As a Boston-based young professional, the biggest product I've had to invest in was an over-priced apartment. And this year, with apartment tours going fully virtual, I've found it even harder to do the extreme research needed before committing to a lease. Now, as I research apartment after apartment online, my new process feels like an intense buyer's journey. In my research phase, I spend hours on end scouting listings, looking up addresses on Google Maps, researching neighborhoods, skimming through Yelp reviews of prospective property managers, and analyzing photos or video tours for potential problems that an unseen apartment could have. Ultimately, I've found that the apartment listings I'm most drawn to have links to video tours filmed by current tenants. When I've watched tours filmed by tenants, they'll explain what they like about their apartment, note major pros and cons, and give tiny -- but authentic -- details that the average salesperson might not offer. For example, in one video, a tenant honestly revealed one pro and one con about a bathroom by saying, "The bathtub has a great jacuzzi, which makes up for the lower water pressure." After viewing a pleasant and seemingly trustworthy virtual tour, I feel like I've gotten an in-depth and authentic look at the product, as well as thoughts from a previous customer who is an expert on the product. Additionally, because the tenant often voluntarily offers their time to host the create video or virtual tour, I also get the sense that they are willing to help a trusted landlord find a new tenant. Ultimately, I'm more likely to respond to an apartment listing with a great tenant-generated virtual tour than a listing with over-produced images or videos edited by an outsider. When it comes to smaller purchases, I feel the same way about promotional content created by customers. This content shows me what the product is like in real life and proves that customers are delighted enough about their experience to promote a trusted brand. And, I'm not the only consumer (or marketer) who thinks this. An estimated 90% of consumers say user-generated content (UGC) holds more influence over their buying decisions than promotional emails and even search engine results. Below, I'll highlight more stats, facts, and figures that demonstrate the benefits of user-generated content. 23 User-Generated Content Stats to Know in 2020Benefits of User-Generated Content
UGC Tactics
Defining a User-Generated Content StrategyAs you can see from the stats above, user-generated content not only saves you production time, but it can also make your brand more authentic and trusted. If the data above has persuaded you to implement UGC in your marketing strategy, here are a few next steps you can consider:
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Social media is an undeniably powerful channel for marketing in 2020. In fact, social networks are the biggest source of inspiration for consumer purchases, with 37% of consumers finding purchase inspiration through social channels. However, if you're using social media as a tool for organic exposure and brand awareness, rather than just a channel for paid ads, it can be difficult to track the success of your efforts. As any social media manager knows, successful implementation of a social media strategy is contingent on countless factors — and all companies prioritize different channels, metrics, and criteria for success. For example, is paid more important than organic to your business, and if so, to what extent? Is more importance placed on audience engagement, or audience growth? Has a posting cadence been directly tied to revenue? With so many areas of focus for social media marketers, it's crucial to choose, analyze, and report on your key social media metrics with a social media report. A social media report can help you clearly convey what factors your social media team prioritizes, why those factors matter, and how you're performing against those goals. In this post, we'll highlight the importance of a social media report, list the metrics you should consider including in one, and walk through a step-by-step process for building a social media report yourself. For a quick and easy solution to your reporting woes, click here to download HubSpot's Free Social Media Reporting Template. Why Use a Social Media Report?A social media report is the best way to distill the key metrics your social media team is tracking on a daily, weekly, monthly, quarterly, and/or annual basis. Since social media encompasses so much, gathering and reporting on the data and channels that you've determined are most important for your business provides a lens of focus for your social media marketing team, and delivers a necessary high-level overview for leadership. Social media doesn't just affect marketing. Prospects ask questions, customers write reviews, and thought leaders follow you for company news. Because social media coincides with nearly every aspect of your organization, gathering and distributing the state of your social media channels is a move that shows transparency and encourages cross-company alignment. You can also use a social media report to report on campaign-level analytics. If your social media account is serving as a cog in a larger company initiative, this report shows to what extent social media contributed to the project's success. Featured Resource: Free Social Media Report TemplateHubSpot's free social media report template has pre-made slides for you to report on all of your predominant social media metrics. Download the template today and simply plug in your own metrics to customize a social media report for your organization. Social Media Metrics to Report OnYour business likely values some metrics over others when it comes to social media reporting. Likely, these metrics also vary between your channels — since LinkedIn doesn't let you retweet, and Twitter doesn't let you click a cry-face button. Before you start reporting on your social media channels' performance, read through this list of options of social media metrics so you can determine which ones you should include in your report. 1. Audience Size and GrowthThis metric tells you how large your reach is and how quickly that reach is growing. This is typically seen as the core social media metric, as it shows how large of an audience you can leverage with your posts and content. 2. Cadence of PostsA rather self-explanatory example, this metric represents how many times you posted in a given time period. This metric is usually compared alongside other metrics — such as engagement rates — to help you determine the right cadence for your audience. This metric should also be channel-specific, because it makes sense to post more frequently on some channels than others. 3. Post EngagementPost engagement measures how your fans and followers are reacting to your posts with likes, comments, and shares. A healthy post engagement suggests you have a loyal audience — and that your content is reaching them. You can also track engagement as a percentage of your audience to determine engagement rate. 4. MentionsOne metric you have a little less control over is mentions. You can track mentions from customers, prospects, and even news outlets to gauge perception of your business and brand online. 5. Clickthrough RateWhen a post links to a page on your website, you can measure how many people and what percentage of your audience clicked through to the page. A strong clickthrough rate shows you're sharing website pages that your audience finds relevant. 6. Conversions & New ContactsConversions comes into play if you're using social media to generate leads, subscribers, or even customers. If you want to attribute contacts to your social media team's efforts, make sure you're using proper tracking and setting reasonable goals, as it's rare in some industries to go straight from social media to becoming a customer. 7. ROIDirectly tracing ROI (return-on-investment) to social media efforts can be tricky. However, if you determine it's worth reporting on this metric, make sure you have proper expectations set and attribution models established. 8. CPM / CPCThis metric is essential for monitoring the performance on your social media ads. If you're solely reporting on organic social metrics, you can ignore this one. 9. Competitor MetricsTo provide a benchmark, consider analyzing the aforementioned metrics for your competitors. Obviously, these metrics can vary drastically based on publicity, paid budget, and the size of the company, but it's still worthwhile to make the comparison. How to Make a Social Media ReportStep 1: Choose Your Presentation MethodFor consistency and clarity, make sure you're using a social media report presentation, spreadsheet, or memo template. This way, each time you update your metrics, you'll simply need to copy over your most up-to-date metrics onto that template rather than reinventing the wheel every time. We suggest using a PowerPoint or Google Slide Deck template, because you can share it with your team via email, use it for an in-person meeting or presentation, or both. Need a template to get started? Try this one. Step 2: Determine the Metrics You'll Be Reporting OnLike we've established, different companies and different social media teams value different social media metrics. It's your job to choose the metrics that matter most to your team and your organization. Using the list from the section above, narrow down the essential metrics you believe are worth presenting to your team at large. Remember, you can change which metrics you report on for each of your organization's social media platforms. If your social media report is campaign-specific, reach out to the project stakeholders to see if they're hoping to see reporting on any certain metrics in the social media report. Pro Tip: For your first few ongoing social media reporting presentations, ask your peers which metrics they'd like to see, or which ones they need clarification on. Making these changes sooner rather than later helps you keep your team informed and engaged. Step 3: Gather Your DataOnce you know what you're reporting on and how you're reporting it, it's time to start collecting data. When you're first setting up your social media reports, create bookmarks for your data sources. Make a folder for the analytics page for each social media channel you're analyzing and/or your social media reporting software for an all-encompassing view. If you're tracking click-throughs to your website, make sure you're analyzing from a single master location, such as your tracking URL builder or your traffic tracking tool like HubSpot or Google Analytics. Step 4: Add in Some VisualsA chart of numbers on a slide deck is, well, pretty boring. While a numerical chart is important for sharing as much info as possible in an organized way, using visuals is a better way to convey the growth and success metrics of your social media performance. Try incorporating one or all of the following into your social media reports:
