Essential tips & effective tactics for social media & quality content marketing
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Transcript of Essential tips & effective tactics for social media & quality content marketing
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Essential Tips & Effective TacticsFor Social Media &Quality Content Marketing
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Online Marketing Landscape
Digital
Social Media
Your Website
Third Party Sites
Organic Search
Paid Advertising
Mobile
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Let’s Do Everything!
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We Need to Do Social!
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Social Media Landscape
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Not Sustainable. No ROI. Just No…
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Understanding Content StrategyMore than a buzzword.
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What is it?
Goals Content Results
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How do you do it?
Create
Optimize
PromoteMeasure
Research
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Where to Start?Knowing what’s right for your company.
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1. Accept There is No Perfect Answer
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Marketing Plans Vary for a Reason
•Audiences
•Products
•Resources
• Time
• Money
• Skill
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2. Define Your Goals
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Common Goals
• Sales
• Generate leads• Convert leads to customers• Increase Life Time Value (LTV)• Win-Back
• Address public issues
• Recruitment
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3. Define Your Target Audience
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Why Define an Audience
• Less work
• Increase product satisfaction
• Save money
• Improve messaging
• Simplify operations
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Defining an Audience
• Demographics
• Psychographics
• Behavioral
• Environmental
BE SPECIFIC
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Viability
• Size
• Expected growth
• Compatibility
• Cost to Reach
• Competitive Position
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3. Understand Your Target Audience
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Question Everything
• Why do they care?
• What motivates them?
• What features/benefits matter?
• Who makes the final decision?
• Where do they spend their time?
• How do they find information?
• Who influences them?
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5. Choose Your Outlets
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How to Choose
•What can you manage?
•Where is your audience?
•What are your resources?
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5. Craft Your Message
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Let’s Build a Tree House
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Let’s Build a Pool
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Understand Nuances
• Words have different meanings
•Cheap vs. Affordable
•Specialist vs. Expert
•There isn’t always a tree house
•The audience only sees part of the picture
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6. Experiment
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Basics for Monitoring Digital
•Know what you are looking for
•Check regularly
• Social
• Paid
• Organic/Email
•Evaluate over time
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Track the Path to Your Goals
•Reach
•Frequency
•Content
•Calls-to-Action
•Completions
•Quality leads
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7. Make Changes Over Time
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What to Change
•Have controls and variables
•Change small items slowly
•Big changes at once are hard to track
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8. Keep Learning
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Algorithms, Laws, Ethics, Oh My!
•Google: 500-600 algorithm updates per year
•Facebook started in 2004, Pinterest in 2010
•White Hat vs. Black Hat
•Increased pressure for regulation
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9. Eggs in Multiple Baskets
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You Have Limited Control
•Never rely on one third party system
•Understand what your vendors are doing
•Challenge Ideas & Conduct Experiments
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Recap
• Know your goals
• Really understand your targeted, viable audience
• Invest where your audience will respond
• Carefully craft your message
• Experiment
• Track the path to your goals
• Make changes overtime
• Stay on top of the ever-changing world
• Spread your resources