Archive for the ‘marketing efforts’ tag
Given Wildfire’s longtime specialization in Facebook, it makes sense that the entirety of the study deals with Facebook marketing campaigns — 10,000 of them, to be precise.
Wildfire’s study used the aforementioned 10,000 Facebook campaigns as a starting point, distilling the data set to the top 1,000 campaigns, which came from a total of 700 brands. Data was gathered over a nine-month period, and it proves a dictum we’ve all heard since our tenderest years: Sharing is caring. That is, your brand’s advocates are incredibly powerful and valuable.
Let’s quantify that assertion a bit. Brand advocacy (following and sharing items of interest from brands you like) has a significant impact on marketing efforts, the study showed, from generating earned media to getting others interested and engaged.
The Wildfire data demonstrated that:
- for every advocate or sharer, an average of 14 earned media impressions were generated.
- brands that are good at grooming sharers/advocates see triple the engagement on Facebook.
- on average, each advocate will bring 1.3 entirely new people to the brand’s page.
- tripling the number of advocates leads to 13x growth in the number of page fans.
“This data clearly shows that brands need to be focused on nurturing their most active fans, particularly their brand advocates,” said Wildfire CEO and founder Victoria Ransom in a statement on the research.
“Brands should give users a variety of ways to engage with them — and several options for what to do when they get there — to increase time spent on the page as well as return activity. Brands should also give users specific instructions about what to do to engage. For example, if you want someone to ‘Like’ your post, it helps to directly ask for it.”
Wildfire will host a webinar on brand advoacy and other results from this study on August 8, 2012 at 10 a.m. Pacific. The webinar is free, and you can register to attend online.
While this study is Facebook-centric, Wildfire also allows brands to manage campaigns across a slew of social media networks, including Twitter and Google+. And although Google now owns the marketing company, both parties have made explicit promises to keep the product open to a multitude of platforms and networks. Eventually, Google will likely weave Wildfire into an even more comprehensive marketing platform, one that encompasses all online marketing/CRM efforts, not just social media.
Top image based on a photo from Blend Images, Shutterstock
Filed under: social
So you want to start using Twitter’s Promoted Tweets, huh? You’ve weighed the pros and cons, and decided that experimenting with Twitter’s PPC advertising feature is a good move for your business.
Alright then — let’s get you started with this simple guide containing everything you need to know to make the most of your Twitter PPC campaign. Whether you’re just looking for more followers or you want to increase leads and customers, Twitter has some great paid options that can help you complement your organic Twitter marketing efforts.
How Do Twitter’s Advertising Options Work?
Promoted Accounts, Promoted Tweets, and Promoted Trends are Twitter’s advertising features, pay-per-click style. Through its various options, Twitter allows you to target the right people so your ads are appearing for Twitter users who are most likely to be interested in your content, products, or services. Your promoted Twitter content will be labeled as ‘Promoted,’ so users are able to distinguish between promoted ads and organic Twitter content. Twitter advertising can also be a less expensive PPC option than major search engines such as Google. In other words, you can generate great results with a smaller budget.
On the other hand, Twitter’s ad interface also leaves something to be desired (remember how we mentioned pros and cons?). It’s not as easy to use as Google AdWords, and you can’t set up automatic rules to change your bids. For example, if you don’t want your tweets to be displayed on weekends or after 10 p.m., you need to manually log in to your account and change your options. That’s why it’s so important to make sure you’re always aware of the activity in your Promoted account and make changes accordingly so you’re not wasting your ad spend.
That being said, setting up a campaign is easy, as long as you know what you are looking for.
Decide What You Want to Promote
First, you need to decide what you want to do with your campaign. In other words, what is your end goal for using Twitter advertising?
I want to promote my account!
The Promoted Accounts option allows you to promote your brand name and will help you increase the number of followers your account has. You may be asking, “Why would I want to pay for more followers?” Good question!
In a nutshell, having a larger base of Twitter followers is critical for maximizing the benefits of your social media marketing. The more followers you have, the more people will be exposed to your tweets. Furthermore, your followers also have their own followers who will see any of your content your followers retweet. And trust us, the greater your social media reach, the more effective your social media marketing — even if those people never buy from you.
