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  • admin 9:52 am on December 17, 2014 Permalink
    Tags: , LinkedIn, Maximize, , , Owned, Paid, Presence, , Twitter   

    Maximize Owned Presence and Paid Opportunities on Social Media: Facebook, Twitter & LinkedIn 

    A question: What is your goal, as an employee or team member, at your company? What is your duty, as a marketer, on a global scale?  Where do those two intertwine, and how best to serve each calling?teradata sun

    The lines between data and marketing continue to blur, dictating the kind of content we share and consume, the mediums by which that content is distributed, and the metrics by which we track our campaigns. As consumers pick and choose exactly what they want to interact with, marketers must adapt and combine promotional techniques. Only valuable content will reign and deliver results.

    If marketers don’t understand the convergence of on and offline data and paid versus owned media—like how to maximize their reach with relevant retargeting ads, or how to use data in a programmatic way in real-time—messages are disjointed and consumers are confused.

    The integration imperative extends to social media as well. For both B2B and B2C brands, optimizing social media is a valuable option to outpace the market. Here are a few high-level tips as we move into 2015—likely to be the “Year of Content Explosion.”

    Facebook

    Even in the last year, the Facebook landscape has changed in terms of the way people consume the main catalyst of the platform—the News Feed. Whereas Facebook used to comprise primarily user-generated status updates, now, we’re actually seeing more, well, news!

    lummus1

    It seems well over half the content we see in our News Feed links externally and consists of attention-grabbing headlines, nearly always accompanied by an image or video.

    Facebook has already drastically reduced organic reach of brands on its site in favor of paid placement. And it will soon implement changes that will further cut down on the amount of promotional posts we see from brands. This means brands will have to find new ways to promote by combining relevant content with their promotional strategy.

    Social guru and blogger Jeff Bullas is a big advocate of sharing exclusive, simple, native, and consistent content on Facebook. In doing so, brands will increase their chances of making the News Feed despite the upcoming changes Facebook plans to implement. But since marketers will still need to back their posts with ad spend to maximize their reach, they should take advantage of the ad targeting capabilities that Facebook provides as well.

    Ad retargeting is an important paid media process B2C brands will need to get right. If users scrolling through the News Feed come across a valuable ad based on something they were recently searching for but didn’t yet purchase, they’re more likely to find it useful than seeing the same ad after making an online purchase for the product. All too often, however, retargeting methods fail to take other channels or customer behaviors into account. A valuable option for reaching specific individuals on Facebook is the Custom Audiences targeting option. With Custom Audiences, a marketer can use their own customer data for segmentation rather than relying on Facebook’s data. Plus, reach can be extended through lookalike modeling on Facebook. Several of Teradata’s clients use Facebook Audiences and Lookalike Audiences on Facebook today with positive results.

    Twitter

    Twitter is a “good” marketer’s change to stand out from the crowd. I say “good” marketer because on a platform as scalable as Twitter, anyone can masquerade as a marketer. But a true marketer doesn’t abuse the platform; he uses it strategically. By its nature, Twitter encourages both 1-on-1 interaction and allows for community building with the use of hashtags and tweet chats. These are easy, free, and limitless ways to connect with an audience. Bad “marketers” will use a million hashtags, deceiving headlines, and tweet too often. Good marketers, on the other hand, will use one or two relevant hashtags, attention-getting headlines, and tweet a reasonable number of times.

    Promoted tweets are the best way right now for brands to promote their content in the right context on Twitter from a paid, reach-extending perspective.lummus2

    Teradata uses promoted tweets in our own demand generation efforts. The great thing about promoted tweets is that you can customize them to target a particular audience. They’ll also show up atop the endless list of tweets users see when they login. We see success in using promoted tweets in a flighting pattern—especially, for example, to encourage signups for an online webinar, attendance for an upcoming event, to drive traffic to a piece of downloadable content, or to increase awareness of a new product.

    Promoted tweets that are worth the users’ while are likely to be accepted and embraced by your audience. However, promoted tweets that are overly self-serving are likely to be rejected and seen as invasive. A good Twitter campaign  will embrace both organic interaction with potential and current customers and paid sponsorship via promoted tweets.   And like Facebook, Twitter enables you to reach specific customers and prospects through their Tailored Audience option.

    LinkedIn

    LinkedIn is a B2B marketer’s paradise because users are naturally primed in the right state-of-mind when on the platform. LinkedIn is the most professional social network, and a certain credibility comes along with that. That’s good news for businesses that wish to interact with professionals while maintaining a professional aura but social flare.

