Saturday, March 10, 2018

Faceboook - Influencer Marketing

Facebook's Recent Algorithm Change Can Boost The Effectiveness Of Your Influencer Marketing

Meaningful interactions are rooted at the core of present-day digital marketing. From micro-moments to the rise of influencers, the space is flooded with critical decision points that may result in a sale -- and Facebook is always adapting. 

The social giant modified its algorithm to alter what you see in your feed. Mark Zuckerberg commented, “I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”

The change helps more efficiently filter content, meaning the things from your friends and those you chose to follow rise to the surface while brands, publishers, marketers and news outlets are given lower priority. Taking it a step further, Zuckerberg announced he would be surveying Facebook users about their news sources, asking them to rate these outlets for usefulness and trustworthiness.

Publishers and new organizations are, for the most part, taking these changes in stride and bracing for impact. However, it’s no secret that referral traffic from Facebook for these publishers and news organizations has been on a steady decline for quite some time.

While this change will affect the ability of brands, marketers, publishers and news organizations to appear organically in feeds, these sources are still able to purchase paid posts to garner traffic -- an approach that does not appear to be affected by the recent algorithm change.

This is where influencers come in. While this recent algorithm change diminishes the ability for brands to organically interact with those who follow their pages, it doesn’t negatively affect the interaction between content creators with large audiences and their followers. In fact, the change increases the likelihood of interactions by reinforcing connections between actual people and influencers.

Kate Hudson: Branding, Marketing, Retail |

Content Marketing | SEO, Social Media, Video

7 marketing and promotion tactics to get your content discovered

It’s no secret a well-executed content marketing campaign can deliver a solid return on investment.

According to Demand Metric, content marketing generates three times more leads than most outbound marketing strategies at 62 percent less cost.

As marketers pad their budgets with more money to invest in content marketing this year, one strategy that often gets overlooked is content promotion.

According to a survey by the Content Marketing Institute, 55 percent of B2B marketers were not even sure what a successful content marketing campaign looked like!

Content without promotion is like link building without links or creating a landing page without a call to action. That’s why promotion should take equal focus with creation.

Let’s look at seven tried-and-true content promotion strategies that will drive traffic to your content and website.

1. Paid social promotion

Paid social promotion can be one of the most precise strategies available to market your content to people who are interested in and most likely to engage with your content.

For example, by using Facebook’s Audience Insights, businesses can segment audience lists by select boundaries, such as demographics, psychographics and intent. This allows marketers to create audience segments that are more in line with their brand and specific topics of content on their website.  There are several benefits of paid social promotion:
  • Increase website traffic with relevant visitors.
  • Generate more conversions by marketing to people with high purchasing intent.
  • Familiarize users with your brand.
Even advertising content over native or display ads can help to increase brand recall for customers who come across your website in future searches. Only now, they’ll think of your brand as a bit of an authority because they’re already familiar with your brand.

Paying to promote your content over advertising channels is a good way to cut through the noise and the competition.
Paid promotion is also an excellent strategy to target users who have interacted with your website or blog in the past month. Remarketing not only increases your chance of reclaiming a missed conversion, but it also helps to foster brand loyalty by providing them useful content based on their past consumption.

Before undergoing a paid promotion strategy, it’s key to have your goals outlined. These can include increasing readership for your content or generating more conversions on your website. With these in mind, you can quantify the impact of these strategies and assess their success.

2. Targeted sharing

Facebook is no longer the business to consumer (B2C) marketing giant it once was; after its last algorithm update, it limited organic reach for business posts on the platform.

One way to reach more people over social media platforms like Facebook and Instagram is through targeted sharing.
Targeted sharing is essentially tagging someone in a post in hopes that they will share your content with their audience. Here are some ways to do that:
  • Link to people in the snippet who would be interested in your article.
  • Link to sources featured in the article directly in the snippet.
  • Directly engage industry peers with a question or point of debate in the snippet to curate conversation over a topic.
Twitter’s advanced search tool allows you to find people in your niche who are close to you geographically, using certain hashtags and more.

Instagram recently introduced a “follow” hashtag that allows users to view content in their newsfeed using a certain hashtag. This has opened up an entirely new platform for businesses to reach more customers over Instagram who are already interested in your industry.

Social Media Marketing Tips - Musicians, Bands

7 Essential Social Media Tips For Musicians And Bands

Bands and artists that cultivate a strong presence on social media tend to see significant opportunity in their ability to connect with industry influencers, and reach out to fans directly to sell music and merchandise. Here we detail seven key tips for growing on social media.

