Tag Archives: content marketing

FoundonTack Review

FoundonTack Review - 315Putting your company’s identity onto a social media platform inherently involves more direct communication with: customers, associates, rivals, the potential trolls, and so on. While the Instagram interface is good for interacting with people, it’s not spectacular at analyzing their behaviors and measuring marketing impact.

That’s why I love the world of Cloud services. I always get excited when I see software that helps small to medium businesses compete with the big dogs. I recently took a look at an Instagram-focused service named Tack, using both their free area report tool and their Instagram curation service on a Pro-level account trial.

Super pumped for my new purple T-shirt from @foundontack #smmw17

A post shared by Mike Gingerich (@mikegingerich) on

Scouting the Social Media Landscape

Tack comes swinging out of the gate with free access to their area report tool whether or not you sign up for their service. Either 500 posts or up to 12 months of activity are combed through and picked apart. Then you get a rundown of important data points like what the most popular posts were or which hashtags saw the most activity.

It would be nice to get the updated reports in real-time, but the emailed reports are easy to share with your team. You can run up to 4 locations per hour per account, which is plenty enough to look at a city with a couple neighborhoods and landmarks.

Let’s move to the account-based Instagram curation tool. It comes in 3 levels (Starter, Pro, and Enterprise) with the major difference being the number of Instagram user profiles and the maximum number of followers managed.

Once you’ve connected a profile to an Instagram account, you can look through user activity using a hashtag or a location. Input a hashtag or location into the large boxes, and you’ll be treated to posts that match your request. From there, you can quickly like, comment, or request permission to use the media yourself. All of these increase your Instagram visibility in the targeted field. It gives you the opportunity to use user-generated content in your own account.

On the main menu, you can perform several functions. Review activity on your posts, comments, requests, and manage your media library just below the curation fields. The last two fields let you customize your request message and response hashtag to whatever you’d like them to be.

Is It Worth Paying For?

Yes, if you intend to take your social media presence seriously. Also if your audience has a heavy focus on Instagram use or image-based media. Tack is useful for any company looking to run a social media blitz on a specific city or neighborhood. Especially due to the information you get in the free area report and the curation tools. Are you a new restaurant trying to break into a packed downtown scene? Are you an app creator selling a new game that wants you to walk around hunting for monsters? Tack is a useful tool.

Try a two-week trial of the starter and pro versions to see if the curation tool works for you. It doesn’t come with training wheels. However, it has a straightforward interface that should be easy for anyone with an understanding of social media. The staff is very responsive. They were more than willing to help walk me through the ropes of using the tools effectively.

metrics-to-measure-the-success-of-your-digital-marketing-form

Please enable pop-ups to receive the download.

Save

Review of MissingLettr.com

review-of-missinglettr-com-315

Writing blog posts can be fun. But reading the reactions from your readers when a post gets them excited is the best. But the challenge lies in scheduling and sharing on social media. How will you remind people to check out your cool post after a couple of days, weeks or months?

Some programs like Tweet Deck allow you to write Tweets in advance and schedule them. But Missinglettr takes this idea and goes even further. It allows you to not only plan your social media posts over the next year, but it even writes the social media posts for the keywords you’re using. With these duties taken care of, you’re free to pursue other tasks – like creating more quality blog content that gets people talking.

Here’s why MissingLettr.com is a useful product:

