Rays Marketing Roundup | Social Media, Hangouts, Content, Podcasts
This week’s marketing roundup:
Social Media Marketing – What is Social Selling?
Google Hangouts – New Options to help People Join into your Hangout Video Call
Social Media – Social Media in Numbers (Q3 2015)
Content Marketing – How to Hack the Amplification Process / 10 Commandments to Create Compelling Content
Writing – Finding Your Writing Voice
Website SEO – Don’t Even Think About Relaunching Your Site Without A Solid SEO Game Plan!
Podcasts – How To Launch a Podcast and Capture #1 Ranking
Social Media Marketing
Is Social Selling Creepy?
The #Ray2Go Show had a lively debate on the topic of “social selling”.
I admit to having some bias going into the show. I found the term to be an oxymoron.
By show’s end, and especially during the post-show Blab, my opinion softened a bit.
Like most things, it’s all about context.
What is social selling?
LinkedIn describes the term as follows,
“ Social selling is leveraging your own professional brand and social network to gather insights and connections, then use those information to help you discover new opportunities, sell, and get business done”.
Sounds like old school “Sales” to me – as old as Dale Carnegie’s “How to Win Friends and Influence People.”
The problem with social selling or social marketing is brands are not understanding “social.”
Whether in real life on online, creating social connections and nurturing them into trusting relationships take time.
Companies don’t seem keen on long term planning.
They confuse marketing with advertising. The result is people getting pissed over a number of sales pitches polluting their social streams.
What do consumers find creepy?
65% would not find it creepy to receive a LinkedIn message from a salesperson with whom they have connections in common. ( Hubspot )
92% of buyers delete emails or ignore calls from people they do not know. ( A Sales Guy Consulting )
30 Stats on Social Selling Businesses Must Know)
Buyers and consumers are less likely to perceive social selling interactions as creepy if they share connections with the salesperson.
Customized messages are on the whole perceived to be less creepy than generic messages.
Facebook is the creepiest network for social selling by a mile.
“Light” social selling interactions (liking, favoriting, retweeting) are considered to be less creepy than more in-depth interactions, such as messaging or commenting.
Buyers’ and consumers’ self-reported preferences about salesperson behavior and their gut reactions to sales practices are sometimes at odds.
The Sales Professional’s Go-To Guide to Social Selling🙂
You can catch the Video replay here.
(Live Streamed every Tuesday at 12:15 PM ET)
The Post-Show Blab: (immediately following the show.)
SOUNDCLOUD (PODCAST) VERSION
Or, if you have things to do and can’t be tied to a screen, listen while you work to our SoundCloud Podcast version:
Improved invitation process for Hangouts and HOAs
from Ronnie Bincer
As Ronnie says in this post, inviting people into a hangout or hangout on air has been very troublesome for some time.
I’ve known people who swore off of Hangouts because it was too exasperating.
So it’s nice to see that Google made inviting people into your Hangout or Hangout On Air (in the filmstrip) much easier by giving us options.
Once we’re in the hangout (as host) and click on the “Invite people” icon, we’ll see options next to the hangout permalink window.
We can choose to invite people by Gmail, Google+ post or if it’s not a Hangout On Air (HOA), a numeric keypad for a telephone connection.
It’s interesting that Ronnie posits that the simplicity with which people get into the BLAB video room may have been the catalyst for this update.
What do you think?
(Learn more about hangouts of all types via a self-paced video training course ( www.bit.ly/AllAboutHangouts ) or via an Interactive Membership Community ( www.bit.ly/HangoutMastery )
SOCIAL MEDIA IN NUMBERS (Q3 2015)
by CENDRINE MARROUAT
Who doesn’t like showing off their stats?
Aside from making you look smart, they can also help you plan strategies and persuade clients to keep the course or change direction.
Cendrine Marrouat is someone I don’t hesitate calling a social media expert.
Within her exhaustive collection of social media stats, you should be able to find out who’s using what, what’s working and what’s not.
The list goes far beyond the usual platforms and includes Dropbox, Flipboard, Snapchat, Yelp.
It even key trends in travel marketing.