Finally, the more followers you have, the more credibility and authority your account will exude. If potential new followers see that a larger number of people are already following your brand on Twitter, they’ll be that much more likely to follow you, too. Ahh, the power of social proof!
Promoted Accounts are displayed (1) as part of the ‘Who to Follow’ widget on the left side of a user’s logged-in Twitter.com homepage and Connect tab, (2) on the ‘Who to Follow’ page, which users can access by clicking on ‘View all’ on the ‘Who to Follow’ widget or tab, (3) in ‘People’ search results, and (4) on users’ profile pages as part of the ‘Similar to you’ widget. A user may see your Promoted Account as a suggestion if your account is relevant to them.
I want to promote my tweets!
If you want to promote a specific tweet that came from your company’s Twitter account, Twitter gives you have a few options through Promoted Tweets. For example, you might want to get more exposure for a tweet about a specific marketing campaign or offer you’re currently promoting. Or perhaps you’d like to put some additional Twitter muscle behind an upcoming event your hosting.
Promoted Tweets are visible (1) at the top of relevant search results pages, (2) within search results for a Promoted Trend, (3) in users’ Twitter feeds, when relevant, (4) in pinned tweets for ‘Enhanced’ profile pages, (4) in Twitter’s official desktop and mobile clients (e.g. TweetDeck, Twitter for iPhone, Twitter for Android, etc.), (5) and in some third-party twitter clients, such as HootSuite.
I want to promote a trend!
If you’re interested in promoting a particular trending topic, you can contact Twitter to purchase a Promoted Trend. This is a way to get your name to a lot of Twitter users, but beware — it’s costly! To take advantage of this option, you will need to contact Twitter directly and inquire about your options.
Promoted Trends are visible to all Twitter users at the top of the Trending Topics list on Twitter — as well as on Twitter for iPhone, Twitter for Android, and TweetDeck — and they’re clearly marked as ‘Promoted.’ When a user clicks on a Promoted Trend, they’ll see Twitter search results for that topic accompanied by a related Promoted Tweet from the advertiser at the top.
Now that you understand your various options, let’s dive into Promoted Accounts and Promoted Tweets individually so you can understand how to leverage each to achieve your specific goals. On Twitter, get started here.
How to Promote an Account
Promoting an account is very simple. Simply indicate the ‘interests’ of users you want to target. In other words, think about the keywords that are relevant to your business and content. Your account will automatically be recommended to people who have those interests. Again, using Promoted Accounts is most beneficial to drive traffic to your Twitter account and increase your follower count.
You can then set your budget and timing. See “Dates and Budget” below for more details.
How to Promote a Tweet
You have three separate targeting options for your Promote Tweets: search results, timelines (users’ Twitter homepage feed), and your own Twitter profile.
Targeting Search Results
When Twitter users search for a particular keyword, the tweet you chose to promote will appear at the top. This is just like Google AdWords — whoever is the highest bidder for a certain term will appear at the top. Here, you can select as many keywords as you wish.
With this targeting option, your promoted tweet will appear in the timelines of the followers you want to target. You have the option of targeting the timelines of ‘Your followers’ and/or ‘Users like your followers.’ The latter are users with similar interests to your followers.
Targeting Your Profile
This option will pin your Promoted Tweet at the top of your account’s profile page, visible to anyone who visits your page. This targeting option is beneficial if you’re trying to drive visitors to your page off of Twitter and onto a page on your website. For example, at HubSpot, we might use this targeting option to promote an upcoming webinar at the top of our profile, which can serve to increase awareness of the event and drive traffic to the landing page on our site where users can register to attend.
Choose Your Targeting Preferences
Once you’ve chosen the type of Promoted Tweets campaign you want to run, you can also change your settings and modify your target audience to get the most out of your campaign.
First, select which geographic location you want to target. You can be as broad as ‘Anywhere in the world’ or as specific as ‘Atlanta Georgia.’
You can then decide which devices you’d like your Promoted Tweet to appear on. Remember, if you’re promoting on mobile devices, make sure any links in your tweets lead to mobile-optimized web pages. You don’t want to upset potential customers with a difficult-to-use website!