These examples are more eye-catching than numbers on a slide and further illustrate what you want your team to walk away with. If data visualization is new to you, check out our Guide on Data Visualization for Marketers. Step 5: Think of Your StoryA running social media report should always remind people about where you came from and where you plan on going. That said, make sure your reports make reference to how your numbers have changed since the last period of time on which you presented, in addition to why numbers have changed. Did follower growth as a percent increase drop last month? Maybe that's because one of your posts from the month before went viral and resulted in unprecedented growth that was impossible to match. Make that clear and add context to the numbers. Additionally, each report should contain clear action items about how you plan to continuously improve your social media performance. Social media is constantly evolving, so your approach and strategy for it should, too. Now that you're equipped with the knowledge to build, design, and share your social media report, download your social media report template and get to work! via Marketing https://ift.tt/2ZlJBuC tin tran https://tintran.org/mmo 0919992336 tin tran #tintran #trantantin #trantin Want to get your product in front of TikTok’s growing audience? Wondering how to partner with influential creators on TikTok? In this article, you’ll discover tips and tools to set up and analyze a TikTok influencer marketing campaign. How TikTok Influencer Campaigns Work While still in its infancy, TikTok has become ripe for businesses interested […] The post How to Set Up and Measure a TikTok Influencer Marketing Campaign appeared first on Social Media Examiner | Social Media Marketing. via Social Media Examiner | Social Media Marketing https://ift.tt/31sd0WA tin tran https://tintran.org 0919992336 tin tran #tintran #trantantin #trantin Posted by Paddy_Moogan Over the years, I’ve often referred to our link building work as “campaigns”, which isn't wrong, but isn’t completely right, either. I think that as an industry we need to alter our mindset to focus on what link building should be: an ongoing, integrated, business-as-usual activity. Link building processes that work for brands now and that will continue to work in the future need to sit closer to the rest of the business. This means tighter integration with other disciplines, or at the very least, acknowledgment that link building isn’t a siloed activity or dark art like it used to be. In this post, I’d like to propose how we should think about link building and share some ways to make it more sustainable, efficient, and effective. The problem with campaignsI want to start by being super clear on something, and I make no apologies for reiterating this throughout this post: Link building campaigns aren’t a bad thing. My core point is that they should be thought of as one piece of the puzzle — not something we should focus all of our time and attention on. “Campaign”, in the context of link building or digital PR, implies a few things:
There is nothing wrong with these as such, but link building shouldn’t be thought about only in these ways. If link building is seen as a series of one-off activities, or about a specific thing and with a start and end point, it’s never going to be integrated into a business the way it should be. It will always sit around the edges of marketing activity and not benefit the bottom line as much as it could. Even if you are reading this thinking that you’re okay because you have lots of campaigns lined up — maybe one a week, one a month, or one a quarter — the core problems still exist, but at a more zoomed-out level. As digital marketers, we want link building to be:
Let me demonstrate the final point with the graph below, which is the monthly performance of an Aira client on a 6-8 week campaign schedule: On the face of it, this looks pretty good. We built over 200 links in 12 months, and were ahead of target in terms of individual campaign objectives. This graph is the reality of link building campaign execution. We were honest and up-front with clients about the results, and those peaks and dips are perfectly normal. But it could (and should) be a lot better. Let’s take a quick step back. An uncomfortable truthThe uncomfortable truth for many link builders is that a business shouldn’t really need to worry about link building as an intentional, proactive activity. Instead, links should be a natural consequence of a fantastic product or service which is marketed and branded well. However, companies in this position are the exception rather than the rule, which means that as link builders, we still have a job! I’d argue that there are only a relatively small number of businesses that truly don’t need to worry about link building. Think of the likes of well-established and popular brands like Apple, McDonalds, Amazon and Coca-Cola. These companies truly are the exception, rather than the rule. Trying to be an exception and aiming to reach the nirvana of never actively worrying about link building should absolutely be your goal. Putting efforts into areas such as product development, customer service, content strategy, and brand building will all pay dividends when it comes to link building. But they all take time and you need to generate organic traffic sooner rather than later in order to grow the business. Link building, as part of your larger integrated and robust digital strategy can get you there quicker. I worry that businesses often leave money on the table by waiting for that nirvana to come. They may indeed get there, but could they have gotten there sooner? The question then becomes, how do they move quicker toward that ideal state, and what does link building look like in the interim? Running campaigns can help for sure, but you’re not really building upward as quickly as you could be. This is the crux of my worry and problem with running link building campaigns and allowing our strategies to lean on them too heavily: When the campaigns stop, so will the links. I know, I know — Aira launches campaigns all the time. Yes, we have launched many, many link building campaigns at Aira over the years and have been nominated for campaign-specific awards for some of them. I’ve even written about them many times. Campaign-led link building has a very valuable part to play in the world of link building, but we need to reframe our thinking and move away from campaigns as the primary way to generate links to a business. Driving the right behaviorsIt’s not just about results. It’s about driving the right behaviors within businesses, too. Putting link building in the corner of a one-off project or campaign-led activity is not going to encourage habitual link building. It will drive behaviors and thinking which you don’t really want, such as:
Working under these pressures is not going to make your life easy, nor are you going to do the best job you possibly can. I worry that as an industry, we’ve become too focused on launching campaign after campaign and have gotten too far away from effecting change within organizations through our work. As digital marketers, we are trying to influence behaviors. Ultimately, it’s about the behaviors of customers, but before that point it’s about influencing stakeholders — whether you’re an agency or in-house SEO, our first job is to get things done. In order to do that, link building needs to be thought of as a business-as-usual (BAU) activity. Campaigns have a place, but are part of a much, much bigger picture. Link building needs to get to the point where it’s not “special” to build links to a content piece, it’s just done. If we can get there, not only will we accelerate the businesses we work with toward link building nirvana, but we will add much, much more value to them in the meantime. Link building as a BAU activityIt is my firm belief that in order to mature as an industry, and specifically as an activity, link building needs to be understood much more than it currently is. It still suffers from the issues that plagued SEO for many years in the early days when it truly was a dark art and we were figuring it out as we went along. Don’t get me wrong, we’ve come a long way, especially since April 2012 (can you really believe it was over eight years ago?!) when link building began evolving into a content-led practice thanks in part to the Penguin update. But we still have further to go. We need to get out of the corner of “launching a campaign” and train our bosses and clients to ask questions like, “How can link building help here?” and “Is there a link building opportunity in this activity?”. A case studyThe best way I can explain this shift in thinking is to give you a real example of how we’ve done it at Aira. I can’t give you the exact client, but I can give you an overview of the journey we’ve been on with them, supporting an SEO team that is relentlessly committed to getting things done — the perfect partners for such an initiative. I should also point out that this has never been easy. We are on this journey with a number of our clients, and some of them are barely into it. The examples here show what happens when you get it right — but it does take time, and the reality is that it may never happen for some businesses. Where it startedOne campaign. That was it. One shot to get links and show the client what we could do. We failed. This was back in 2016. We were lucky in that the client trusted the process and understood why things had gone wrong on this occasion. So, they gave us another chance and this time did a great job. From there, the project grew and grew to the point where we were launching scaled campaigns like clockwork and getting links consistently. All was well. Then I was asked a question by someone on the client’s team: “What’s the evolution of our link building?” Whilst link building is never far from my mind, I didn’t have a mental model to answer this straight away with any conviction — particularly given what I knew about this client and their industry. I took some time to think about it and consolidate a bunch of observations and opinions I’d actually had for years, but never really made concrete. Side note: It’s often hard to take a step back from the day-to-day of what you’re doing and think about the bigger picture or the future. It’s even more difficult when you’re growing a business and generally doing good work. It can be hard to justify “rocking the boat” when things are going well, but I’ve learned that you need to find time for this reflection. For me at that point in time, it took a direct question from my client to force me into that mindset. My answerI confirmed that our existing model of link building for them was something that was likely to continue working and adding value, but that it should NOT be our sole focus in the coming years. Then, I explained what I’ve talked about in this post thus far. I told them that our work wasn’t good enough, despite them being one of our happiest, most long-standing clients. We were getting hundreds of links a month, but we could do better. Running campaign after campaign and getting links to each one would not be good enough in the future. Sure it works now, but what about in two years? Five?? Probably only partly. We knew we needed to bridge the gap between different content types:
We’d only been focusing on the first one, pretty much in isolation. We’d come up with some relevant topic ideas, build them out and get links. Job done. This wouldn’t be good enough a few years down the road, because link building would be taking place in a small pocket of a very large organization with limited integration. It’s now been over a year since that conversation and guess what? Our campaigns are still working great, but we are evolving to do so much more. What happenedIf you haven’t taken a look at what else your business is doing and where link building can add value, this is the first step towards better integration, and thus better link building. By the time the conversation above happened, we’d already recognized the need to integrate with other teams within the client’s organization, so we had a head start. With the help of the client’s SEO team, we started to discover other activities within the organization which we could add value to or leverage for greater wins:
All of these opportunities sowed the seeds for a new focus on the evolution of link building, and pushed us to move quicker into a few things including:
Where we are nowJust one year from that open and honest conversation, we have been able to show our value beyond launching campaign after campaign whilst still building links to the client’s content. This will hold value for years to come and mean that their reliance on campaigns will be reduced more and more over time. We’re making good progress toward taking our reliance off campaigns and making it part of our strategy — not all of it. Yes, campaigns still drive the majority of links, but our strategy now includes some key changes:
Link building isn’t quite a BAU activity just yet for this client, but it’s not far off from becoming one. The practice is taken seriously, not just within the SEO team, but also within the wider marketing team. There is more awareness than there has ever been. Content strategy frameworkI want to share the framework which we’ve used to support and visualize the shift away from campaigns as our sole link building strategy. We’ve been aware for a while that we need to ensure any link building work we do is topically relevant. We’d found ourselves defaulting to content which was campaign-led and focused on links, as opposed to content that can serve other purposes. Link builders need to take a long, hard look at the topics we want our clients and businesses to be famous for, credible to talk about, and that resonate with their audience. Once you have these topics, you can start to plan your content execution. After that, you’ll start to see where link building fits in. Contrast this with the approach of “we need links, let’s come up with some relevant content ideas to help do that.” This can work, but isn’t as effective. To help clients shift their strategies, we put together the framework below. Here’s how it works: Let’s imagine we sell products that help customers sleep better. We may come up with the following themes and topics: Notice that “Campaigns” is only one format. We’re also acknowledging that topics and themes can not only lead to other forms of content (and links), but also that our KPIs may not always be just links. If we put together a long-form content guide on the science of sleep, it may not get on the front page of the New York Times, but it may get a slow, steady stream of links and organic search traffic. This traffic could include potential customers for a sleep product. Once you have a specific topic in mind, you can go deeper into that topic and start thinking about what content pieces you can create to truly demonstrate expertise and authority. This will differ by client and by topic, but it could look something like this: In this case, the blue circles denote a topic + format which may be link-worthy. While the orange ones denote a valuable execution that aren’t as link-worthy, we may still want to create this content for longer-term link and traffic generation. To wrap upLink building campaigns still have huge amounts of value. But if that’s all you’re doing for clients, you’re leaving opportunities behind. Think bigger and beyond campaigns to see what else can be done to move you and your business closer to link building nirvana. Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! via The Moz Blog https://ift.tt/2Ag6mrj tin tran https://ift.tt/2zmt50V 0919992336 tin tran #tintran #trantantin #trantin When content marketing was gaining steam, there were really only a few techniques you could leverage. On a typical day, you'd write a blog post, hope it ranked on Google, send it to your email subscribers, and post it to your social media profiles. That was pretty much it. This is still the main strategy most marketers use nowadays, but since content marketing has exploded in popularity since its early adoption, it has developed into a much more nuanced and complex type of marketing with many techniques for reaching and resonating with an audience. To help you learn about the most effective marketing techniques around today, we've rounded up the best ones to add to your content marketing arsenal. 1. CTA Copy TestEvery company has a different set of customers, so there's no one-size-fits-all formula for designing the most optimal CTAs. To figure out which CTA copy will produce the best results for your company, you must discover what your unique set of customers prefer. With A/B testing, you can run an experiment between two variables, like a red and blue CTA, and identify which one produces better results. A/B testing shouldn't be confused with multivariate testing, though, which allows you to simultaneously test many variables. To conduct an A/B test, you can use HubSpot's A/B testing kit. With this kit, you'll get guidelines for A/B testing, learn what variables to test, and gain access to a simple significance calculator to track your results. 2. Email PreviewDid you know that more than 50 percent of U.S. respondents check their personal email account more than 10 times a day, and it is by far their preferred way to receive updates from brands. This means that there isn't a lot of room for error when you send an email. To avoid any issues, a great marketing technique to implement is to begin previewing your email in different email providers before sending. There are plenty of tools you can use to preview your emails such as HubSpot's free email software. With an email preview tool, you can test your emails before you send them and see how they look in every service provider. 3. Blog Post Title TestWhen you write a blog post, do you use the first title you came up with or do you write a few? Most marketers write several headlines before deciding which one to use. However, it's not always easy to decide. To make this decision, you can run an A/B test and see which types of titles work best for your audience. Additionally, you can use tools like this headline analyzer to see what you can do to improve your headline. 4. Brand StorytellingIn the neuroscience field, researchers have proven that storytelling is the best way to capture people's attention, bake information into their memories, and resonate emotionally with them. The human brain is programmed to crave, seek out, and respond to well-crafted narrative -- that'll never change. So just like your favorite Netflix show, you can craft a series on YouTube to entice your viewers subscribe to your updates. This can get your audience more excited for your show's newest season than they currently are for the latest season of Stranger Things. Before you green light another slew of listicles, how-to posts, and ultimate guides, remember how powerful storytelling is and consider crafting a YouTube series, podcast, or social media hashtag chock-full of conflict, surprise, and emotion that your viewers will relate to your brand. 5. A Topic-Based Content StrategySince people heavily rely on Google to provide accurate and relevant answers for most of their questions today, Google needs to understand the intent and context behind every single search. To do this, Google has evolved to recognize topical connections across users' queries, look back at similar queries that users have searched for in the past, and surface the content that best answers them. As a result, Google will deliver content that they deem the most authoritative on the topic. To help Google recognize your content as a trusted authority on marketing, sales, and customer service topics, consider implementing the pillar-cluster model on your blog. Essentially, the pillar-cluster model is a topic-based based content strategy. This means that you generate and organize ideas for your blog by topic. By creating a single pillar page (an ultimate guide, for instance) that provides a high-level overview of a topic and hyperlinks to cluster pages (subtopic blog posts) that delve into the topic's subtopics, you can signal to Google that your pillar page is an authority on the topic. Hyperlinking all of the cluster pages to the pillar page also spreads domain authority across the cluster, so your cluster pages get an organic boost if your pillar page ranks higher, and your cluster pages can even help your pillar page rank higher if they start ranking for the specific keywords they're targeting. 