  • You can give it input. Missinglettr won’t make the process entirely automated; you approve what’s going out to your social media accounts. You’re still able to approve every scheduled post ahead of time for up to 9 posts for each piece of content. Part of the automated system writes the social media posts using Natural Language Processing, but also uses your keywords.
  • You can enhance the social media messages with hashtags. You can add hashtags to emphasize certain words or topics and potentially get more people to see it. Coming up with a handful of applicable tags is easier than creating full posts.
  • It does the work of a professional social media scheduler. Large companies have a huge team, including at least one person in charge of planning and scheduling posts. But these duties often fall on the shoulders of 1 already overloaded people in small businesses. Missinglettr lets you set up a full schedule for the same post in advance. Just set it and forget it.
  • It can grow traffic. Sometimes it’s easy to get caught in the technical details of designing blog posts and engaging social media posts, and we forget why we do them all in the first place. We need to get people interested enough to visit our business to hopefully buy from us. Social media posts promoting a blog post can get people talking about you, or even visit your site to read more. Since you don’t have to post and schedule posts in real time, think of it as something more passive that runs in the background and does your promotion for you.
  • It’s easy to experiment. Since you have up to nine spaces for each post, you can schedule different days of the week to see what is effective to increase traffic. Maybe a Friday in summer will have different engagement than a Friday in winter.
  • Variable prices. Rather than a one-size-fits-all approach, https://missinglettr.com/Missinglettr offers options. The basic ‘free’ level includes one campaign and social profile per week for one blog. There are premium packages for businesses, individuals, and agencies.

Overall, Missinglettr can make planning your social media a breeze.
metrics-to-measure-the-success-of-your-digital-marketing-formPlease enable pop-ups to receive the download.

Key Insights for your Facebook Marketing: Facebook Page Insights

Key Insights for your Facebook Marketing: Facebook Page Insights

Facebook may attract criticism for everything from constantly changing rules for marketers to questionable privacy settings to possible political biases in its news headlines. But even with the occasional grumbling, massive amounts of people are still there regularly each day!

Its worldwide user’s number over 3 billion, making it the world’s most dominant social network. If you want to build loyalty with your existing Facebook fans and build new customers, you don’t need to contact every single Facebook user, since many users in other parts of the world aren’t likely going to be interested in your products or services at all.

So the goal is to reach people who are more likely to be your customers: they could live in the community you serve or are at least are interested in what you bring to the market.

Lucky for you, Facebook is excellent at segmenting audiences and keeping track of how many people view and interact with your posts. Facebook Page Insights doesn’t let you drill as deep or go as far back in time as Google Analytics but does provide some key high points for review.

Here are some Facebook Insight terms worth knowing:

  • Getting to Insights

While anyone should be able to see your company’s posts in their newsfeed or when they search for your page, only admins can see the behind-the-scenes details like your traffic and engagement. Delegate this to others in your company who might be posting on or maintaining your page. Don’t be too liberal with giving admin privileges – only allow trusted individuals to have these privileges. Once your admins are authorized, click on “View Insights” on the left menu.

  • Engagement

If a Facebook user saw your page or recent posts, what did they do?

Facebook keeps track of all of this activity. Did they ‘like’ it? Likes are a base level. They show someone cared enough about your post to react. Likes and reaction can be a minimal barometer since they are terms that even those barely familiar with Facebook understand. However, they don’t weigh as heavily in your overall stats as shares or comments. Shares extend your reach and comments signal enough interest to engage.

  • Fan reach

You should always have a message on your online and offline marketing to “like us on Facebook.” That means people who click “like” on your page, not individual posts, will sometimes be able to see your posts in their news feed. However, Facebook is notorious for their algorithm which makes it a competitive journey to try and get posts seen.
Tip to the wise:  I just saw a van for a DJ Service that had  “Like us on Facebook” on the side….Problem was they didn’t list the Facebook URL!  Make it EASY for people.

  • Organic reach

This number refers to how many people saw or reacted to a post by deliberately visiting your page. Facebook breaks this number down between fans or non-fans.  You can get higher traffic by boosting individual posts or your entire page, which means you pay extra to have it sent to a larger population or higher percentage of fans. This may be useful to spread the word further for a specific promotion but won’t count as organic.

  • Click-throughs

This measures how much people not just react to a post but actually click on it. This is where you get page activity and website traffic.

metrics-to-measure-the-success-of-your-digital-marketing-form
< < Please enable pop-ups to receive the download. > >

Integrate Your Online Marketing

Integrate Your Online Marketing - 315

Social media is the buzzword tossed about by consumers and business professionals. It seems like every time someone tells you the best way to promote your business the first thing out of their mouth concerns social media as the leading new method.

