Tag Archive | "Experts’"

Experts tout voice search as study ties answers to top 3 organic results

SEMrush research unveiled at SMX Advanced suggests the key to voice performance is high SERP placement, site speed, content readability and high-quality backlinks.

Please visit Search Engine Land for the full article.

Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Posted in IM NewsComments Off

The Truth About Traffic: What The Experts Won’t Tell You About Growing Traffic To Your Online Business

[ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] I was up one evening recently thinking about the marketing campaign I was about to begin for my new company InboxDone.com. Having studied and practiced many different ways to get traffic to an online business over the years, I feel there is one […]

The post The Truth About Traffic: What The Experts Won’t Tell You About Growing Traffic To Your Online Business appeared first on Yaro.Blog.

Entrepreneurs-Journey.com by Yaro Starak

Posted in IM NewsComments Off

The Truth About Traffic: What The Experts Won’t Tell You About Growing Traffic To Your Online Business

 [ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] I was up one evening recently thinking about the marketing campaign I was about to begin for my new company InboxDone.com. Having studied and practiced many different ways to get traffic to an online business over the…

The post The Truth About Traffic: What The Experts Won’t Tell You About Growing Traffic To Your Online Business appeared first on Yaro.blog.

Entrepreneurs-Journey.com by Yaro Starak

Posted in IM NewsComments Off

SearchCap: Apple hirings local experts, SEO tips & location ads

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: Apple hirings local experts, SEO tips & location ads appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Posted in IM NewsComments Off

Content Marketing Measurement & ROI Advice From Experts at Kraft Foods & 3M


Understanding the potential risk and return on any investment is imperative for making a sound business decision. It doesn’t matter if the investment is monetary or that of time or resources.

In recent years, marketers have begun investing more and more into digital marketing programs. Content marketing investment specifically has been on a steady uprise and will only continue to increase in the coming years.

However, only 21% of B2B marketers say that they are successful at tracking content marketing ROI. That means that 79% of B2B marketers are investing in strategy and execution but are not able to track the success of their programs.

Have no fear, we brought in reinforcements. TopRank Marketing recently had the opportunity to interview Julie Fleischer of Kraft Foods and Carlos Abler of 3M as part of our Content Marketing World eBook series.

Julie Fleischer 070615
Julie Fleischer – Kraft Foods
Sr. Director Data + Content + Media

Content Marketing Measurement

With all of the articles and surveys and agencies calling for an increase in the amount of strategic content that marketers are producing, it would be easy to believe that we have universally arrived at the Era of Content Marketing.  Finally, the industry has come around to the belief, so well articulated by Michael Brenner, that it’s time to “stop interrupting what people are interested in and be what people are interested in.”

Flawed Measurement Models

Unfortunately, content marketing measurement lags far behind the common sense belief that if people don’t pay attention to it, they can’t be persuaded by it.  Marketing Mix Models, while painfully flawed, have the solid advantage of having been around for decades; they are built into volumetric forecasts.  They are the basis for financial investment.  They are the starting points for every media plan.

And yes, they represent a gross approximation of reality and cannot read small spends, emergent media, or the diverse, intimate, personal, service- driven nuances of content distribution, but they have been around forever, so what CMO is going to forgo their guidance to approve a plan that is wholly ungrounded?

And how on earth can the esoteric, precious, and unproven metrics we’ve been using in content marketing unseed the dominance of Mix?  If trust is built on credibility and credibility is built on consistently delivering what you say you’ll deliver, how can convenience metrics ever win? The fact of the matter is, they can’t.

We’ve been so focused on measuring what’s easy to measure and what’s unique by platform, that we’ve failed the basic tests of marketing metrics:

  • Do they measure what we really need to know?
  • Are they material?
  • Can they predictably guide our businesses?

Determine Critical Measurements

The most important thing you can do as a content marketer is determine what measurements are critical in driving spending decisions at your company and then build an analytic methodology that answers it for content.  Is it ROI?  ROAS?  CPA?  What will it take to prove the worth of your content vs every other form of marketing spend available?