6. Growing Email SubscriptionsAs of now, subscribing to your favorite online publications through email is the best way to keep up with their latest stories and news. And since it takes an average of six to eight touch points to generate a qualified sales lead, persuading people to subscribe to your emails and, in turn, constantly consume your content will generate more leads and revenue for your business. Growing an engaged, loyal subscriber base also speaks volumes about the quality of your content and its emotional resonance. Even though hoards of content saturate the internet and most people's inboxes today, people are still actively engaging with your content, which is a clear sign that they actually value it. To build your email list, you'll want to use an email marketing software like HubSpot. This way you can create, personalize, and optimize marketing emails without needing a developer. 7. Historical OptimizationIn 2015, HubSpot made a revolutionary discovery about our organic monthly blog traffic -- the overwhelming majority of it came from posts published prior to that month. In fact, 76% of monthly blog views came from these old posts. Today, the groundbreaking revelation rings louder than ever -- 89% of our monthly blog views currently come from posts that were published at least six months prior, and we've developed an entire strategy dedicated to refreshing and republishing these historical pieces of content. These types of blog posts are called "updates", and they comprise 35-40% of HubSpot's editorial calendar. By refreshing posts with new information and effectively republishing them as new blog posts, HubSpot can build upon its existing organic value that these posts have accumulated through backlinks and user engagement and double or even triple their traffic. This process also helps HubSpot optimize our blog for efficiency, decreasing the amount of new content we have to create while increasing our organic traffic and conversions. 8. PodcastingAccording to a content format study conducted by Edison Research and Triton Digital, people age 12 and older are listening to online audio content at unprecedented levels. On average, people spend 17 hours per week tuning into their favorite podcasts, online radio shows, and audiobooks. There are also 14 million more weekly podcast listeners this year compared to last year, which is more than Guinea's entire population. The demand for audio content has exploded, but that doesn't mean people will listen to your branded podcast just because it's a podcast. In reality, they'll only listen to it if it can hold their attention and, ultimately, entertain them. Otherwise, producing yet another interview-an-expert podcast like everyone else will only add to the noise flooding the internet. 9. Link BuildingEarning high-quality inbound links from websites and pages with high authority scores is crucial for boosting your domain authority. But, unfortunately, "If you write it, they will link to it," is not a viable SEO tactic. An effective method for earning high-quality links is by asking other websites that have the same or higher domain or page authority score than you to link to your top content. You should also make sure your content is relevant to the referring website's content. Another way you can earn quality backlinks is by using Backlinko's skyscraper method. The skyscraper method is an SEO strategy where you find content that ranks well for keywords you want to rank for and then create content that's better than the top ranking posts. Then, you use SEO tools to find all the sites that have linked to your competitor's content and ask the most relevant sites to replace your competitor's link with a link to your improved content. 10. Social Media Based Public RelationsToday, over 30% of time spent online is dedicated to social media. Needless to say, people spend more time on social media than ever before. And public relations professionals are pivoting their strategy from solely focusing on placing their stories in news outlets' publications to concentrating on driving traffic to their social media profiles too. In order to successfully pitch your stories to journalists and news outlets nowadays, you need to account for the content that performs well on their social media profiles and their publication. So before you pitch your story, make sure it's relevant and interesting to the news outlet's social audience. 11. Audience SegmentationIn a world overflowing with digital noise, creating irrelevant or unwarranted content won't catch anyone's attention. To create personalized marketing campaigns for each slice of your target market, consider leveraging audience segmentation, which separates your target market into specific, accessible groups of people based on personal attributes like their demographics, psychographics, and behavioral information. To properly implement an audience segmentation strategy, you can use a marketing software like HubSpot. For example, with HubSpot's marketing software, there's a lead collection and tracking feature where you can segment and nurture your leads. This makes it easy to build an email list, automate campaigns, and expand your database. 12. Brand ExtensionsBig companies often extend their brand to develop new products in industries that they don't have any market share in. These initiatives are called brand extensions, and they allow companies to leverage their brand awareness and equity to create more revenue streams. Historically, the most successful brand extensions are the ones that closely tie to the company's flagship product or core brand, like Gerber's baby clothes and Dole's frozen fruit bars. So by entering tangential markets that can preserve your brand's unique associations and perceived quality, you can develop new products that consumers intuitively understand the benefits of, even though they've never seen them on a shelf. On the flip side, a company can also exploit its brand, and, in turn, damage it. If they develop a product in a market that isn't closely tied to their flagship product or core brand, audiences might attach undesirable associations to a brand, weaken its existing associations, and hurt its established products' perceived quality. When you're developing a new marketing plan, it's important to consider new marketing techniques. Don't forget to continuously innovate on your strategies. Editor's note: This post was originally published in May 2019 and has been updated for comprehensiveness. via Marketing https://ift.tt/2YhjI18 tin tran https://tintran.org/mmo 0919992336 tin tran #tintran #trantantin #trantin If you're anything like me, you probably read the title of this post and thought, "Latent semantic indexing ... wait, what is that?" Latent semantic indexing (LSI, for short) can be an overwhelming and confusing term for anyone hearing it for the first time. Luckily, although it sounds like something that requires a degree in computer science, it's actually a concept you're already probably familiar with — particularly if you have some basic knowledge of keywords and their close relationship with search engine optimization (SEO). In this post, we'll define LSI and how the process can potentially benefit your overall SEO strategy, take a closer look at ways to find LSI-driven keywords, and outline how to add these keywords into your content. Let's dive right in, shall we? Access Now: Technical SEO GlossaryWhat is latent semantic indexing?Latent Semantic Indexing, also known as latent semantic analysis, is a mathematical practice that helps classify and retrieve information on particular key terms and concepts using singular value decomposition (SVD). Through SVD, search engines are able to scan through unstructured data and identify any relationships between these terms and their context to better index these records for users online. Before SVD, it was rather difficult for computers to try and grasp differences between synonyms or semantic changes. To help paint a picture, take the words "silly" and "string". When separated, these words represent two very independent definitions, but when brought together, their formation creates a brand-new concept: "silly string". If you work for an e-commerce company that sells silly string, you don't want your content arising for the word "silly" alone — in that case, you'd need to use LSI keywords to help let search engines know for which searches it should serve up your content. As technology adapted, the quality of user search was highly improved due to stronger patterns in relevancy. Through "stemming", computers began taking into account the various forms a word could represent on a page.
Search engines use LSI keywords to help add context to pages in order to provide better search results. As LSI became more sophisticated, the ability to group thematically came into place, which for many rank-driven content writers meant synonyms became your best friend. So ... the more ranking LSI keywords, the better your overall position, right? Well, it depends. What are LSI keywords?LSI keywords are based off the idea that using similar keywords throughout your content to strengthen your topic or theme can help boost your overall SEO performance. After all, if you end up ranking for one keyword, the possibility of you ranking for a related keyword sounds reasonable.
As Google and other search engines have become more sophisticated and advanced, we have learned there are many outside factors that influence overall ranking. In fact, there is no certainty behind the idea that LSI is a part of Google's ranking algorithm. LSI is a practice dating back to the 1980s and in this day and age, we know Google's too smart to rely on just synonyms to retrieve and index information. So the power of "LSI keywords" comes into question. However, some argue that even if Google isn't using LSI, there is no damage done in adding synonyms to your content, so long as they are not overstuffed and used naturally. So what are a couple ways to help boost SEO that doesn't rely on LSI?
