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How To Get B2B Influencers In Social Media

Brand Identity

If you are in the business of selling to other businesses (B2B), how do you target key influencers? Do you use Social Media Influence Scores to target key influencers for your Social Media Strategy? These elements aim to help small business owners in the B2B sector attain brand influencers in social media. 1. Building Your Business Network | Network = Networth Build your business network where you wish to do business. There is no point having 10,000 Twitter followers in the UK if you want to do business with small businesses in Melbourne or San Francisco. Review your social media network, as you would a database, and understand WHO is in your network and are they the right fit to be an influencer of your business. 2. Analyse Key Target Market Segments Influence your business customers and prospects in your “target market” to consider using, reusing, trialling your products and services. The field of Buyer Behaviour  has evolved from the disciplines of  psychology, sociology, economics and research. 3. Business Buyer Behaviour Process To identify key influencers, we must first map the key components of the buyer behaviour process. That is “The who, what, where, how and why of buying behaviour.” Only by accurately analysing who buys, what they buy and when they buy can we identify WHO and WHAT the relevant business influencers are. For example, in the new B2B buying process the average B2B IT buyer needs to consume five pieces of content before they are ready to speak to sales. Influencers are people that affect any component of the sales cycle, but are removed from the actual purchase decision. Consultants, analysts, journalists, academics, regulators, standards bodies are examples of business influencers. In terms of “what” influences, this is clearly in the realm of a robust content and engagement strategy and could include Whitepapers, Journal articles, Business Interviews and trusted Industry blogs, publications. Therefore, each target market segment, must be mapped by which customers buy, where they buy, what they buy and why they buy. This needs to be done for each target segment. For example: small business, medium sized business and/or corporate business. This can be further segmented by industry type, size of business, number of employees, level of technology adoption and so on. Increasingly, what, how and why business buy, is mediated and determined by their online communities, network and organic search. 4. Identify Key Influencers By Target Market Segment Only after you have defined your key target market segments and mapped your customers buyer behaviour across both traditional and social media channels can you determine your key B2B Social Media Influencers. You may assume a certain business journalist is a leader/influencer in the field of technology. However by mapping the buyer journey, you discover, the influence on IT purchases for SME firms comes from the CEO of the business. Therefore, targeting CEOs through CEO-based online forums/networks or using a CEO-based case study on IT vendor selection may be more influential than getting PR via a high profile technology journalist. 5. Create Inbound Content Marketing Strategy Business buyers like to search, evaluate, discuss, consider and purchase. Increasingly, this means less emphasis on “traditional push based sales techniques” and more emphasis on a strong content based Inbound Marketing Strategy. While LinkedIn remains the dominant platform for B2B social media marketing, the fastest...

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How To Get Your Target Audience To Share Your Posts?

Social Media

As you add more and more content to your website, blog or even your social networks, you will slowly begin to attract more interested readers. If you really want to rapidly increase your readership you need to use social networks. But if you already have established yourself on social networks, you’re probably thinking why people aren’t tripping over themselves to share your content? These five elements can help you to get your target audience to share your content. 1. Work On Your Timing The only way you can know when your followers are most active is by monitoring your social media activity. For example, generally Twitter users are most active between 7am and 11pm. The weekends generally have the highest rates of retweets. However, that doesn’t necessarily mean that you should focus on weekend Tweeting. If your target audience is using Twitter weekdays during normal business hours, that should be your peak activity times. But remember that when possible, your blog posts should be published and initially shared at the most optimum time possible. 2. Invest Time In Your Headlines Nothing is more important than the headline of your post. Often, that is the only part of your post that is seen or read. Take some time to develop killer headlines and you will see an immediate difference in interest. But as mentioned in previous blogs, quality content shouldn’t stop at the title. 3. Provide Social Sharing Buttons This should go without saying, and yet I still see countless business blogs that are not providing readers with easy to use buttons for social sharing. Consider adding a print and email icon on your pages. 4. Sharing Is Caring It’s very important that you reciprocate likes and shares, as your readers and other bloggers will appreciate it and be more motivated to continue to support you. Similarly, if you are active on other blog sites and are Liking and Sharing their content, those writers will be more willing to +1 and tweet your posts. Consider hiring a Melbourne Marketing Expert for all your marketing needs, contact us for a FREE no obligation...

