• Russ Fradin
    Russ Fradin on July 29, 2014

    Why Employee Advocacy Matters

    Employee advocacy is an emerging new marketing strategy where companies empower their influential employees to authentically distribute brand approved content, create original content, and in turn earn recognition and rewards for their activity and participation.
  • BeverlyMay
    Beverly May on August 13, 2014

    Countdown to the UX Awards: Get Discounted Tickets and Vote Now for the Winners!

    We're a partner with the UXies, the premier global awards for exceptional digital experience, which is in downtown San Francisco on September 11 after 3 years in New York!
  • Unlike the old, Outbound style of marketing, which involves buying advertising, cold calling, and hoping for leads, Inbound Marketing focuses on creating quality content that attracts qualified prospects towards your brand, products, and services. Let’s take a closer look at the major differences between the Inbound & the Outbound Marketer.

    In today’s fast-paced world, your customers hardly have the capacity to pay attention to the barrage of old-school marketing being thrown at them. Instead, they want marketing messaging that is going to help inform them, entertain them and appeal to their interests. That’s why we turn to Inbound Marketing. Unlike the old, Outbound style of marketing, which involves buying advertising, cold calling, and hoping for leads, Inbound Marketing focuses on creating quality content that attracts qualified prospects towards your brand, products, and services. Let’s take a closer look at the major differences.

     

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    [Click Here to See Full Size Infographic]

    There are a number of reasons why websites suffer downtime. The server may be experiencing systems overload, hardware malfunctions or data center issues. It may be DNS-related like the DNS address may have been wrongly encoded or the domain name has already expired.

    There are a number of reasons why websites suffer downtime. The server may be experiencing systems overload, hardware malfunctions or data center issues. It may be DNS-related like the DNS address may have been wrongly encoded or the domain name has already expired. The outage may be due to scheduled maintenance brought about by a recent web redesign or database migration. An incorrect coding parameter or a malicious attack from hackers may also be the primary causes for it to go down. Regardless of its source, the problem should be promptly addressed as it can greatly impact the business quite negatively.

    What Is The Impact Of Website Downtime To Businesses

    Look through some of the negative effects of having a down website. Understand the importance of uptimes to the success of your digital marketing campaign.

    1.       Reduced search engine rankings. If your site is always inaccessible to the users, that’s a big indicator to the search engine giant that there is something wrong with it thus Google will forward its searchers to another resource. There’s nothing to worry about if it only occurs for a day or if it is something temporary. It is a totally different story if the issue is recurring or if it happens frequently. Not only does it influence your page and SERP ranks, the bots will rate you negatively as well.

    2.       Bad UX (user experience). No matter how great the content and how neat the design is, no matter how attractive the promotions you offer, the bottom line is that it is still inaccessible or loads very slowly which makes the entire digital marketing effort useless. Why would the users stay and stick to your page when there are thousands out there who can service them faster and better?

    3.       Negative reputation and credibility on the brand. A slow or non-functioning site can be associated to how your brand performs in the real world. It can turn off not just your targeted audience, but possible investors as well.

    4.       Lost profits. Considering that this is your platform to communicate with your audience, every second that passes by equates to missed opportunities from potential customers. To cite an example, suppose you have an e-commerce website. Your products are ahead against your competitors, so as your pricing. How do you think your customers would react if during the middle of their shopping experience or when they are about to check their shopping cart out, the webpage suddenly shows an error code? Do you think they’ll visit and buy from you again?

    If you've recently put up a website for your business, it will not immediately appear when you search for a relevant keyword in your favorite search engine. To earn your spot on the first page of results, you need to publish SEO web content. Search engine optimization, or SEO, content consists of articles, blog posts, or other written website material that is created to feature prominent keywords.

    If you've recently put up a website for your business, it will not immediately appear when you search for a relevant keyword in your favorite search engine. To earn your spot on the first page of results, you need to publish SEO web content. Search engine optimization, or SEO, content consists of articles, blog posts, or other written website material that is created to feature prominent keywords. Search engines will crawl throughout the web, grab these keywords, and catalog them in an online database, where they are called up during keyword searches. The more keywords that are inserted into the content, the more frequently and prominently your website will appear in search results.