Now, this doesn't mean LSI driven keywords are bad for SEO, it just means it shouldn't be your catch-all. In fact, there are a multitude of ways your content can benefit from LSI keywords. So let's dive a little deeper into how you can use LSI content to your advantage. Benefits of LSI-Driven Keyword ResearchSearch engines are constantly hunting for the most relevant and thorough content for a given query. The internet is much like the universe, ever-expansive and well, big. That said, it’s not an easy task for even the best of search engines, like Google, to determine what a page’s content is really about. Better targeted categorization helps publishers, marketers, and users alike. For example, publishers can boost engagement since LSI-driven content is directed and selected for a specific audience. Online users mutually benefit since the queries they’re searching for are served up quicker and more accurately. And, at the end of the day, users who find content that answer their questions are happy users, and happy users are more likely to engage or convert. 5 Ways to Find LSI KeywordsYou're one step closer to becoming an LSI expert. Congrats! Now that you've learned a little bit on the importance of LSI keywords, let's walk through the various ways you can identify new keywords for upcoming blog posts and content. 1. A Simple Google SearchOne of the easiest ways to find LSI keywords is Google itself. When you enter a term in the search query field, it automatically shows the keywords related to the particular query. Let's use the earlier example of "silly string" again. An initial search of the word provides these results: Again, there are a lot of pages this particular keyword could point to which is why we need to use LSI to add more context. If you continue to scroll down to the bottom, you'll find a section titled, "Searches related to" and your given query: Use the list of keywords as a starting point for potential LSI keywords because it reveals what Google already associates with your primary keywords. The best part? This method is 100% free! 2. Use the Keyword Planner Tool via Google AdWordsIf you have access to Google AdWords, you can also use their Keyword Planner tool. Again, we'll use the "silly string" example. Begin by adding the term into the initial query box. Click "Get ideas" and you'll be redirected to a page that offers related keywords and an idea of how competitive search rankings are for said term. 3. Take Advantage of SERP Stat's Keyword Research Database ToolAnother free tool for you to use comes from SERP Stats. SERP Stat's Keyword Research Database Tool is very similar to Google's Keyword Planner. Simply add your query into the search bar and you'll receive results based on volume of searches and CPC. 4. Use the LSI Keyword GeneratorThe LSI Graph/LSI Keyword Generator is another free tool that’s perfectly made for identifying LSI keywords. Similar to the previous tools mentioned, it follows the same rinse and repeat process. Add a term into the search bar, click “generate” and choose from a variety of related keywords below. 5. Try UbersuggestLastly, another freebie to discover LSI keywords with is Ubersuggest. I’m sure at this point, you can guess how simple each of these tools are. All you need to do is enter you primary keyword, and Ubersuggest does the rest! From search volume, keyword difficulty, and CPC, you can expect a generated list of related search terms. How to Select (and Use) the Best LSI KeywordsBy this point, it's likely (and normal) to have a long list of potential LSI keywords. The best way to cherry pick the finest keywords is to narrow down your options to those keywords that are most related to your content and have a sufficient search volume. Extra points if you can determine those golden nugget keywords with both high search volume and low keyword difficulty. Understand the Three Different Types of IntentIt’s vital that your LSI keywords help answer any questions people might have about your primary keyword, so be sure to do some research on your target audience to figure out the types of queries they might put into Google to find your content. We'll refer back to "silly string" again, this time in the context that it's on a site dedicated to exploring "how silly string works". Below are three different types of intent someone on Google might have when searching for "silly string":
Choose Words That Add Context, But Don’t OverstuffA misconception some people have is that you should use as many LSI keywords as possible to give your content a better chance at outranking others. This is called overstuffing your content, and it's a practice you'll want to avoid because it could actually deter you from ranking. The best way to make sure your content isn’t overstuffed is to reread your content once all the keywords are added. If a specific word doesn’t sound natural, leave it out. Remember That LSI Is Only Part of an Effective SEO StrategyLSI is just potentially one of many factors that determine how well your content ranks in search engines. To achieve the best results and set your content up for success, an effective SEO strategy should also consist of proper website architecture, relevant backlinks, ongoing optimizations, etc. With that said, it's definitely worth taking the time to discover and add relevant LSI-driven keywords into your content, particularly since it can help your readers find the most relevant, helpful information to meet their needs, faster. via Marketing https://ift.tt/2oSnx88 tin tran https://tintran.org/mmo 0919992336 tin tran #tintran #trantantin #trantin The average office worker sends 40 emails per day. That's 40 opportunities to market yourself and your business in those individual emails you send, every single day. A lot of people treat their email signatures like an afterthought, which makes for a real missed opportunity. Those signatures are a chance for you to make it clear who you are, make it easy for people to reach you, and give people a place to go to find out more — either about you, about your business, or about something you're working on. So, if you're just putting your name and a point or two of contact information in your signature, you're not taking full advantage of the opportunity to connect and engage with the people you're emailing. (Although you don't want to go overboard, either. Jamming your signature full of links and information is just plain spammy and self-promotional.) So what should go in your signature? Much of this will depend on personal preference, your organization's brand and culture, and even the industry you're in. However, here are some suggestions as you create your own: What to Include in an Email Signature
1. First and Last NameJust like with snail mail correspondence, your name should always be included so that the recipient of your message knows who it was from. This manifests in the email signature, often as the first line of text. 2. Affiliation Info (Such as Job Title and Department)Closely following your name should be your affiliation information. Your affiliations could include your job title, your company or organization, and/or even your department. Your name should eventually be its own draw, of course, as you build a relationship with the recipient, but providing this information provides more context about the conversation and your role in it. In addition, affiliating yourself with a larger organization lends you more credibility, especially if it's a recognizable organization. This helps you get the attention of your readers so they take your message seriously. 3. Secondary Contact InformationSecondary contact information is important, too, so that the recipient knows how else to contact you. Secondary information might include phone, fax, or any other method of communication you want to emphasize. In situations where you don't want to cough up your direct line, you could take this opportunity to promote your personal website -- a passive way to open the lines of communication without flooding yourself with outreach if you don't want. 4. Social Profile IconsYour social media presence is a major part of your personal brand because it helps you gain a following in your space and shows people what you care about. You can tell a lot about a person by what they post and how they portray themselves. That's why it's a great idea to include links to your social media pages in your email signature. It not only reinforces your personal brand, but it also helps people find new ways to contact and follow you. Even better? It can help drive traffic to your online content if you're posting links to that content on social. So if you do include social icons in your signature, make sure you're keeping your social profiles up-to-date and chock full of interesting, relevant content. (In other words, if you haven't tweeted in six months, you may want to leave Twitter out.) Why use social media icons instead of simply text links? Because icons are more easily recognizable for folks skimming your signature — and they'll stand out from the rest of the text in there. According to research from NeoMam Studios, visuals shown in color increase a person's willingness to read the rest of the content by 80%. That's a huge advantage. Plus, icons are big space-savers in a place where you might be packing a lot of information. Even if you have a presence on a lot of social media sites, though, try to cap the number of icons to five or six. Focus on the accounts that matter most to growing your business or building your personal brand. If you do include a lot of social media icons, at least try to cut back on the other content if possible so your design isn't too busy. Check out the example below, made using HubSpot's Email Signature Generator. 