One reason for this is because of the low barriers to entry. Social networking giants Facebook and Twitter have made a huge impression on the public, and marketers can reach their audience on those platforms. Time spent on those two networks per month is quite amazing.

Despite this fanfare, as a business owner you have to regard social media as only one aspect of an online marketing campaign. Because no matter how many likes your Facebook posts receive if these posts don’t drive customers to your website or your phone – then what’s the point? To this end, it’s imperative that you concentrate your online marketing with the aim of getting lead conversions.

Using Analytics to Gauge Success of Your Online Marketing

One of the most discouraging aspects of marketing is running a promotion for a couple of months without seeing results. However; those who continue to build momentum with consistent efforts can see results eventually. Just like anything else, online marketing is a process. Use analytics to review progress and make small changes to your original plan and you’ll gain more control over the process.

Don’t hesitate to track your stats; after all, if you don’t track it how will you know how to make improvements? Solid analytics will improve your email marketing campaign, your social media posts and ultimately your website traffic.

Content is King – Value Provision

Google mandates a website have good, quality content as part of its search engine algorithm. The last thing you want to say in online marketing is “Buy me!” and that’s it. It doesn’t work. Relationship building and management is the key. You have to give them something of value. In return, you get a customer when they trust you and have had their questions answered. Provide your readers with how to guides, useful downloads, content (via blogging), etc. If you don’t know where to start, just answer questions that seem to pop up consistently about your product or service. This, all by itself, would drive traffic.

Relationship building and management is the key. You have to give them something of value. In return, you get a customer when they trust you and have had their questions answered. Provide your readers with how to guides, useful downloads, content (via blogging), etc. If you don’t know where to start, just answer questions that seem to pop up consistently about your product or service. This, all by itself, would drive traffic.

Provide your readers with how to guides, useful downloads, content (via blogging), etc. If you don’t know where to start, just answer questions that seem to pop up consistently about your product or service. This, all by itself, would drive traffic.

Keep them Coming Back with Drip Campaigns

The name of the game here is the “soft lead capture”. When someone leaves your website the stats show the majority don’t come back.  Most websites have a 25% return rate.

Therefore it’s important to have a simple “soft” offer while they are on your site.  Something of value like a resource guide or discount coupon, something that fits your industry.  To gain access they must give you their name and email address.  With tools like Waftio.com on your site you can easily create this and the value is that you ensure you have a way to stay in contact with that visitor via email regardless if they return to your website soon or not.

Once they sign-up, you can add them to a email marketing list.  A “drip campaign” lets you build trust, nurture the lead, and then even separate your traffic by the actions they take in the emails. Develop a more in-depth nurturing program for traffic that’s willing to go deeper and become qualified leads. In fact, this is another place where analytics can give you great returns. By seeing which landing pages are converting sales, you can learn how to deliver similar content. Building relationships through integrated marketing is the key to success in online marketing.

Develop a more in-depth nurturing program for traffic that’s willing to go deeper and become qualified leads. In fact, this is another place where analytics can give you great returns. By seeing which landing pages are converting sales, you can learn how to deliver similar content. Building relationships through integrated marketing is the key to success in online marketing.

Save

What is All the Fuss About Adobe Spark?

What is all the fuss about Adobe Spark_ - 315

You thrive on creating excellent content for your customers. And you know that video and imagery are key online.  However, your video and graphics have been a little weak. So what can you do? Adobe Spark is the newest thing that fits the bill – it’s just been released by the makers of Photoshop. It is the definition of user-friendly; particularly when it comes to helping with video.

A Spark of an Idea: Ease of Use

Adobe Photoshop is capable of just about anything. However, it can be a bit challenging to use.  As well, it’s a cost investment that many small businesses are not ready to make. With the cost and learning curve, many marketers are looking for an alternative and now they have one.

Adobe Spark brings graphic and video design back to the average consumer – particularly for social media graphics and blog post images.

So How Does Spark Work with Social Media?

