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Monthly Archives: September 2016

Tudo o que você precisa saber sobre as Informações do público do Facebook

O segredo do sucesso nas redes sociais é entender realmente seu público. Se você não sabe com quem está falando, fica difícil criar uma Read more...

This post Tudo o que você precisa saber sobre as Informações do público do Facebook originally appeared on Sprout Social.

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Free Google AdWords Keyword Suggestion Tool Alternative

Google recently made it much harder to receive accurate keyword data from the AdWords keyword tool.

They have not only grouped similar terms, but then they broadened out the data ranges to absurdly wide ranges like 10,000 to 100,000 searches a month. Only active AdWords advertisers receive (somewhat?) decent keyword data. And even with that, there are limitations. Try to view too many terms and you get:

"You’ve reached the maximum number of page views for this day. This page now shows ranges for search volumes. For a more detailed view, check back in 24 hours."

Jennifer Slegg shared a quote from an AdWords advertiser who spoke with a representative:

"I have just spoken to a customer service manger from the Australia support help desk. They have advised me that there must be continuous activity in your google ad-words campaign (clicks and campaigns running) for a minimum of 3-4 months continuous in order to gain focused keyword results. If you are seeing a range 10-100 or 100-1k or 1k -10k its likely your adwords account does not have an active campaign or has not had continuous campaigns or clicks."

So you not only need to be an advertiser, but you need to stay active for a quarter-year to a third of a year to get decent data.

Part of the sales pitch of AdWords/PPC was that you can see performance data right away, whereas SEO investments can take months or years to back out.

But with Google outright hiding keyword data even from active advertisers, it is probably easier and more productive for those advertisers to start elsewhere.

There are many other keyword data providers (Wordtracker, SEMrush, Wordze, Spyfu, KeywordSpy, Keyword Discovery, Moz, Compete.com, SimilarWeb, Xedant, Ubersuggest, KeywordTool.io, etc.) And there are newer entrants like the Keyword Keg Firefox extension & the brilliantly named KeywordShitter).

In light of Google's push to help make the web more closed-off & further tilt the web away from the interests of searchers toward the interest of big advertisers*, we decided to do the opposite & recently upgraded our keyword tool to add the following features...

  • expanded the results per search to 500
  • we added negative match and modified broad match to the keyword export spreadsheet (along with already having phrase, broad & exact match)

Our keyword tool lists estimated search volumes, bid prices, cross links to SERPs, etc. Using it does require free account registration to use, but it is a one-time registration and the tool is free. And we don't collect phone numbers, hard sell over the phone, etc. We even shut down our paid members area, so you are not likely to receive any marketing messages from us anytime soon.

Export is lightning quick AND, more importantly, we have a panda in our logo!

Here is what the web interface looks like

And here is an screenshot of data in Excel with the various keyword match types

If the tool looks like it is getting decent usage, we may upgrade it further to refresh the data more frequently, consider adding more languages, add a few more reference links to related niche sites in the footer cross-reference section, and maybe add a few other features.

"Every market has some rules and boundaries that restrict freedom of choice. A market looks free only because we so unconditionally accept its underlying restrictions that we fail to see them."Ha-Joon Chang

Categories: 

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Sprout Social Customers Among First to Access Twitter’s New Customer Support Features

According to our latest Sprout Social data report, nearly 35% of individuals prefer social media as their channel-of-choice for customer service, surpassing both phone Read more...

This post Sprout Social Customers Among First to Access Twitter’s New Customer Support Features originally appeared on Sprout Social.

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Page Templates Tested: How a few UX tweaks to 45 template pages generated a 52% increase in leads

Does UX really make that much of a difference? Bryce Miller of MasterControl, an enterprise quality management software company, has measured it. It generated a significant result...

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297 Flabby Words and Phrases That Rob Your Writing of All Its Power

You’re not stupid. You know what writing is truly about. It’s a never-ending battle for your readers’ attention. Every sentence is a link in a taut chain that connects your headline to your conclusion. And you are just one weak sentence away from losing your reader forever. So you take your craft quite seriously. You(...)

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How to Win Social Friends & Influence Your Customers @LeeOdden Keynote

How to Win Social Friends and Influence Your Customers

How to Win Social Friends and Influence Your Customers

In his keynote at the Social Media Rockstar event yesterday, TopRank Marketing CEO Lee Odden opened with a heartwarming story about building influence.

For anyone who doesn’t think that building influence is something they can do, this story is a must hear (or in this case, read).

The story is about a fifth grader named Sam. Sam is an influencer. An aspiring author, Sam decided to write a book and include some of his classmates as characters. To make editing and collaboration easy, Sam wrote his book on Google Drive and shared it with his classmates, asking them to review and make edits. This small ask quickly became a competition in his classroom to be included in the story and to be involved in the project. Sam become the center of attention. Sam become influential.

What made Sam influential wasn't money or authority. Sam created a space where his classmates could collaborate and be recognized, either as characters or collaborators. By showcasing his classmates and collaborating with them, Sam helped them get attention and a small degree of their own influence. In doing so, it made Sam more influential himself.

This is a case where one of my favorite quotes from Lee rings loud and true:

Everyone is influential about something.

Lee Odden

Lee pointed out that in an an age where marketers are creating more content and consumers are overwhelmed with information, those who build influence will stand out. Social networks enable people to share their interests and passions, create content and connect with like-minded people to form communities. Brands that share values with those communities can tap their collective influence by collaborating with members to co-create content.