The sooner we build methods to measure the true attributable impact of content marketing on product sales in a way that can be compared directly to other marketing investments, the sooner content marketing, with all of its common sense virtues, can finally replace dated, ineffective and failing forms of marketing communications.  It’s all in the measurement.

Carlos Abler 070615
Carlos Abler – 3M
Leader: Content Marketing Strategy

Using Science to Create a Sound Approach to Content Marketing ROI

I want to focus on the notion of blending socio-behavioral sciences methodologies with data sciences and content and application marketing. Today, marketing is being moved sideways into social socio-behavioral sciences but doesn’t quite realize it.

A number of years ago I worked on an initiative where we used intelligent content highly tailored to the personal change management psychographics of individuals, merged with behavioral and other data with the goal of increasing smoking cessation. The results were phenomenal and a testament to how powerful content can be in transforming behavior.

Ultimately marketing and sales goals are about changing behavior. Ideally in an ethical fashion to the mutual benefit of all. And you can’t beat micro-segmentation at levels optimized to leverage principles of motivational psychology. But to even speculate as to how this type of approach can be leveraged in marketing requires education that marketers simply don’t have.

Create a Blended Team

Another skill most marketers don’t have is knowing what real science looks like. They need a lot of help to understand what it means to set up solid research, and to draw VALID CONCLUSIONS from the evidence. If you put together a team that has a blend of social sciences skills, data sciences, and solid editorial and application development practice, all within an agile framework, you would see some really powerful results.

While this may seem a little outlandish, it really is the logical conclusion for tracing the ROI of content marketing efforts. People are doing this kind of work whether they are any good at it or not. It’s the same situation as businesses becoming publishers. We also need to acquire these scientific methods to realize the full competitive opportunity that the digital disruption as afforded us.

Find the Solution That Works for You

Julie recommends that marketers focus on the basics for beginning to measure content marketing programs. However, when it comes to ROI Carlos suggests a scientific approach for determining true value.

What blend of practical sense and a scientific approach do you think will have the biggest impact on your content marketing measurement and ROI?

Header Image: Shutterstock

Email Newsletter
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2015. |
Content Marketing Measurement & ROI Advice From Experts at Kraft Foods & 3M | http://www.toprankblog.com

The post Content Marketing Measurement & ROI Advice From Experts at Kraft Foods & 3M appeared first on Online Marketing Blog – TopRank®.

Online Marketing Blog – TopRank®

Posted in IM NewsComments Off

Get Great Tips About Solar Energy From Experts Who Know!

solar energy tips

Solar panel installation is a green solution. This is an investment that is important. You have to understand if it will fit into your budget. Continue reading to educate yourself about solar energy so that you can decide whether or not it’s the right choice for you.

If you’re prepared to stick with the investment in the long run, solar energy systems are an outstanding means for saving money. Installing solar panels requires a substantial investment, so years may pass before the panels generate sufficient savings to cover your cost. Invest in solar conversion only when you are are prepared to stay at your current home.

When the space and resources are available, your best bet for maximum solar energy gathering is a panel system with sun tracking. Thanks to this technology, your panels will automatically adjust their angle in relation to the position of the sun. The cost is relatively steep compared to a fixed option, but the benefits more than outweigh the costs.

After your solar panels are installed, be sure to check your inverter on a regular basis. You should see a green light which means all is in order. If it is blinking, or off altogether, you need to call in an expert. You will become able to diagnose small issues yourself if you learn more about solar panels, but it is best to call a professional. If you have a warranty on the panels, you shouldn’t have to pay for someone to look at it.

Be sure that you install your solar panels in a manner that allows them to get adequate sunlight no matter what time of the year it is. If you don’t know how to do it, look at the direction the sun is in and how it changes through the seasons.

You need to determine your pattern of energy usage. Prior to going over to solar power, you should have a solid idea of your power needs. To select the correct size solar energy system, you’ll need to know this information. Check your bills for a year for the best estimate possible.