Select Current (or Create New) Tweets to Promote
Now that you’ve specified your targeting preferences, you can decide which tweets you want to promote. You can either promote tweets you’ve already published or create new ones within the ads interface. You can also choose more than one tweet for each campaign to add some variety to your Promoted Tweets.
Wondering what kinds of tweets you should be promoting? Of course, this will largely depend on your goals for your promoted campaign, but promoting a variety of offers and content can boost engagement with your tweets and your profile. Here are a few great options to get your wheels turning:
- Lead Generation Offers: If you’re looking to generate leads from your campaign, promote tweets for offer(s), and include links to landing pages on your site. At HubSpot, we often promote our ebooks and webinar landing pages in our Promoted Tweets.
- Events: Got an event coming up right around the corner? Promote a tweet about the event your company is hosting or attending, and include a link to the registration page.
- Compelling Content: Do you want more people to read your blog or regard you as an expert in your industry? Use Promote Tweets to increase the reach of tweets touting particularly awesome content, especially considering the life of a non-promoted tweet is so short!
Specify Campaign Duration and Budget
One of the final things you’ll need to do is decide on the length of your campaign. Your Promoted campaigns can either be ongoing, or you can choose to run them for just few days surrounding a big event or campaign.
You’ll also need to set your campaign’s daily budget, which can be adjusted according to your needs. Twitter will never exceed your daily budget, and both the duration and budget of your campaign can be changed at any time when your campaign is running.
Remember, Twitter’s advertising is priced on a Cost-Per-Engagement (CPE) basis, so you only pay when someone retweets, replies to, clicks, or favorites your Promoted Tweet. You can also set a maximum bid, which is the maximum amount you’re willing to pay per engagement (whenever a user clicks, retweets, @replies to, or favorites a tweet). Twitter will suggest a bid based on your daily budget, but the actual bid may vary throughout the day.
Track Your Analytics
Congrats! You’re now ready to launch your campaign! Be sure to track the results of your Promoted campaigns — you can easily monitor the daily spend of each campaign in the Twitter ads interface. For a more in-depth look at which campaigns and tweets are performing the best, you can look in Twitter’s Ads Analytics for your account.
Regularly check the status of your campaigns and make any necessary changes to ensure you’re getting the most out of your Twitter advertising efforts. In addition to Twitter’s own analytics platform, use your marketing analytics to determine how your Twitter advertising efforts are contributng to leads and customers as well.
Be sure you’re updating the tweets you’re promoting often to keep your promotions fresh, engaging, and reflective of your overarching social media marketing goals. Are your tweets generating the results you want? If not, make some changes. Every business is different, and you’ll need to do some testing experimentation to see what works best for your company. And if Twitter advertising turns out to be a subpar tool for meeting your goals, turn it off and trying something else. Now you know. Good luck!
Have you experimented with Twitter’s advertising options? What other tips for running successful campaigns would you share?
Image Credit: David Berkowitz
Have you started using Pinterest for your business yet? Wondering if it makes sense to even consider doing so since there are so many options in the marketplace for your marketing efforts?
Why not take a look at what our Inbound Marketing channel sponsor, HubSpot, has created to help navigate this potentially strong avenue for your marketing efforts? “How To Use Pinterest for Business” is a free ebook that gives you insight into this social marketing phenomenon. In it you will learn
- How Pinterest works and top reasons you should be using it
- How to create a Pinterest account and grow followers
- How B2B & B2C firms use Pinterest for lead generation and sales
- Examples of how real-life businesses leverage Pinterest for growth
Be sure to get your free copy today!
You know when your boss asks you what your leads goal is, and you don’t know how to answer because it’s basically just a shot in the dark? Or how about when he asks how your new fangled inbound marketing is going to help you drive leads to the sales organization? It’s hard to make the case for inbound to a non-believer when your projections aren’t based on math, isn’t it?
It’s high time to start making your monthly inbound traffic and leads goals based on your business’ growth goals. And we’re here to tell you how! The good news is that it’s ridiculously easy, and with the help of our friend Greg Elwell over at B2B Inbound, we’ve created an Excel template that you can download and save to make this goal-setting easy as pie every month. With just a few quick inputs, this template will do all the math for you, and you’ll be able to know exactly how much traffic and leads your inbound marketing efforts need to drive each month for your sales organization to hit their numbers, and your company to meet its growth goals.