Here’re a few stats I found interesting:
87 percent of customer messages receive no answers ( Marketing Land )
21.8 percent of all video views are clicked-to-play sound ( Locowise )
68 percent of consumers expect businesses to have a Facebook Page ( Rapt Media )
Most popular activity on Facebook: clicking the “Like” button (70 percent of users) ( GlobalWebIndex )
Mobile YouTube viewing sessions now average 40 minutes ( Seeking Alpha )
Only 9 percent of U.S.-based small businesses use YouTube ( eMarketer )
Only 13 percent of U.S.-based small businesses use Google+ ( eMarketer )
Most popular activity on Go ogle+: reading an article (45 percent of users) ( GlobalWebIndex )
Only 17 percent of U.S.-based small businesses use LinkedIn ( eMarketer )
130,000 weekly published articles ( Seeking Alpha )
87 percent of recruiters use LinkedIn to screen potential candidates ( SocialTimes )
Average question-response rate for brands on Twitter: 28 percent ( Socialbakers )
Only 12 percent of U.S.-based small businesses use Twitter ( eMarketer )
63 percent of U.S.-based Twitter users visit the social network to read the news ( NiemanLab )
47 percent of recruiters use Twitter to screen potential candidates ( SocialTimes )
10 Commandments to Create Compelling Content
By PATRICK BURKE
How can we create “compelling content”?
These commandments should set you on the right path.
But bear in mind what Patrick says:
“ no commandment is to be taken as gospel because the method must fit the marketing strategy. But, hey, as content marketers, we all know that titles are 90 percent of the battle.”
He covers all the bases.
As a bonus, if you peek under the 7th Commandment, you get a handy “Kitchen Cheat Sheet”.
(Click on image for full cheat sheet.)
So, let’s review the 10 Content Commandments.
Remember to read the full article for bonuses and examples.
Thou shalt harken to past times
Thou shalt awaken our inner Narcissus
Thou shalt incite commotion
Thou shalt eat humble pie
Thou shalt pull the heartstrings
Thou shalt swim against the current
Thou shalt set your content free
Thou shalt use what Momma gave you
Thou shalt listen
Thou shalt roll up thy sleeves
How to Hack the Amplification Process
with Rand Fishkin via Moz: How to Hack the Amplification Process
You can create a Nobel Prize worthy piece of content but if no one sees it, or no one who needs to, sees it, you’ve wasted your time.
In this Whiteboard Friday , Rand Fishkin takes an in-depth look at how marketers should be finding the right audiences for their content and tools, effectively hacking the amplification process.
One of the big challenges we have as content creators is to know who our audience is.
He gives us a list of tools and tips that will help us determine who is consuming our content as well as how to find influencers who will help amplify it.
11 Insights on Finding a Writing Voice Readers Take Seriously [SlideShare]
by DEMIAN FARNWORTH
Don’t Even Think About Relaunching Your Site Without A Solid SEO Game Plan!
“Relaunching your website can have serious consequences for your search engine optimization if not planned carefully.”
Stephan Spencer provides a comprehensive guide to ensure a smooth transition for your website relaunch.
I’ve had the unhappy occasion to have had to relaunch my site after a hack and can attest to the wisdom of taking the steps Stephan outlines here.
This is not a copy/paste situation.
There are a lot of moving parts so unless you’re an SEO specialist; it’s advised you work with one throughout the procedure.
He runs through several types of relaunches such as New Skin – Completely New URL – New Server.
How To Launch a Podcast and Capture #1 Ranking
How To Launch a Podcast and Capture #1 Ranking
Written by Nathan Latka
Seems people don’t like to read.
The biggest circulation paper in my city is ending paper deliveries except for Saturday editions and laid off over 150 employees.
The same story is being played out all over North America.
So where are people getting their news?
A large part is using as their news feed. Twitter
“63 percent of U.S.-based Twitter users visit the social network to read the news.”
And as for opinions and analysis, seems people are turning to video and podcasts.
Podcasts are even saving NPR .
Nathan Latka runs the popular podcast, The TOP.
He takes us through the specific strategies and tactics that have resulted in the show having the “the fastest growth that any business podcast has ever had in its first month.”
It includes lots of charts and tips for starting your podcast.
One of the strategic points that jumped out at me was how he created a community around the podcast and how he managed to do all this using up only 12 hours per month.
That’s it for this week.
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.
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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