Converting should be convenient. You might want to begin with smaller appliances since this will not disrupt your life too much. A gradual conversion will help you stick to your long-term commitment.

Before you decide on any type of solar power system, take the time to educate yourself about it and understand how it works. Newer technologies have better efficiency, but some vendors continue to market older technology. It is true that older products are cheaper but investing in newer panels is worth it.

You don’t want to just assume that bigger solar panels are better for you. It is important to pay attention to the wattage of a panel, as well as what it was constructed of and how long its warranty is. You should carefully go over everything before making a decision.

Start looking at the weather if you are thinking about solar panels. If your area gets unobstructed sunlight for a minimum of five hours each day, your home can get what it needs from solar panels. If you live in a climate where it snows a lot or there is a lot of overcast, solar energy may not be for you.

Regardless of the type of solar energy system you choose, the panels should always face the sun. If your panels are not pointed at the right angle, you are not getting the most benefit from them.

If your location is in the Southwest, then solar power can be a huge benefit for you. Compared to other parts of the country, this area benefits most from solar energy. If you live here, you can save a great deal of money. You should think about the total cost up front.

Prior to making your decisions about solar panels, determine how much shade is around your house. Solar panels are not the best fit for homes that spend the majority of the day in the shade. Shade reduces the amount of sunlight available to solar panels, which means that they will be highly inefficient.

You should never walk on a solar panel. These are pricey, and any misstep (literally) can cost you a fortune in repairs. If you have to walk on them, try to avoid their ends, because they are the most breakable part.

Check the background on any company you are considering. You want to be sure that the company you give your business to will still be there to help you in ten or twenty years. This is important in terms of the warranty. You will feel safer in knowing that, if you needed to, you can get replacement panels.

With any luck, everything you’ve read should have made your decision much easier to make. It sounds like a good plan, but it won’t work if your house doesn’t get enough sun. Follow these tips to decide whether or not solar energy is your best energy option.

solar news HubSpot

Posted in IM NewsComments Off

9 Experts and a Summary: What Makes an Ideal SEO Employee?

Posted by aaj_14

In 2012, the SEO industry in the UK was worth over £500 million annually, growing 18% from 2011 figures. The US SEO industry is even bigger, topping $ 16 billion in 2010. In a time of general malaise about the economy, this industry is growing rapidly, and the good times look set to continue.

This is great news for any SEO business looking to expand along with companies’ search marketing budgets, as there is plenty of work to be done. There is so much, in fact, that most SEO departments, consultancies and agencies are looking to hire new employees to keep up with the demand. This does raise the question, however, of what to look for when hiring new SEOs.

So what do the best and brightest SEOs in the US and the UK look for when they are hiring? Read on to find out. Take note: Their answers may surprise you.

Eric Ward – EricWard.com


What makes the ideal SEO employee?

Not joking. A bit OCD, a bit ADD, and experience in marketing, public relations, and library science. When presented with a long page of source code, do they faint or confidently explain the good, bad, and ugly in it without having to see the page in a browser? Do they spend time online when they are not working? Do they have their own individual presence established online? If they saw Matt Cutts at a conference, would they hide?

Bruce Clay – Bruce Clay.com

Bruce Clay - Global Internet Marketing

What makes the ideal SEO employee?

Someone that has not learned bad habits, and that will be a leader on their projects. They must be a great written and spoken communicator, they need to know what they do not know and endeavor to fix that, and they have to be excited about problem solving. They need to stick to the methodology while seeing opportunities to surpass the competition. Our ideal candidate is fantastic at time management and organization, is service focused, and lives for internet marketing. Their technical background should be (entry-level) basic, and they need to be a quick and accurate student. At a senior level they need a solid foundation across many markets and technologies, without the baggage of learned spam techniques. They should be able to teach, lead, and communicate as the expert on a complex project. Historically we have found great success in training our employees from an intern to expert level (10 years with our firm). And, yes, we have many technical staff that have been with us that long.

Paddy Moogan – Distilled

Distilled - Smarter online marketing

What makes the ideal SEO employee?

