How to Become a Thought Leader in Your Niche & Build Your Brand by @krisjonescom

How to Become a Thought Leader in Your Niche & Build Your Brand by @krisjonescom

How do you build brand recognition and develop brand authority in your niche?

As we say in the industry, “Content is king.”

After selling my old company, I started a new company. That meant building an entirely new brand from the ground up. Fortunately, I was able to use my personal brand to bring in an audience for my business and establish trust in the quality of my work.

As a thought leader in the search industry, I frequently deliver keynote speeches, write guest blogs, and produce content for my company’s website to gain exposure for my personal brand and my business. The added exposure amounts to increased leads for my business and greater brand authority for me and my business.

Google holds a sweet spot for major brands in its organic results, as they usually get first pick for crawling and indexing. This is why we must utilize content marketing to establish ourselves as thought leaders and gain trust and authority for our brands.

Thought leadership and brand authority essentially go hand-in-hand.

Brands are built on the backs of leaders who can choose to emerge from underneath their brand.

So how do you become a thought leader for your brand?

How to Become a Thought Leader

Create Your Platform

You can’t just declare yourself a thought leader — that is up to others to decide.

The first step to becoming a thought leader is building your brand and establishing your credentials.

For personal branding, it’s key to leverage your social media accounts, especially LinkedIn and Facebook. Fill out a detailed bio of your accomplishments and career skills. These will become important channels for brand outreach and content promotion.

To beget your brand, you must ultimately improve your web presence. Go through the proper channels to position your website to gain exposure:

  • Establish a branded domain name.
  • Create a unique logo and complementary color scheme.
  • Acquire local citations for your website.
  • Optimize on-site technical factors to provide quality user experience.

Most importantly, discover an underserved niche in your industry that presents room to scale and that you’re proficient in. Conduct your keyword research to gather a better understanding of how to meet the demands of your customer base.

Now, it’s time to formulate your ideas and disseminate them to the masses.

Building a Branded Blog

Most marketers realize the value of branded blogs in conducting their SEO campaign and creating brand awareness for their business.

Branded blogs allow businesses and individuals to express their ideas about topics important to their niche.

Consistent blogging allows you to provide commentary on current industry trends and display your command over their subject matter.

Google rewards content that is relevant, fresh, and presents a unique spin on a topic. Producing evergreen content strategically positions your web pages to acquire backlinks, develop page authority, and help your website rank organically for targeted keywords.

More importantly, building a consistent blog establishes your brand’s authority over its niche through quality content. The higher the quality of your content, the more customers trust your brand. This, in turn, amounts to greater brand loyalty, which contributes heavily to your return on investment (ROI).

Building Your Content

Following Your SEO Talents

You want to develop thematically related categories for your content to position your web pages to index and rank for a wide range of semantically similar keyword phrases.

With machine learning technology, Google can evaluate the quality of your content and determine its relevance to user intent better than ever.

Expand your content marketing strategy to different sources to acquire backlinks and establish your value to customers in your niche.

Providing comments on relevant blogs, participating in niche forums, and writing industry reviews all get you engaged with your community and communicate your command over its most important topics.

Everything you put your name on could be a valuable backlink and traffic source for your website.

You should also consider producing content that serves to display original research, such as a white paper or an e-book. In terms of writing, long-form content is shared at a much higher rate than short-form content and typically ranks higher than thin content.

Other content with high shareability include:

  • Infographics
  • Images
  • Lists
  • Videos
  • ‘How to’ articles
  • ‘Why’ articles

Identify your brand to customers through keyword terms utilized in your content and across all web pages of your sales funnel. Optimize all meta tags with appropriate keywords from your research and include social media buttons to encourage easy shareability.

Marketing Your Content

Social media marketing is an absolute must today.

Leveraging social media can help increase your brand’s exposure, expand your audience, and allow you to engage with your audience to create brand loyalists.

Your Facebook and Twitter feeds allow you to syndicate content with backlinks that will improve their rank. Compounding posts will also grant your content more inbound links.

Connect with influencers in your industry that would benefit from your sponsorship. Not only does your content reach a wider audience but also a more relevant audience. Look on BuzzSumo for ideas on topics that are going viral on social media.

