Attract and retain customers with Frequent, Authentic, Relevant, and Engaging content
You’ve read all those blog posts. Social media has hit the mainstream and content marketing is buzzing. You have a presence. You produce content. Maybe you even have a social media manager and a content director. But how do you know it’s really working?
Reporting on a recent study, Sam Laird at Mashable blogged:
How do marketers and entrepreneurs measure whether social media marketing pays off? Most do so by measuring the accumulation of friends, likes, followers and other online connections. Thirty-nine percent look at shares of brand content, while 35% measure actual leads from social media. Just 18% measure success by overall brand awareness and favorability as gauged by consumer surveys.
Looking at the data reported, it’s apparent that we measure what is easy to measure: likes, fans, followers, views, visitors, while measuring leads, sales and customer perceptions take more effort.
Still it is very doable and not so overwhelming when measurement is part of a program and a strategy. Simple measurement techniques are usually the result of a lack of a strategy and a lack of a clear set of objectives for what one is trying to accomplish with social media marketing or content marketing.
As an example, perhaps you are looking to improve conversion rates in the acquisition funnel (e.g. get more people to sign-up). You can measure your current conversion rates at each stage in the funnel (e.g., register, attend, etc.). Then, as part of a program surrounding one segment of customers you measure the changes in conversion rates after audiences interact with content assets (videos, blog and website content, eBooks, guest posts/articles, infographics, etc.)
Reported data shows that website visitors who view product videos are 85% more likely to buy.
Through a program designed to measure the impact of activities defined by a content marketing and social media marketing strategy and plan it’s possible to get much deeper insight into customer opinions as well as ROI. The optimal measurement, to truly see if it’s all “working”, requires looking at metrics from total reach to support resolution, from the value of a Facebook fan to share of conversation. That may not be possible right away, but there are ways to get beyond measuring likes and mentions.
What are you doing?
A lot has changed in the last 3 years in Google’s search algorithms, from Caffeine, to Freshness, to Penguin to Panda. Moving the emphasis to social signals and content. So, you might think the work of an SEO consultant has changed dramatically. When, in fact, it hasn’t. Even in 2009, as evidenced in this post from Rand Fishkin of SEOmoz, the majority of time is spent:
"Convincing the inexperienced that SEO is a worthwhile, high ROI channel, worthy of investment + Acquiring budget and resources to successfully accomplish critical tasks."
Even 3 years later, much of this applies to the role of SEO, and social and content marketing.
Would you agree? Isn’t this how you STILL spend your time?
Mobile is booming. The latest mobile marketshare data from comScore surveying over 30,000 U.S. mobile phone subscribers, revealed that 50% of mobile phone users consume content on their mobile devices with 36% of mobile users accessing social sites. And this number will continue to grow. So, what are you doing to take advantage of this trend?
Google just released this video with tips for Start-ups on SEO best practices. As I mentioned in my post yesterday, 5 Reasons to Focus SEO on Content, “classic SEO” techniques such as stuffing keywords into the Meta data just don’t work anymore, since Google ignores all of those factors now and focuses primarily on content and social signals.
To further illustrate the point that content is king. Check out the video and these key takeaways from Google’s Maile Ohye, developer advocate on Google’s Webmaster Central Team:
“It’s great to have a fancy site, but try not to focus so much on site fanciness that you don’t actually have indexable and searchable text.
"You want to use relevant keywords naturally in your text. These keywords are like query terms that normal people would use to find your product or your business.”
"Each page should include a unique topic, title and meta description for the snippet that appears below the link listed on the Google search results page, but meta keywords tags aren’t needed. Keywords should be in the file name and typed with lower case letters."
Relevant and engaging content is the unifying factor here. For social media marketing Ohye recommends:
“Play to your authentic strengths,” she added. “It’s likely that your company has limited resources so if your CEO likes to tweet, go ahead and let them. If you have a salesperson who really enjoys Facebook, that’s terrific… and let them interact with the community there.”
You can see how this all fits into our F.A.R.E. social and content marketing model (Frequent, Authentic, Relevant, and Engaging), where frequency is key to boost the social signals, and authenticity is important as developers communicate with developers and the CEO with members of his/her community, etc.
To learn more about how we can help your start-up, contact Make Good Social today.