5. Call to ActionOne of the smartest things you can do in your email signature is include a call-to-action. The best email signature CTAs are simple, up-to-date, non-pushy, and in line with your email style, making them appear more like post-script, and less like a sales pitch. Choose a CTA that aligns with one of your current business goals, and update it when those goals change. ExampleHere's a great example from HubSpot's former Social Media Manager, Chelsea Hunersen. She changes her text CTA depending on her current social media goals. A few months ago, she used it to drive people to HubSpot's Twitter account. Once she created a unique Slack channel for inbound marketers, she switched up her email signature CTA to point people there, instead. Links to videos can be especially noticeable because in some email clients like Gmail, a video's thumbnail will show up underneath your signature. Here's an example of what that looks like from our own Emily MacIntyre: 6. Booking LinksIf you find yourself emailing back and forth with colleagues and clients who want to book meetings with you, make it easy for them by including a link to book your calendar right in your email signature. Here's an example from our own Bryan Lowry, below. ExampleThere are many tools out there that'll help people book appointments. Bryan from the example above uses HubSpot's shareable personalized booking link. If you're a HubSpot Sales customer, you can share your personalized meeting link with anyone who you want to book a meeting with and let them choose from your available times. If you want, you can make it so the HubSpot CRM automatically creates a new contact record for anyone who books a meeting if one doesn't already exist. If you aren't a HubSpot customer, one great meeting tool is Calendly, which is free for Basic and lets you integrate your Google or Office 365 calendar. YouCanBook.me is another booking tool that goes for $7 per calendar per month. 7. Industry Disclaimer or Legal RequirementsSome industries such as legal, financial, and insurance have specific guidelines on email usage and etiquette to protect private information from being transmitted. For this reason, you may want to look into what regulations your industry has in place and include a disclaimer in your signature about email transmissions. Mail-Signatures offers a number of email disclaimer examples, including this one: "The content of this email is confidential and intended for the recipient specified in message only. It is strictly forbidden to share any part of this message with any third party, without a written consent of the sender. If you received this message by mistake, please reply to this message and follow with its deletion, so that we can ensure such a mistake does not occur in the future." 8. Photo or LogoAn image is a great choice to spice up your email signature. If you want a personal touch so that recipients you've never met can associate your name with your face, consider using a professional photo in your signature. Alternatively, you can use the company's logo to add more brand awareness to the email. 9. PronounsWhile not as common in email signatures and certainly not required, adding your preferred pronouns to your signature is helpful, especially when emailing individuals you've never met. It also takes ambiguity away if you have a name perceived as gender-neutral. Now that you know the elements you should include, what does a great email signature look like? Here are some tips for creating signatures that are helpful and professional, including a few great examples. You can also use HubSpot's free Email Signature Generator to make your own professional email signature template and easily add it to your email client. How to Write an Email Signature
1. Emphasize your name, affiliation, and secondary contact information.As you might guess, your name comes first. Closely following your name, however, should be your affiliation and where else people can reach you. Your affiliation could mean your job title, your company, your school, or a similar organization that you deem important to your recipients. Your name should eventually be its own draw, of course, but using a more popular brand name — and even its logo — ensures you get the attention of your readers and they take your message seriously. Secondary contact information is important, too. You might not want to endorse your personal phone number, but you could take this opportunity to promote your personal website -- a passive way to open the lines of communication without flooding yourself with outreach you don't want. ExampleHere's a sample email signature that hits on all three things described above nicely. Kevin's first and last name are accompanied by his affiliation with the University of Connecticut. He also promotes his personal website so his recipients have another outlet to see his work and contact him for more information. Want to create a signature like the one below? Use HubSpot's Email Signature Generator. 2. Keep the colors simple and consistent.Branding is most effective when it’s consistent -- and that includes your email signature. Adding color to your email signature is a nice touch that'll help it stand out from the rest of your email. But if you do choose to use color, be sure to stick to one or two in addition to dark text. ExampleUse subtle highlights to match your logo or branding, like Brittany Hodak does in her email signature, below. Notice how her social media icons are the same blue hue as the ZinePak logo. 3. Use design hierarchy.Good design is all about presenting your information in an easily digestible manner. Because your email signature is likely more a list of information than it is a compelling story, you'll want to use hierarchy to direct readers' eyes to what they should be reading first. ExampleScale your name up to a larger font so that it attracts the most attention, like you would on a resume. Then, pick and choose information to bold and color based on importance so you can help guide people's eyes logically through the design, as in the example below. Image Credit: Envato 4. Make links trackable.So you put a few links in your email signature, including your CTA and your social media icons. But is anyone actually clicking on them? To figure out whether the links in your signature are actually attracting clicks and making an impact, you'll want to make those links trackable -- just like you would any other link in your emails. Follow these instructions to easily make a tracking link that helps you attribute traffic to your website to your email signature. From time to time, you might switch up the format of your signature or the wording inside your signature to see what drives the most clicks. 5. Use space dividers.Although you never want to jam-pack your email signature for too much information, there are ways to fit a lot of text into a compact area like this one without compromising design. This is helpful for breaking up different types of information, like your name and contact information, your logo, any calls-to-action you have, or even a disclaimer. ExampleUsing space dividers within your design, as in the example below, is one great way to do this. You can also use glyph dividers, which is the vertical bar symbol (i.e., |.) Image Credit:Venngage 6. Include an international prefix in your contact number.If you work with people around the world, don’t forget the prefix for your country’s code when you list your contact phone number. Many people overlook this if they aren't used to dialing international prefixes themselves, but it's really helpful for your international colleagues and clients to have it right on there. Here's a list of country codes if you don't know yours. ExampleHere's an example from Kit Smith, formerly of Brandwatch, a company that has offices in both the United States and Europe and works with international clients. Having the U.S.'s country code on their helps make it easier for folks in other countries to reach him by phone. 7. Make your design mobile-friendly.According to Litmus, Apple's iMobile accounted for 46% of all email opens in June 2018. Not only that, but mobile users check their email three times more often than non-mobile users. The more people who read email on mobile devices, the more you'll want to keep mobile users top-of-mind when you're writing emails -- including your email signature. One major way to make your email signature mobile-friendly is to make your signature's design easy to read and clickable for mobile users. This is where scale becomes really important. Make sure your text is large enough to read on small mobile screens, and that your links and buttons are large enough -- and spaced out enough -- for folks to tap on with their fingers. ExampleCheck out the example below, and note how much space there is between different clickable elements like the social media icons. These are great for tapping with your finger on a mobile screen so that users don't accidentally tap on the Facebook icon when they meant to go to Twitter. Image Credit: Canva Finally, as with any part of an email, make sure your signature looks as good as you think it does by testing it with various email clients. Microsoft Outlook doesn't recognize background images, for example, so avoid using those. Other email clients don't load images by default at all. Armed with these email signature best practices, you can create your own signature that aligns with your brand and brings your emails an extra touch of professionalism. Editor's note: This post was originally published in [Month Year] and has been updated for comprehensiveness. via Marketing https://ift.tt/2lrVKIB tin tran https://tintran.org/mmo 0919992336 tin tran #tintran #trantantin #trantin There are no doubts about it – text marketing can and will work in the long run. How many texts do you open? Probably close to 100%. How many emails? If it looks like spam, you delete it without opening it. Most people are the same. There are, of course, a few techniques and ways to make a text marketing campaign more efficient too. But at the end of the day, everybody wants to know the same thing – how much does text marketing cost? Costs per textThe cost per text is self explanatory. Practically, the more text messages you have to send out, the more money you will pay. Just like individual phone plans, most companies will provide access to all kinds of packages and special offers. You can go for a specific rate per text, which is handy if you send a different amount of messages every month. This month you might have to send out 500 messages, while next month you will push for 4,000 messages. Then, you can also get a package. Such flat rates give you a particular amount of text messages, as well as a specific cost if you need more. All in all, make sure the texting service you choose is flexible and allows moving around. Costs per keywordMost newbies in text marketing have no idea that you will usually have to pay per keyword too. It is not like you buy a bunch of text messages and you can write whatever you want. Sure, you will find