Persuasive Picks For Week Of 9/23/13

Social-Media-DoodlesNewsmakers in social marketing tend to be large companies, with big ad spends. Small and midsize companies can sometimes feel as though they’re at a relative disadvantage. MarketingProfs‘ Kerry O’Shea Gorgone speaks with IBM’s Ed Abrams on SMB Social Strategy and Content Marketing who explains the changing landscape, and offers tips for SMBs on social strategy, content marketing, and running a social business.

You have a great product, idea or service. You’ve invested in putting together a solid website. Social media marketing is important, so you have Twitter, Facebook and LinkedIn accounts – maybe even a Tumblr account too. You know social sharing is a key element of success online, but you want the results of your efforts to improve. Luke Chitwood of TheNextWeb says just follow The 10 commandments of social sharing and driving traffic to your website and you’ll engage with customers and draw traffic like never before.

alltwitter-klout-logoEveryone has influence, and Klout has made it their mission to tell each of us what that is. They accomplish this by using data from your social networks to gauge your Klout Score. And as your score increases, it becomes exponentially harder to increase your Klout. But there are things you can do to proactively boost your score and, more importantly, keep it as high as possible. AllTwitter Co-editor Shea Bennett posts a visual guide to help boost your score – 4 Tips To Increase Your Klout Score [INFOGRAPHIC].

As a small business, you may think it’s impossible to get the word out about what you do. Marketing doesn’t have to be hard or expensive. Sometimes the simplest ideas are the most effective. Eric V. Holtzclaw, author and founder and CEO of Laddering Works, pens 10 Simple Marketing Tips for Small Businesses on Inc. to help get the word out about your business and watch it grow.

You’ve Been Endorsed! A Wish List for LinkedIn Validations

JerrySeinfeld9Indulge us as we channel Jerry Seinfeld for a moment: What is the deal with LinkedIn endorsements?

First off – they’re everywhere lately. There are days when the bulk of the updates we see consist only of one contact endorsing or being endorsed by another.

  • Adam was endorsed for Social Media
  • Eve was endorsed for Corporate Communications
  • Bob B. endorsed Lisa for Public Relations

Don’t get us wrong. We LOVE getting endorsements! Who wouldn’t appreciate unsolicited compliments from colleagues and associates? True, there is that pesky sense of obligation to return the favor, but that’s a minor inconvenience in return for what amounts to a recommendation, right?

But is it a recommendation? In many cases the skills LinkedIn lists for endorsement are somewhat vague and most definitely impersonal. That said, public relations, social media strategy and press releases are rather critical skills to have – especially in our business. But those are the things we can (and should) include in our profiles; they aren’t particularly unique skills, and with the increase in endorsements lately, their shine and influence has begun to fade.

This got us thinking: What might be more valuable (and loads more fun) would be the option to endorse a person for soft skills, personality traits and unique characteristics – you know, the stuff that really reveals how useful – or liked – he or she may be.

So without further ado, here’s our list of the endorsements we’d love to receive and give on LinkedIn:

  • Being a team player
  • A positive attitude
  • Contributing unsolicited ideas
  • Posting engaging, thought-provoking tweets
  • Learning something new (and sharing it)
  • Being a cheerleader
  • Working like an entrepreneur: doing what it takes to get any job done
  • Leading by example
  • Financial wizardry
  • Creative client concoctions
  • Mind blowing content
  • Happy employees
  • Innovation
  • Being detail-oriented
  • Being trustworthy
  • Walking the talk

Do you think LinkedIn endorsements are useful? And what’s on your endorsements wish list for LinkedIn?

Persuasive Picks For Week Of 6/10/13

SOCIAL-MEDIA1-300x3001Every marketer expects a return on their social media efforts, but many still struggle with prioritizing which social networks to use – and how to allocate resources. In Social Media ROI for Business: Facebook Versus LinkedIn, business strategist and Business2Community contributor, Daniel Burrus explains that when you understand the psychology of social media and the various types of networking that fall under each umbrella, you can make smarter social media decisions for your business.

