• Maximizing Your Marketing with Data Mining & Retargeting

    3 Steps to Not Fearing These Marketing Techniques; Embrace Them Instead From increasing conversions to enhancing the customer experience, all types of companies use data mining and retargeting. Remember when Facebook was in the news for data mining? As a marketer of your own business, you need to be careful not to let data mining and retargeting scare off your target audience… let alone be afraid to use it yourself. First Things First… What is Data Mining? For example, retail stores look at items a customer browsed in order to suggest related products. What is Retargeting? This is done by putting a simple Javascript code on your site and when a new visitor arrives, the code drops an anonymous browser cookie. The cookie is stored on the user’s computer while they browse, allowing you to ‘follow’ them online and show them your ads. By using data mining to retarget interested consumers, businesses can be ultra-focused when it comes to serving their target market the most relevant ads. You should: Be targeted.
  • How One Provocative LinkedIn Post Can Transform Your Career

    I mean, people from all over the world were calling me. During a phone conversation, Murphy shared the following three tips for effective social selling on LinkedIn: 1. He claims it takes authentic thoughtfulness to pull off the modern sale and people know when you haven’t taken the time to get to know them. Murphy claims that you can create value before you connect with your prospects by building your authority as a thought leader and sharing your wisdom by posting regularly on LinkedIn. Thought leadership is the new ‘one-call close.’ It establishes credibility before the conversation even begins." A full green-dot next to a user's profile means they're now active on LinkedIn. Murphy hopes that, with tools like LinkedIn's Sales Navigator, the career of a professional salesperson is something that people will aspire to, once again. I think people are starting to own it in a new way. I want to be a part of a wave that brings back the excitement of being a sales professional, and I want to be a pioneer in it so that I don't have to sit there and watch another person take part in an experience like the one I witnessed on the plane,” says Murphy. But the phone is not dead ... it's an amazing tool, especially when used with thought leadership and LinkedIn’s Sales Navigator."
  • How to Write a Social Media Policy for Your Company

    What is a social media policy? Empowers employees to share company messaging Do your employees love working for your company? Use your social media policy as an employee advocacy tool. If your business calls for social media images that are consistent with your brand, you need to outline these requirements in your policy. What to include in a social media policy Break your social media policy into two areas: Social media policy for the company’s official accounts Social media policy for employees While there is overlap between the two areas, there are aspects of both that may need specific detail. This section might include instructions on: Brand guidelines: How to talk about your company and products Etiquette and engagement: Outline how — and if — you want employees to respond to mentions of your brand (positive and negative) Confidentiality: Defines what company information should not be shared on social media Consequences: Instructs employees and managers on the consequences of abuse of social media Social media for personal use: Lays out how and when employees should use social media, and what to avoid 2. Social media roles and responsibilities to assign might include: Message approval Crisis response Customer service Social engagement Security and legal concerns Staff training Social media monitoring 3. Whether they’re posting on behalf of the company or on their personal channels, it’ll be the company’s reputation that suffers. Social media policy examples Here are some social media policies from both the private and public sectors that you can use to inform your own. This document may be on the long side, but the language is accessible, it’s all in one place, and it follows the best practices listed above.
  • Beyond the Blog Post: 6 Content Formats Your Audience Wants

    According to a 2017 study from Arkadium, which helps brands create interactive content, 78 percent of respondents prefer text to incorporate multimedia components. So while you may start with blog posts to build a foundation for potential customers to find, that doesn’t mean every member of your audience wants to read a 600-word article. They’re more expensive to produce than strictly written content, and they typically take more time. Shortform social video Some marketers call short social videos “snackable content” if they’re sociopaths. Longform video Just about any longform video will require significantly more planning and a higher production value than a shortform creation. Last year, a number of web series began streaming on Facebook Watch only to crash and burn. These videos racked up 4,000 emotional reactions in the time it took others to nab less than fifty. It’s not all about Facebook Watch, though. Your company’s messaging should be consistent and creative across all those forms. If your company produces a podcast, whether narrative or episodic, with a target audience in mind, you can assume that your loyal listeners will vocally support your content.
  • Follow These Tips to Survive Facebook’s Ad Changes