There are two things we look for in all hires at Distilled: smart and gets stuff done. Other stuff is a bonus but if they have these two qualities, we can often teach them the rest! Personally, I also look for someone who actively learns new stuff in their spare time and seems to have a genuine passion for something. For example, I like SEOs who may have set up their own blog or website and have spent a bit of time knowing how it feels to get it ranking and the challenges that can present. It shows initiative and a passion that is hard to teach.

Julie JoyceLink Fish Media

Link Fish Media - link building company

What makes the ideal SEO employee?

The ideal SEO employee is someone without a huge ego who realizes that he or she is never done learning, will often be wrong, and isn’t afraid to try something new and forego old methods that no longer work. It’s someone with a brain that’s logical and creative, someone with the communication skills to write well or come up with amazing ideas. It’s also someone with an obvious passion for the work, as if you don’t give a damn about what you’re doing, I doubt you’ll ever be brilliant at it.

Dave Peiris – SharkSEO


What makes the ideal SEO employee?

This is actually quite a tough question because there’s a lot of different types of people who could all be incredible SEOs. SEOs that are analytical often produce great work, especially if they enjoy digging into the data and focus on the story rather than just the numbers to work out why things are how they are. Some of the best SEOs I’ve ever worked with have been highly technical. They’ve got a great understanding for how to structure sites so they’re ideally suited for search as well as users, and knowing how to code helps them talk to developers better. Having said that, there are other skill sets outside of coding that can lead to an excellent SEO employee, like being able to build relationships with site owners with ease. A great SEO employee is also a good communicator, and can easily explain complex technical issues in ways that non-technical people can understand. But overall I think the best SEOs are the ones who are naturally curious and, when they find a problem, can’t help but try to solve it.

Wil Reynolds – Seer Interactive

Seer Interactive

What makes the ideal SEO employee?

Curiosity, competitiveness, and compassion. Curious because I want to work with people who have that curiosity of “how does this work” to always be there, the desire to seek out answers is key too. Competitiveness because I want to work with people who push me to get better, who want to win, and when they lose it stings!! Those are the folks who leave when the job is done, and it personally messes up their day when something goes bad. Compassion means that they don’t let their competitiveness overrun their ability to have compassion for others and to have empathy for other folks.

Oliver ArchibaldSEOGadget


What makes the ideal SEO employee?

For any calibre of SEO, whether junior or senior, there couldn’t be a better way to learn about this industry than by maintaining your own site. It’s all very well reading about SEO (and that’s certainly a good thing), but actually doing it enables you to fully understand what you’re recommending to clients or your team. This brings me on to my next point, which is creativity and initiative. These attributes in the ideal candidate shouldn’t just be applied to cool content ideas, but also to how they handle the technical side of SEO. As many of us know, every site is different, and the correct solution to one site’s problem might be vastly different from a similar issue on another site.

Patrick Altoft – Branded3


What makes the ideal SEO employee?

We don’t subscribe to the theory that SEO employees have to be good all-rounders because it’s actually very useful to have specialist technical people and specialist creative people working on the account. How many great creative people also have great technical skills? Very few. We are a 50-person agency, so we have the resources to have specialist teams working on the individual campaign components rather than trying to have generalists who don’t have the detailed skills. We use experienced strategists to run our clients’ accounts, and they are the primary point of contact, so they need great SEO skills and great account management skills. Those are probably the key criteria we look at for this role.

Kelvin Newman – Sitevisibility

Site Visability - Think beyond the click

What makes the ideal SEO employee?

A while back I wrote a free book about Link Building called “How to Become a Clockwork Pirate,” and while a lot of that advice was pre-Penguin, there’s one area I think I was on the right page: The ideal SEO has two different skills sets, the creative and the methodical. People are going to sit at different places on the spectrum, but the most successful SEOs I’ve worked with sit somewhere in the middle. They’re people prepared to come up with good ideas but accept that a great idea without hard work is useless. Equally, they understand sometimes it’s about putting in the hours and follow-up; that’s the difference between success and failure. I think Seth Godin summed it up really well: “Real Artists Ship.”

