As a marketer or business owner, you may find yourself thinking about which digital marketing channel to invest your budget in. You have a wide variety of tools at your disposal including email, content marketing, and social media, so choosing the best one for your budget and for your organization can be challenging.
If you are looking for strong ROI, you might choose to devote a portion of your resources to email marketing. If, on the other hand, you have limited resources and are not in a hurry to increase your sales or profits, you might go solely with social media.
Can’t decide? The good news is that you don’t have to choose between email marketing and social media—the two channels work best when used together. You can maximize your email marketing strategies by integrating them with your social media campaigns and vice versa.
Email and social media may seem like two entirely different marketing channels, but they actually have a lot in common. Both of these channels provide you with the opportunity to increase traffic to your website, build relationships with new customers, maintain these relationships and earn your customers’ loyalty, and of course, significantly boost your company’s ROI.
Testimonials are a tried-and-true marketing technique that can help overcome objections and convince people to buy your product or service. They’re used everywhere: on TV, in advertorials, even on the web. (We have ours too!) They’re especially useful for more expensive products or services, where the investment is significant and potential customers need some reassurance that it will perform as expected. However, testimonials can be tricky; especially on the internet, they can be made up or paid, and it’s really difficult to verify their truthfulness. (more…)
While blogs are the cornerstone of content marketing, when you compare the number of successful blogs against the total number of blogs that exist on the internet, you’ll notice the ratio is very, very small. Only a fraction of blogs build an audience of more than a few hundred, and only a few rare ones get subscriptions of 100K+. Ever wondered what these top blogs have in common? In this blog, we’ll share 6 must-haves of successful blogs. (more…)
I don’t know a blog writer who doesn’t go through writer’s block sometimes. Yet to keep your website fresh and current, you need to keep updating your blog with interesting content that keeps your visitors coming back for more. So what do we do when we’re really, really out of ideas and still need to write blog posts?
Fortunately, there are content generators we can use to get our brains storming. In the three examples I used, you input a noun or two and the generator spits out sentences (blog post titles, mosty) incorporating those nouns. (more…)
If you want to do it right, social media management takes a lot of time. So much so that it’s now some peoples’ full-time job. But not everyone has the budget to hire a social media manager or coordinator; enter Social Media Automation Tools. Programs like Buffer, Social Oomph, Hootsuite and many, many more all promise to make your social media management easier, more seamless and less time-consuming. However, it’s vital to not automate everything. In this blog, we’ll break down 4 social media tasks you should never automate and why.
Social media is still social, and nobody likes to talk to a robot when it comes to developing relationships (or talking in general). Some things still need to be done in real time, by a real human. Here are some social media tasks that should be done by humans, not automation. (more…)
Content this, content that, content here, content there: content is everywhere. I’ve made my argument elsewhere that it’s an important part of your digital strategy, no matter your business size or type. And in order to reach your marketing and sales objectives, your content must be excellent. But I realized something lately: that lots of people don’t really understand what excellent content means, or how to reach that level of quality. The web is clogged with sub-par, badly written, uninteresting, plagiarized and useless content. (more…)
Having a blog is now pretty much standard fare for business content marketing. Most companies and organizations have blogs. But only some of them update it. And then only a portion of those actually does it well.
As a professional blogger, I’ve seen it all: the ultra-serious finance blog, the light-hearted lifestyle blog, humour blogs, review blogs, health blogs, news blogs… pretty much anything you can imagine. If you can imagine it, there’s a blog out there about it. But because there are so many of them, a majority of the blogs that exist don’t have much of a readership. There’s only so much human attention to spare between millions of different blogs! (more…)
We all know the best form of credibility is word of mouth. But with so many self-professed social media gurus these days, it can be hard to separate yourself from the not-so-credible pack.
Even if you go out and create a branded, multi-channel social media presence with consistent logos, colours and messaging, you’re not guaranteed to earn anyone’s trust. It’s a start—but it’s not enough.
So how do you earn trust and start building real relationships online? It won’t happen overnight, but here are a few easy ways to get started:
Chances are, your online marketing strategy involves multiple social media platforms and multiple employees. Having a consistent look and feel (name, logo, colours) across all of your accounts is the first step to tying it all together, but you’ll need to go even further to really gain your customers’ trust.
To avoid coming off as disjointed and fragmented (and filling customers with doubt as to exactly what your brand stands for), you’ll need to define a few things. Is your brand’s personality/voice fun? Funny? How funny? What’s inappropriate and what’s not? What’s your area of expertise? What topics do you not want to touch on?
And because people will be talking about your brand whether you’re on that particular channel or not, it’s also important to claim as many profiles as possible. That way, you can not only moderate what people are saying about you, but also avoid confusion as to which social media account is your official profile, and which ones are controlled by the masses.
The whole point of social media is to engage, converse, listen, share, discuss, chat. It’s a two-way conversation, not a billboard.
Do your posts invite others to engage with your brand, or are you blanketing them with advertisements? To boost the conversation, get personal. Rather than posting product information, post the story behind the product. Post interesting/humorous/thought-provoking content, ask your fans for their opinions on topics related to your business, give fans a behind-the-scenes look at your business, and always, always, always respond to individual comments (even if they’re negative).
Photos, videos and infographics get more views than a straight-text post, so don’t be afraid to mix it up. Your fans and followers will thank you for it.
Build the right relationships
Are you hanging out with the wrong crowd? I’m not talking thugs and vandals—I’m talking people who don’t inspire you, who don’t teach you, who don’t add value to your business in any way, shape or form. It’s easy to become obsessed with increasing your online following—after all, a business with 2000 followers looks way more credible than one with only 50 followers—but that number is meaningless unless it contains both your core audience and other industry insiders.
Take the time to research the people you befriend online so you can cultivate real, meaningful relationships. When you hang out with people who actually care about your industry, your business and what you have to say, word will spread and your business will thrive.
Create your own content
Sharing other people’s content is lovely and generous, but it’s even more important to create your own content. Without sharing your own thoughts, words and expertise, customers won’t get to know you, the brand. They may know what you do, but they won’t see your company as a leader in its field—one they can trust, follow and return to again and again for the best information.
You don’t have to post original content every day, but don’t forget to throw your own ideas into the mix. If you don’t, you’ll be missing out on incredible opportunities to bring people even closer to your brand.
Lack of engagement. Robotic presence. Potentially awkward timing. We all know your business can suffer due to excessive auto-posting, but what about your personal life? Ever thought about the consequences of spamming your friends with intimate details that may harm your reputation—both online and off?
Everyone loves a good statistic. Facebook users create 3.2 billion likes and comments every day. Only 5% of online adults use Tumblr. There is a 33% chance that a peanut grown in the U.S. will end up as peanut butter.
Fascinating stats. But can you trust them?