Use different channels to market your content, whether through paid promotion or email marketing campaigns. Email marketing often has a higher ROI than search marketing and is effective at retaining existing customers and keeping them up to date with your brand. My business uses monthly newsletters to keep customers updated and to create social value for our products and brand.

Building a brand should not necessarily seek to acquire a wider audience, but to retain your existing one to foster a community and create brand loyalists. One way to do this is to always respond to user comments and reviews, whether on your native website or your social media page.

Establishing Expertise

Finally, a syndicated blog or podcast may be effective to curate thought leadership, but it’s critical to become more active within your community.

  • Interview other thought leaders in your industry. Publish the interviews on your website.
  • Quote thought leaders: Reach out to a thought leader for a comment or quote next time you’re writing an article.
  • Ask a thought leader to share some of your content with their audience. This creates a mutually beneficial relationship for both parties, generating valuable backlink and content promotion opportunities. I regularly post and share content from other influencers in the SEO industry on my social media accounts.
  • Write a book. I wrote a best-selling book on Search Engine Optimization, which gave my personal brand (and various businesses) immense exposure and established myself as a thought leader within the SEO field.
  • Speak at industry conferences. This will allow you to present your ideas in a professional setting. Public speaking engagements put your name in front of some very powerful influencers and put a face to the brand name.

It’s also important to establish the value of your products and business to your customers.

Publish testimonials on your website to show successful case stories and have someone else brag about your expertise. Online reviews and word-of-mouth advertising affect consumer decisions more than any other advertising factor out there.

The Advantages of Thought Leadership for Your Brand

It’s no secret that brand authority and thought leadership reaps multiple benefits. Businesses considered as thought leaders enjoy more sales, profitability, and are less price sensitive.

Consider IBM’s Smarter Planet Program that launched amid the 2008 recession. It generated $3 billion in revenue in 2010 alone and increased their brand value in every region globally.

Thought leadership makes brands more innovative and creative and differentiates them from the competition. Consider how valuable brand authority remains in today’s highly competitive consumer market.

More importantly, becoming a recognized thought leader in your industry usually comes as a result of measurable SEO results–more average shares per post, high conversion rates, and more authoritative backlinks than your competitors. This all communicates trust for you and your brand, which means higher organic rank and greater brand exposure.

There are more benefits to being a thought leader and making your brand authoritative:

  • Higher indexing and crawling rates for your website
  • Larger audience to market content
  • Increased leads for your business
  • Higher CTR based on brand recognition

Conclusion

It’s important to realize that SEO is not static. It requires consistency and years of churning out content to get your voice recognized as a thought leader.

Historically, I’ve been experimental and ambitious in my business strategies, which is why I’ve enjoyed many successes up to this point. Go against the grain and establish yourself as a thought leader and brand authority in your niche.

Becoming a thought leader boils down to the quality of your content and what you can provide for it. What can you say that no one else has said before?


Image Credits
Featured Image: Pixabay

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How to Easily Duplicate a WordPress Post or Page

How to Easily Duplicate a WordPress Post or Page

There are lots of reasons why you might want to duplicate a WordPress post or page. One reason is that it allows you to work on content without affecting the original version. Another reason is providing an easy way for clients to look at content and make changes before it goes live.

Whatever your goal, duplicating pages or posts in WordPress is easy enough to do with plugins, even if you can’t do it out-of-the-box.

So in this post, I’ll run you through some great options for helping you duplicate content. But first, let’s look at reasons why you’d benefit from having the ability to duplicate pages and posts on your site:

Consistency

Consistency is crucial in web design, but that doesn’t mean you can’t cut corners. In fact, if you have a tool to help you duplicate a page’s layout or settings, you’ll probably be more effective at maintaining consistency sitewide.

Edit Live Pages

There are a number of ways you can go about making edits to a live website.

  • You can use a Git repository to make and save major changes, then sync them back to WordPress when they’re done.
  • You can wait until your visitors are asleep (hopefully) and apply the changes directly to the live page.
  • Or you can duplicate the page or post, make as many extensive edits as you want to it within WordPress, and then publish those changes (and replace the old page) when it’s 100% ready.

Shorten Development Time

If you specialize in developing sites for a specific niche or industry, you know that those websites often cover the same ground in terms of pages, layouts, and so on. Rather than build every new client site from scratch, you can save time (and make more money in the process) by first creating a page template to use as a base. Once you’ve created the first page and personalized it for your client, you can then duplicate that page’s style and settings to use across the rest of their site.