Image credit Wordle.net


Each expert answered a single question — What makes the ideal SEO employee? — in incredibly different ways. Some wanted specialists, and some preferred all-rounders. Some liked to build the new employee’s knowledge almost from scratch, while others were looking for people with solid knowledge of the industry. Still, time and again the same qualities popped up.

The ideal SEO employee should:

  • Be smart.
  • Be motivated to learn — even off the clock.
  • Be a problem solver.
  • Maintain their own site in their off-time.
  • Be both logical and creative.
  • Be an excellent communicator who is able to build relationships.
  • Have a passion for technology and the internet.
  • Be willing to try new things.
  • Constantly push to improve themselves, their approach to SEO problems, and others.

At the end of the day, few of these qualities have much to do with HTML or information architecture. Instead, they seem to focus on personality traits like leadership, tenacity, curiosity, and self-motivation.

The next time you find yourself searching for the ideal SEO employee, just remember that the ideal SEO employee is someone with the right personality. The technical know-how can be taught.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Moz Blog

Posted in IM NewsComments Off

From Making A Million As One Of The First True Social Media Experts, To Running A Social Publicity Agency With Rockstar Clients Like Bam Margera And The Veronicas, This Is Leon Hill’s Story

Download the Text Transcript in PDF

Subscribe to this Podcast in iTunes

Have you noticed how many people go around calling themselves a social media expert, yet don’t have much proof that they actually have earned real business results from it?

In this interview I introduce you to a person who has worked with social media to generate … Read the rest of this entry »

Entrepreneurs-Journey.com by Yaro Starak

Posted in IM NewsComments Off

Defining CRM: Thoughts from three experts

Customer relationship management, or CRM is a term that is proving difficult to define in marketing. Read further to learn some insights into how some of your marketing peers utilize the concept of customer relationship management.
MarketingSherpa Blog

Posted in IM NewsComments Off

8 Industry Experts Weigh in on the Toughest Social Media Topics

answers to social media questionsintermediate

Ever been sidelined with a tough social media question in your monthly board meeting? Or hop on the phone with a client and get hit with a few doozies you wish you’d been prepared for? Questions about the social media industry, where it’s been, and where it’s going are the stuff for experts — and in your job, you’re the social media expert. So to help prepare you, HubSpot and Who’s Blogging What got in touch with 8 of the industry’s best and brightest to get their take on some of the high-level issues social media marketers are facing.

We asked them one question: What surprised you about social media in 2011, and how did it affect your planning for 2012? Their responses brought to light some important issues for social media marketers this year that we think you should know. For a condensed one-sheet of their answers, download the visual pictured below here (as well as other pearls of marketing wisdom from industry experts!). We’ve also taken their insights and broken out what we think you should know about the issues they brought up. Take a look at their answers to the question below, and get up to date on the tough social media issues they brought up in which marketers should be well versed.

Pin It

Marketing Wisdom Part One

Pin It

Seth Godin on the Ebbing of Privacy

“I think the relentlessly ebbing of perceived privacy is happening faster than most people thought it would. This is leading to both small pockets of frustrated, trapped people who are afraid of what’s known about them, and a larger portion of the population that’s redefining what they think is normal. We haven’t had privacy for decades, but the social web is making that really clear.” - Seth Godin, Seth’s Blog

Marketer’s Takeaway: A key part of Seth’s insights is the phrase “perceived privacy.” He’s right. We haven’t had privacy for a while now, but as consumers get more savvy — and use social media more frequently to interact with brands — businesses are also being forced to reckon with their role in protecting consumers’ data and information.

What social networks do you use in your business, and for what purpose? If you’re doing customer service on Twitter, for example, are you operating it in such a way that there are sufficient safeguards for the sensitive information being transmitted between you and your customers? Or perhaps you’ve developed a mobile app. To maintain trust, the onus is on you to be public about how your app will access and use your leads’ and customers’ information. When the wool gets pulled over peoples’ eyes about how their information is used and then suddenly, at some point in the future, they become aware you weren’t playing by the same rules — that’s when you lose the trust of the social fan base you worked hard to acquire.