    Still confused about the changes Facebook has made to its advertising system? You are not alone, but as Entrepreneur Network partner Ben Angel explains, there are some ways you can make the adjustment easier for your business. Angel warns that these big changes come in waves, and to survive them, it's important to be flexible and able to ride these waves -- not get bulldozed by them. Overall, it can be extremely helpful to your ad strategy to be willing to adapt to each platform. This way, you won't get lost in the unpredictable ebbs and flows, and still come out standing. Click the video to hear all of Angel's tips on Facebook advertising. Entrepreneur Network is a premium video network providing entertainment, education and inspiration from successful entrepreneurs and thought leaders. We provide expertise and opportunities to accelerate brand growth and effectively monetize video and audio content distributed across all digital platforms for the business genre. Watch video from our network partners on demand on Roku, Apple TV and the Entrepreneur App available on iOS and Android devices. Click here to become a part of this growing video network.
  • Follow These Tips to Survive Facebook’s Ad Changes

    Still confused about the changes Facebook has made to its advertising system? You are not alone, but as Entrepreneur Network partner Ben Angel explains, there are some ways you can make the adjustment easier for your business. Angel warns that these big changes come in waves, and to survive them, it's important to be flexible and able to ride these waves -- not get bulldozed by them. Overall, it can be extremely helpful to your ad strategy to be willing to adapt to each platform. This way, you won't get lost in the unpredictable ebbs and flows, and still come out standing. Click the video to hear all of Angel's tips on Facebook advertising. Entrepreneur Network is a premium video network providing entertainment, education and inspiration from successful entrepreneurs and thought leaders. We provide expertise and opportunities to accelerate brand growth and effectively monetize video and audio content distributed across all digital platforms for the business genre. Watch video from our network partners on demand on Roku, Apple TV and the Entrepreneur App available on iOS and Android devices. Click here to become a part of this growing video network.
  • 11 Content Marketing Obstacles You May Face This Year (And How to Overcome Them)

    Finding time for content creation Being a content marketer, you have a LOT to do. Obviously, content creation takes a lot of work and the only one thing you crave for is… time! How to overcome this obstacle: be good at creating all types of content. How to overcome this obstacle: find inspirational ways to come up with content ideas. know what types of content people love to share analyze what content works best for your readers try to hook readers 5. How to overcome this obstacle: learn how to optimize the video creation process. Reaching your target audience If you’re great at creating awesome content, that’s a good start. You need to deliver it to your audience, and the more people that see it, the better. How to overcome this obstacle: promote where your audience is. As a big number of obstacles are waiting for them, it’s essential to know how to overcome them to stay competitive.
  • Build a Strong Foundation to Ensure Future Content-Marketing Success

    I typically promote content for at least four months. With that in mind, here are my top four strategies for building a strong content foundation. I constantly track my competitors’ content efforts, using Buzzsumo to track their links and Brand24 to track their mentions. For those people, what they’re doing today is not what’s making them successful. Related: Now That You've Created Your Buyer Personas, Here's How To Effectively Employ Them Out of the 100+ people I reached out to, about 30 or 40 contributed to the article, which ended up getting about 15,000 visitors and 45 backlinks. The process to create this piece was longer than that of a typical blog post, but sometimes investing more time and effort in a piece is necessary to achieve greater success. Whether they’re influencers or your competitors, you can build a relationship with them. On Twitter, marketing expert Scott Stratten writes, “If you believe business is built on relationships, make building them your business.” Over the last two years, I’ve made it a point to connect with marketers and practitioners through Slack, by email and in person. Your goal should be to build the relationship, that way the links and references will come naturally. This process can take less time and effort than creating new content, and because you’re improving on it, it’s going to yield better results.
  • This Entrepreneur Shares How She Built an Audience Without Advertising