Since WordPress.org does not give us a way to duplicate pages or posts, and there’s no easy way to introduce this into the code, we, of course, need to look to plugins for help.

4 Plugins for Duplicating WordPress Pages or Posts

There are 4 plugins you can use when your goal is to duplicate or clone an entire page—and its corresponding settings—in WordPress. Let’s take a look at what each can do and then I’ll walk you through an example of how to duplicate a page on your WordPress site.

  • Duplicate Page Plugin

    Although the name of this plugin implies that it only works with pages, it does in fact also enable users to duplicate posts. All you need to do is install the plugin and then you’ll find a new option provided beneath each page or post entry in WordPress called “Duplicate This”. Simply select the option and watch as a full copy of the page or post is made.

    Interested in Duplicate Page Plugin?

  • Duplicate Post Plugin

    This plugin works for posts and pages, and it’s definitely a helpful one to have if intend on recreating the magic from certain content on your site again and again. Not only do you have the option to “Clone” a post, but you can clone multiple posts all at once. Within each post, you can also select the option to “Copy to a new draft” under your Publish settings.

    Interested in Duplicate Post Plugin?

  • Page and Post Clone Plugin

    This plugin works similarly to the two above. Once installed, all you need to do is go to your Posts or Pages list and find the one you want to duplicate. Hover over it and select “Clone” to create the copy. The duplicate will automatically be created as a draft.

    Interested in Page and Post Clone Plugin?

  • Duplicator Plugin

    Now, this plugin is a little different as it only duplicates entire websites. When would this come in handy? Well, if you’ve recently completed a website for Client A and know that a similar company needs a website structured much like the one for Client A, you can use this plugin to save time building it from scratch. You can also use this if Client A has multiple websites they want created, all with a similar structure but branded differently.

    Interested in Duplicator Plugin?

Just one word of caution here: be careful about duplicating a page or post with these plugins. If you don’t take a moment to update the settings, you could end up with duplicate pages that immediately go live the second you make a copy. There are other things to think about as well in terms of which elements of the page you want copied. You can control all of this within the settings, so make sure to adjust those before making any duplicates.

How to Duplicate a Page on Your WordPress Site

For the following example, I’m going to use the Duplicate Post plugin, which you can find here.

Step 1

Once you’ve downloaded and installed your plugin, visit the Settings page. You can get to this either by clicking on Settings beneath the plugin name in the Plugins list:

data-true

Or by navigating to the Settings tab in WordPress and locating the new Duplicate Post option:

Step 2

There are three pages of settings to review and customize:

1. What to copy , which includes the various page elements you may want to include in your duplicate post or page. You can also customize the name of the new page so you can more easily identify the copy.

data-true

2. Permissions , which includes two types of allowances. One for the users that have the ability to create duplicate content and one for the type of content you’re allowed to duplicate.

data-true

3. Display, which allows you to set the visibility of the clone option. My suggestion is to select all of them, so you never have to backtrack and try and remember where to go to create a duplicate copy of your content.

data-true

Step 3

When you have a post or page you’re ready to copy, go to Posts or Pages to find it.

For single page cloning, hover over the page and click on:

  • Clone if you want to create an exact copy of the page or post. This means that if the page is currently published, the copy you create will be published too.
  • New Draft if you want to create a copy of the page or post, but set it to Draft so you can work on it without having to worry about it going live before it’s ready.

For bulk page cloning, click on the pages you want to duplicate. Then click on the drop-down just above the list of pages or posts that says “Bulk Actions.” Drop it open and click on Clone.

If you’ve just wrapped work on a new page and want to create a draft duplicate of it without having to navigate back to your Posts or Pages, you can also Copy to a new draft from beneath that page’s Publish settings.

And if that weren’t enough, you also have one more option to create a duplicate with this plugin. If you open a Preview of your page, take a look at the admin bar at the top of your screen. You’ll now see a “Copy to a new draft” option up there as well. Talk about streamlining your process and saving time.

Wrapping Up

As you work on gaining a higher quality of clientele, you don’t have time to waste on menial tasks that can easily be automated with a plugin. Duplicating pages and posts is one of those such tasks.

