It’s always interesting to me when someone says they only really use social media. I wonder if they realize what they could be missing. Only relying on the virtues of social media in today’s business world is a big mistake. It’s not only social we should be keeping up with and focused on when it comes to marketing best practices. We need to continue to embrace the evolution of other tactics in addition to social. These underrated tactics compliment social and are just as important in the B2B world.
Maximize your marketing time by committing to these 3 techniques:
- Content marketing
- Search engine optimization
- Email marketing
Content marketing focuses on two things: Creating unique content that is appropriate for your target audience and broadcasting and amplifying that content across the internet. Having a blog is a perfect way to house your original content. Being creative will help promote your content and help you scale across social media platforms. One way to be creative is to incorporate video into your content strategy or even create a Screencast to illustrate your point. https://www.screenr.com is a great site to help you produce screencasts to help educate your audience. Content curation is also important. Check out www.Storify.com which helps to collect and share what people are saying all over the web. And www.onlywire.com which can help you post to up to 50 social media sites at once.
Search Engine Optimization
The majority of web traffic is driven by the major commercial search engines, Google, Bing, and Yahoo! And, although these search engines do a good job, you need to optimize these sites to work better for you. The right Search Engine Optimization (SEO) can net you thousands of visitors and increased attention while the wrong one can hide or bury your site deep in the search results where visibility is minimal. www.googleanalytics.com is just one tool that can help you gather customer insights and improve engagement with your customers. Enter the name of your business in a search engine and see what comes up. If you aren’t happy with the results, you need SEO.
Email marketing can be a low-no cost option for reaching a large number of people. Although the average open rates for broadcast email campaigns are very low on average, with the right subject line, content, and offer you can increase your chances of success substantially. For every $1 spent, $44.25 is the average return on email marketing investment. (Experian 2012) And according to a study by Exact Target (2015), 77% of consumers prefer to receive permission based marketing communications. 44% of email recipients made at least one purchase last year based on a promotional email (http://convinceandconvert.com/).
Here are a few tips to keep in mind.
- Ensure your subject line captures attention and keep it short. Subject lines fewer than 10 characters long had an open rate of 58%. (Adestra July 2012 Report).
- You should also add social sharing links to your company’s sites as emails that include social sharing buttons have a 158% higher click-through rate. (GetResponse).
- Interestingly, the timing of your emails can make a difference as well. Emails sent on a Monday had the highest revenue per email. (Experian 2012 Q4 Email Benchmark Report).
- Personalization is probably the most critical element of ensuring a high response. Address the email to the recipient using their name and include a personalized subject line. Personalized subject lines are 22.2% more likely to be opened. (Adestra July 2012 Report) The more customized and personalized the content, the higher the response rate. There are inexpensive tools on the market to help accomplish this.
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Tags: b2b marketing, karin surber, marketing, Marketing Velocity, Marketing Velocity Hub, seo
Social Media Optimization (SMO) is the practice of building and maintaining social network profiles and activity in ways that are most likely to have a positive effect on one’s search engine rankings, increase brand awareness, drive traffic to web sites, and generate sales and leads. SMO starts with optimized profiles.
Public social network profiles tend to rank easily in search so they obviously are indexed by the search engines. At the most fundamental level, then, a well-optimized profile has the person’s or brand’s name in the manner in which people are most likely to search for that person or brand. Next in importance is including keywords for which one wants to be found in the description or biography part of the profile.
Finally, if the network allows links in the profile, the person or brand should link to their main properties on the web. Note: Links on some social profiles may be automatically tagged to as “NoFollow” for search engines. That means the search engines will not pass on any “link juice” from the social network to the linked-to site. However, these links can still be valuable for driving referral traffic. There is growing evidence that search engines are experimenting with “co-citation,” where a relevant mention or link to a brand or other entity may carry some authority, even if there is no link or the link is no-followed.
How does Search Engine Optimization differ from Social Media Optimization?
SEO (Search Engine Optimization) and SMO actually overlap in the area of strategy to positively affect search rankings. SMO seeks to do that more indirectly through building influence in social networks that will send positive signals about one’s site and brand to the search engines. As described above, SMO also has concerns that go beyond search into brand identity and direct traffic generation.
SEO is entirely focused on those things which seem to have the most direct effect on search rankings. It seeks to optimize both on-site (making it easy for search engines to crawl and index the site and identify what it is about) and off-site (building authoritative links from other sites to the targeted site).
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Tags: #smtraining, search engine optimization, seo, SMO, social media optimization, social profiles
Fairy dust and magic genies? Is it Halloween already?
Actually, Halloween is over a month away but that didn’t stop Alex from sharing her magic recipe for driving more traffic to your site in this episode of Partner Update.
But that’s not all that happened during Partner Update. We also got a glimpse of Andrew’s presentation skills and why he’ll be joining the upcoming Virtual Partner Velocity, share Keith Goodwin’s thoughts on the importance of healthy competition, find out why Andrew wishes he had a magic genie, learn how to get in touch with live experts, and hear about how Cisco Talent Fairs are helping partners fill talent gaps.
Tune in now to watch the full episode.
Keep reading for a list of links and a written transcript of our newscast. Read More »
Tags: cisco partners social media spotlight, ipad app, keith goodwin, nancy duarte, partner advisor, seo, Talent Fair, virtual velocity
Whether your customers are searching on the web for someone to provide a UCS solution, a FlexPod, or cloud services, how do they find you? If they perform a Google search, do you think they will visit your site, if it shows up on the 10th page of search results?
Chances are that won’t happen–your potential customers will likely click the first or second link they find. So here’s the big question: How do you assure that your site appears in the first page of results?
Why, with magic and fairy dust, of course! Okay, okay…actually, using search engine optimization, or SEO (and some magic, too.)
What is SEO?
SEO is defined as the process of improving the visibility of a website or a web page in search engines. The higher and more often your site appears in search results, the more traffic your site will get.
To better explain the concept, the site Searchengineland has a great video that offers an easy way to understand SEO and complex search algorithyms. (They also feature the periodic table of search engine elements on their site.)
There are literally thousands of books bursting with SEO tips, websites and blogs dedicated to only that topic, and a veritable plethora of experts. Keep reading for four actionable SEO tips you can take advantage of today, as well as a list of resources that you can use. Read More »
Tags: Google, keyword, seo, social media spotlight, tips
As Cisco’s public online newsroom, News@Cisco is a highly trafficked, content-rich site that – like almost every other news provider – is facing an increasingly fragmented audience. Potential visitors have more options for content than ever before, and they’re being diverted into news and social media channels like Google News, Facebook and Twitter.
In such an environment, it’s essential that audiences are able to find your content when they search for it, which means it has to appear in the first few results for a particular search term or phrase. Search Engine Optimization (SEO) – the process of improving visibility of your web pages via natural, or unpaid, search – is a key tool for achieving this goal.
How do you accomplish this? There are whole books, websites and blogs devoted to SEO, but a few basics we’ve learned include:
• Create quality content that is rich in relevant keywords and phrases. Try to use these keywords/phrases in titles, headlines, descriptions and a few times in the content. This holds true for video, too.
• Provide relevant links. In our case, we link to relevant Cisco.com pages whenever possible.
• Link wisely. Use descriptive phrases or words for the link rather than “click here” or “read more.”
• Inbound links to your web page improve its performance in search. Share your content via Twitter, Facebook, blogs and other online outlets and allow your site visitors to do so as well using apps like ShareThis or AddThis.
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Tags: cisco newsroom, how to, search engine optimization, seo