Download the excel template now so you can follow along with the instructions on how to use it below!
How to Calculate Your Monthly Inbound Traffic and Leads Goals
Step 1: Enter Your Monthly Revenue Goal
This number is how much new monthly revenue your sales team needs to book, which you are going to attribute back to leads generated from inbound marketing.
But wait, what if you’re only using inbound marketing to generate new customers? Let’s go to the next step!
Step 2: Enter the Percentage of New Revenue Driven From Inbound Marketing
Here, you’ll input how much of that new revenue will be driven by inbound marketing. So if you’re only generating leads via inbound marketing, well, go ahead and put 100% in there. For the sake of this example, we’ll just say you’ll drive 80% of your monthly revenue from inbound marketing.
Step 3: Enter Your Average Revenue Per Client
Now, it’s time to input your average revenue per new customer. If you don’t know this, a simple way to calculate it is by taking your total revenue collected over the past 12 months, and dividing it by the number of customers you have.
And in this step, you’ll get your very first calculation — right there in that orange box. Now you know exactly how many new customers you need your inbound marketing efforts to generate to meet your growth goals (based on the information you’ve input thus far). Pretty good information to know, eh?
Step 4: Enter Your Lead-to-Customer Conversion Rate
Now, enter your current lead-to-customer conversion rate to determine how many leads you need to actually get those customers. You can also input a goal if you’re targeting a better conversion rate to see how that affects the number of leads you need to generate to hit your goals.
If you’re not sure how to find your conversion rate, simply take the number of new customers you acquire each month and divide it by the number of leads you generate.
Step 5: Enter Your Visitor-to-Lead Conversion Rate
Finally, let’s figure out how much site traffic you’ll need to generate! Enter your current visitor-to-lead conversion rate, and this template will deliver the number of visitors you need to bring to your site. Again, you can also enter a target visitor-to-lead conversion rate if you’re looking to improve upon this metric (and by extension, get a bit of a traffic reprieve and still meet your goals).
Not too difficult, eh? Now it’s your turn. Download this Traffic and Leads Goal Calculator, and see how your inbound marketing efforts can help your company hit its growth goals next month!
How do you calculate your monthly traffic and leads goals right now?
If you think marketing and advertising are one and the same, there’s a pretty good chance your marketing efforts are being less than successful.
If you cast your mind back to the bad old days, companies would advertise to you left right and centre. You would be bombarded by less than subtle sales messages wherever you went.
Our TVs, magazines, newspapers and mailboxes were full of ‘buy from us now’ messages desperate to grab your hard earned cash.
But the landscape looks very different these days, with businesses moving away from advertising and towards marketing.
Nope, still don’t get it
In that case, you’re probably a business that has dabbled in social media, blogging, article and video marketing only to decide that it doesn’t work for you.
Well, the reason it’s not working is probably because you’re still advertising rather than marketing.
Let me explain.
If you’re advertising, you’re effectively shouting at your customers ‘buy now’ with little regard for what they actually want.
Perhaps that approach used to work for you, but today’s consumers want more than that, they want to be appreciated, wooed and persuaded.
The subtle art of marketing
Today’s marketing channels are social media, video and article marketing and blogging. Each of these disciplines offers the consumer engagement, information, and advice – effectively something for nothing. Or at least that is how it appears.
You see, people now want to feel as though you, as a company, value them and their business. They don’t just want you to come along, take their money and then head off into the night.
Today, you must engage with them, talk to them, offer them great information, be responsive to their questions and generally take in interested in what they want. And that’s why you must market and not advertise to them.
You see, marketing is all about getting to know your customer and being interested in what they really want, their likes and dislikes and being prepared to chat with them to build relationships.
Think carefully about them and how your product or service will benefit them and then show them.
The days of the blatant advertising are numbered; today your consumers want more. Talk to them, engagement with them and give them something for nothing. As you do so something magical happens, they begin to trust you and that trust will be manifested in the form of their credit card.
Market to your customers and they’ll be customers for life.
The online world is becoming less and less ‘siloed’ (I am pretty sure that is a ‘made up’ word but I am sticking with it) each and every day. While some individual marketing activities carry merit as a standalone function, it is safe to say that most digital marketing efforts don’t achieve their maximum result without being integrated with other online marketing activities across platforms and channels.
