to save.
Using a London Guardian post, Mark by Iran’s blogfather : Facebook, Instagram, and Twitter are killing the web Hossein Derakhshan as a springboard, , and Tom discuss issues such as:
“How has the Internet changed in ways that help us or hurt us?
Are our values and the promise of the web being slowly “boiled away?”
Is the “inward gaze” of social media becoming a dead-end for content?
As “newness and popularity” replace authority on the web, does its significance decline?
Definitely worth a read and a listen.
In closing, I want to share this article by Robin Strohmaier‘s recent article: in which 21 digital marketing experts share what they think will be the top social media trends for 2016. Top Social Media Trends to Skyrocket Your Business in 2016
Have a read and let me know if you agree with them.
Thank you for sharing your time with me.
Let me know if there’s anything you’d like to see included here.
If you have a question or want to reach out to me privately, drop me a line: email@example.com.
You can view past Ray2Go shows on my YouTube Channel or the audio podcast on Soundcloud.
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Have a great week!
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