Adobe Spark is a web browser-based interface and in-built content management system with big, bright buttons noting the actions you want to take. Choose the template for your image from the landing page and easily work on any of the following:

  • Social Posts and graphics – Perfect for invitations, memes, and announcements;
    you create the image using Adobe Spark and move it easily to your blog post
  • Pages for Web Stories – Best for showcasing photo journals and catalogs
  • Animated Video – Presentations and narrative storyboard-like videos

If you’ve ever been a content manager for your website and dealt with the headache of trying to manually create images for a website, Adobe Spark is for you. Once inside Adobe Spark friendly user interface, at the bottom of the screen, the platform lets you choose how you want the content you create to look. The Pages for Web Stories option is quite useful for stand alone pages like a wedding photographer service page or event announcement.

There are social media benefits to Adobe Spark as well. There are Pinterest, Facebook advertisements, Facebook Cover photo, LinkedIn, and Twitter templates within the system and ready to use. Basically, all of the social networks, as well as your blog platform, have quick-start templates. It cuts time and effort and keeps your branding consistent by allowing you to use the same template for your next project.

A Powerful and Intuitive Animated Video Creation Tool

With all the options neatly laid out, Spark allows you to create a “video slideshow” that renders into animation. You can tell a story by choosing your onscreen template in the video section. It even suggests images once you lay out your parameters. Sets up your mic to capture the story you’re telling. You just add your photos to each slide.

If you’ve ever used or seen a tutorial on Photoshop, then you’ll recognize the slides format at the bottom of the Adobe Spark video animation screen. The slides list loads some suggested images, or you can upload your own. At the end, just play the slideshow to see how the video turns out.

With the ready-made templates and easy video creation abilities, Adobe Spark is a benefit to social media marketers and website content managers. It saves time and effort and creates a high-quality end result.  Since images are so important in communicating well online today, it’s critical to find “go-to” tools to help you get the job done efficiently and effectively.  This is a tool that can help!

PS   The featured image was created with Adobe Spark!

Save

Save

How to Write for the Web for Readability

How to Write for the Web for Readability - 315

There’s no denying that the phrase “content is king” is as true today as it was back in the early days of the internet. The best content wins online. However, when it comes to today’s content, both from the perspective of web users and search engines, it’s important for businesses to know that quality is as important as quantity. Here’s how to write for the web for readability.

Your written content is no longer simply a vehicle for your keywords to help you rise in Google search rankings. Google is smarter than sites that try to “stuff in” keywords. These days, readability is even more important. Here’s how you can achieve the perfect balance between great content, great grammar, and great readability.

Write for Short Attention Spans

These days, there’s definitely a place online for long form content. Search engines, in particular, love articles that contain a couple of thousand words. However, the average internet user may not have the time or inclination to read a longer post like that.

Keep the majority of your written content short and easier to digest, and link to longer pieces for those who want to know more. The optimal length for written articles is between about 600 and 800 words.

Keep It Simple

Another important factor in website and blog writing usability is the language you use. Stay away from jargon and also highly technical language (unless your audience is highly technical!)

Research consistently shows that the average internet users read at a high school level. So make sure your content is at a 9th-grade reading level. Not because your readers lack intelligence, but because it’s easy and quick to scan and read.

Make sure that you also use the active voice, and write directly to the reader. Your readers are always “you”, and your own organization is always “we.” If you mix that up, you might confuse your readers or sound cold and aloof.

Make It Easy to Scan

Another way to make your content accessible to time-strapped internet users is to make it easy to scan. Avoid big blocks of unbroken text, and use the following methods to make it easier for readers:

  • Break up paragraphs with descriptive subheadings
  • Include bulleted lists, like this one
  • Keep paragraphs to no more than 4 sentences
  • Use photos and infographics, where possible, to add interest

Don’t Forget the White Space

It’s important to space out your content so that there are clear breaks between lines and paragraphs, and just to give your readers’ eyes a place to rest. Remember that it’s harder to read on screens than on the paper page, and lay your articles out accordingly.

Don’t Be Afraid to Hire a Pro

If you’re reading all of this, and it’s sounding like a lot of work to write great content for your site or blog, that’s because it is.