    So what is involved in creating SEO web content, and how can you do it to best maximize your business's potential?

    1. Pick a topic relevant to your business

    The first thing you need to do when writing SEO web content is decide on a topic that relates to your business. If you want your business to appear in more search results, you must write about topics that pertain to your product or service. You can direct the topic you choose toward a particular goal, such as increased sales, website hits, or social media shares.

    Writing with a specific topic in mind is also important when deciding on your writing style. From your topic, you can determine the type of audience you want to target and write the articles with those readers in mind. The language and style used and the information you choose to highlight should draw your audience, and you need to write according to their needs.

    2. Use relevant keywords

    Keywords are an important part of your content because they are the key factor for SEO. These words and phrases should be carefully selected for SEO web content because they need to effectively relate to your business and appear in searches. Make sure to research the keywords that customers commonly search for when looking for businesses similar to yours.

    When writing your SEO web content, also make sure that these keywords are strategically and frequently included. That way, your business's website will appear higher on the list of search results. These words should be integrated into the content so that it flows naturally. You don't want it to be flagged and marked by search engines as spam.

    3. Use relevant promotional techniques

    Once your content is published, you need to increase your SEO rating through other platforms as well. The more your website is linked to by other websites, the higher the ranking it will receive in the search results. To improve your linking strategy, create a reciprocal relationship with other websites by linking to them, and they will likely link back to your business in return.

    In addition, social media plays a huge part in the SEO web content process. By sharing your content on multiple social media platforms, you can ensure that your content is reaching different areas of the web, where it will be picked up by the search engine spiders.

    Publishing SEO web content goes beyond simply writing articles for your business's website. It takes research, writing, and promotion to effectively implement an SEO web content strategy and use it to improve your business's search engine ranking. If you're uncomfortable taking on this job or you simply don't have the time, you can outsource your SEO web content writing to Inklyo.com's writing services. Instead of laboring over content writing for hours and hours, you can hire one of our professional writers to craft finely researched, written, and promoted articles for your business's website. Visit Inklyo.com today to learn more about how our SEO writing can benefit you.

    Your sales and marketing departments may struggle with using each other's tools. If you get your marketing team using CRM software and your sales team using email marketing, you will create a more harmonious system.

    Often times an organization's marketing and sales teams are like the Jets and the Sharks from West Side Story.  You would love for them to just get along all the time, but they are on different wavelengths.  Your marketing team works in their bubble while the sales team works in a separate bubble.  Using two simple tools, you could work to combine the two teams' efforts into one process.

    CRM Software

    If you have ever been on a sales team you are familiar with a CRM.  This handy tool is great for tracking calls, scheduling appointments, taking notes, and tracking sales.  Everything a salesperson needs with the exception of the phone and leads to make this tool powerful.  CRM software is often overlooked by the marketing team because they feel that they filled the CRM with leads, and now it is on the sales team to make something happen with the leads using this tool.  

    We should stomp out this frame of thought.  Segmentation is a word that email marketers love to use, but without the use of a CRM can they really expect to gather all the data they can about an individual? Sure most email marketing solutions can segment by things like name or location, but when you can take that a step further you will start fostering stronger relationships with your email marketing audience.

    Picture a world where your marketing team uses a CRM in concert with their email marketing efforts to increase targeted messaging to prospects and clients.  When you make an effort to know something about your audience you will see positive results when you connect with them.

    Email Marketing

    Email marketing may be a crucial piece of your marketing strategy.  However, how often is your sales team involved in email marketing?  Never?  If this is you then listen up!  Email marketing is just as valuable to you for gaining new prospects as it is for closing current ones.  

    Think about sitting down with your sales and marketing team to brainstorm some ways that your marketing team can provide the sales team with emails that will help make the prospecting easier for the sales team as well as the prospect.  One way we have used email marketing with our sales team is through video voicemails.  If you are curious how a video voicemail works check out this video voicemail case study as well as this great discussion and examples of video voicemail.  

    Using something like this will help your sales team break the ice with prospects, and increase the connection rate.  Your sales team and prospects' time is valuable.  By identifying those that are interested with email marketing you can save your sales team a lot of time.

    Working In Harmony

    By overlapping both departments into these two solutions you can make a more cohesive team, and the best part is that your prospects and clients benefit because they are getting more personal interactions with your team.

