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Showing posts with label social media. Show all posts
Showing posts with label social media. Show all posts

Tuesday, November 1, 2016

Your First Marketing Hire For A Startup

Your First Marketing Hire

http://blog.drift.com/
As many have written (most recently Jason Lemkin on Quora), B2B marketing contains at least four really discrete disciplines: demand generation, product marketing, positioning/strategy, and PR/communications/branding. Increasingly, marketing technologist & operations is being broken out separately, but it otherwise falls into the demand generation role.
When it comes time to hire a company’s first marketing person, most founders think they just need a director or experienced individual contributor to start doing demand generation and bring in leads. They think, “I’ve got to make sales productive with leads.” They invest in SEO, spend thousands on SEM, turn on email marketing, and crank out webinars. That is one approach, but I’ll argue it is the wrong one.
I recommend starting with a director or senior product marketing manager who is willing and ready to roll up her sleeves for three key reasons:
1. In the early stages, all marketing is product marketing.
The most important marketing milestones are to articulate the value proposition in your customer’s’ eyes, position it relative to competition and alternatives and help the company tell its story. If you’re spending money to amplify a bad or wrong story, it’s money down a drain.
2. Making sales productive is sales enablement not lead gen.
Making the company’s new sales people productive *is* critical, but what sales most needs is sales enablement tools rather than leads. Product marketing creates company presentations, case studies, ROI calculators, the website, and materials for a webinar or conference presentation. Product marketers are domain experts who can create content for lead gen and generate thought leadership.
3. Product marketers by definition are generalists with broad skill sets.
Someone who is exclusively really great at Demand Gen is not likely to be good at articulating a great story. They look for short-term clicks vs. playing the long game, which is what positioning is. On the other hand, product marketers tend to be “athletes” who play a productive role and stand up other marketing disciplines. A product marketer can build the website, write and disseminate articles, pick and manage PR agencies, run an analyst tour, optimize website for search, initiate and manage a competent SEM campaign, and pick the first basic marketing tools.
Companies who do not do the positioning work up front do not build the necessary foundation.
The risk of NOT doing the positioning work up front is you get customers, but they’re not the best or right ones. Your single best marketing asset as an early B2B company are early customers who love you.
For example, one major online backup company did all performance-based acquisition in its early days. They took anyone whose money was green. Only when they saturated their early markets did they start working on positioning, but at that point Dropbox already dominated the conversations in their categories. Shifting awareness at that point took millions instead of the thousands it would have taken to own their position in those markets up front.
There are plenty of companies that have experience on one side of this line or the other. But even though it’s contrary to today’s conventional wisdom, at Costanoa we feel leading with product marketing is the way to go.
https://medium.com/costanoa-venture-capital/your-first-marketing-hire-6b40553e97bb?_hsenc=p2ANqtz--jx0BqeeZxM9WD_NF4FEkAO0G1_cH7L_TLNOlEImjChUdzvenQbVN9whjenjpIil3rTuQdO2EXJZ0wWe9QGuLhroJwVQ&_hsmi=36789099#.3nregz1xs

Tuesday, July 12, 2016

Instagram's Newest Updates Cuts Time Between Clients and Streamlines with Facebook Company Pages

Logging in and out of more than 5 accounts throughout the week on Instagram is very annoying.
But I do it because I have to.
I've been struggling with having to choose which client I need to be logged into during each day. Between a handful of social media clients, it's easy to miss comments, new interactions, and sales opportunities when you're the only one managing accounts like these that need to be very social in order to sell. Then throw in when your client is active on the company Instagram account and checks the notifications in the morning before you wake up but doesn't reply to comments of potential sales?!?!?!
I may not be logged in for a couple of days, and by the time I come back; we have just witnessed a moment in the twilight hour where business opportunities are missed and sales are down. LOL
Now with Instagram's new update, managing every account through what feels like 1 account now, I am cutting approximately 1 hr a week out of my reports that I can use to take a break, or work that extra hour and bill for it accordingly.
But for real, the hour a week that this new update physically saves me, is more than just physical time. It streamlines my work schedule to have less stress, a shorter thinking process, and a more effective use of my time.
Also with Instagram's newer updates, advertising has become streamlined with Facebook advertising. Merging your Facebook Company Page with the brands Instagram is a necessity now and you need to make sure that your Instagram in settings is linked to your other social accounts.
You are also now assured that your Facebook/Twitter/etc. share button during your Instagram post creation, there will now be the text of your other social accounts page names, which is reassuring.
Thank you #Instagram!
#marketing #marketingtips