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How To Bring Value To Your Content

Content Marketing

At Milkshake-factory, we have realised that if small businesses cannot clearly articulate their value proposition and herald that through meaningful content, they’ll lose out to competitors.  Your value proposition needs to be simple, short, and directly address customers’ pain points and indicate clearly how your solution will add value. The below elements will help small businesses bring value to your content: 1. Get A Meaningful Value Proposition A clear and meaningful value proposition explains in an instant, why people should buy from you. It should be short, clear, focused and address what makes you different and special. And then, your value proposition should be integrated into all aspects of your B2B content marketing campaign. 2. Get A Deep Understanding Of Your Target Audience Certainly you want to understand, demographically and philosophically, what your target customer ‘looks’ like and what their pain points are. Ask yourself: What questions or complaints do you hear repeatedly from your customers? Do your products or services solve specific problems? Are you filling an obvious gap and providing new value? Knowing exactly what your target customer wants and needs allows you to reframe your content marketing strategy from your customers point of view. 3. Buy-in When you, as the small business owner, are genuinely embraced and evangelised by your stance and believe in your direction of content marketing, then your team will follow, and the impact of content marketing is dramatically enhanced. 4. A Strategic Digital Presence Sure, you can develop a website on your own to slap something up, quick and dirty. But I can pretty much guarantee that in due course, it will prove inadequate. Your web presence should: Enhance your brand Engage stakeholders Capture leads Help to convert sales Is your web presence set up to do these things? 5. Consistent Execution Content marketing requires a lot of ongoing effort. It is not a ‘build it and they will come’ approach. It’s more like a ‘build it, renovate, repair, add on, improve, build it some more and keep building” approach. You have to continue to fuel your website and social media outlets with solid content, every week/day or you just won’t see results. 6. Track Your Analytics Google analytics offers tremendous visibility, but too few small businesses leverage these tools properly. What is your page rank? Where is your traffic coming from? What terms do people use to find you? What is your bounce rate per page What is your average time spent on page Benchmark yourself against other content you have written. Consider hiring a Melbourne Marketing Expert for all your marketing needs, contact us for a FREE...

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Avoiding Content Creation Mistakes

Content Marketing

There are so many aspects of a successful content marketing strategy. It’s easy to become overwhelmed and make mistakes. Below are a list of element to help small business owners avoid in content creation. 1. Not Enough Quality Content The biggest mistake small businesses make with their content is not having enough quality content. You can tweet all you want, but if customers go to your website and there’s nothing there, they won’t be interested, and they’ll move on to your competitor’s site. If your goal is to attract, retain, and convert customers, you have to create a significant amount of quality content. It’s imperative to make the content that you post count, as it will help your social networking strategy, and Google ranks newer, shared content higher, benefiting your search strategy as well. Your content needs to get to the point and stay focused on your content goals, informing and entertaining your customers without talking about yourself too much. If your brand is a cola drink, your customers probably aren’t going to come to your website to read articles about the soda itself. They want entertainment, promotions, content about their favorite celebrities–something that makes them associate your soda brand with a fun experience, not just a product. Don’t waste time on content that does not satisfy your customers’ needs and wants. Conduct keyword research and find which keywords are indexing higher than others and incorporate these into your content.   2. Deliver Content That Is Useful Having content for content’s sake only is a recipe for failure. You want to deliver the kind of content that your customer is looking for and expecting. Confusing or disappointing them with misleading content will not create a positive impression of your brand. Create an editorial calendar feature, which will make it easier to visualize and coordinate your production schedule, helping ensure that you are consistently producing quality content to retain and grow your client base. 3. Your Social Media Power | Network = Networth One of the biggest marketing mistakes today is ignoring the power of social media. Over 1 billion people in the world are on Facebook, and if you are ignoring the marketing potential on Facebook, you might soon find yourself out of business. Once you have quality content on your website that is easy to link to and share via your social media channels. The ever-changing Google algorithms are now increasingly rewarding content that has been extensively shared on social media, improving your rankings in organic search. 4. Content Without Photos Content without photos is less engaging. No one likes staring at a big chunk of text on a computer screen, even if it’s the most compelling text in the world, without relevant photos and other content to keep things interesting. Upload photos and other multimedia into your content, keep your customers engaged and entertained. 5. Not Tracking And Analysing Content It is essential to track and analyze your content once you put it out into the world. There is no point in having the best digital content creation strategy if you’re just going to hope for the best once your content is out there. How will you know how many people you are reaching via your social networking? How will you know where you rank in the...