Musicians and bands that maintain a presence on social networking sites benefit immensely from the opportunities that social media presents. Through these sites, they can reach out to industry influencers, connect with their fans and sell music merchandise. If you have just formed a band or just decided to become a recording artist, here are some tips to help you grow on social media.

Keep it positive

Occasionally, you may find yourself tempted to post some negative things on social media. Resist that temptation. Remember that everything you put out online will be there forever. Therefore, you should try to stay positive and avoid making things personal. Remember, your fans are not your friends and they don’t know you personally. So, even when they say something you don’t like, try and spin it in a positive way.

Be easy to find

For a band or musician seeking to grow online, you should take your presence on each social network very seriously. Create pages on Facebook, Twitter, Instagram, MySpace, SoundCloud, BandCamp, etc. and connect these channels to your music website. Use the channels to keep your fans up to date with what you are up to; tell them the song you’re recording in studio, the events you will be performing, and share behind-the-scene footage of these and other music events. Maintaining an active presence will make other fans who want to connect with you easily find you.

Don’t waste valuable space on social media profiles

In your social media profiles, use every space you have to advertise your band. The cover space for instance is an excellent place to put up information about your upcoming tours, a new music video you’re about to release, etc. Remember to also regularly change that header image with updates about the next project you’re working on.

SEO - Website Marketing

What SEO Is And More Importantly Is NOT!

For a long time, all most businesses needed was a simple website that proved their company existed to potential prospects. While these “brochure sites” did serve a purpose, they weren’t created to drive new business. Today’s consumer begins their ‘buyers journey’ much earlier in the process. That means many of your potential prospects are searching and investigating solutions well before they come in contact with you and your site.

While the term SEO (Search Engine Optimization) has once again become a popular buzzword across the business community, its meaning has become wide and varied. In this post, my goal is to shed some light into what SEO is and is not, as well as make the argument that search engine optimization is essential to any business looking to grow using the internet.

What SEO is Not.

When someone asks me what I do, and I share that I work in search, it amazes me what the most common responses are:
  • That’s like Facebook and Social Media Right?
  • I need some of that, but the ads are so expensive.
  • So you try to trick Google, huh?
If you weren’t aware, none of the above are SEO. For those of you who may still be confused, let me help you out.

Social is NOT SEO

Social media marketing (SMM) is a very focused discipline that falls under the umbrella of digital marketing. The goal of SMM is to build and nurture a following on social media platforms. While SMM can help grow your brand, and having links on major social media sites is a plus, the impact social has on SEO is minimal in most cases.

This is not to say that social should not play a role. In his article for Convince and Convert, SEO Expert Eric Enge shares how social can play a role. Building a digital marketing campaign that has synergy is where the real power lies. Using social media alongside your SEO efforts can increase your visibility and generate more traffic.

Daymond John - Shark Tank | The Power of Broke

Video Marketing | Social Media Marketing

Top Tips For Using Video In Your Social Media Marketing Strategy

You only have seconds to stop someone’s thumb from scrolling and to grab their attention. Think of your video like a funnel and you will win. Grab their attention, deliver value, pitch them and then convert.

Use An Attention-Grabbing Thumbnail

With the speed consumers scroll through their social media feeds, you have to do something that grabs their attention to get them to stop on your video. Some tactics that have worked well for me are banners in video thumbnail that have a question on them similar to: “Do you want to grow your business?” or a banner with a statement like: “Don’t miss this opportunity!” Emojis in banners or an out of the ordinary picture can get people’s thumbs to stop scrolling.

Understand Why People Are Watching

When a user clicks to watch your video content, you often have as little as 10 seconds to not only grab their attention but reassure them that your video will live up to their expectations. That’s pretty difficult, considering the number of distractions and competition on social media platforms nowadays. When creating a video, it’s important that you understand your audience's goal. Why are they watching your video in the first place? Do they have an issue or problem they are trying to alleviate? Do they have an issue they might not even know about, but will?

Don’t force your product or service on them. Again, knowing the reason they are watching will help you better shape an opening. Whatever you do, you need to connect to their specific needs or issues. So start by introducing the issue or pain point they may be experimenting with direct language like “you” or “your company.” I usually ask them questions or set up a story that capitalizes on human emotion and walk them through the issue.