Wednesday, May 18, 2016

Numbers Don't Matter, Influence Does


CEO, Entrepreneur, Investor, Best-Selling Author, Speaker, Jets Fan
The importance that people and brands place on follower counts or the impressions their content receives is grossly overvalued. I can’t say numbers don’t matter, but the value everyone places on these numbers needs to be reconsidered.There is just too much emphasis on the width of engagement—how many potential connections they make—rather than the depth of those interactions which, in my eyes, is far more important.

THE NUMBER OF IMPRESSIONS YOU HAVE DON’T ALWAYS TELL THE FULL STORY

The entire marketing world is blinded by the notion that more impressions always correlates to a successful piece of content (the sad part is, most of them don’t care about the business outcomes). For example, you might hear somebody say “500,000 people saw my YouTube pre-roll ad!” But, the truth is that they likely didn’t. What probably happened was that as soon as the ad started, the “viewer” clicked away to another tab or did something else until it was over. Or looked at their phone…. So even though they didn’t pay attention, the analytics still show that they saw it.
Not only can an impression count be misleading, but it may not even reflect a positive consumer engagement. There are companies I will never buy from again because their pop-up ads annoyed me so much—you know, the ones that havehundreds of extra “clickthroughs” because someone accidentally clicked on it 8 times because the “close window” icon was too small. While those extra clicks look like engagement, they were only expressions of frustration with the brand. That context gets lost when we are playing in a world that treats impressions as a be-all, end-all.

WHY YOUR SOCIAL MEDIA FOLLOWER COUNT IS IRRELEVANT

The same misconception can be applied to follower counts: they only matter if the audience actually cares and actively consumes your content. Followers can be absolutely everything or absolutely nothing.
Let’s say you have 20,000 followers on Instagram and 12,000 of them buy ten copies of your book because you posted about it. That type of conversion means you have an engaged audience consuming your content. That’s valuable.
On the other hand, let’s say you have 200,000 purchased fans. When you post something and it gets zero engagement, those followers have zero value because (1) they either don’t care about your content or (2) they’re not real. Either way, your follower count does not represent their real value to you.
Even the thought that a low number of followers can be considered “irrelevant” makes no sense to me. You can have 10, 10,000, or 1,000,000 followers and all it takes is for one post to be noticed by one person to cause a social media chain reaction. The absolute number does not matter. One retweet, one repost, one link in an email is enough to get the ball rolling.

WHAT MATTERS MOST IS THE ATTENTION, NOT THE NUMBERS

Instead of talking about how many people see your content, we need to be focusing on how much value that piece of content actually brings your audience. For a consumer to get excited about something, to be compelled to click an ad or watch a video, it comes down to caring about your audience’s attention. And in order for you to win, they really need to consume it. That’s the game.
In terms of organic reach, the #1 platform in the world right now is Instagram (even with the new algorithm). If you have 297 followers on Instagram, 150 of them are actually going to consume your posts. On the reverse side, someone with 3,000 followers on Twitter would not command nearly as much attention due to Twitter’s noise problem. For any platform, you need to understand the context of how your followers are consuming. Once you do that, you can reverse engineer how you can go deep to connect with that consumer and how that “impression” translates into actual interest.
For my newest book release, I sent free advance copies to over 1,000 Instagram influencers and asked them to post a substantial longform review with a photo. Not on Amazon, not on Twitter, not on their blog, but Instagram. Why? Because I day trade attention and I understood that this tactic was going to command the most amount of awareness.
Snapchat also has great organic reach right now. It’s the reason why I’ve been so excited for custom Snapchat filters and Story takeovers. When someone is using a filter or watching a Story, they have intent and you can be sure they’re paying attention. Remember, it’s about depth, not width. It’s not how many you reach, it’s how many you connect with.
Bottom line: I don’t care how many people see something, “I care about how many people see something.” Quality over quantity. Depth over width. Reach does not equal value and follower count doesn’t mean people are listening. We need to stop focusing on optimizing the number of views and instead concentrate on making each one of those viewers care about your brand. Because, at the end of the day, that’s the only way you’ll drive results to your end goal.
This article was originally published at www.garyvaynerchuk.com/blog