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Content Marketing Has Come A Long Way

Content Marketing

Consumers search for information nearly 18 billion times each month, but click away from a search page 85% of the time. Small businesses need to address their customers information needs at their consideration stage. When consumers find information they like or find useful, they share it 36 billion times through social networks. Small businesses must produce content not just about their own products, but about the things their customers want to know in brand-adjacent spaces. Consumers don’t want to read about a can of cola. It’s why cola makers have sponsored sports, music, and entertainment events for decades. In the early years, brands produced the entertainment content they sponsored. In the decades since, brands have ceded the content creation space to media companies, buying advertising opportunities adjacent to brand and audience-aligned content. These days, in order for small businesses to reach consumers through natural search and social engagement, small businesses are returning to the role of content creator. Instead of trying to engage consumers with updates about new types of cans and new flavors of soft drink, the soda manufacturer can publish music content to their social space, building strong affinity between that music and their brand. Depending on the brand, that content might be sports, news, entertainment updates, skincare advice, or investment information. Small businesses should always be tracking content performance and delivers detailed analytics about what content types, topics, writers, and individual content items perform best. Analyse both search and social performance, and identify what content is most sought by your consumers and what they most want to share. Consider hiring Milkshake-factory, complete marketing solutions, for all your marketing needs, contact us for a FREE...

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Tips On Measuring Content Marketing

Content Marketing

Below is a guide to what KPIs you should be measuring for your content marketing initiatives, and they depend on your measurement objectives such as Reach, Engagement or Sentiment. Measuring Reach 1. Unique Visits Unique Visits measure how many individuals have viewed your content within a given time frame of your choice. This KPI provides a good baseline for which to compare different forms of content such as whitepapers and blog trends over time. However, it is important to keep in mind that not all unique visits are the same. For example, a unique visit to a white paper might be much more valuable for lead generation purposes than a unique visit to a blog, especially if that visit spends more time with the content. 2. Geography Google Analytics provides page-level details of such geographic information, which in turn helps content marketers optimise in particular geographical locations. 3. Mobile Readership Understanding trends in how your content is being delivered to different devices is key to determining how to optimise your content for future publications. What percent of them are using on mobile devices, and which mobile devices are they using? Measuring Engagement 4. Bounce Rates/Time Spent All small businesses do not want to lose readers. A high bounce rate might mean just that. Another similar measure is how much time your audience is actually spending with your content. Both bounce rate percent and time spent metrics are good early indicators of how engaged the traffic to your content is. 5. Heat Maps There are many great tools out there that illustrate how your audience is engaging with a page and its content. You can set up Google Analytics to track in-page analytics to display click patterns illustrate your webpage heat map or for a fee you can use CrazyEgg, allows you to create heat maps to see what sections of a page are getting the most views. 6. Page Views Small businesses need to understand the correlation between Unique Views and Page Views. High Page Views per Unique Views is a good sign that your audience is engaged and quite often means that they are coming back regularly to your content. You can also determine how far along in a publication they may have gotten. Did they read four pages before dropping off? Measuring Sentiment 7. Comments In the age of social media, almost everything you make available online becomes subject to two-way conversations. Your audience are the best advocates for any product or service, so if they’re engaged enough to openly discuss your content, consider it a success. However, discussion may turn negative, but they can help you gain better insight into the attitudes and pain points of your prospects and customers. Be ready to respond in a meaningful manner when this happens. 8. Social Sharing Making your content easily shareable is critical for almost all content marketing initiatives. With just a few social shares, the reach of your content can expand exponentially at an amazing rate! The ultimate goal of content marketing is to increase your brand’s reach. The ultimate indicator of success is often the number of leads generated from your content marketing initiatives. By looking into these content measurements, you’ll be in much better shape tracking your content. Consider hiring a Melbourne Marketer for all your marketing needs, contact us for a FREE no obligation...