The good news is that there are plenty of freelancers and ghostwriters out there who specialize in writing for the web, and who will create your content for reasonable a fee. This is usually an affordable and easy method to ensure you get great articles that your readers love.

Save

Save

What is Scredible.com and How Do You Use It?

What is Scredible.com and How Do You Use It?

Scredible.com is the next step in content marketing research and editing. It’s artificial intelligence (AI) that frees up time and works for you so that you can focus on your message. If you know that content marketing for your website and social media posting of resource-rich information is important but you don’t have the time, Scredible is a key resource! With this app, you’re no longer searching for information online; it’s brought directly to you, and drafts for you to edit/approve are created for you based on your writing style. Think of it as a virtual content-gathering and writing assistant.

If your business isn’t using social media; your company may be falling behind your competitors and losing brand recognition. Websites, Facebook, Twitter and other social media accounts are all needed to get in front of and capture an audience share, and that can take significant time.

How Does Scredible Work?

An incredible amount of information is available online; written, videos, graphics. Weeding through the huge piles of content to find info relevant to your readers is frustrating. Not to mention the fact that carving out time to do your own blog post writing can be tiring.  The Scredible AI selects tidbits of the info you want from oceans of data you don’t.

When you set up a business or personal page, Scredible is the tool that searches for relevant content and creates an environment for your brand to grow.

How Does It Do That?

The Scredible team analyzes your ROI and social media skills, and a strategy is created. Whether you’re in need of recruiting folks for your sales department or training them to engage with your clients, Scredible helps you while saving money along the way.

The Scredible team will design a unique AI system that is matched to your business and its social media needs. It fills content gaps. You’ll maintain an Internet presence that reflects your style and message.

After that, the AI searches for content and provides a synopsis of it. At this point, you may edit the content. With each revision, the AI learns your interests and style of presentation. The AI creates synopsis the way you would, letting you spend less time editing and more time engaging with customers.

Scredible has several pricing levels. Whether you prefer to handle everything in-house or outsource, Scredible adapts to your ways. In the end, your sales team will have the knowledge to engage to bring in more leads, schedule more appointments and convert them into a viable income.

Scredible helps with anything from recruitment to training your staff; Scredible gives you the tools to make a truly unique and healthy brand.

Have More Than One Profile?

No problem. Your AI will tailor each of your profiles to express your message in the style you want to relate to the world. It learns what you want and builds upon it.

To use this AI, you’ll receive individual coaching, webinar presentations, and workshops. Like the content Scredible finds, the training is presented in the method you prefer. Scredible builds its success on your success and helps you every step of the way.

So, this is “high-tech” at its leading edge!  Artificial intelligence to help you curate great content, write social media posts, and help you write blog posts, all from an intelligent system that learns your style and goals!

Engagement Keys in Your Digital Marketing Strategy

Are you engaging your web visitors and social media community?

Do you have an “engagement” action plan”? Engagement in Your Digital Marketing Strategy is all about what you need to do at the TOP of your digital funnel to CONNECT.

You NEED to be engaging your web and social community to build rapport.  I talk about how to do this…

Engagement Keys in Your Digital Marketing Strategy

In this episode of the halftime Mike podcast I dive into the “Engagement” area of the digital marketing funnel.  What it is, what you need to do, and how it works!

Listen Now:

Subscribe:  Halftime Mike on iTunes  | Android users via RSS

badge itunes lrg Growing Business Online: Identifying your Ideal Customer

Engagement Keys in Your Digital Marketing Strategy

Here’s a window into the total digital marketing funnel outline and note “Engage” second to the top of the funnel.  This is our focus today!

Digital Marketing Funnel 1.21.16

1.  What is “Engaging”

Engaging is the art and science of responding and being social with your community.  It can happen on your website and it definitely happens with social media.  It’s about responding, acknowledging, answering questions and offering support.

My big three ideas are that to be “Engaging” a brand must

  • Be Timely
  • Be Helpful
  • Be Authentic

You need to show attentiveness, care, and warmth.  In other words…your brand must be human!