Partnering with social influencers, famous and niche, is great exposure opportunity for those participating. There's also a lot of value from a marketing perspective. Here are a few statistics Lee shared in the presentation:

  • $9.60 earned media value for every dollar spent is what a Burst Media study reported about working with influencers.
  • 82% of customers were highly likely to follow recommendations from social influencers about products or services according to a study by the Wharton School.
  • Programs including influencers experienced a 10X increase in conversion rates according to a study reported by Content Marketing Institute.
  • A 37% higher retention rate with customers acquired though social influencer programs was reported in a McKinsey study.

Why Should Brands Include Influencers in Content Marketing?

TopRank Marketing defines influencer marketing with a strong focus on content:

The practice of developing relationships with connected internal and industry experts to co-create content of mutual value to achieve measurable business goals.

Including influencers as collaborators in your content marketing programs has multiple benefits:

  • Authenticity: From “real people”
  • Quality: That taps into expertise of others
  • Variety: More quality content (and often more quantity)
  • Engagement: From both your customers and the influencers
  • Reach: Participation in co-creation inspires action
  • Scale: Content creation is distributed beyond your own team
  • Measurable Results: You can track and measure the impact

Lee shared several useful examples of brands that enable their customers to share their own content on the brand's website including #becharming from Pandora MOA and #MyMinnetonka from Minnetonka Moccasin. By doing so, these brands create an opportunity to involve influential customers to share as well as helping customers grow their own influence through exposure on the brand website.

5 Steps to Social Influence with Content

Successful influencer marketing requires time, and process. Working with brands like LinkedIn, Dell, and recently signed BMC Software, TopRank Marketing has developed some pretty solid processes around influencer content engagement. These five steps can help you develop a content-centric influencer marketing program that is valuable to your brand, the influencers and your customers.

Step 1: Story Planning – Look at your content calendar and determine what topics or themes are a part of your current focus. Then, map topics to your content plan and determine where incorporating influencers could have a positive impact.

Step 2: Activate Content Participants – Identify who you would like to participate by using a combination of tools like BuzzSumo, Onalytica or Traackr. Then, include your identified influencers on a list of top influencers, or simply quote them in an article. Also, make sure that you’re following and engaging with them both online and offline.

Step 3: Co-Create Content – Your options for including influencers in your content are nearly limitless. Below are some options for the type of content that you can create.

co-create-content

Step 4: Amplify Content – Once the content is created then it’s time to promote. Content can be promoted on social media, through email, cross-posting (on your blog), optimized for target keywords and sent to influencers for amplification.

Step 5: Measure & Optimize Performance – For each stage of the sales cycle, it’s important to have a different way of measuring success. Below are the metrics that can be tracked as part of an influencer marketing program:

measure-and-optimize

Are You Prepared to Make Your Brand More Influential?

While there are clearly many benefits to working with influencers as part of your marketing strategy, it doesn’t happen overnight. However, if you work hard to identify the RIGHT influencers, set clear EXPECTATIONS and use the right TOOLS and RESOURCES, you are on the path to success.

If You Want Your Marketing to Be Great, Ask Social Influencers to Participate.

Social Influencer Content Takeaways:

  1. Identify & qualify collaborators: internally, externally. Challenge them with goals & reward with recognition.
  2. Set clear expectations: for your content and for contributors. Identify KPIs to monitor progress towards business outcomes.
  3. Find the right tools & resources: Strategy, influencer discovery & management, analytics, optimization.

Disclosure: Pandora MOA and Traackr are TopRank Marketing clients.

The post How to Win Social Friends & Influence Your Customers @LeeOdden Keynote appeared first on Online Marketing Blog - TopRank®.

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6 Ways Businesses Leverage Social Media During Live Events

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Do you want to activate more people during live events? Looking for ways to generate excitement and social exposure during a big event? In this article, you’ll discover six ways businesses have leveraged social media to create connections with people during events. #1: Broadcast Live From the Event Leverage the power of live events by [...]

This post 6 Ways Businesses Leverage Social Media During Live Events first appeared on .
- Your Guide to the Social Media Jungle

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How to Start Your Facebook Business Page: A Complete Guide

With more than 50 million businesses on Facebook, the social network has become one of the staple channels to further market your brand. Even Read more...

This post How to Start Your Facebook Business Page: A Complete Guide originally appeared on Sprout Social.

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The 4 Essential Questions Your Content Must Answer in Less than 15 Seconds

A rodeo cowboy gets eight seconds to become a champion. What can content marketers do with nearly twice that time? HubSpot reports it takes less than 15 seconds for a reader to decide whether or not content is worth the effort. Think about that: In half of the Jeopardy theme, your reader’s mind is already made [...]

The post The 4 Essential Questions Your Content Must Answer in Less than 15 Seconds appeared first on Online Marketing Blog - TopRank®.

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7 Creative Snapchat Tips to Improve Your Stories

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Wondering how to sustain engagement with Snapchat users? Looking for ways to improve your Snapchat stories? By trying these tactics, you’ll keep your Snapchat fans engaged and coming back for more. In this article, you’ll discover seven ways to keep people engaged with your Snapchat stories. #1: Keep Their Eyes Moving Talking-head videos get boring [...]

This post 7 Creative Snapchat Tips to Improve Your Stories first appeared on .
- Your Guide to the Social Media Jungle

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