It’s this very reason that our advertising offers here at Marketing Pilgrim, which grew up as primarily display, are now intended to help advertisers through content development as well as promotion through various other digital channels (Interested in learning more? Contact us about Marketing Pilgrim channel sponsorship opportunities today).
A recent study from eConsultancy and Responsys, as reported by eMarketer, show just how marketers are taking this awareness from theory to application.
Is this a revelation of sorts? Well, yes and no. It’s no surprise that the integration of multi-channel marketing efforts is more effective in the modern world of online media. To think that just a display ad will be effective on its own in today’s myriad of advertising options is a bit naive. Ad blindness alone can kill a ‘display only’ mindset. But the fact that your display ad shows up around content or the message is seen in other formats at other places that your prospect goes is critical to understand for marketing success in the online world. What is a revelation, though, is that this practice may be in its infancy and has plenty of room to grow
So just how are marketers looking to integrate their display into other channels. Take a look.
So how do you currently integrate display in cross-channel programs? Are you finding some channels fare better than others?
Share your comments with us and our readers.
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Any good business owner knows that customers are reached through various marketing efforts, not just one. However, across the board, businesses are utilizing social media to not only establish connections with their new customers, but also to engage in conversations with their current customers. Since so many people use social media today, this is an amazing, productive way to reach a large number of your clients. The most important aspect of using social media to market is to stay on top of the ever-changing trends.
Technology has greatly changed the way that businesses can interact with consumers. This doesn't just open the door for dialogue, but can also improve your conversion rate. By contacting consumers online, you can really increase the amount of business you're doing. Aside from just making a mark and educating more people on your company, you’ll also see a rise in sales. 25% of the world’s population is currently online and that number is quickly growing.
It's easy to engage in conversation with the people you're connected with on social media sites who are responding to you. When a customer or potential customer is commenting on posts that you put up on Facebook, for example, it's a no-brainer to respond to these people and start a conversation. The tricky part is engaging customers who are not as forthcoming. A majority of the people you’re connected to are either not seeing your posts or not responding to them. Here are 5 tips to help you change that and increase engagement with your online customers.
1. The key to getting the interested of these more quiet consumers is to tap into their personal interests. You may have to invest some time to browse their profiles and find out what they like to do, but the results will be worth it. Then you can gear your posts, pictures and overall approach to things that will target those specific clients.
2. To make targeting your market segments easier on yourself, you can group consumers by their interests. Then you can generate posts to communicate with groups of consumers who are all interested in the same things. Hopefully, you’ll be able to engage a majority of them simultaneously.
3. Another way to make your social media presence all-inclusive and to get attention from a majority of your consumers is to vary the ways you're using your many online profiles. From posting links to articles that apply to your business and posting photos of your store to using podcasts and even interactive applications and games, you can reach a lot of people at once. Not everybody responds to witty status updates or interesting quotes. You need to vary your approach in order to target your varying clientele.
4. Blogs are one of the best ways to promote a conversation with your online fans. You can appear more friendly and personal, showing a different side from your usual businesslike demeanor. While your website showcases your business’ finest points, your blog will make you seem more personable. Consumers today don't want to be talked to so much as they want to be talked with. Also, traditional sales approaches are no longer getting the response they used to. Customers want to know that your business is not just professional but also relatable.
5. Guest blogging is one of the best interactive tools a business can have because consumers can give you feedback on anything that you post. If you allow guest blogging, your customers can even post blogs about your business and company. This is a way to get both positive and negative information about your business. Both types of feedback are helpful in letting you know what areas need improvement and which efforts are working well.
Sam is a blogger and social media enthusiast who specializes in ecommerce optimisation services.
“Social media has a positive impact on marketing. It democratizes it. It’s not just about who’s got the biggest budget, but who really understands their consumer.”
I’m talking to Victoria Ransom (pictured above) about one of my least favorite things in the world, social media marketing. But there’s no one better equipped to talk about this ever-so-timely topic, and Ransom breaks it down handily on the eve of her company’s big product launch for its social marketing suite.