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Understanding The Basics With Twitter Paid Advertising

Social Media

Small businesses essentially have two options with Twitter Paid Advertising: 1.) Promoted Tweets – This is where Twitter either automatically selects your most engaging tweets or you can select them yourself manually and they will display them at the top of your follower’s timelines for them to see. You set the budget for how much you are willing to spend per day and also a range for how much you are willing to spend per “click.” You are then charged each time a user clicks (Re-Tweets, Favorites, Replies or clicks to your profile). Twitter also allows you to limit your promoted tweets to certain geographical regions of your choice. 2.) Promoted Accounts – This feature is used in order to increase your follower count. Twitter will display your account prominently in the “Who to Follow” section to users that would most likely be interested in your account. Once again you can limit to what geographical areas you want to target and you only pay once a user follows you. There are definitely some benefits to Twitter paid advertising that jumped out at me. The ability through both paid choices to target locally is terrific. As I am a Melbourne based Marketing Solutions business and I want to get the word out about my services and increase my followers, I can have my promoted account only show up to Melbourne Twitter users, or if I am promoting a new service, I can have it only show up to customers in my area. Thinking bigger, if I was a national company or an online retailer promoted tweets are a fast way to have a specific tweet show up on top of people’s timelines to be seen and interacted with. Additionally, another nice feature is the ability through the dashboard to see in real time how your ads are performing. You can see the number of impressions, clicks, click rate and how much you have spent by the second. However, Twitter advertising does come at a price, but is it worth it? I suggest you give Twitter advertising a shot. It is a bit pricey, but I do see the opportunity for small businesses to target locally especially through mobile advertising. For larger businesses I also can see the opportunity to expand your reach nationally through the promotion of your account, tweet or if you have a much bigger budget through the trends. Consider hiring a Melbourne Marketer for all your marketing needs, contact us for a FREE no obligation...

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SoLoMo Presents Huge Opportunity To Engage Infographic

Content Marketing

With more and more people using smart phones, getting SOcial, thinking LOcal, and spending more on MObile are more important than ever. SoLoMo presents a huge opportunity to engage with consumers in a different way than traditional advertising, but requires the implementation of an integrated cross-channel campaign to meet the expectations of potential buyers. Here are 6 tips to keep in mind when integrating SoLoMo into your digital marketing strategy. 1. Never Stop Sharing Your Excitement If you’re not talking about your business, how can you expect others to? Share your excitement with the world. Stay on top of your target audience so that you will stay top-of-mind, but try not to be annoying. 2. Be Interesting Don’t just blab for the sake of blabbing. Engage with your audience through a variety of media. Inform, entertain, and educate, but don’t sell. Write, speak, and share video. Have a reason to communicate. Be clear about communicating your values across all channels. 3. Ask Questions Start conversations and collect feedback to cycle back into your ongoing marketing strategy. Meet your consumers halfway by understanding their needs and responding to them. 4. Be Accessible Go out of your way to find buyers but don’t expect them to do the same for you. Anticipate opportunities for increased brand relevance and capitalize on them by enticing prospects with timely and relevant deals. 5. Be Connected Consumers want to engage. Make it easy for them by building your brand’s presence across all relevant interfaces and maintaining these exchange venues on a regular basis. You want to talk to your audience all the time through whatever means it takes. Consider hiring a Melbourne Marketer for all your marketing needs, contact us for a FREE no obligation...