2. Why it Matters.

Because in this day and age, it can be a competitive advantage and differentiator!

As well, many businesses are not ready to buy from a company right away.  They need to have multiple points of contact to better know, like, and trust the business.

That’s right, the majority of people you engage with will not be seeking to buy right way.  However, since we know that it takes 7 points of contact before people have enough information to Know, Like, and Trust us enough to buy from us, engagement is key because it can be points 2-6 in the “connection” process towards making a purchase from you.

3. Key Issue Today:  Ignoring the Engagement Opportunity

The major issue today is that businesses are simply overlooking and skipping engagement.  They continue to be “old-school.” Old-school marketing was all “push”.  From billboards to magazine ads and more, but today, being social is at the forefront.  People need to like you before they will want to do business with your company and buy your product!

The way they will build that “like” mentality is through interaction.

To market on social media is to need to be ready to and committed to engagement.  Answer comments, reply to @ mentions, follow then on Twitter/Instagram/Pinterest back, etc.  Engagement is about making the valuable effort to respond.

4. TIPS for Engaging

  • Download smartphone social media apps for at least 2 of your team members so you can be notified and reply on-the-go to comments and mentions
  • As part of your Attraction and Engagement social media posting (which is to be together 50% of your content in a week), seek to engage.  Ask for and invite feedback and interaction
  • Do your utmost best to respond in a timely fashion!  Even if you are on the go, let them know you’ll get back with more detail.
  • On Facebook reply to Comments; for Twitter reply and include a @mention of the user
  • As noted, “following” a commenter on Instagram and Twitter is a form of engagement.  They are often notified of this on their smartphone or via email.  It’s another top-of-mind connection with your business

permalatt

Engagement Example:

It started with a simple question…. We love San Diego craft beer. Do you?

The question begged for engagement and the fans did not disappoint!

marquis

The KEY here is that the Facebook Page responded and followed up with more engagement, a question!

You gotta engage!  Social is a two-way street and it’s a way for you to build rapport and make those connection points that build the know-like-trust relationship!

So what’s your key takeaway from this?

What do you need to do in the next 24 hours based on listening?

Share below!

How to Ramp up your Engagement:

Resources outlined in this episode. Click each to explore!

 


Help Spread the Word!

Please let your Twitter followers know about this podcast. Simply click here now to post a tweet >>.

If you enjoyed this episode of the Social Media Marketing podcast, please “go over to iTunes,  leave a rating, write a review and subscribe!

Thank you so much for your support!

Why the Halftime theme Mike? 

I’m an Indiana Hoosier native where basketball is the top sport. Every team heads to the locker room at halftime to evaluate the first half and create an updated plan for the second half. That plan includes adjustments based on reviewing what worked and what didn’t. The “halftime” is a key review point where the game stops, the team pulls away to huddle in the locker room away from the fans, and they come out prepared and ready to succeed in the second half.

That’s what this podcast is all about, taking the time to pull away for a bit to evaluate, learn, and set some strategies for your business to succeed in the second half. Join me by subscribing and let me be your “business halftime” to help you find great success going forward!

Subscribe: Halftime Mike on iTunes | Android users via RSS | Listen on Stitcher.

Download this Episode:
Catch all the episodes of Halftime Mike by signing up for inbox delivery below!

 

 

Tracking Traffic from Social Media and Mobile Devices with Google Analytics

Tracking Traffic from Social Media and Mobile Devices with Google Analytics 315

Knowing your audience is one of the fundamentals of marketing, and an important step for getting better conversions.

In today’s world, simple web traffic knowledge is not enough. You need to have an understanding of deeper data points such as your social and mobile audiences as well. These audiences are having more and more of an impact on the web for one, and, second, mobile and social audiences are massively growing, and projected to continue scaling as shown in these stats:

  • The number of smartphones is predicted to grow to over 2 billion by the end of 2016.
  • 70% of smartphone users use social media on their phones.
  • 54% of Facebook users only use Facebook on their mobile device.