Jeff Bullas’ 7 Surprises

Jeff Bullas of JeffBullas.com noted 7 social media surprises from 2011:

  • In July, Google+ launched, a new social network that no one apparently wanted. It reached 25 million users in less than 30 days.
  • Facebook rolled out a stronger visual format for its user interface with its much more engaging “Timeline.”
  • The rise of the micro-blogging platform Tumblr (10 million to 90 million users in 12 months).
  • The explosion of the social apps on Facebook.
  • Popularity of the infographic.
  • Revival of Stumbleupon.
  • The emergence of the visual online pinboard, Pinterest.

Marketer’s Takeaway: There are tons of new social networks popping up, old ones fading into oblivion, and sometimes — making an unexpected comeback. On top of that, there are new developments — Open Graph, new page structures, the emergence of dedicated brand pages, new ad platforms — that make a marketer’s life feel infinitely more complicated. But not every marketer needs to be on every social network. And not every feature needs to be utilized on those you are using, either.

You should, however, experiment with new networks and features, even if they don’t seem immediately applicable to your brand or industry. Take Pinterest, for example. It seems like a B2C marketer’s playground, but B2B brands have found success there, too, including your very own HubSpot. So while you should pick and choose what’s right for your business, never discount a social network or its features without running an experiment first.

Linda Bustos on Google+

“I have to say Google Plus. I notice that retweets of my blog’s articles are down since its launch, understandably, especially since Google Reader removed other sharing options in favor of the Plus button. This poses a couple of challenges — can I compare today’s Twitter engagement scores to last year’s? How do I reconcile this in my social analytics? Do I need to invest as much time in this new network as Twitter? Is it the same audience? Is doubling up tweets/shares going to hurt my social networking efforts? I’m also surprised that there’s room for another social network. This and new sites like Pinterest show us there’s still room for new social networks, provided they offer something Twitter and Facebook don’t.” – Linda Buston, Get Elastic

Marketer’s Takeaway: Be an integrated, agile inbound marketer. All of these social media changes happened in one short year. If you’re not willing to adapt your tactics, or you’re relying too much on any one tactic, you could find yourself with a serious traffic and lead shortage based off of just one platform update. That’s too little control for a marketer.

Instead, marketers should diversify their traffic and lead sources, and integrate them with one another. If you haven’t already, begin integrating your email and social media, blogging and social media, PPC and blogging, and everything else. If you stay agile and integrated, when one feature or network begins to underperform, you won’t be left treading water (or drowning). That gives people like Linda the ability to run experiments around the questions she raised — pose a question, formulate a hypothesis, run the experiment, analyze the results, then iterate. Great agile marketers aren’t afraid of failure — just standing still!

The Value of Split Seconds With Kyle Lacy

“I wouldn’t say I’m surprised by the advancement of tools like Tumblr, Instagram, and Facebook. We are moving to a world where the split second capturing of a memory is more important than taking the time to write a “post.” It is up to us, as marketers, to develop systems that fully enable a consumer to speak with our brand. I’m looking for 2012 to be the year of integration and interactive marketing hubs that will fully utilize and deliver social.” – Kyle Lacy, Kylelacy.com

Marketer’s Takeaway: We’re all getting better at setting up a social presence that lets consumers speak with our brand, but what Kyle hits on here is that we must set up systems that “fully enable” that conversation. 80% of success isn’t just showing up with social media. We must all become expert social monitors, and not shy away from social media automation when used correctly. We have two blog posts that help you understand when to automate your social presence, and when it is right, how to automate social media correctly.

