10 Ways to Make Facebook Your Most Powerful Event-Promotion Tool

People often use Facebook Events to connect and meet up in the real world. So why not marketers? Facebook can help promote your in-person events–which are among the most effective B2B marketing tactics you can use. Read the full article at MarketingProfs

10 Ways to Make Facebook Your Most Powerful Event-Promotion Tool

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4 Uncommon Ways to Nurture Leads With Personalization

When someone lands on your blog and signs up for your email list, they're said to have converted from your owned media.

But what about that funny piece you wrote on BuzzFeed, or that awesome Facebook post that came from a spontaneous idea?

How will you nurture leads from discovery to conversion when the content lies beyond the realm of your control?

The puzzle becomes especially difficult to crack when you are dealing with pricey B2B or SaaS products such as CRM, ERP, or subscription services, which frequently take months to consider and try out, let alone buy.

So how do you take control of content that lives outside your blog or website and present it at the right moment to customers who are at the appropriate points along your marketing funnel?

Where is the lag?

In an attempt to find widespread inefficiencies and insufficiencies in current web-based conversion practices by SaaS providers, I poked around the websites of a few ERP/CRM products and landed on Maximizer (disclaimer: random choice, no professional relationship).

Maximizer is an Enterprise CRM Software that's apparently been using the most tried and tested methods of content marketing. From press releases to reviews, to webinars and case studies, they have been there and done that.

However, they need to take their conversion attempts a step further to leave a better imprint on people's minds and convert leads to customers.

• For starters, they are missing out on retargeting. I spent considerable time on their website, read a few blog posts. I even went through some of their press releases and reviews on third party sites. Despite that, I failed to see their ads after leaving their website.


• A few minutes into their website, I started wondering why there's no ubiquitous “Wanna chat?” pop-up or why they've managed a paltry 2 reviews on their Facebook page despite claiming to have over 120,000 customers. Whether the visitor is on your site or on your social media page, one on one conversations are extremely important to help them take the final leap to become customers.

Obviously, if you want your leads to convert after reading and interacting with your content, you need to do much more than Maximizer is doing.

There are dozens of tools, tactics and techniques out there that help you gain and keep the attention of your readers that bit longer. When each second is precious and when you are investing a significant amount of resources into producing content, there's no way you can ignore these tools.

Here are 4 uncommon ways to nurture your leads with personalization and improve your “discovery to conversion” equation:

1. Personalize your content recommendations

Personalized and timely content recommendations are one of the most powerful ways to make your leads stay longer on your website and recall your brand at crucial times. Bloggers and large content publishers vouch by predictive recommendations for awareness, reach and engagement (as opposed to ads).

See how content recommendations work on Inc. They (and many other media publishers) show recent/popular articles on the right hand side.

In addition, a small pop-up with a link to another article that piques your interest appears on the bottom right, as you scroll down and reach the bottom of the post. This pop-up works nicely to re-attract the reader's attention, just as it is running out.

I've no doubt you've seen this in action somewhere – and fallen prey to it too!

Image Source: Inc

While these pop-ups work wonders to keep readers on your site, don't forget that much of your content lives outside your own website or blog. And that may often include your best pieces.

If you are a regular contributor to a third party media site or blog, your only hope for leading readers from there to your own site is through a link within the article or from your byline, which is hoping against hope. Links aren't as attention-grabbing as – and take up much less screen space than – a pop-up.

What you normally do to circumvent this problem is share your articles and posts on social media, which again are high on the “hope” factor that someone will re-share (and associate you with the content, in case they happen to remember you by the time you consume it).

The middle way out, which helps you associate your content as well as brand with content either created by others and shared by you, or created by you on platforms you don't own, is to use a recommendation tool like Start A Fire, which helps you draw leads to your website from all the content you share or curate.

You can add up to 5 other links, which show up along with your face/logo, in the familiar pop-up box at the bottom right, when someone clicks through to the main link that you've shared.

This way, there is less chance they'll forget you're the one who shared the link in the first place and more chance they'll click on the other links you've shared once they finish reading that particular post.

Here's an old-fashioned before-after picture of how pop-up content recommendation work:

Whoever thought you could milk more out of links shared on social media, or pop-up boxes for that matter?

2. Amp up your retargeting on social media

It's annoying.

It's expensive.

It works.