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The Employee Experience Advantage With Jacob Morgan – This Week’s Six Pixels Of Separation Podcast

The Employee Experience Advantage With Jacob Morgan - This Week's Six Pixels Of Separation Podcast

Episode #577 of Six Pixels of Separation – The Mirum Podcast is now live and ready for you to listen to.

There is no future of work if all brands don’t truly understand how to win the war for talent and what employees want (and expect). It’s no longer just about the job, but their workspaces, the tools they will have access to, and how it will, ultimately, help them advance on their professional route. Jacob Morgan was tired of bad jobs and worse bosses, so he set off on his own to learn, research and share how work is evolving. Now, he’s become one of the world’s leading authorities on the future of work with his company, The Future Organization, employee experience and how it is all changing. His latest book is called, The Employee Experience Advantage, and it comes hot on the heels of his two other bestselling business books, The Future of Work and The Collaborative Organization. It’s a pleasure to welcome him back to the show. Enjoy the conversation…

You can grab the latest episode of Six Pixels of Separation here (or feel free to subscribe via iTunes): Six Pixels of Separation – The Mirum Podcast #577.

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via Six Pixels of Separation – Marketing and Communications Insights – By Mitch Joel at Mirum Read More…

Twitter Releases Major Events Calendar for August to Help with Strategic Planning

Twitter Releases Major Events Calendar for August to Help with Strategic Planning

Where does the time go? With all the controversies and updates and shifts, did you realize that Christmas is now less than 150 days away?

Better get planning on that festive strategy.

But in the more immediate future, you need to plan for the coming month, which Twitter has been offering help on this year with their monthly major event calendars, highlighting the key dates to be aware of – and their past tweet volumes – to provide prompts on where you can focus and tap into wider trends.  

So what’s coming up in August?

Twitter Releases Major Events Calendar for August to Help with Strategic Planning | Social Media TodayAs noted by Twitter:

“People on Twitter will be counting down to the new @premierleague season, debating the winners of both the #TeenChoice awards and #VMAs, and tuning in to the @usopen tennis championships. And with photos and stories being shared for #WorldPhotoDay and #NationalDogDay, there are plenty of opportunities for brands to tap into these moments with relevant content.”

Book Lovers Day, World Photo Day and National Dog Day offer fairly wide-ranging appeal, and options for most brands to tap into in some capacity, while International Beer Day and the various major sporting events and festivals obviously hold more niche appeal, and are worth considering for related brands. 

Twitter’s been publishing major events calendars all year, providing a major help, particularly, as noted, with the added tweet volume stats. Unfortunately, they only release them a month in advance, though once they have published them, you’ll have a good reference point for next year.

And as noted, next year is coming towards us faster than you might think.

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Don’t Like Twitter’s Algorithm-Defined Feed? Here’s How You Can Improve It

Don't Like Twitter's Algorithm-Defined Feed? Here's How You Can Improve It

Hey, have you noticed how your Twitter feed is filling up with a heap of posts from users you don’t follow, but which people you do follow have liked or replied to?

Don't Like Twitter's Algorithm-Defined Feed? Here's How You Can Improve It | Social Media TodayThe replies are probably a worse example, as you’re often being dropped into direct conversations which don’t involve you, but are being conducted between someone you follow and someone else.

Don't Like Twitter's Algorithm-Defined Feed? Here's How You Can Improve It | Social Media TodayThis is part of Twitter’s algorithm-defined feed, which, according to their numbers, is working to boost on-platform engagement.

Don't Like Twitter's Algorithm-Defined Feed? Here's How You Can Improve It | Social Media TodayBut as they ramp it up, it can get a little overwhelming at times, filling your stream with content and conversations from people you didn’t choose to follow.

Wanna’ know how to fix it?

Like Facebook’s News Feed algorithm, Twitter’s algorithm learns from your on-platform behavior, from the tweets you’re engaging with, but you can also tell it directly what you do and don’t like and help attune it to your interests.

Next time you see one of the offending tweets, click or tap on the drop down menu at the top right, then select ‘I don’t like this tweet’.

Don't Like Twitter's Algorithm-Defined Feed? Here's How You Can Improve It | Social Media TodayThe algorithm will take that into account and show you less of these type of tweets in future. And it actually works.

