On Feb. 15, our creative director, Michael Taylor, headed downtown to the Detroit Regional Chamber’s Digital Marketing Bootcamp. Here, he and fellow panel members discussed tips and trends for improving your digital marketing strategies. Panelists discussed the evolution of social media and how not to be a robot in your social media communications.
A few key takeaways from the event include:
- Many brands spend too much time crafting their social media posts and lose the human element.
- Spend less time editing social content and more time focusing on what your audience wants.
- Before starting social media efforts, determine which platforms make the most sense for your audience.
- Apps and tools exist to help you with your social media. Some of our favorites are Buffer and Slack.
- Gary Vaynerchuk liked one of our tweets! Thanks Gary!
February has been full of fun opportunities for SS Digital Media. We can’t wait to see what else 2017 has in store for us!
It has been an exciting afternoon here at Digital Summit Detroit! We started out the afternoon with Michael King, Founder & Digital Marketing Consultant for iPullRank, then a roundtable discussion on social media and ended Day 1 learning about landing pages with Oli Gardner, Co-Founder at Unbounce.
Futureproofing your SEO by Michael King, Founder & Digital Marketing Consultant, iPullRank
It takes a content effort to do effective white hat link building. Most of the time, client’s don’t want to do that, until Google holds an algorithmic gun to your head. There’s a lot of misinformation about SEO like:
- SEO is just make up
- SEO is not technical
@audette “SEO should be invisible”
- Accelerated mobile pages (AMP)
- Mobile-friendly updates
- Feature snippets
- Structured markup for voice search
What’s the future?
- Local, quick, fast and when you need it.
Rankings are not the right measure, it does not show how SEO impacts your business. Success metrics: Leads and conversions.
For those who are even measuring rankings, how are you even reporting on actual rankings? It’s not really possible.
The big shops, just source out the SEO to small shops.
Find the right SEO partner:
- Make effective business cases – Speak in terms of money based on recommendations.
Roundtable: Key 2016 Trends in Search and Social
- Matthew Capala – Founder & Managing Director, Alphametic, Author
- John Colucci – Director of Social Media, Sinclair Broadcast Group
- Leslie Drate – US Consumer Print Social Media Marketing, HP
- Jason Drove – Senior VP of Sales, SocialCentiv
Programmatic: Testing different segments against the creative for ultimate results.
Social Media: Facebook has shown the best results for HP.
Instagram: Not as much CTR because of the medium.
Facebook: At work messenger.
Twitter: Has seen better days…everyone agrees.
Discussion about Salesforce acquiring Twitter and how that may affect marketing on Twitter: If you’re looking at acquisition, might not be good for marketers. They are putting more focus on live and on sports.
- Twitter needs to figure out a way for your to find what you’re looking for easier. Feed curation may negatively affect the engagement, and be more pay-to-play.
- Salesforce and Twitter may be a good match when considering customer satisfaction and customer care. It could turn Twitter into a different tool.
- Currently debates are the largest thing on Twitter. It is also the current police scanner. It’s the most real-time, up-to-date information. Facebook is not as current, not necessarily a bad thing, but it’s just a different medium.
- Instagram algorithms are amazing, crazy accurate and personalized.
- Google + does not correlate to rankings, but it does rank by itself.
- Google indexes Twitter.
- Put copy over your videos on Instagram and Facebook – Not a lot of people are viewing the content with sound.
- People view videos for :30 or longer with no sound
- Snapchat has officially transformed into the Instagram for Stories.
- Snapchat is winning with millennials and geofencing.
- Experts say: not the best results with LinkedIn campaigns.
Frankenpage: Using A Million Little Pieces of Data to Reverse Engineer the Perfect Landing Page by Oli Gardner, Co-Founder, Unbounce
If you’re going to do ads, you better have specific pages for them on your website.
- Links that are ok:
- Anchor Navigation
- Terms & Conditions
- Just make sure everything keeps you on the same page.
- Can people understand your value proposition within 5 seconds? – IF the answer is no you’re failing.
- Visual Identification:
- Can people figure out what you offer right away? Do they understand what the page is about?
- Take away the copy, can you get it the point of the page? If the answer is no, you’re failing.
- Running experiments with limited creative resources?
- Discussion on designing forms:
- But how many form fields? 4 and 7 have over 7% conversion rates so you might as well get more information!
- Top performing forms are in zone 3 – top fold.
- Encourage hunting by moving call to action lower on the page as well.
- What’s the most persuasive word in the english language? It’s because
- Conversion rates increase 25% when you add it to your landing page!
- Free vs. non free verbiage on a landing page – Word free decreases conversions— say what?!?
In closing, there were some excellent speakers today, Seth Godin was absolutely fantastic. We may have to go and read all of his books, after today. Meeting Siri, was amazing and we had a blast seeing lots of familiar faces. We look forward to another day of digital marketing tomorrow!
Perception is everything. No matter the industry you represent, the way consumers perceive your name has a lot to do with the success of your company. In the world of social media, opinions and perceptions have the ability to travel miles within seconds.
Is your business shaping the conversation or are others determining the perception of your brand? To survive in the digital world, it is crucial to proactively take measures to monitor the social media chatter for your brand and industry. Follow these tips to ensure that you’re in control of your perception, not that your perception controls you.
RELATED: What is a Business Blog Post and How Do I Write One?
Follow the Trends
Write content that is relevant to your target audience that can spur a response.
Are you writing great content but having trouble finding an audience that will engage? While promotional posts are great for showing off a new product or service, sometimes they don’t perpetuate the buzz you’re looking for. Relevant engaging content doesn’t away directly relate to your product or service, but it can get consumers engaged in a dialogue on your page, which in turn helps promote your brand as an authority in your industry.
When consumers actively reach out to your page, it is crucial to make them feel as if their opinion is valued. There are different etiquettes to follow for different social platforms:
Facebook: Quick answers can boost your page’s rating
Facebook allows for consumers to voice their opinion in a more descriptive manner due to no character restrictions. Be sure to answer these opinions with descriptive comments of your own since these conversations are available to the public.
Also, if you own a business page on Facebook, you get rated based on your message response rate and time. Try to answer messages within a 2-3 hour timeframe if possible to help boost your rating.
Twitter: Limit characters, engage followers
Unlike Facebook, Twitter has a limit of 140 characters per tweet. This means that opinions and chatter are less descriptive and usually require a somewhat witty response. When tagged in a tweet, try to reply as soon as possible. Consumers really appreciate a well-constructed, timely reply and these can typically get a lot of retweets, giving your brand more exposure.
Monitor Your Own Chatter
Ensure that employees are aware that they are representing your brand in everything they post online.
Even professionals like to get personal sometimes. Today, almost everybody has some sort of personal social media account, even your employees. On websites like Facebook and LinkedIn, you are even able to identify your employer and title on your personal page.
Nothing hurts brand image more than a sour employee taking out their rage of working a 10-hour shift on social media. Make sure your employees are aware of the brand they are representing and that they understand the consequences of poor social media etiquette.
SEE: How Not to SEO
Keep relevant, stay consistent, and never stop posting.
Just like how Rome wasn’t built in a day, neither is a good social media plan. It looks artificial to consumers when you have a string of posts or tweets followed by silence. The key to a successful social media campaign is to consistently update your followers with new posts and engagement. Be active on your social pages so you can control the things being said! It is impossible to control your perception if you are never adding anything to it.