such services too, but they are more expensive. When it comes to keywords, you will pay different rates for different types of words. According to JookSMS, you can find packages for keywords too – up to five keywords or even more, depending on your industry and marketing text. Individual rates versus flat ratesSo, how much does text marketing cost? There are more factors that will influence the price. Is it better to opt for individual rates? How about flat rates? Individual rates are suitable for beginners who are still getting used to text marketing. Their campaigns fluctuate a lot, so they have no idea what they will need for the next month. They keep growing, but they may also have some down months, while they try to get used to the market. Flat rates tend to provide better deals from a financial point of view. You can get a specific amount of texts, as well as a particular amount of keywords. Such deals are better organized and suitable for slightly more experienced marketers. In the end, how much does text marketing cost? Prices vary. Identify your needs first. You could get individual rates from one or two cents per message, but you can also find flat deals worth $75 for 1,000 text messages and 10 keywords. The trick is to know what you want or need first, but also stay flexible, as your necessities will change as you gain more experience and a deeper insight. The post How Much Does Text Marketing Cost? How to Choose the Most Suitable Deal appeared first on Visual Contenting. via Visual Contenting https://ift.tt/3eIUa1l tin tran https://ift.tt/2zmt50V 0919992336 tin tran #tintran #trantantin #trantin Want to quickly grow your email list? Looking for a frictionless signup process you can use over and over? In this article, you’ll learn how to set up an evergreen Facebook Messenger promotion to easily increase the size of your email list. Why Facebook Messenger Giveaways Work for Email Signups Giveaways have long been used […] The post How to Grow Your Email Subscribers With a Facebook Messenger Giveaway appeared first on Social Media Examiner | Social Media Marketing. via Social Media Examiner | Social Media Marketing https://ift.tt/3g6IzZX tin tran https://tintran.org 0919992336 tin tran #tintran #trantantin #trantin When you think about social media marketing, what's the first platform that comes to mind? For many marketers, it's probably Facebook or Instagram. But if I were to pick one, I'd go with LinkedIn. Why? Well, first, LinkedIn is an amazing platform to use for brand awareness. Their Business Solutions offer a variety of ad types, like photo or video. Ads are visible to the platform's 630 million users, and the unique optimization tools, like audience targeting, ensure Ads reach qualified leads. Second, LinkedIn's Business Solutions are expansive. There's a lot of opportunity for ad customization and budgeting — which is helpful if you’re not quite sure which ad is right for your strategy. That's where my third reason for loving LinkedIn comes in: case studies. Case studies often explain the thinking, process, and analysis behind how a team or business uses a product or solution. Marketing case studies usually focus on specific verticals, industries, or solutions. Want to learn more about LinkedIn Ads? Their case studies are a good place to start. Let’s walk through a few. LinkedIn Ads Case StudiesThese case studies will dive into every ad type LinkedIn has to offer and what those corresponding campaigns look like. LinkedIn offers four ad types: Dynamic, Sponsored, Text, and Message. Dynamic Ads change based on the interests of LinkedIn members. They come in four formats and offer the most opportunity for personalization. Use this ad type, if you want to create highly stylized Ads for your campaign. While Dynamic Ads can be shown in a variety of places on LinkedIn, Sponsored Ads are shown only in the main feed. They're similar to other channels in which ads blend into a user's main screen. Text and Message Ads live on users’ main screens too — just in less obvious places. A Text Ad shows up in a member's right column, where other promoted content lives, while Message Ads are sent directly to inboxes. Let’s look at a few companies that are at all levels of LinkedIn advertising expertise as well as companies with a variety of budgets. Are you ready to see them in action? LinkedIn Dynamic Ads Case StudiesDynamic Ads use data about LinkedIn member interests to show them personalized Ads. The content of the ad, like copy or photos, changes based on that data. LinkedIn members can configure what's collected by LinkedIn to personalize the Dynamic Ad experience from the main feed. LinkedIn's Dynamic Ads come in four formats: It's likely that you've come across one of these ads on LinkedIn before. With so many versions, it's almost impossible not to see a job ad to your right, or a spotlight ad in the middle of the homepage. If you've always wondered if those ads were successful, here are a few examples. 1. NerdWallet's Follower AdsFinding top technology talent isn't an easy task — with so many qualified applicants, and even more competition, Companies like NerdWallet, which gives customers personalized financial advice, need help finding prospects. In 2019, NerdWallet used LinkedIn Pages as a recruiting tool. LinkedIn's emphasis on professional content makes Pages the perfect place for them to promote its company culture. Follower Ads about the company's self-proclaimed "nerdy" company culture would bring interested LinkedIn members to their Careers Page, where jobs are posted. “We're building recognition of our company and talent brand among industry peers. Through LinkedIn, we've even been able to reach VP-level members. That's not easy to do anywhere else," says Vivian Chen of NerdWallet's Brand Marketing team. Results: NerdWallet's most popular posts usually center around company culture. One of NerdWallet's communication managers notes that employee-centric posts provide a genuine depiction of working there. Visible representatives can recruit those who can see themselves joining a team like NerdWallet's. Takeaways: LinkedIn allows marketers to use the platform differently from other social media channels. If none of your other social pages allow for work-related content. Consider using Company Pages to spotlight company culture, and Promote them using Follower Ads just like NerdWallet did. These Dynamic Ads will change based on audience interest, so your transparent, company-related content will reach potential talent and followers. 2. ESCP Europe's Spotlight AdsThe World's First Business School, ESCP Europe, wanted to generate applicants for their Masters Degree in European Business in addition to building a global leads pipeline. They used Spotlight Ads, like the one below, to engage prospective students: Spotlight Ads offer valuable content with which to target audiences. This ad, giving scholarship information, is perfect for gaining leads from a landing page. ESCP used LinkedIn Spotlight Ads because they’re a great platform for reaching higher education students. "Precise profile targeting has led to quality results, which have converted in record time," says Rachel Maguer, the Director of Marketing and business Development at ESCP Europe. The company wanted to see a conversation rate of one completed application per 100 leads, in addition to generating at least 250 high-quality leads for their degree program. Results: So, did ESCP make the grade? As a result of this campaign, ESCP Europe saw over two million impressions from potential students. Additionally, the ads led to a conversion rate of almost 14% — almost twice as much as the intended goal. In total, ESCP generated 40 more leads over goal and found three countries that topped their qualified leads, solidifying the plan for a global lead pipeline. Takeaways: Staying customer-focused with ads helped ESCP Europe secure almost 300 applicants. Ads showed images of current students enjoying the beautiful campus. Spotlight Ads accrued the leads, and ESCP Europe nurtured them through to conversion with follow-up calls and interview next steps. Use Spotlight Ads to identify quality leads in global markets, and nurture them by providing valuable content to audiences in a Dynamic Ad format. 3. Snagajob's Job AdsSnagajob, formerly known as Snag, is a source for finding hourly work. Because the platform is for job discovery, it's not hard to guess that when opportunities open, Snagajob's team wants people to know. To help, the company turned to LinkedIn for lead generation and ads to capture the attention of their target audience. The company's ideal customers — business owners and managers — are on LinkedIn. The Job and Video Ads showcased Snagajob's deep understanding of customer behavior: that decision makers often don't have enough time. As a result, ads are short, explain the service's value, and are visually stunning: Results: Snagajob's marketers had a hunch that Job and Video Ads would be successful for compelling busy professionals, and they were correct. Their campaign saw an 84% rise in converted leads. They earned more applicants and gained quality leads, all while lowering their cost of ad spend. Takeaways: When targeted Ads are used in a calculated way, like Snagajob's, they're not a waste in ad spend. Additionally, Job Ads let people outside of a member's network know that companies in their industry are hiring. 