For me, I was seeing a flood of these types of tweets from people I don’t follow. I used the ‘I don’t like this’ option on about ten tweets and I actually found it difficult to find an example in my feed for this post, so it’s clear that the algorithm does take this into account. Obviously, the results will vary depending on how active you are and how many people you follow, but if you want to get your feed close to the pre-algorithm state – i.e. only seeing tweets and re-tweets from people you follow – this is how you do it.

Twitter’s still working out what suits them best, and how users respond to the algorithm-defined feed, so it’s definitely worth taking the time to let them know.

On a related a note, you can also switch your Facebook News Feed to ‘Most recent’, avoiding the algorithm-curated listing (though you can’t permanently keep it that way, you have to switch it every time you log in), and your LinkedIn feed too, if you want. These steps don’t necessarily educate the algorithm of your preferences in the same way, but if you’d prefer to see things as they used to be, you can – while there are also similar ‘Hide post’ options on both of those networks that will educate the algorithm in a similar way.

Don't Like Twitter's Algorithm-Defined Feed? Here's How You Can Improve It | Social Media TodayIt does take an extra step to provide feedback and better attune the system, but as He-Man says:

Don't Like Twitter's Algorithm-Defined Feed? Here's How You Can Improve It | Social Media TodayReplace ‘I’ with ‘you’ and you get the gist. If you want to make your social media experience more personally relevant, it’s probably worth educating the algorithms where you can. 

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A Traveler’s Guide to Using Google Maps [Infographic]

A Traveler's Guide to Using Google Maps [Infographic]

The paper map is dead. 

Well, that isn’t quite true, there’s still an undeniable charm, and for some, creative thrill in penning a set of dubiously proportioned directions on the back of a napkin, drawing a treasure map for your kids to go hunting with, or poring over historical maps in libraries (replete with the smell of bygone times and the tension of ever-changing borders). 

But for those of us who require a certain level of power, reliability and portability when we travel, it’s hard to argue that Google Maps has quickly taken over – and if your job revolves around blogging, tweeting, Instagramming, and all the rest, chances are you spend much of your time on the go, checking in at Wi-Fi hotspots as you work. For the digital nomad, there are few tools more useful than Google Maps, as you can integrate it perfectly with your 21st century luggage (laptop, smartphone, tablet, perhaps a change of clothes). 

Before you head to your next destination, it’s simple to log in to Google and save a spatial list of the cafés you want to try, and how to get from one to the next, and finally home to your new AirBnB pad. You can even check the information box on the left to see how busy a café, bar, or library is right now, to be sure of snagging a power point and a comfy chair.

And if you’re hoping to catch up with an old friend in town but you both have busy schedules, it’s easy to keep them abreast of where you are by sharing your location via Google or other social networks – so they always know where to drop in for a cup of tea and the latest international gossip.

Expedia’s great new visual guide offers a full rundown of how it all works, and what else is available – and importantly, from a marketing standpoint, it highlights the various ways in which people are using these tools, which can help guide your thinking on how to increase your business exposure. 

Check out the full graphic below for more information.

This post was originally published on Irfan Ahmad’s blog.

via Social Media Today Read More…

How to Use Content & Social Selling to Make More Sales by @TheBillWidmer

How to Use Content & Social Selling to Make More Sales by @TheBillWidmer

The ultimate goal of all marketing is to generate sales.

Yes, you want brand awareness and traffic and leads. But those things don’t matter without sales.

We know content marketing can help you increase revenue. But have you thought about leveraging your content for social selling?

Why social selling?

Because, according to a study by Feedback Systems, 63.4 percent of businesses who use social selling report a year-over-year sales growth, compared to just 41.2 percent of businesses who don’t.

Social selling statistics

Here’s how to leverage social selling in your content marketing and, ultimately, how to help your salespeople sell more.

What Is Social Selling?

Social selling essentially means using social media the way it was supposed to be used: being social.

You provide useful content. You answer questions. You have conversations with prospects.

For social selling to be effective, you really have one main goal: getting your potential customers to respond to your efforts.

In the beginning, that means getting them to comment on a status update or reply to a post. Over the long run, however, that means getting them to respond to an email or schedule a call.

How to Use Content Marketing to Generate Social Sales

There’s no better example of the selling power of blogging than the River Pools and Spas blog created by Marcus Sheridan.

Example of social selling

Marcus’s strategy was to create a blog post to answer every common question his customers ask about pools. Things like comparing construction materials, costs, locations, and even the type of water.