Many see content marketing as just that—marketing. But smart marketers know content simply provides the avenue for storytelling. MarketingProfs‘ Jay Pinkert provides some advice on how to grab attention and connect with potential customers, through those stories, and to do it authentically in his post Make Content Marketing Authentic: The Case of Customer Stories.

influencersEveryone preaches about building relationships with online influencers, but no one ever shares tips for how to do that. So, How Do You Find Influencers in Your Area to Help Grow Your Business?  SocialMediaToday contributor, Jennifer MacDonald, explains how to identify and build relationships with influencers in four simple steps.

It’s an age old question that nags all marketers at one time or another:  ”How can I get more followers on Twitter?” While quantity shouldn’t trump quality, like it or not, people can and will judge you on the size of your Twitter network. If you want to know how to make your Twitter content more attractive to potential subscribers check out Shea Bennett’s post on AllTwitter7 Tips To Get More Followers On Twitter [INFOGRAPHIC].

“Influencers Who Inspire” Our Latest Interview With Jason Miller Of Marketo

Jason Miller serves as senior manager, social media strategy at Marketo. He leads the company’s social media efforts, focusing on optimizing social for lead generation and driving revenue. He is a regular contributor to leading marketing blogs, such as Social Media Examiner, Social Media Today and Marketing Profs.

JasonMillerMarketo

Pick one: Beer, Wine, Soda, Juice, Coffee, Tea  or Water?

I don’t always drink beer, but when I do, I prefer Stella.

In addition to your social media strategist position by day, you are also a rock music photographer by night. What is the one band you haven’t seen live yet that you would love to photograph?

I have been fortunate enough to photograph many of my favorites including The Cult, Guns N Roses, Motley Crue, Keane, etc. But I am missing one, and that would be Cheap Trick. Their management company has ignored my requests for some reason, but there are two shows coming up here in The Bay Area that I will be attending so I am hoping they respond accordingly this time. It’s free PR for them, so I am very surprised to see them pass up the opportunity.

What parallels in skill sets can you draw from photographer & entertainment writer to the social media magic maker you are today?

Creativity, striving for perfection and the freedom to try new things. Social media marketing is all about how creative you can get while selling to your customers and prospects without selling. There’s a great quote from marketing mastermind Gene Simmons that I always go back to: “We need the people to like what we do. The more they like us, the more they will buy.” That’s been his philosophy regarding KISS and their worldwide domination, but it also applies very well to a company’s social media strategy. The mentality of ‘always be closing,’ needs to change to ‘always be helping.’

In your recent AMA webinar on the topic of Social Media for Lead generation you spoke about “getting out there and trying things.” What ‘things’ do you recommend trying first to increase engagement?

By ‘things’ I essentially mean trial and error. Social channels are simply another touch point between you and your customers and prospects. They move in real time and what works for one business may not work for the other. The idea here is to find success stories and strategies, then make them your own by adjusting the tactics to your audience. Many of your early social campaigns will indeed fail, and that’s ok. The key here is patience and not giving up too early.

How do you keep up with all of your different social networks ? What processes or tools do you have in place to make it easier?

It is challenging, to say the least. Hootsuite is essential for managing multiple social networks, but I really love reading blogs. With the looming death of Google Reader, I have switched over to Feedly to aggregate and read the blogs that I love. Flipboard is also a great option when I want a fully-integrated social feed in a magazine-style format, the only problem there is the filtering. But they are getting much better.

You talked a bit about LinkedIn as a critical social tool for lead generation, and it has certainly improved in the recent months. What do you see as the most valuable way for a business to use LinkedIn?

The most valuable way businesses can use LinkedIn right now is for prospecting, listening and building credibility. There is a cornucopia of insights within the platform, if you know how to set up saved searched-around keywords. There is also a tremendous opportunity to engage with super relevant conversations within the newsfeed and LI groups. I am really excited to see the new products that will be coming from LinkedIn for marketers in the coming months, as I believe they are just getting started.