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What Are The Different Types Of Shareable Content

Content Marketing

Are you attracting high rates of website traffic and generating a significant number of quality leads with your content? If not, you may be failing to produce highly shareable content. You may have heard about Coca Cola’s new “Content 2020″, where the global giant is seriously focusing on the power of content marketing, which aims to double the company’s sales by the year 2020 through the use of effective content marketing campaigns. Content marketing is the way of the future, but it must be managed appropriately to be effective. For more details on how Coca Cola has progressed with Content 2020, watch part 1 and part 2. The quality and social capital of content is now of paramount importance to SEO. To attain a highly trafficked website and ramp up new business, you must create content that is helpful, engaging, high-impact and highly shareable. If you want to enhance SEO and boost traffic, your content needs to achieve high rates of social content curation—social sharing. Excellent content creation requires commitment, creativity, real-time industry knowledge, a fresh perspective and keen writing and research skills. There are different types of content that readers are more likely to share on social media: 1.  Real-Time News Content Providing real-time industry news and smart commentary will win you followers and fans in social media. Riding the tidal wave of trending news based on popularity can increase views, traffic and leads and enhanced SEO. 2.  Statistical Content People love numbers and concrete facts. Find industry research reports with heavy data and statistics, and use them to give your content heft and supporting evidence. Statistics can make your content appear more credible. Weave stats seamlessly into your content and provide insightful commentary. 3.  Case Studies Readers really love real-life illustration of data. This is where case studies come in handy; they can make your data come alive. Engage in active storytelling to make your content more relatable and more shareable. 4.  Infographics An infographic is great at illustrating heavy data and complex processes. Infographics can be created for any subject as long as you have the data to back them up.  They are generally colorful and visually appealing and can add some punch to your website and blog. Infographics are often shared in social media, especially on visual sites like Pinterest. If you can create a truly high-impact, engaging and relevant infographic, it could even go viral—earning you lots of links back to your website. 5.  Video Content Video marketing content is becoming more and more popular, because video allows you to inform and entertain viewers simultaneously. Capitalise on the appeal of video content to make your website stand out. 6.  SlideShare Presentations If your business already has engaging presentations, you can easily turn them into SlideShare presentations for display on your website. SlideShare is also a great way of sharing any speaking presentations you have delivered at industry conferences or events. Create an account for your company on the website, upload your slides, and share them with your social networks and on your website. The content you create should be relevant, helpful, engaging and information-rich. Consider hiring a Melbourne Marketer for all your marketing needs, contact us for a FREE no obligation...

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Do Keywords Still Play A Part In SEO For Small Business?

Search Engine Optimisation

Keywords are still an important part of the overall strategy and should not be ignored but it would seem that social actions have overtaken them in ranking importance. Keywords are most effective when used in backlinks and when used in the URL but although using keywords in headings and titles are still important it would seem that they no longer hold the weight they once did. Google’s social analytics tool can be helpful when it comes to tracking what content is proving to be most popular with your users. It can also help indicate which buttons are most frequently used and which are not, allowing you to remove unnecessary buttons that serve only to clutter up your site. They can also help you to gauge your level of conversions which will aid in understanding the impact that social actions are having on your business. An SEO strategy these days has to factor in so many elements of the digital Industry that it’s virtually impossible to manage every aspect that can affect your ranking but focusing on social media and the social actions that come as a result of this will do you no harm. Develop content that you know will appeal to your audience and will entice your users to share it with others. Content and blogging in particular can increase your web traffic by 55% but any type of content, whether it’s videos, webinars or competitions will have impact. Consider hiring a Melbourne Marketer for all your marketing needs, contact us for a FREE no obligation...

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