He believes that great content is the best sales tool in the world.

The idea here is to create a database of articles based on frequently asked questions which you can use in your social media customer service responses.

Don’t just push those articles out on social media. Yes, by all means, share them – but their best use is to answer customer questions on social media or to engage with your followers.

However, FAQs aren’t the only way to combine content and social.

What Kind of Content Helps With Social Selling?

After four years of content marketing, I can tell you this:

To generate sales, your content must be helpful and have your customer’s needs in mind.

Here are some ideas:

  • How-to guides for common problems in your industry
  • Useful FAQ pages
  • Explainer content about how to use your product or service
  • Video content (even if it’s just shot with your phone)
  • Webinars
  • Shocking or surprising information that gets people to take action

Let’s break down those last two.

Webinars

Webinars allow you to answer your prospects’ questions in real time. You can instantly overcome obstacles to the sale.

To host a webinar, you can use software like ClickMeeting, which does all the heavy lifting for you.

Clickmeeting screenshot

What’s awesome about webinars is that you can record the session then re-use the video in a new blog post to help answer FAQs, so you kill two birds with one stone.

Plus, you get to hear your customer’s common questions, problems, and obstacles, which will help you improve your content and sales collateral.

Shocking or Surprising Information

A great example of social selling using shocking content comes from Jones Lang LaSalle (JLL).

Jeff Molander explains in this video how JLL created a few short videos of insurance experts talking about a hole in the average real estate property manager’s insurance. If they have green roofs, they may not be covered in the event of a disaster like a tornado or an earthquake.

JLL just shared the videos with their social media followers. This shocking bit of information was majorly effective and they received a ton of phone calls and emails of real estate managers looking to change their insurance policy to fix the issue.

Molander also explains that social selling is all about copywriting. If you create content with the purpose of getting into the minds and hearts of your ideal client — backed by a desire to serve their needs — you’ll get more leads.

Hopefully, you can sell to all these new-found leads. But how do you increase your chances?

What to Do After You Generate Traffic

You understand how to use content and social media to generate traffic. Now it’s time to turn these leads into sales.

It starts by understanding more about your leads. Google Analytics is great, but it doesn’t reveal enough information about your individual prospects to help you nurture a relationship with them.

Enhance Your Analytics for Easier Outreach

To enhance your Google Analytics for social selling purposes, you can install Leadfeeder, which works on top of Google’s tools to reveal data related to your site’s anonymous visitors.

Leadfeeder screenshot

Leadfeeder will actually show you which companies your website visitors work for. It uses their IP addresses to determine what offices they’re browsing from. You’ll get a lot more info about the company, including a list of LinkedIn connections you have that are associated with that company.

It also tracks which pages your anonymous audience members look at, which can help you segment them, and it automatically pushes this data to your CRM, where you can sort them by quality, recency, and other factors.

In other words, you have better insight into the traffic you’re already getting, so you can follow up with targeted outreach messaging via your social channels and land more clients.

You can also use this information to determine what types of content your most valuable leads are interested in, which can help you refine your ongoing social selling-oriented content strategy.

But what else can you do to have a better chance with your social media traffic?

Set Up Your Content for Maximum Conversions

Driving traffic is great, but it’s useless if your visitors leave without offering up their contact info and never come back. That’s why it’s important to have strong, highly-relevant calls to action within your content. A simple “Subscribe to get our updates” box won’t cut it. You need to offer something better.

For example, content upgrades work really well. Offer an e-book, cheat sheet, checklist, or other highly related item in exchange for their email. They work well because, since they visited the page, you know they’re interested in the topic.

My personal favorite way to offer a content upgrade that grabs attention without being annoying is via a pop up in the corner that’s activated on scroll depth, like this one from my travel blog, The Wandering RV:

Content Upgrade Optin Example

That opt-in shows up at 15 percent scroll depth or on exit intent. I created it using Thrive Content Builder, but you can also do something similar with a free plugin like Sumo.

Email Outreach to Enhance Your Social Selling

Once you have your visitor’s contact info, it’s time to seal the deal.

The best way to do that is to reach out to them via email or social media. Through outreach, you can interact with them, get them on the phone, or even lead them directly to a sales page on your website.