Friday, December 11, 2015

Lean on me The evolving world of growth and marketing



https://medium.com/art-marketing/lean-on-me-df6a152f649d#.c7jsrrnn1

Thursday, October 8, 2015

We totally agree with Ryan Stewart -Stop selling SEO

Why I Stopped Selling SEO Services and You Should, Too

Local SEO | Advanced SEO | Basic SEO
This post was promoted from YouMoz. The author’s views are entirely his or her own (excluding an unlikely case of hypnosis) and may not reflect the views of Moz.
In my 28 years on this planet, I've come to accept two things as fact:
  1. The sun rises every morning.
  2. Marketers screw everything up.
Because of fact No. 2, I had to stop selling SEO.
Why? Here's an interaction I used to have five times a day.
*Phone rings*
Me: "This is Ryan Stewart with WEBRIS. How can I help you?"
Caller: "I'm looking for SEO for [domain.com]. I want to rank for [keyword terms x, y, and z]. Can you guys handle that?"
Me:
Screen Shot 2015-08-25 at 11.42.47 AM
I'm over it. 
I'm tired of explaining to people SEO doesn't work that way anymore. And I need the rest of you to get on board with me, because we're driving ourselves out of business.
I mean, come on people. Look around. We need to stop trying to jam websites where they don't belong. The SERPs have changed.
Google shows search results based on what's best for the user. We can't just rank for whatever keywords we want.
Let's take a look at a few examples:

Example #1: Search "best headphones"

Screen Shot 2015-07-17 at 6.22.33 PM
What do you notice?
Not a single result on the first page is a product page.
Screen Shot 2015-07-17 at 6.46.24 PM
They're all articles about different headphone types, their benefits, pricing, etc.
Screen Shot 2015-07-17 at 6.22.57 PM
We're all Google users. We all know these are much better results to get than getting a single brand's product page. I want to shop around, compare products, and read reviews. Don't you?

Example #2: Search "restaurants in miami"

Screen Shot 2015-07-17 at 6.47.57 PM
What do you notice?
Not a single result on the first page is a restaurant's website.
As a matter of fact, the results above the fold are tied to review aggregators and Zagat ratings.
Screen Shot 2015-08-07 at 7.58.26 PM
Underneath the fold, the results are filled with listicles, reviews, and articles.
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I'd much rather read reviews about dozens of restaurants than be directed to a singular one.

Example #3: Search "buy a cheap tv"

Screen Shot 2015-08-16 at 10.36.21 AM

What do you notice?
Ahhhh, yes, I threw this one in for the comment trolls.
The top five results are product pages. However, they're all mega-brands. With the current algorithms, we'll never outrank a brand for keywords like that (without spamming the hell out of it).
What else do you notice?
Screen Shot 2015-08-16 at 10.36.48 AM
Articles, not product pages, are ranking at the bottom of the first page.

Example #4: Google "plumbers in san francisco"

Screen Shot 2015-08-16 at 10.41.16 AM
What do you notice?
Screen Shot 2015-08-07 at 7.42.26 PM
Not a single result on the first page is a website. There are only review aggregators: Yelp and Google+.

OK, so what's happening?

It's a combination of two things:

#1: Google's got a lot of data, and they're utilizing it

It's safe to say Google understands what users want by analyzing the massive amount of data it has. If we take off our SEO goggles, it's hard to disagree.
Personally, I love the power of choice. I'd rather pick from a list of companies with reviews and comparison data than one that only includes websites that make it to the top of organic listings.
In addition (as much as I hate to say it), I trust brands. I'd rather buy a TV from Best Buy than www.shop-cheap-tvs.com. Wouldn't you?

#2: We're moving into the "pay-to-play" era with Google

Not too long ago, Facebook moved into the "pay-to-play" era. Now Google's headed that way.
Google's main source of revenue is advertising, counting for almost 90% of Google's revenue in 2014. And one of their main earners, display, is falling fast.
Google's message is clear: If you want to sell directly through the Google platform, then you'll need to pay for it.
Let's go back to my last example, "plumbers in San Francisco." Look at what's happening above the fold with that query:
Screen Shot 2015-08-07 at 7.04.45 PMThat's right, baby! Paid local listings.
If this test sticks, it's going to have massive implications on local search. If I were a betting man (and I am), I'm all in that this is the future of local search.

