Article Archive by Tiffany Weimar


January 19 2011

Are You Leveraging Analytics Tools in Social Media?

by Tiffany Weimar

With the rise in use for social media for business, there is a great amount of discussion around how organizations quantify its success.  Is it through the number of followers, likes, mentions, or retweets…?  Although you may have not seen a direct correlation between user engagement and revenue in the past, social media has truly become a force to reckon with.  Companies are now adding lead generation forms to their social media company pages and are actively collecting prospects’ contact information through their regular “social media-only” promotions.

Aside from collecting actual measureable leads, analytics is very useful in understanding the value of social media. Over time, social media outlets have rolled out analytics data within their platforms to help companies start to quantify their investment in social media. Facebook for instance, has “Insights” available as their form of analytics, viewable only to administrators of the company page. Admins are able to select a date range to view the number of “likes” and “post views” within the desired timeframe.  This data, previously only collected by individuals manually, is now readily available. 

LinkedIn, now allows you to view statistics on different companies’ growth, number of employees (on LinkedIn), job function composition, etc.. In the future, I anticipate that all social media outlets will launch some sort of analytics for their users.  It will be interesting to see the additional analytics tools that are added and the value added as a result.

Although these tools will most definitely help businesses get insight on the success of their pages, I would definitely suggest accessing Google Analytics data to get a better understanding of the amount of “referring traffic” being driven to your company website.  You can also track the number of leads as a result of that traffic.

January 11 2011

1.11.11: Celebrate This One Fine Day

by Tiffany Weimar

Marketers, it’s your time to shine! Days like today offer once in a lifetime marketing opportunities, literally.  Restaurants, hotels, casinos, beauty salons, and others are offering amazing discounts in celebration of January 11th, 2011.  Whether it’s Papa John’s offering 2 pizzas for $11.11, Atlantic City resorts offering 11 hotel rooms for $11.11, or salons giving manicures for $11.11, companies nationwide are using today as a chance to gain new customers while rewarding their current customer base. 

In the online space, expect to capitalize on discounts seen through emails and social media channels.  If you’re on Twitter or Facebook at 11:11 am or 1:11 pm, I’d look for some special offers as well.  Using social media to promote these offers are an awesome way to enhance brand awareness and interact with your constituents in real-time.  

Throughout the year, marketers are given unique opportunities to be creative.  Unfortunately, many marketers are so caught up in their day-to-day “To-Do’s” that they fail to think through taking advantage of upcoming inimitable events.

In the spirit of 1.11.11, I have formulated five online marketing ideas to capitalize on in the future.

  1. Dates! 1/11, 2/22, etc…  These are all great opportunities to offer exclusive daily promotions.  Be creative by playing off of the date exclusivity (Today, you will see 11% off, $1.11 for “x” product, etc…).
  2. Holiday Promotions.  This year, we saw some e-tailers take advantage of “The 12 Days of Christmas”, offering a different promotion each of the days leading up to Christmas.  Penetrating social media outlets on this offer made the marketing opportunity even better, as it encouraged consumers to continue following the companies each day.
  3. Weekly Offers.  In the online interactive marketing industry, some companies offer promotions on specific days.  For instance, “Mobile Mondays” was created by an agency to host a Monday Twitter Chat with the goal of giving expert advice on mobile advertising.   
  4. Black Friday.  This is every shopper’s dream (or nightmare!).  In 2010, “Cyber Monday” (the Monday after Black Friday) was a huge success.  Take advantage of this opportunity by creating special promotions for these two heavily anticipated sales’ days.
  5. Create unique promotions for each media outlet.  Having a mobile website offer or Facebook only discount promotes each marketing channel, ultimately applauding customer loyalty and encouraging recruitment of new followers/customers.   

 

January 3 2011

Five Keys to Landing Page Optimization

by Tiffany Weimar

Landing pages are critical to internet marketing campaigns.   Successful marketers know that optimizing landing pages is equally important as the offer itself.   Finding the balance between the amount of content, creative design, and form length are the key.

Design, content, and strategy all play a large role in the success of form fulfillment.   Keep in mind these five key optimization tips to improve your next marketing campaign.

  1. Design for your audience.
    Over the past several months, I have paid special attention to the landing page differences between b2b and b2c companies.   Flash and oversized images are just a few items typical of b2c pages.   While this may entice some consumer categories to act on a promotion, the often times overwhelming design would not have the same impact on a business prospect.   In fact, I’m sure you can agree that when it comes to b2b marketing, it’s always best to keep it simple.   Business people want to know the value added [and they want to know and see it quickly]!
  2. Offer multiple call-to-actions.
    It is important to offer multiple call-to-actions to provide viewers the opportunity to “act” from different areas of a promotion.   Certain audiences will click on the link that appears first (even before reading the content entirely).   Others will read through the entire offer and then click on the call-to-action.   Having a link at the top, bottom, and even possibly in the middle of the promotion generates multiple chances to convert a lead. For b2b landing pages, most businesses will outline the promotion and place a form alongside the offer.   This method can be successful as well.   Please note, however, the strategy behind form formulation (as illustrated in the fourth optimizing tip).
  3. Experiment with registration forms.
    When creating landing pages, you must be cognizant of what you are asking of your audience.   If you are just trying to get someone to sign up for a newsletter, a contact name, company name, and email address is sufficient.   If your promotion is more granular and specific to a service provided by your company, ask a question (or two, tops) that is relevant to the offer to help qualify your lead.   DO NOT ask anything more than what is absolutely needed.   Lengthy forms become cumbersome and may discourage the viewer from completing the form.
  4. Create and test several landing pages.
    Marketers test everything, right?   Why not run a test using two different landing pages for your next campaign? Experiment with different subject headers, form fields, and the length of your content.   Although I suggest you keep copy short, you may find that some viewers will not commit to filling out a form without additional information.   Running this test will shed some light on your target audiences’ behavior.
  5. Don’t forget to say “Thank You”…and more!
    What happens after your audience fills out a form on your landing page?   Creating a “Thank You” page to appear should be step one.   Keep in mind that this is a great opportunity to up-sell or direct the viewer to another page of your website.   You have their attention and interest.   Make an effort to further their engagement.
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