For example, here’s an outreach email HubSpot used to land 16 new B2B customers:

Hubspot email outreach template

For your convenience, here’s some text to copy-paste:

“Hello [first name],

I have an idea that I can explain in 10 minutes that can get [company] its next 100 best customers.

I recently used this idea to help our client [SaaS company/competitor] almost triple their monthly run rate.

[First name], let’s schedule a quick 10-minute call so I can share the idea with you. When works best for you?”

If you’re looking to send out a ton of emails at once with automated follow-ups, you can use a tool like Ninja Outreach or MailShake. They both make outreach really easy and stress-free.

Conclusion

Social selling is the epitome of new-age sales. Done right, it can skyrocket your company’s growth.

Content marketing is the epitome of digital marketing. Done right, it can also skyrocket your company’s growth.

When you combine the two? Watch out, because you’ll be unstoppable!

Of course, these things take time to master and kick in. But investing in the long game is the way to go.


Image Credits
Featured Image: Unsplash
Screenshots by Bill Widmer. Taken June 2017.

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Twitter’s Testing a New $99 Flat-Fee Model to Promote Accounts, Tweets

Twitter's Testing a New $99 Flat-Fee Model to Promote Accounts, Tweets

After their latest earnings report – which showed both a decline in total users and advertising revenue – Twitter is under more pressure than ever. The micro-blog giant had shown signs of promise of late, but any hopes of a significant rebound collapsed on the back of their latest report – in which they also reported that their future outlook looks uncertain, particularly in terms of revenue growth.

So what does Twitter do?

One option they’re already working on is a new automatic-promotion program, which would enable users to pay a flat fee to have their account and some of their tweets promoted every month.

Selected users are currently receiving invites like the above, with further information listed on the Twitter Business website. As explained in the note, how the system works is, rather than paying for a promoted tweet or account campaign, users will be able to pay $99 per month to have their content shown to selected users. At this stage, there are only two targeting options available, ‘Interest’ and ‘Location’ – and not a combination of the two.

Twitter's Testing a New $99 Flat-Fee Model to Promote Accounts, Tweets | Social Media TodayRather than having to create a specific ads campaign, Twitter will do the targeting for you – your content will be shown to potentially interested users, based on your chosen criteria (Twitter says they’re looking to add more qualifiers as the program evolves), you get regular performance reports and you have the option to cancel at any time.

You get more exposure, Twitter gets more ad revenue – everybody wins.

The idea is interesting – users are going to see promoted tweets anyway, so it’s not like it’ll add any more paid promotions to user feeds, and with the algorithm now showing a wider range of content to more users anyway, it could be a good way to boost exposure. And while the narrative around Twitter right now is generally negative, the platform still has more than 320 million users, and, reportedly, more than 157 million coming to the platform every day (though Twitter remains cagey about what their actual DAU figure is). Combine that with the wider audience glued to their timelines to stay up to date with the latest announcement from President Trump, and there remains a lot of potential for reach and exposure.

But more than that, Twitter’s audience is actually becoming more niche – which, in a broader sense, could be a negative, but for advertising purposes, it may provide a significant boost, at least for certain businesses.

As Twitter notes, their daily active user ratio has been increasing for the last five quarters – so while they’re not getting more users to the platform, they are succeeding in making the experience more sticky for those that do.

Twitter's Testing a New $99 Flat-Fee Model to Promote Accounts, Tweets | Social Media TodayAs noted, there’s a huge crowd of people who are engaged in political conversation on the platform every day, for example, while Twitter’s also working to build community around live event coverage, focusing on smaller market content, like lacrosse and eSports. Those engaged communities are the ones responding best to Twitter’s algorithm, which works to show them more content they might be interested in, and as they do this, and learn from audience response, Twitter’s getting more data, and working out what types of content resonate best with these user groups.

That could result in this new process delivering stronger returns, as Twitter’s automated targeting is getting better all the time, and through this program, would be able to help businesses reach more engaged audiences to boost their engagement – without them having to do anything.

And as we’ve seen from the popularity of automated tools, on both Twitter and other platforms, the ‘set it and forget it’ model certainly holds some appeal. Rather than just following everyone you can and hoping for follow backs, this process could facilitate growth through targeted engagement, which is a much more sustainable strategy.

Problems could occur, however, if too many people sign up – there’s only a limited amount of space for promoted tweets before they become intrusive, and if you end up competing with other businesses for the existing slots, that could reduce the value of the offering. But that’s a problem Twitter would likely love to have, and one that’s a fair way off as yet.