You also mentioned Facebook as being an important lead generation tool no matter the kind of business you are in. Can you explain why that is the case?

The bottom line here is that if your business or brand, regardless of the niche you are in, doesn’t have a presence on Facebook, you are simply missing opportunities. There are more than one billion people on Facebook; if you think your customers, prospects and decision makers are not there, you are wrong. The important thing to remember is that in the world of B2B marketing, your customers and prospects are not on social to be sold to. Entertain them, tell them a story, give them something to share, help them along the way, and when it comes time for them to purchase, your company will likely be top of mind.

Measuring success is always important to any marketing initiative and tying our work with social back to lead generation is no different. For a small business that may not be able to afford a Radian6 or Marketo right now, what metrics do you recommend looking at beyond likes, shares and follows to determine campaign success. Are there any good free tools that go beyond the average vanity measurements?

That’s a great question. For a small business or anyone just getting started, I would recommend something simple but super effective such as Sprout Social. It’s a pretty decent all-around social tool and provides a nice foundation for anyone looking for a quick snapshot of the social-sphere around their business. Once you begin to get a bit more serious around your social measurement of lead gen opportunities, then you need to start tracking social as a lead source, along with referring traffic and conversions from social. You can do that with Google Analytics. The main thing to keep in mind is that when you start seeing leads come in from social, they are almost never ready to buy. You need to have a lead nurturing process in place, and that’s where marketing automation really shines.

We work some amazing and dynamic marketers and CEOs with fantastic ideas, but sometimes best intentions for writing don’t seem to happen. What is your best tip for inspiring busy executives to crank out the blog posts?

Easy. Go to lunch with them and ask them questions. Record the conversation, then have it transcribed via TranscriptionStar or a similar service. You can extrapolate from there and possibly even have two or three posts from one conversation.

As an aspiring comedian, would you please share the funniest social media update you ever posted or remember seeing across your networks? 

I don’t know if it’s as funny as it is disturbing, but I once tweeted that I woke up one morning still unable to forgive George Lucas for introducing Jar Jar Binks to the world. Somehow it got retweeted tens of thousands of times, and I ranked as the number one influencer for Jar Jar Binks on Klout.

Interested in learning more? Please leave any questions or comments for Jason below.  You can also catch up with him on the Marketo blog or follow him on Twitter.

Persuasive Picks for week of 5/6/13

toolsBehind every successful social media marketer is an arsenal of marketing tools that help to ideate, implement, and track the success of a social media campaign. But social media tools are a dime a dozen, and keeping up with the latest offerings can be an overwhelming and frustrating process. Fortunately for us, Social Media Strategist Rebecca Debono has posted her Top 5 hottest social media tools on iMediaConnection.

As a marketer, brand manager, PR practitioner, or executive you have likely figured out that in this new, content-driven, multichannel environment your brand is now, among other things, a content publisher. With more than half of US consumers using smartphones, it is now time to plan your mobile content strategy. MarketingProfs‘ Frank Sinton gives some helpful tips to get you started in Seven Steps You Can Take to Capitalize on the Mobile Video Viewing Shift

Traffic to your websiteIf you are looking at LinkedIn as your next digital marketing project, then don’t forget to spend a decent amount of time focusing on your ‘company page’. If you are looking for some guidance, then check out LinkedIn Tips and Advice Part 2 – Company Page Optimisation for some sound recommendations provided by Business2Community contributor Kerry Dye.

Social media is 24/7. Someone is always tweeting, posting on Facebook, or uploading a new picture to Instagram. However, for social media managers and businesses alike, this can be quite a challenge. Brianna Smith at Social Media Today explains that there are a couple different ways to determine when your audience is online, and points to an insightful infographic to help you determine the Best Times to Post on Social Media [INFOGRAPHIC].