4. Noodle's Content AdsNoodle.ai provides artificial intelligence services to businesses, helping them become more efficient. To build brand awareness, Noodle.ai's marketers decided to use Content Ads to connect with their target audience of C-level executives. In 2018, Noodle used LinkedIn's ad tools to solidify a lead pipeline. Content Ads, which promote downloadable content that automatically generate leads, were an excellent method to reach supply chain executives. The Content Ad above promotes an ebook about supply chain management. Noodle.ai's team found that their target audience responds to content that helps executives understand their expertise. Results: Noodle.ai saw three times better ROI than other marketing methods. In addition, CTR soared to up to three times higher on Noodle.ai's paid content and obtained 40% of qualified leads from the channel overall. Takeaways: LinkedIn has now become a prime tool for identifying Noodle.ai's leads. By using Content Ads, Noodle.ai's marketing strategy is now a refined, reliable process for team cohesion. Use Content Ads as a scalable marketing choice — as Noodle.ai grows, their marketing efforts with LinkedIn can grow as well. Remember, Content Ads are only available by contacting a LinkedIn representative. LinkedIn Sponsored Ads Case StudiesSponsored Ads appear in the news feed of LinkedIn members. They blend into feeds, but are notated by a supporting headline. Sponsored content includes single image ads, video ads, and carousel ads. Let's look at examples of each. 5. Kate Spade New York's Single Image AdsBefore 2019, designer brand Kate Spade New York (KSNY) never had ad campaigns on LinkedIn. It wasn't until the company's team identified customers for their smartwatch on the platform that LinkedIn was considered for advertising. Krista Neuhas, senior director of global digital marketing for KSNY, says, "It’s important to us that the message we are sharing with consumers fits on the platform we are using." Initially, the goal of the campaign was to drive traffic. The team decided to run a single image ad that featured actress Busy Philipps wearing the watch. The supporting copy tells the busy working woman that the new watch does everything they need: The single image ad was used to spread brand awareness and showcase the new launch. It was part of a strategy that aimed to reach the right type of professional with the right messaging, and a simple image did the trick. Let's see how the ad campaign went for KSNY. Results: The Busy Philipps ad made impressions with 143,000 audience members. It also earned a 2.44% engagement rate and 1.78% CTR. Total engagement numbers reached 5,000. Kate Spade New York hit a home run with their smartwatch ad — In fact, out of four platforms used for the campaign, LinkedIn members produced the highest CTR. Takeaways: B2C content has a place on LinkedIn. Most audiences are part of the professional landscape in some way, so engaging them on LinkedIn can be useful. Start with a single brand awareness ad, like KSNY, to gauge engagement. Ultimately though, remember that if framing marketing in the right context, like the smartwatch and its copy, the right customers can be reached. 6. Corporate Visions' Carousel AdsIf you've seen Carousel Ads on other platforms, they're similar on LinkedIn. These Ads allow for multiple images to appear in the same post. Carousel Ads are great for lead generation because target customers see multiple iterations of offerings which helps to pique their interest. B2B training company Corporate Visions had a large audience on LinkedIn. Their ideal customer is a decision-maker in customer service, sales, or marketing. Even so, the leads they were earning weren’t qualified, and they quickly identified they had a content problem. To make content their audience would enjoy, Corporate Visions' marketing team used LinkedIn's targeting tools to research their target market's demographics. They identified previous ads that performed well and produced the most high-quality leads: carousels. With this information, the team moved forward with a carousel campaign. Carousel Ads from Corporate Visions give quick, actionable tips to their audience about the B2B industry, like this one below. This campaign was optimized with LinkedIn's Conversion Tracker. This function tracks audience behavior and allows small changes to be made. Advertisers on LinkedIn can target members based on job title, seniority, and company size, so Corporate Visions was able to get very specific with who was seeing their ad. Results: Corporate Visions saw a doubled increase in ROI after optimizing their Ads and reaching the right customers. The company has also seen a 116% increase in qualified leads year-over-year, making the new carousel strategy a success. Takeaways: Companies could be leveraging LinkedIn Ads but not optimizing them or tracking conversions. When Corporate Visions learned about customer behavior on LinkedIn, they were able to identify how to earn the most leads with the platform. Look at campaign performance and study the reactions of your audience — is there a way to better reach them? 7. Automation Anywhere's Video AdsAutomation Anywhere builds software bots that do repetitive tasks so humans can spend time in other places. When the time came to advertise the biggest launch in the history of their company, Automation Anywhere sought to use LinkedIn's live broadcasting feature to announce their product. The goal for the campaign was to build the most awareness possible. Automation Anywhere's Company Page had over 100,000 followers and an active community, so they posted a teaser to test video ROI. Two minutes later, the video had over 300 comments. Their marketers knew they'd made a great choice. Automation Anywhere's official LinkedIn Live broadcast included repurposed content, drawing clips from previous videos to attract leads. But how did the broadcast perform? Results: When the broadcast went live, the response was almost immediate. Within a few minutes, they had 400 comments from interested viewers. At the end of the broadcast, there were one thousand. Though the product launch announcement ran across multiple platforms, 78% of viewers came from LinkedIn Live. The team at Automation Anywhere engaged with their community and had meaningful conversations about the product. Having a team of product marketers talk to followers was big for building customer relationships and providing valuable messaging. Takeaways: Consider hosting a broadcast similar to Automation Anywhere’s. Maybe there's no launch coming up, but consider producing a live Q&A or webinar. Automation Anywhere's team was blown away by the response from their community with a video; Maybe yours will be just as active. LinkedIn Text and Message AdsLinkedIn Text Ads show up in the right module of the main feed and give members a bolded CTA as a headline and a supporting sentence. They're easy to create, pick a target audience, and track leads. Message Ads are a bit different — they're sent to a LinkedIn member's inbox. This gives advertisers the ability to communicate directly with leads, without a character limit. There are also tools to beef up a message's impact, like adding a form into the message. Instead of a busy email inbox, LinkedIn Messages are less cluttered, leaving messages more room to be seen. And with the Conversion Tracker, keep track of who's engaging with and converting from your Ads. 8. Design Pickle's Text AdsLet's see how graphic design company, Design Pickle, earned over $1 million in revenue with Text Ads. The company is a subscription service, but instead of food or makeup, customers are set up with professional graphic designers. As part of a small business that aimed to increase plan subscriptions, Design Pickle's marketers had to keep their strategy cost-effective. The team decided to use Message Ads to retarget website visitors. LinkedIn's tools identified a target audience closely matching the company's persona, so the marketers were able to personalize ads for a specific, ideal market. The emphasis on targeting proved to be effective. Message Ads addressed company stakeholders making buying decisions. Copy like, "Save $37,000 On Design" is eye-catching and grabs a user's attention. So, did the low-key ads bring high-yield results for Design Pickle? Results: This campaign led to 463 new signups, 64 of them for premium subscription plans, leading to an estimated $1.8 million in revenue. As for cost effectiveness, LinkedIn provided the lowest average cost per signup by 19% when looking at the campaign across platforms. Takeaways: Sometimes, it doesn't take a big, flashy ad to make an impact. Design Pickle is a graphic design company and earned over a million dollars with two-sentence ads. When audience targeting and retargeting happens on LinkedIn, companies can reach a large audience and re-engage leads. 9. VistaVu Solutions' Message AdsVistaVu Solutions is a B2B company that was struggling with brand awareness. We've seen how LinkedIn's unique audience targeting tools impacts visibility for companies, so let's see if that rings true for this company. In addition to boosting brand awareness, VistaVu's marketers aimed to generate leads and increase brand credibility with compelling Ads. VistaVu's team chose LinkedIn because their niche audience — oilfield industry leaders — was active on the platform. To make their brand stand out from the competition, VistaVu's marketing managers decided to use Message Ads to amplify their unique company and its value. To make sure the team was targeting the right audience within the oilfield industry, LinkedIn's tools filtered audiences to make that happen. The message itself was an ebook offer, and included a CTA with a download link. Because there's no character limit, the body text was able to properly introduce the company, its area of expertise, and the ebook. Results: As a result of the messages campaign, VistaVu earned a 23.8% conversion rate, and cut ad spend by 75%. Using LinkedIn as opposed to other platforms earned the company five times more generated leads and led to twice as many conversions. Takeaways: LinkedIn as an advertising platform doesn't limit efforts to just main feeds. Building brand awareness by using Message Ads allows for ample text to introduce a company to prospects. Case studies can be extremely helpful for a real-life example of strategies you've never tried. You can visualize how a campaign looks and the tools to help you get there. Be sure to pick a case study that's recent and comes with both qualitative and quantitative data. When it comes to ads, numbers and percentages are important, but so are strategy details. Recent studies will give you the most accurate numbers and processes for advertising. If I want a relevant case study about social media, I start with the website itself. Every social media platform I've used has a section for case studies. For those that don't, I look at other articles, like this one about Facebook case studies. Now that you know how to pick out a case study, and what a LinkedIn Ad strategy can look like, maybe for your next LinkedIn campaign, you can conduct your own case study. Try it, and see what you learn. via Marketing https://ift.tt/2BPFFtI tin tran https://tintran.org/mmo 0919992336 tin tran #tintran #trantantin #trantin |
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October 2022
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