Experiencing persistent negative perceptions is not uncommon for a brand. To uncover the reasons for them, companies often look at the landscape of their social research by getting reports of post volume and sentiment.
That type of data only skims the surface of the problem, however. Companies are not diving deep enough with just those raw results. The next step in the detective work is bringing deeper segmentation and analysis to find real business answers.
Creating content on YouTube can seem a lot like playing the lottery. It's something many people do, yet few hit it big—a.k.a. virality. However, as Vanessa Pappas knows, producing online video doesn't have to be a gamble, nor does virality have to be the sole winning metric.
“You're not looking to build one-off virality,” says Pappas, global head of audience development for YouTube. “You want people to come back and subscribe to your content.”
According to Pappas and YouTube's recent Creator Playbook--released at ...
With the Oscars recently behind us, now may be a good time to look at which stars are going to play the most important roles in marketing this year.
One Oscar is definitely going to content marketing itself. We already saw back in 2013 that 93% of B2B marketers and 90% of B2C marketers are actively using content marketing. Moreover, 58% of B2B marketers and 60% of B2C marketers plan to increase their content marketing budgets this year.
You can lead a customer to your brand with social media, but you can’t make them buy from you using social media. This is my B2B marketing advice.
In other words, social media does not fit neatly into a B2B marketing strategy and last-touch attribution. So, don’t think you can tweet and directly cause a million dollar sale. However, you can get on the customer’s radar and start to build a relationship with relevant content and messaging.
Get Your Customers To The Watering Hole First
More marketing doesn't always mean better marketing. More display ads? More irrelevant emails in my inbox? More sponsored selfies? I'd pass on getting more of those things any day.
That being said, "more" can also open lots of creative opportunities to engage with your visitors, leads, and customers. Take Twitter's recent addition of photo collages for example -- more photos per tweet (up to four, total) means you have quite a few new ways to turn fans into customers.
Here's what a photo collage in a tweet looks like: ...
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