    The most effective strategy for B2B companies looking to increase brand awareness, conversation, and thought leadership is to leverage LinkedIn’s Publisher feature. This will be most effective if you can convince your most influential (highest following, most well-known) organizational leader (CMO, CEO, VP, etc.) to publish blogs on LinkedIn. Posts should be informational and useful—often unrelated to your product, and more about your larger brand promise. In short, they need to be something people want to read. Then, they’ll associate your helpfulness with your product—now that sounds good, right? Most popular articles will be suggested by Pulse.

    lummus3

    The primary paid option is “LinkedIn Ads” which is essentially LinkedIn’s Google AdWords. You’ll be able to manage your own ad campaign within the platform, create targeted and customized messaging, and monitor the performance of your ads. Since LinkedIn is really becoming overloaded with content, your ads will have to feel more like content than ads, so, as with Twitter, don’t be overly promotional. These will complement your company LinkedIn page, too, which should constantly be updated with new information for your followers. Maintaining an interesting company page, leveraging the clout of thought leaders, and creating a small LinkedIn Ads strategy will set you apart in your LinkedIn approach.

    So, Now What?

    So, what’s the answer, then? I think it might lie somewhere between creating the most useful, informational, appealing content possible, and then sharing that in the best way. It’s about using that content to drive growth, to drive sales, to push forward. The power to make that happen truly lies within the capabilities of digital marketing. The Year of Content Explosion will be further empowered by social media—something we all can use. Combine owned and paid channels to create a marketing strategy that sells, and a captivating brand experience your customers will rave about.

    This article originally appeared in Forbes.

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  • admin 9:47 am on November 22, 2014 Permalink
    Tags: , Maximize,   

    Maximize Your Marketing Spend 


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  • admin 9:52 am on November 12, 2014 Permalink
    Tags: , , Maximize,   

    How To Maximize The Potential Of The Email Channel 

    email cloudMarketers hear it all the time: The end of email marketing is nigh . . . Consumers are so overwhelmed by their inboxes that marketing efforts there are falling on deaf ears . . . Email isn’t as effective as . . . yadda, yadda, yadda.

    But savvy marketers know none of that is true.

    Earlier this summer, I read through a research report from GigaOM comparing the effectiveness of various digital marketing channels. Like many similar studies, their findings show that marketers continue to rely on email as their digital marketing “workhorse.” According to their survey, 56 percent of marketers cited email as their BEST digital tool for customer retention – far ahead of the 37 percent who cited social media. Email also consistently ranked higher in awareness, acquisition and conversion than any other tactic, including social, content marketing and paid search.

    What’s so great about email? For starters, email is:

    • Ubiquitous. The number of email accounts in the world is on track to reach 4.1 billion by the end of next year. It makes sense to go where your customers are.
    • Cost-effective. Compared to direct mail or even paid search or social ads, email is a bargain with proven ROI. Email remains a trusted go-to tool for marketers because it’s less costly and can reach more people than other channels or methods.
    • Customizable. It may sound counterintuitive at first, but thanks to today’s digital marketing technology, you can send personalized messages to a large number of people all at once. By using consistent content in every email and yet tweaking graphics or certain text blocks, emails can be dynamically targeted to various segments.

    But in order to reap the benefits of email marketing, you do have to make sure your strategies and tactics are keeping pace with consumer expectations and data-driven marketing practices. Approaching email with the “same old, same old” just won’t cut it anymore.

    Fortunately, there are a number of areas where a little focus can make a big impact. If your email marketing efforts could use a boost, consider shifting toward:

    1. Behavior-based triggers. Remember pick-a-path books?  Think of the customer journey like that, where each decision propels a buyer in a different direction. An email from you can help guide a customer to the next step, motivate her to come back to an abandoned cart, suggest use of a new loyalty program for the first time, or encourage some other move forward on the customer journey.
    2. Hyper-targeting. You may already be segmenting your email list by demographic data, such as age or residence, but you can go even further by personalizing your content with individual preferences. Use data from across a series of channels – offline databases, social media, etc. – to know more about your customer and further your targeting efforts.
    3. Responsive email design. Responsive design means that no matter what device your customers are using to read your emails, the content will automatically optimize to that screen size. So if a customer starts reading your email at their desk top, and then continues reading it using a mobile device while on the go, he’ll be able to easily access the information presented with ease.
    4. The right analytics. Of course you’re looking at numbers, but are you looking at the right ones? Opens and clicks no longer tell the whole story. Thanks in part to the recent shift Google made when it introduced inbox tabs, many of your customers may not look at your email as soon as you send it. The good news is that they’re looking at it when it’s the right time for them, which is data worth tracking in itself. When do they open the email? Do they check it right away? Or are they more likely to buy if they read the email only when they’re thinking about buying? With the right analytics tools, you can monitor campaign performance and adjust your strategy as needed to optimize campaign results.
    5. Testing. One of email’s greatest strengths is how adaptable it is. You’ll see better results by testing as much as you can. A/B test subject lines, experiment with combinations of targeting, alter the time of send, tweak offer details… test it all! Then, once you find what works, test it again to make it even better.

    Email should be your marketing workhorse. If it’s not, you need to re-access your strategies and update your marketing mix so you can take advantage of all of the data available to you for driving highly personalized digital messages that truly resonate with your customers.

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