    This is an episode of our podcast Problem Solvers. Each week, an entrepreneur reveals how they overcame an unexpected problem in their business -- and were happier and more successful as a result. The show is hosted by Entrepreneur’s editor in chief, Jason Feifer. Listen below, or subscribe on iTunes, Google Play, Stitcher, or wherever you get your podcasts. If you want to learn how to succeed without traditional advertising, ask someone in the "adult" industry. Because most advertising channels --including Facebook, Instagram, Snapchat, and more -- are closed to them. That's what Polly Rodriguez learned when she founded Unbound, a company that makes and sells adult products. Most platforms won't take her money, so she had to get creative...and build her own community. Thanks to our sponsors: Small business never stops moving, so Dell’s US-based Small Business Advisors are trained to keep up. Just call 877-BUY-DELL to get connected.
  • Veterinary Digital Marketing Team Wins Back Weeks With Agorapulse

    They even have a vet directory and review platform to amplify their online presence. Sarah Spinks, the Veterinary Education and Content Manager at Vet Help Direct, spoke to us about the service they provide to vets. “We believe that vet practices consistently underplay their clinical excellence, standard of care and impact they have on the lives of their patients and clients.” Being a specialized industry, with individualized client bases, presents both opportunity and challenges across social media. The team managed Facebook, Twitter, and Instagram pages for each Vet Help Direct client―this meant posting out content daily and managing communities with direct engagement. They just needed to find the right tool. Sniffing Out The Top Dog in Social Management Tools Given the nature of their work, it’s no surprise that Vet Help Direct take reviews very seriously. “The bulk upload feature allows us to easily schedule a month of content to a page in a matter of minutes.” Previously, scheduling content for a month for all of Vet Help Direct’s client pages would take each of the account managers around 2 weeks, based on the number of pages they dealt with. The time saved from using Agorapulse has made a huge impact to their business. Vet Help Direct have been investing those saved weeks into improving and developing their educational content and looking at different ways of conveying messages. “We really like the fact that [Agorapulse] is constantly evolving and looking for ways to improve, and every suggestion we’ve made so far has been implemented!” Thanks for helping us be our best self, VetHelpDirect.
  • How to Fix 5 Conversion-Killing Copywriting Mistakes

    Some of those people leave as a result of totally avoidable mistakes we’ve made when writing the sales page. The point being, you can’t write a good sales page if you’re writing it to the wrong person. Make sure you know who you’re writing to. Conversion Killer #2: You ask the wrong question before you start As a young copywriter, I used to focus most of my attention on how I was going to craft my message. Sometimes I’ll read copy that has an overly long list of benefits. They’re all good benefits, but the list is just way too long. Two things happen when the list is too long. If it is, make a note to always review the last few lines of every sales page you write. Conversion Killer #5: You sound like a salesperson When we come across sales language that sounds pushy, our defenses go up. While pushy sales language puts people off and makes them feel defensive, conversational language is disarming and makes them feel safe.
  • This Entrepreneur Shares How She Built an Audience Without Advertising

    This is an episode of our podcast Problem Solvers. Each week, an entrepreneur reveals how they overcame an unexpected problem in their business -- and were happier and more successful as a result. The show is hosted by Entrepreneur’s editor in chief, Jason Feifer. Listen below, or subscribe on iTunes, Google Play, Stitcher, or wherever you get your podcasts. If you want to learn how to succeed without traditional advertising, ask someone in the "adult" industry. Because most advertising channels --including Facebook, Instagram, Snapchat, and more -- are closed to them. That's what Polly Rodriguez learned when she founded Unbound, a company that makes and sells adult products. Most platforms won't take her money, so she had to get creative...and build her own community. Thanks to our sponsors: Small business never stops moving, so Dell’s US-based Small Business Advisors are trained to keep up. Just call 877-BUY-DELL to get connected.
  • 7 Facebook Messenger Marketing Strategies You Can Try Today