Ransom runs Wildfire, a rather large social media marketing company that develops software for brands to connect their marketing efforts across most of the big social sites currently in existence. Today, the company is unveiling Wildfire Suite 2.0, a social media marketing maven’s über-tool that allows marketers to get much more specific, much more personal, with their followers and fans all over the social Internet.
The suite will let brands tweak their online marketing to appeal to very specific groups of consumers based on those consumers’ activities and interests. For example, for a sporting goods store, Wildfire’s software can tell the difference between snowboarders and skiers, and it can help the store tailor messages and other promotions (as well as analytics, of course) for each group separately.
It fits right in with the so-hot-right-now concept of interest graphing, but the new tools are also very much in line with the M.O. that is embedded in Wildfire’s DNA: Don’t broadcast; interact. Don’t shout; listen. Don’t apologize after the fact; ask for permission now.
Most of all, Ransom emphasizes that brands aren’t in control of the message, and if they want to get their customers’ attention, the only way to do so these days is by giving them a truly valuable online experience. It’s a belief that pervades Wildfire’s own corporate culture of empathy and charm (yes, the word “charm” actually pops up in internal company materials).
This emphasis on honoring the consumer is quite divorced from old-school, spray-and-pray marketing tactics of broadcast, print, email, and direct marketing. And it has a lot to do with the Wildfire team’s makeup: They’re mostly young or young-ish social media users, themselves, and they deeply understand what works online and what doesn’t, if only because they were born and raised with it.
Wildfire’s office is located on a glittering campus in Silicon Valley, where the glass-plated buildings rise up in hues of blue and green against a cloudless summer sky. It’s new and spacious and strangely reminiscent of Oracle’s mega-campus not too far away; as it turns out, the building is the most corporate thing about the company.
Once inside the building, you could be in any college common area. A neon sign proclaims that the shop is open. Gangs of youngsters in flip-flops saunter around the open spaces filled with pirate flags and huge vinyl sunshades in the shape of leaves. Memes and inside jokes pepper the visual paraphernalia; for reasons I can’t fathom, one scruffy salesman is making his over-the-phone pitch while wearing a cartoonish hat in the shape of a wolf’s head. There’s a small bar, staffed only by a cardboard cutout of Dos Equis’ Most Interesting Man in the World, and within minutes of of stepping into the world of Wildfire, I’m invited to participate in an upcoming game of beer pong.
Ransom, the co-founder and CEO, takes a deep breath and says, “It’s a pretty young team.”
Ransom is fairly young, herself. Her hair is sun-streaked, and her face has a healthy glow one doesn’t usually associate with tech startup CEOs. When she speaks, she is direct and confident, as befits a Harvard MBA.
Right now, she’s particularly confident about the state of social media marketing, despite Facebook’s shaky IPO and GM’s public pull-out of ads on the social network.
“The only indication has been GM,” she said, stating that with most other Facebook advertisers, “we haven’t seen that at all. … I really divorce the IPO from social media marketing. It has little or nothing to do with marketers, and I haven’t seen any other major advertisers make the same announcements. We’ve actually seen the opposite.”
And all that adds up to more social marketing all the time, everywhere we go online. Ransom and her cohorts are convinced they can make such marketing both less annoying for consumers and more profitable for brands by targeting carefully and messaging judiciously.
Early days, even now
Facebook in its relatively early days was the primordial soup for Ransom’s company’s genesis. In an unstructured, Wild-West environment, Ransom and her co-founder came up with a way for brands to play and profit using the social network. They built simple Facebook apps for sweepstakes and contests, then used those apps as a template for their clients to create campaigns.
During those early days, Ransom tells me, she recognized that Facebook interactions were more important than Facebook ads on their own.
As social networks were founded and grew up, Wildfire started building tools for the newer sites, as well. Of course, Twitter is huge for Wildfire, since, as Ransom says, “It’s a great mechanism for having conversations.
“More than Facebook, it’s been a great channel for getting messages out and a customer support channel,” she says. “That may change over time, depending on the directions Twitter heads in. Brands may be able to provide retrospective content.”
Ransom notes that Google+ has similar opportunities for brands, but it doesn’t yet have the same richness of content when compared to Facebook. It also doesn’t yet bring a critical mass of highly engaged, mainstream users or a full suite of APIs for the marketing and analytics crowd.