You cannot ignore the huge mobile and social audience if you want more conversions on your website. Your site needs to work well for these audiences and you need to know what is working. The good news is that Google Analytics makes it easy to learn more about your mobile and social audiences.

Here’s how you can get started tracking traffic with google analytics:

Add Viewing Segments For Mobile Traffic

After you login to Google Analytics, click add segment on the dashboard.

tracking traffic with google analytics 4
A drop-down menu with many options will appear. Click the checkbox next to mobile traffic and any other segments you want to view and then click apply.

tracking traffic with google analytics 3
This will bring up a graph that compares all users with mobile traffic so you can see how much mobile traffic your site has received. The pie charts below the line graph break down the segments by percentage, so you can see the percentage of mobile visitors you’ve had.

tracking traffic with google analytics 2
Now that you have added the mobile viewing segment, you have a wealth of information available to you about your mobile visitors. You can find out about the age, gender, and interests of your visitors and how those interests break down according to the device used. You can also discover referral sources by device. All of this information can be used to learn more about your target audiences and how you can improve your marketing toward them.

Discovering Social Traffic

To learn more about your social traffic, scroll down on the sidebar to the left to the button labeled “acquisitions.” When you click that, a drop down menu will appear with more options. Click the one labeled “social,” and below that, “overview.” You will then see an overview of how your social networks are working with your website. You can see how much of your traffic comes from social networks, and which social networks are giving you the most traffic.

 

tracking traffic with google analytics 1

Below “Overview” is “Network Referrals,” which will show you where people are engaging with your content. You can identify the content that is working the best for each social media network. With that information, you can adjust your social media marketing plan to create the type of content that has worked well in the past or discover new ways of getting engagement.

Moving down, the Social Users Flow chart will show you where your social traffic originated, where they went on your site, and how they interacted with your site.

tracking traffic with google analytics

Tracking Conversions

You can also track conversions through mobile traffic on Google Analytics. You can view your conversion goals through various segments, such as all users, mobile traffic, and tablet traffic to see which devices are getting you conversions.

A huge amount of information is available through Google Analytics. Make sure to use the tools available for social and mobile analytics to guide your marketing efforts!

What’s your next step you need to take today for your business in Google Analytics?

Online Marketing Success: Attraction Content Tips

Are you attracting enough visitors to your website?  

Do you have an “attraction plan”?  Online Marketing Success: Attraction Content Tips in the Digital Marketing Funnel is all about what you need to do at the TOP of your funnel.

You NEED to be attracting more of the right top of visitors.  I talk about how to do this…

Online Marketing Success: Attraction Content in the Digital Marketing Funnel

In this episode of the halftime Mike podcast I dive into the “Attraction” area of the digital marketing funnel.  What it is, what you need to do, and how it works!

Listen Now:

Subscribe:  Halftime Mike on iTunes  | Android users via RSS

badge itunes lrg Growing Business Online: Identifying your Ideal Customer

Online Marketing Success: Attraction Content in the Digital Marketing Funnel

Here’s a window into the total digital marketing funnel outline and note “Attract” at the top of the funnel which is our focus today.

Digital Marketing Funnel 1.21.16

1.  What is Attraction Content

An attraction piece of content is typically a blog post or resource article on your website.  It is not a product listing.  An attraction article is not a “selly-sell” over-hyped push-to-buy type of material but rather something that is useful to the reader and by which you can be found and discovered by those searching for answer to that type of situation/problem/scenario.

Attraction content is resource-rich.  It  adds value and is for building reader trust, as well as for building interaction.  It is also focused on attracting the right people.  Those “right people” are your target buyer demographic.  The “would-be excellent client” type you want more of.

Attraction content is also a style of social media posting.  It includes posts in social media that are informative, inspirational, and educational.  These posts connect with the audience on a more social and community level, rather than on a product/service specific level. It doesn’t always have to be a product or a service but a “how to” …think quality, valuable information that is resource rich.