Sarah Worsham Taken by Mobile

“How fast smartphone adoption has been, and how people are using them (e.g. for checking prices in store, connecting to their friends all the time, etc.)” – Sarah Worsham, Sazbean Consulting

Marketer’s Takeaway: 2012 is the year to go mobile. Smartphone users are set to increase to 107 million this year from 90 million in 2011; ereader users will increase from 33 million in 2011 to 46 million; and tablet users will jump from 34 million in 2011 to 55 million. On top of that, mobile browsing is steadily rising, and those consumers know exactly what they’re looking for when they’re doing it — things like store hours, price comparisons, reviews, and coupons.

All marketers should be optimizing for mobile. But if you’re running a local or brick-and-mortar business, it’s paramount to your success that 2012 be the year you go mobile. That means you should optimize your site for mobile browsing, optimize your emails for mobile consumption, experiment with mobile apps and mobile advertising if it’s relevant to your business, and get started with mobile SEO, too.

Ian Lurie Ties Social and Analytics

“I’m still more surprised by everyone’s failure to connect social media to indirect value contributed to their company. I just can’t get my head around why folks find it so difficult to equate online customer conversations with offline customer conversations. We’ve invested a lot of time and effort (and money!) in better social media analytics, so that we can better close this loop.” – Ian Lurie, Conversation Marketing

Marketer’s Takeaway: Many marketers assume social media is important to their company, but it’s a common struggle to justify the resources they’re putting into it — especially to a CMO who’s more comfortable with old-school tactics. That’s why inbound marketers need to invest in closed-loop analytics to help track leads from their point of first conversion through to the moment they become a customer. When you can look back and see documentation that not only did social media definitely contribute to a new customer, but that it also brings in new leads, you’ll have an easier time justifying your social media marketing program.

Sharlyn Lauby Incorporates New Social Networks

“What surprised me most about social media in 2011 was the meaningful emergence of so many social networks outside of Facebook and Twitter, such as Instagram, Foursquare, Pinterest, and, most notably, Google+. After what seems like countless failed attempts at social by Google (Buzz, Wave, Orkut, etc.), Google+ is already enough of a hit to force marketers to leverage, if only for its search implications. Our 2012 planning therefore will include a plan for all clients on Facebook, Twitter & Google+, as well as other emerging social networks as needed.” – Sharlyn Lauby, HR Bartender

Marketer’s Takeaway: The incorporation of Google+ into organic search is a controversial but undoubtedly important aspect of the social media changes from late 2011 and early 2012. Regardless of your opinion of every other facet of Google+ as a social network, if SEO is important to you, you’ll be hard pressed to totally ignore it if you’re trying to implement an organic search program without any holes. If you’re leveraging Google+ to improve your organic search presence, we’ve written a Google+ SEO guide with some tactics that will help you do it.

Priit Kallas Now Believes in Just One General Purpose Social Networking Site

“Failure of Google+ launch. This has confirmed my belief that there can be only one general purpose social networking site with a little activity on specialty sites like Twitter and LinkedIn. So, when planning, concentrate on Facebook, Twitter, LinkedIn, and verticals.” – Priit Kallas, Dream Grow Social Media

Marketer’s Takeaway: Speaking of Google+, the new social network’s launch has confirmed Priit’s belief in one general purpose social network, flanked by several niche social networks. This is absolutely the way social media usage appears to be going. In research published on the very subject, eMarketer researcher Kimberly Maul notes, “Many internet users are turning…to social networks that offer a more focused experience than Facebook. In the case of several popular or up-and-coming sites, this means giving users the ability to express themselves.”

Marketers investing in their social media presence should invest time in personalizing the experience for fans and followers. Using Google+? Set up persona-targeted Circles. Using LinkedIn? Target your product tabs to a customized audience. Dedicating time to Pinterest? Make boards that appeal to all of your audience, not just one segment. The more personalized you can make your social experience, the more you’ll get out of the investment you put into the social networks that end up being right for your audience.

What are some of the toughest social media questions you face? Share your challenges (and solutions, if you like!) in the comments.


Connect with HubSpot:

HubSpot on Twitter HubSpot on Facebook HubSpot on LinkedIn HubSpot on Google Buzz 


HubSpot’s Inbound Internet Marketing Blog

Posted in IM NewsComments Off