“Pinterest is a really interesting one,” she continued. “It’s a delicate balance that brands and the social networks are playing.” Ransom notes that while on most networks, brands risk overwhelming users with promotional content, “The funny thing about Pinterest is, there’s not that tension. People come there to look at products, and they don’t care if it came from Joe Schmo or the Gap,” she said.
“So it’s easier for Pinterest to have a good realtionship with brands and to really commercialize it without offending consumers.”
But again, Ransom said, the site isn’t giving out all the APIs that companies like hers would want. “We have some Pinterest tools,” she says, “a way to display a Pinterest gallery on Facebook.” But what Wildfire and other marketers really want are APIs to gather more analytics, develop richer campaigns, and create better-branded pages. “We anticipate that the APIs for that will come,” she says. “But have you been to their office? It’s tiny, there’s like 30 people there. It’s incredible what they’re doing with a really small team.”
With age comes standards
Aside from wishing for more APIs, Ransom dreams of a world in which social marketing is held to some real standards — real metrics around performance and real expectations from networks, brands, and consumer groups.
“In the offline world, [measurement] is still hard,” she says. “It’s hard to prove it … because it’s kind of a lot like TV. How can you prove that TV sells product? Over time, studies and standards have showed what it means to get a view on TV. Social media is still so young, we haven’t got those standards yet.”
The CEO tells me the social web as an industry that lives and dies by brands’ marketing budgets, is slowly moving toward an industry standard for measurement.”What is a relationship worth in social media?” she asks. “There are research agencies that can help us agree on the right metrics there, and frankly, the social media networks should be, too.”
Filed under: social, VentureBeat
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Before consumers buy from you, they must know, like, and trust you. Moving along that continuum takes time and patience. In today’s snug economic times, earning enough trust to get someone to crack open their wallet or company checkbook is no small feat.
That’s why we’re such big proponents of the drip marketing strategy. The logic behind the strategy is simple: Because you can’t know when someone is going to be ready to buy, you want to have a recurring presence in their world, so you’re always top of mind.
To sustain a drip strategy with the goal of moving someone along the know/like/trust continuum, you need to mindful of the following.
Drop marketing is not really a “by the seat of your pants” sort of tactic. You want your efforts to be a seamless flow of information, contact, and relationship building. That’s not something you want to make up as you go. Think of your drip marketing efforts as an elaborately choreographed dance. You need to know the steps before you get on the dance floor.
Know how to respond to “What’s in it for me?”
No consumer is going to let you keep buzzing about if you don’t offer something of value. Today, everyone is asking, “What’s in it for me?” Your efforts need to be focused on consumers’ needs, not on your features and benefits. If you talk about yourself too much, consumers will tune you out, unsubscribe, unlike you, or disconnect the line. Give consumers valuable content, and they’ll never ask you to leave.
Have 110% consistency
Your ultimate goal is that consumers trust you. You do what you say you’re going to do. You deliver the goods. Which is why your monthly newsletter needs to arrive every month. Why your webinars shouldn’t get canceled at the last minute. Why your print ads should all tie together.
Remember that a little is a lot
The goal is to be a regular presence, so customers don’t forget you. Your goal is not to be their ever-present companion, so every time they turn around—there you are! The beautiful thing about a drip strategy is that a little goes a long way. If you consistently execute on three or four tactics, that’s plenty. You want to be memorable, not annoying.
Drip marketing is not a stage for you from which to shout out all your messages. Drip marketing is a way to stimulate conversation. Ask questions. Offer Q&A options. Be human. No one is going to trust a company or person if they don’t believe they have a relationship with them. While the system may be automated, the relationship can’t be.
Wondering what makes a good drip marketing tactic? Think about adding some of these into your mix.
- Newsletters (electronic or print)
- Facebook Fan Page updates
- A “lunch and learn” series
- LinkedIn Group (participating or moderating)
- Radio show (Internet or traditional)
- A book club focused on your area of expertise
- A smart phone app
- Direct mail series (3-D or flat pieces)
- Whitepapers or free reports
- A how-to video series
That’s just scratching the surface. Remember: A little goes a long way. Don’t bite off more than you can consistently deliver at a quality level you’ll be proud to produce. Do a few of the above activities well—and the results will quickly make the time and discipline to do it right worth the effort.