Archive for June, 2016
The scope of content marketing is continuing to grow from year to year. The amount of content being created and posted every day is astonishing. The adage that content is king is not going away anytime soon.
The Content Marketing Facts You Need to Know
However, a few things about this form of marketing may surprise you. Here are 5:
- Quality Is Hard to Come By – The more we do content marketing, the more we see the importance of quality content. One survey revealed that unfortunately today 63% of companies feel like quality is their primary challenge. It’s amazing that brands continue to find it difficult to produce quality content.
- The Top Content Mediums Are Blogs and Social – We’re constantly trying to come up with new ways to deliver content, but blogs and social media content still rise to the top, especially when to come to B2B marketing. Maybe 2016 will be the year we find something better, but blogging is a solid way to boost SEO and to position your brand as an authority. Plus, it gives you something to post or link to on social.
- Content and Business Goals Don’t Match Up – Surveys show that the number one goal for most businesses is branding, but only 4 in 10 responders listed branding as the top priority for content marketing. If a company’s goal is branding, and content marketing is the number one way to communicate with consumers, why is branding not the primary content objective?
- Content Is Being Developed In-House – Why do 1 in 3 marketing departments continue to do their own content development and editing? Maybe it’s because there are so many bad content companies and freelancers out there. The key is finding the right source for content.
- Tech Options Are Unsatisfactory – Most marketers still feel that available tech options are not keeping up sufficiently. For example, automation software and social listening tech fail to live up to the expectations of many marketers.
If your brand is dealing with some of these issues, at least you know now that you are not alone.
|No comments||This entry was posted by EIC Social Media Team on June 29, 2016 at 11:00 am, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
With more than 400 million active users, Facebook’s little sister is becoming one of the primary social media platforms in its own right. It’s been a couple of years now since Instagram introduced ads, and a lot of changes have been made since then, especially recently. Let’s look at some of the most important new factors about Instagram’s growth.
Instagram’s Growth Projections
The growth of social media in 2016 is estimated at about 3%. However, for Instagram’s growth, that estimate is 15%. More than 1/3 of smartphone users are active on this social media platform. For Millennials, the demographic that all marketers are fighting for right now, the figure is even higher. It is expected that within 3 years, 2/3 of Millennials will be actively using Instagram.
Instagram Produces Engagement
The speed at which Instagram is growing isn’t the only reason it is an important social media platform for marketing. It also creates more user engagement than other sites. In fact, even after a slight decrease in engagement recently, Instagram still offers double the interactions of a Facebook post and 10 times the engagement of a tweet.
Marketing on Instagram
Instagram has a number of new features for marketers to take advantage of. Consider the following:
- 60-Second Videos – This is a huge upgrade from the 15-second videos that were allowed previously. With videos auto-playing and auto-looping, you have the opportunity to mount tons of views, and end up on the explore page of thousands of potential customers.
- Image Carousels – This is a great way to add multiple images to an ad and tell a story in pictures instead of video. The user has the ability to swipe from one image to the next, giving your ad the feel of a glossy magazine.
- Landscape Ads – Now that the social media platform allows vertical and horizontal images to complement square images, you don’t necessarily have to crop photos for your ads.
You can also look forward to some future updates, including:
- Business Profiles – Facebook and LinkedIn offer company pages, and Instagram isn’t far behind.
- More Performance Data – We’re already seeing a number count on how many video views— and not just likes. Expect more metrics in the future, and not only for your sponsored content.
- Mobile Ad Buying – You won’t even have to sit down at your desk to buy ad space.
There are some exciting marketing opportunities behind Instagram’s growth. Look for these updates and more to improve your Instagram marketing experience.
|No comments||This entry was posted by EIC Social Media Team on June 22, 2016 at 11:00 am, and is filed under Smartphones and Apps. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Many say that marketers have their own language. We certainly do love adopting terminology, and with how fast the industry changes, the jargon can change just as quickly. The only downside is that it can lead to confusion if we are not all on the same page about what certain terms mean. We’re going to look at and clarify a few important marketing terms.
What Is the Difference Between the Marketing Terms Predictive and Segment Targeting?
Predictive targeting is an algorithmic way of defining an audience. Rather than using a few demographics like age or gender to target consumers, predictive targeting takes into account any number of factors to single out individuals instead of groups of people.
Segment targeting selects people by demographic. It may be something as simple as location or race, but the target audience may also be defined by things such as interests or values. Today’s digital world makes it far easier to track people by likes and dislikes since consumers are more than happy to share that information, especially on a social media profile.