My big three ideas are that to be an “Attraction” piece of content it must do one of these three things:

  • Entertain
  • Educate, or
  • Provide an Experience.

top of funnel

Attraction has to be inspirational, something people feel good about. It can be in the form of video, image and links leading to a content.

2. Why it Matters.

Because we are looking for ways to reach new people, not just any people, but the right kind of people.  If you want to continue to grow sales, you need to reach more and more of the same type of buyer that is your best client.

Attraction is your means of simply doing that…attracting.

If 5% of people are ready to buy what you have right away.  How many do you need to be reaching weekly to achieve your sales goals?

That’s right, the majority of people you attract will not be seeking to buy right way.  However, since we know that it takes 7 points of contact before people have enough information to Know, Like, and Trust us enough to buy from us, it’s key to get this multi-touch approach started.

3. Key Issue Today:  Too Many are Skipping this Step!

The major issue today is that we do so much push of our products for people to buy, being all “salesy” that we turn people off.  We actually see many businesses skipping “Attraction” all together.  They want to drive right to the sale and it doesn’t work!

It’s like that rude dude on the blind date that pushes for a home run.  Grow up and mature!

Old-school marketing was all “push”.  From billboards to magazine ads and more, but today, being social is at the forefront.  People need to like you before they will want to do business with your company and buy your product!

4. TIPS: Attraction Content

 

Video works!  Images are needed.  Too much text without enough imagery or ability to skim can kill your content!

Examples:

Starbucks’ Global month of Service post – social in style, multiple image, showed people having fun, inspirational. It mobilize 275 volunteers to get 8,000 community service project done and it attracted likes and responses – 1100 shares, 46k reaction.

Online Marketing Success: Attraction Content Tips

Marriott Marquis Hotel San Diego – post “We <3 Craft Beer” tells people what they can do in San Diego and where to go to when looking for event.  They are being a RESOURCE!

marquis

Pacemaker Buildings is a Post-Frame Builder.  They recognize people decide slowly to build a building and they research quite a bit.  So, Pacemaker is seeking to use an “Attraction Content” strategy to reach their ideal customer.

Example one is a post about keys for a Equestrian training building.  Why?  They have had success with clients needing equestrian facilities.  So, someone seeking to build a equestrian building is likely doing research and they can find this article and discover/be attracted to Pacemaker Buildings!   Post Frame Building Equestrian Facilities

Online Marketing Success: Attraction Content Tips

Another example from Pacemaker is a blog post (they call it their Resource Center! [Brilliant!]) about exterior design options in Post-Frame buildings.  Why? Because those thinking about building are thinking about this topic!

Answer questions. Be a resource.  Add value!  Exterior Design Options Attraction post

Attraction along with engagement (another episode) needs to be about 50% of your content mix on a weekly basis!  It will be about 50% of your website content.  It’s helps you be found, trusted, and it helps you be top-of-mind.

So what’s your key takeaway from this?

What do you need to do in the next 24 hours based on listening?

Share below!

How to Amplify your Content Resources:

Resources outlined in this episode:

 


Help Spread the Word!

Please let your Twitter followers know about this podcast. Simply click here now to post a tweet >>.

If you enjoyed this episode of the Social Media Marketing podcast, please “go over to iTunes,  leave a rating, write a review and subscribe!

Thank you so much for your support!

Why the Halftime theme Mike? 

I’m an Indiana Hoosier native where basketball is the top sport. Every team heads to the locker room at halftime to evaluate the first half and create an updated plan for the second half. That plan includes adjustments based on reviewing what worked and what didn’t. The “halftime” is a key review point where the game stops, the team pulls away to huddle in the locker room away from the fans, and they come out prepared and ready to succeed in the second half.

That’s what this podcast is all about, taking the time to pull away for a bit to evaluate, learn, and set some strategies for your business to succeed in the second half. Join me by subscribing and let me be your “business halftime” to help you find great success going forward!

Subscribe: Halftime Mike on iTunes | Android users via RSS | Listen on Stitcher.

Download this Episode:
Catch all the episodes of Halftime Mike by signing up for inbox delivery below!