At first glance, it seems like it could be overkill, having all your tweets promoted, but really, it’s similar to Facebook’s ‘boost post’ option, just on an automated basis, and at higher volume – which makes sense, given the shorter life-span of a tweet.  

And worth noting – not all of your tweets will be promoted or pushed in the same way. As explained by Twitter:

“[Participants will] run a Promoted Account campaign for the entire month.  You’ll also run a Promoted Tweet campaign that will include up to the first ten (10) Tweets you send each day. Note that your Promoted Tweet campaign won’t include your Retweets, Quote Tweets, or replies. Not every Tweet that is added to your Promoted Tweet campaign will serve an impression, and the extent each Tweet is promoted may vary based on performance.”

So, like your regular tweets, if your promoted tweets get more engagement, they get seen by more people.

Really, Twitter’s making it easier for brands to reach more people, without adding to their workload – a smart approach which, if their targeting delivers returns, will also prove popular. But that’s the key – the automated targeting has to work. There will be challenges in this, but given Twitter’s work on refining their algorithm and learning from audience response, they could be on track to provide a great service on this front.

They’re offering a free month up front for initial participants, and a ‘cancel anytime’ option – seems like they’re confident they can deliver.

At the least, it could hold significant appeal for those looking to grow their Twitter followings, then switch it off and build on the back of their expanded audience. 

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How to Create a Content Marketing Architecture, Framework and Plan [Podcast]

How to Create a Content Marketing Architecture, Framework and Plan [Podcast]

How to Create a Content Marketing Architecture, Framework and Plan [Podcast] | Social Media Today

Would you build a new house without a plan? Of course you wouldn’t, right?

To build a house that’ll last a lifetime you need a framework and architecture – a documented outline and plan is what helps ensure the house is developed on time, meets standards and is both solid and safe to live in.

Running your business, as well the marketing and content strategies that support your goals, requires similar framework and architecture.

How much time do you spend creating content to inspire and connect with your audience? Is the content you create built upon or supported by a solid framework and architecture for success? Or are you just winging it, with a little bit of social spaghetti thrown at the social network walls, hoping it sticks?

A solid content architecture and framework can make or break your results online. I know what you’re thinking:

“Pam this is just mumbo jumbo marketing talk, I don’t need a content architecture like you do.”

That assumption couldn’t be more wrong – regardless of the size of your business and budget, you need to build your content by starting with a solid framework and plan. I recently shared with you one of the first steps to creating your content marketing plan, which is conducting a content marketing audit using our content inventory worksheet.

Building your content marketing architecture, framework and plan requires both art and science. You need to know your audience, your own goals and objectives, your unique value in the market and how you’re going to position yourself. In addition, you have to be crystal clear on your message so that you can create creative visuals, audio, text, social media posts and even video to inspire and connect your audiences.

These things don’t all happen like magic – you aren’t going to suddenly wake up one morning and the framework just falls from the sky with a perfect bow ready for you to take it to market.

The truth is, building a sustainable framework and architecture take time. Just as building a new home is a long process, building your business, inclusive of a content marketing plan, also requires varying levels of development.

If you want to generate results from your content marketing efforts, you need to create a content management system inclusive of goals, objectives, editorial calendars, alignment to needs of audience, and the list goes on.

In this episode of the Social Zoom Factor podcast I explain how to get started building a content marketing system, sett goals, as well as strategies to help you get started and ensure you truly understand the needs of your audience and much more.

This episode is part of a series that will dig in deep to the power of content marketing inclusive of strategies, and tactics you can implement immediately to take your content marketing and online business results to the next level.

Episode Highlights: 

  • 10 Golden Rules for Content Marketing
  • Designing your content framework
  • Customer case study and the power of content marketing planning and organization
  • Brand architectures that increase ROI and improve efficiencies
  • Create once, use many with a message house (message bible)
  • Content inventory systems (know what ya’ got)
  • Content marketing goals, objectives and measurement
  • Knowing your audience
  • Getting integrated with the rest of your business
  • Inviting your community to join your content marketing journey
  • Humanizing your content and brand

Supporting Resources: 

How to Subscribe to Social Zoom Factor Podcast 

This post originally appeared on Pam Moore’s blog.

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