    And we have been experimenting with different ways to include Messenger as one of our go-to marketing tools, by sending out our latest blog posts through Messenger and engaging and helping our customers through the platform too. Here’s everything we know about using Facebook Messenger for your marketing. Facebook IQ conducted a study on the use of mobile messaging with 12,500 people across the world and found several promising trends among the people surveyed3: Sixty-three percent said that their messaging with businesses has increased over the past two years Fifty-six percent would rather message than call a business for customer service Sixty-one percent likes personalized messages from businesses More than 50 percent are more likely to shop with a business they can message Here are a few more interesting statistics about messaging: If you are starting to think that messaging might be great for your business, read on to find out the seven ways of using Facebook Messenger for your marketing. The second type, sponsored messages, allows you to initiate a Messenger conversation with anyone who has messaged your Facebook Page before. A great way to use these Facebook Messenger ads is to re-engage potential customers, such as people who have visited your pricing page but didn’t purchase your product or people who have asked you questions via Facebook Messenger before15. For a detailed walkthrough on how to create these ads using the Facebook Ads Manager, check out Jon Loomer’s guide on Facebook Messenger ads. First, you want to allow people to message you on Facebook Messenger. How would you use Facebook Messenger? For example, Facebook created a new Messages objective for Facebook ads, which allows you to reach people who will most likely reply your business on Facebook Messenger. Here are the seven ways you can get started with Facebook Messenger marketing: Deliver your amazing content Help your followers find the most relevant content Engage participants during event Generate high-quality sales leads Re-engage your potential customers Reach your target audience one-to-one Provide speedy customer support How would you use Facebook Messenger for your marketing?
  • Backlink Blindspots: The State of Robots.txt

    Here at Moz we have committed to making Link Explorer as similar to Google as possible, specifically in the way we crawl the web. As a bot crawls the web, it discovers links and has to prioritize which links to crawl next. However, a different bot finds those same 100 links, but is blocked by robots.txt from crawling 10 of the top 50 pages. Total sites blocked The first and easiest metric to report is the number of sites which block individual crawlers (Moz, Majestic, Ahrefs) while allowing Google. Most site that block one of the major SEO crawlers block them all. Of the sites analyzed, 27,123 blocked MJ12Bot (Majestic), 32,982 blocked Ahrefs, and 25,427 blocked Moz. Total pages blocked Most pages on the web only have internal links. It's not just that Moz is blocked by fewer sites— Moz is blocked by less important and smaller sites. For example, how many times is Moz blocked while Ahrefs and Majestic are allowed? Ahrefs is singled out by 1201 sites, Majestic by 7152 and Moz by 904.
  • How Facebook Marketing is Changing (And How to Be Prepared)

    These changes mean that developers, and platforms like Buffer, will be unable to post content on behalf of personal Facebook profiles. What this means for the Facebook ecosystem Facebook seems very keen to encourage more users to share content and counter the decline of user-generated posts. This, coupled with the “meaningful interactions” update, shows that Facebook might be hoping that more unique content shared by users, reaching more of their closest friends and family will help to spark more conversation and interaction on the platform. In his January update, Zuckerberg shared: The research shows that when we use social media to connect with people we care about, it can be good for our well-being. Somewhere you go to view a photo, read a news story or watch a video, but not a place you share and engage with friends. As Brian Peters’ explained in a recent post: Active interactions such as sharing, commenting, and reacting will hold much more weight than “passive” interactions such as clicking, viewing, or hovering. What this means for businesses on Facebook It appears that Facebook wants to encourage businesses to continue to create and share high-quality content on its platform and will continue to support third-party tools (like Buffer) that help businesses to create, schedule, publish and analyze the performance of their content. At Buffer, we also believe that these changes will help to make Facebook a “healthy” environment for both businesses and individuals. And for those pieces of content that don’t break through organically, Facebook’s advertising product offers the chance to display your content to your target audience using its incredibly powerful targeting features (similar to using Google AdWords). Much like how people might purposefully open Netflix to watch the latest episode of their favorite series, people will begin to actively seek out the best content on Facebook.