    Social media marketing is fluid and effective tactics change from platform to platform. Are you timing your tweets, posts and updates in a way that exposes them to the most eyeballs and opportunities for engagement? If not, your timing may be off.

    As most businesses and marketers are well aware, successful digital marketing is heavily reliant on social media engagement. Social media is not just a forum for marketing, it also acts as an extension of your business and it’s culture. Regardless of the social media platform you opt to use, it is important to consider when you are posting in order to better reach your audience. After all, it does not really matter if you are posting the greatest content in the world if your audience is not online to see it, respond to it, and share it.

    Facebook

    When is the best time to get a user to click the Like button, comment on your Facebook post, and share it with others? Social Media Today reports that engagement rates on Facebook tend to be higher when workers hit a workday slump. In fact, Facebook engagement rates are approximately 18 percent higher on Thursdays and Fridays, meaning that the best time to schedule your posts for Facebook is often toward the end of the week rather than the beginning. In terms of the best time of day to post on Facebook, BufferSocial reports that around 1pm is the best time to get the most shares while 3pm is the best time to get more clicks.

    Twitter

    Twitter usage can be somewhat difficult to pin down due to the fact that many people may check their Twitter accounts multiple times per day. Making matters even more complicated is the fact that tweets can have a fairly short shelf life. TechRepublic reports that the lifetime engagement for a tweet peaks at around 18 minutes.

    Still, according to MediaBistro, Twitter engagement has been shown to increase by 30 percent on the weekends. During the week, engagement tends to peak between 1pm and 3pm, usually when workers are on a lunch break.

    Google+

    When is the best time to make the most of Google+? According to SocialNewsDaily, the best times to post on Google+ is between 9am and 11am. The worst times to post are between 6pm and 7am. In order to ensure that you take full advantage of Google+ audience engagement, consider posting during the middle of the week. Dharilo points out that Wednesdays around 9am are the best time to post on Google+. Keep in mind that as is the case with all social media platforms, this can vary somewhat based on your own industry and experience. According to MediaBistro, it is important to analyze your G+ page as well as your audience to determine the best time to obtain the best results.

    LinkedIn

    LinkedIn can be a great platform if you are a B2B business. Users of LinkedIn are more likely to take a few moments to review news before they begin their workday and as they are wrapping up their day or commuting. As a result, the peak times for this platform are primarily just before and after work, meaning that between 7am and 8:30 am and 5pm to 6pm are the best times to post, according to IT World. Tuesday and Thursday are the best days of the week to post on LinkedIn.

    Tips for Scheduling your Posts

    The takeaway from this is that you need to post when your target audience is online and that can vary, often dramatically between platforms. Buffer reports that they have a very dynamic schedule in terms of posting content to the various social media platforms. It looks something like this:

    • Facebook - 2 times per day, seven days per week, around 10am and 3pm
    • LinkedIn - 1 time daily, around 8:15 am, no weekends
    • Google+ - 2 times daily, around 9am and 6pm,no weekends

    With so many different best times for various platforms, you may wonder how you can possibly keep up with ensuring that posts go out at precisely the right time without spending all of your time managing your posts. The good news is that there are numerous tools available to assist you.

    When it comes to sending out a tweet and ensuring it is published at precisely the right time, consider using FutureTweets. With this service, all you need to do is type your tweet, select the publish date and time and then click the schedule button.

    If you're managing multiple social networks, you may need something a bit more robust so that you are able to manage everything from a single dashboard. HootSuite is currently considered one of the most versatile tools out there for scheduling posts across multiple networks. By taking advantage of the AutoSchedule feature on HootSuite, you can schedule posts in advance and at opportune times.

    Keep in mind that while general statistics can tell you a lot about the best time to post, nothing beats your own experience when it comes to analyzing the posting times that work best for your followers and content. Take advantage of social media tools such as RigniteSproutSocial and Argyle to assess the posting times that tend to generate the most engagement and interest among your followers. Ultimately, the sharing and viewing habits of your own followers on platforms such as Twitter and Facebook may well prove to be different from followers of other brands. Take the time to study your own analytics and learn from those patterns as you work to develop an effective schedule.