Segmented targeting allows you to easily market to the group of individuals you find most likely to want your product. However, anyone not in that group will be left out. Predictive targeting gets even more specific, and chooses your market by individual without discriminating by certain demographics.
Intent to Purchase
Sometimes the behavior of a consumer shows that his or her intention is to buy a product now and not simply to do research. We call this purchase intent. You want to target these customers most strongly, especially with a paid ad campaign, because they are the most likely to convert into a sale. Indicators of intent to purchase may include certain search words, and can also be related to demographics.
For example, a 15-year-old girl may be looking at wedding dresses online, but she’s probably not going to make a purchase today. A 22-year-old woman with a fiancé and website on The Knot is likely to convert into a sale. Other factors to consider include whether or not the specific individual has the propensity to make purchases based on his or her history.
These marketing terms are all vital when it comes to targeting the right audience and developing campaigns that produce a high conversion rate.
|No comments||This entry was posted by EIC Social Media Team on June 15, 2016 at 11:00 am, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Here’s our third and final post (for now) dealing with the best social media practices for your brand. Hopefully, by implementing the suggestions in these articles, your company can engage consumers on a level that increases awareness of your products or services—and at the same time builds trust.
Make sure you have typed everything correctly, you are using the right image or video, and that every link works perfectly before you post. The Internet is forgiving in the sense that you can edit your post. However, the Internet is unforgiving in that someone can screenshot your error and make it viral. Better to get everything right the first time.
Use HD Pics and Video
You never know what type of device your users will be viewing your post from or what their screen resolution will be. It’s better to err on the safe side and have everything be in a high-enough definition to look good on every device, but not so much that someone won’t want to burn through all their mobile data to view your content if no Wi-Fi is available.
Tag Posts Properly
How you tag a post will depend on the social platform you use, but the hashtag is becoming fairly universal. By using a good mix of industry-appropriate tags, brand-specific tags, and trending tags, you should be able to maximize the audience that sees your social content.
Practices Like Paying for Likes or Followers Is a No-No
If consumers can tell that your likes or followers are either bots or are clearly being paid for, that will hurt your brand’s reputation. Plus, paying for followers and likes rarely, if ever, will provide you with a decent ROI. You are better off gaining your following the old-fashioned way—through high-quality content.
Avoid Controversial Topics
The big three areas to avoid would be politics, religion, and sex. Of course, it’s a different story if your company is directly related to one of those three topics. Try to avoid taking a controversial position, however, even on something that has been in the news or is currently trending. It rarely has the desired effect.
|No comments||This entry was posted by EIC Social Media Team on June 8, 2016 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Are you ready for some more social media marketing tips? Whether you are new to the social media realm or simply want to step up your company’s online presence, these tips can help you to build your brand’s accounts the right way.
Maintain User Experience
When people check their social media accounts, they have a general idea of what to expect. For example, on an Instagram accounts, a woman may hope to see the latest images of her niece or nephew, photos from a college friend’s wedding, and her mom posting a blurry picture or the family cat. The question is: Will your brand’s image maintain the proper feel of her feed or will it take her out of the optimal user experience? When a brand becomes intrusive on social media, fans abandon ship. When you fit in as part of the family, you create loyal customers. Tailor your style of posting to what your target audience will want to see in a daily feed.
Handling Your Brand’s Negative Attention
It is impossible to avoid negative attention online. However, you don’t have to have a knockdown, drag-out brawl with a disgruntled customer in front of everyone in order to prove that you’re right. Most social platforms have a direct message setting. By responding politely to negative feedback, and encouraging the conversation to continue in a private setting, you quickly gain the high ground. Consumers see that you are quick to deal with problems, but you won’t air someone’s dirty laundry for the whole Internet to see.
Quotes and Reposts
Always cite your source. It’s not just necessary for the sake of copyright, but it also keeps customers happy. If you repost a fan’s message or image, give them credit, and you could be making a friend for life. And remember that when a customer clicks a link, they expect to end up on a site that has to do with the link text. For example, don’t speak about a pop star, include a link, and then have the link go to your eCommerce site. That’s misleading.
Good Manners Are Appreciated
Poor manners abound on the Internet, so saying thank you is a great way to improve brand perception. Thank customers for nice comments and express appreciation if they tag you in a favorable post. If you specify a hashtag for your brand and someone uses it to reference your product or brand in a positive way, at least like or favorite the post if you don’t intend to repost it.
|No comments||This entry was posted by EIC Social Media Team on June 1, 2016 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|