But is SEO dead?

SEO is absolutely not dead. As long as people use Google search, SEO will be alive.
However, let's recap. Money/buyer (i.e., purchase-intent) keywords are:
  1. Dominated by huge brands that 99% of the world can't outrank (without spamming)
  2. Returning less product pages and more articles and other forms of content
  3. Triggering the knowledge graph, review aggregators, and more user-focused results
What this means is it's time to seriously reevaluate the landscape. The days of ranking a products or services page first for these purchase-intent keywords are limited.
If we want to capture that traffic moving forward, there are three things we can do:

#1: Pay for it

This is very straight forward. I like to use paid search as a remarketing tactic. We capture traffic from all corners of the web, and then when those people are ready to buy (using those money keywords), we use highly targeted paid ads to snag their business.

#2: Create valuable content

If we go back to my first example, best headphones, the results are dominated by content that compares ratings and pricing for various headphones.
No one shares, engages, or links to products and services pages. The fact is, no one except for us cares.
Instead of trying to jam those pages with links, create a piece of content that delivers what Google (and users) want. By creating value with your content, you open it up to earning social media shares and powerful links from relevant sites.
If you want to compete against the big dogs for organic search real estate, content is your best option.

#3: Optimize your website for the web

It's SEO (Search Engine Optimization), not GO (Google Optimization).
Yelp is a search engine. Facebook is a search engine. Twitter is a search engine. Amazon is a search engine. Quora is a search engine. Pinterest is a search engine. YouTube is a search engine. See where I'm going?
Each of these platforms offers unique benefits to the user. In a lot of cases, people looking for things on these platforms are likely to bypass Google altogether.
For example, l just moved into a loft in downtown Miami. I loathe shopping of any sort, so I allowed my girlfriend to manage the process for me. She ended up purchasing all of the furniture from Etsy (an e-commerce platform I knew very little about).
I asked her how she arrived there. This is what she told me:
search-engin-pick
  • Pinterest - She used Pinterest search to find inspiration on how to decorate. Using keywords like "loft decorations," she narrowed it down to the specific pieces of furniture she liked.
  • Amazon - She then went to Amazon and searched with keywords that were based on the furniture she liked on Pinterest. She was looking for rustic furniture. Amazon didn't have a great selection of that type.
  • Ebay - So she moved to Ebay, knowing that she could find cheap, secondhand (i.e., rustic) furniture there. She found that most things were a little "too used," so she moved on.
  • Etsy - Finally, she landed on Etsy, knowing they specialize in unique handmade items. She purchased all the furniture from there (and simultaneously broke my bank account).
Now, I realize she could've used Google to search for all these things. She chose not to, though, because she felt it was an extra step she didn't have to take. 
She chose to use those specific websites/platforms/search engines because each one was built to handle exactly what she was looking for.

Applying this to your website

The long-winded point I'm trying to make is this:
It's no longer just about optimizing your website for Google. It's about optimizing your presence across the web.
By understanding who our target audience is and where they spend their time, we can attack those platforms and build an organic presence.
  • If you're an attorney, you need to be on sites like Avvo, Lawyer.com and Find Law because they dominate the SERPS
  • If you're a local business, Yelp and Thumbtack are crushing it right now
  • If you have an e-commerce store, get your product on as many platforms where your customers are as possible (including Pinterest)
  • If you sell large-ticket B2B services, SlideShare and LinkedIn are gold mines for connecting with C-suite executives looking for information
The list goes on and on...

Bringing it all home

This is why I stopped selling SEO. I'm begging you to follow suit.
We need to educate non-marketers that times have changed. We can't just "rank and bank" for whatever we want anymore. 
We don't want to wait around until it's too late. This isn't a phase. This is the way it's going to be going forward, and we all need to get on board with it.
As Google gets more intelligent, we need to get more intelligent about how we approach marketing. That doesn't mean looking for ways to beat the search engine algorithms. Instead, we must learn to use them to our advantage.
About ryanwashere — I've been working in digital marketing for almost a decade, specializing in web analytics, SEO and inbound marketing strategy. I currently own and operate Webris, a Miami based search and web analytics agency. Connect with me on TwitterGoogle+LinkedIn or Instagram.