Retargeting works on the principle of effective frequency, i.e. the exposure of your audience to your message must range between inadequate and wasteful. Thomas Smith, author of Successful Advertising, got it right way back in 1885.

If you want to create a leak-proof sales funnel, make sure your customers see your ads on all relevant sites, if they ever happen to leave your site without buying (or subscribing, or downloading).

Baremetrics used retargeting to acquire customers for as little as $6 on Facebook and $21 with banner ads. Nothing exceptional, you might think, until you realize that a single customer is worth $650 to them. That isn't exceptional, that is phenomenal!

Baremetrics caters to startups and ecommerce companies, so it was natural for them to advertise on websites that offered startup advice, marketing tips, etc. That is a highly targeted approach considering Baremetrics is a SaaS-based analytics tool that focuses on revenue and customer growth metrics.

Crazy Egg has been doing something similar for a long time, but their approach is a bit different. What makes their retargeting campaign equally effective is that they follow you almost everywhere for a few days, and then for months on certain websites, until you are forced to consider their tool.

Image Source: Psychology Today

Now, both of the above examples apply to people who visit your website. What about targeting those folks who see your content but have never been to your website?

That's where social network-specific retargeting comes to the rescue. For instance, Facebook remarketing ads allow you to define an audience based on their interaction with your content. So, if someone liked a page, post or video that you promoted, you can start serving them targeted ads the next time they get on Facebook.

Of course, you can target customers or visitors to your site or app by including them in a “Custom Audience” on Facebook. What's more, even if someone hasn't visited your page or website or seen your content, but share similar interests and characteristics, you can reach them on Facebook with the “Lookalike Audience” feature.

“Retargeting” can be taken to mean not only users who've engaged with your content, but any content in your industry. A friend started getting a tea company's ads in her feed five minutes after she looked up a competitor:

While you can't directly target all of your competitors' fans on Facebook, you can target people who have “expressed an interest in or Liked a page related to” a specific business using the “Interests” field.

With a little bit of testing and tweaking, you can create an ideal retargeting campaign for any of your owned digital properties. You just need to understand your audience's content taste and consumption habits to make your campaign a success. Repeated exposure will ensure your leads start converting.

Pro Tip: While you're at it, also include social proof in the form of details of your current customers in your retargeting campaigns. Smiling faces of happy customers might just tilt the balance in your favor.

Grammarly's remarketing campaign on Facebook shows you all your friends who like Grammarly on top of the ad, which itself has has over 1600 likes and 130 shares. Not bad at all for a subscription service provider!

3. Have more one-to-one conversations

When Facebook introduced page messaging for businesses, it opened many doors for one-to-one conversations. You can not only respond quickly to customers' queries, but also earn badges like “Very responsive to messages” that speak volumes about your prompt services.

One-to-one conversations can be the fastest way to close deals, even better than emails.

Here's another example from a friend's conversation with a club and the transaction was finalized within 30 minutes. Needless to say, the chat below is not typical of a B2B conversations, but the idea is to show how being prompt on social media can work in your favor:

Don't waste any time striking up a conversation with newly-discovered leads or those who've engaged with your brand on social media. Make it a point to introduce yourself and your company to new followers of your brand (even if it means using those annoying DMs):

If you're a B2B enterprise or large organization aiming to personalize the experience for your leads and be everywhere (multiple digital platforms) at the same time, without having a sales team tuned in and listening with flashing beacons on their heads, you need to rely on a bit of automation.

And just like Start A Fire, there's another “solution to a solution” tool that comes to the rescue, LiveAgent. This multichannel helpdesk and live chat tool allows you to connect with visitors in real time and get a head start in converting them to customers. It doubles up as a customer service agent by automatically scanning multiple email accounts and sorting emails into pre-defined departments.

LiveAgent not only works with your website and email provider, but also social media platforms like Facebook and Twitter. It can monitor Facebook Messenger chats and convert wall messages into tickets, which can then be dealt with by your support team in the same way as email, chat or tweets.

Finally, LiveAgent integrates with popular CMS, CRM, ecommerce, collaboration and billing platforms. Crucial, considering your customers are already more than half-way through their purchase process before their first commercial interaction with a vendor, and over a quarter of your competition is getting back to them within five minutes.

The automation part? Your customer care team has help from chatbots that are able to answer common questions, pull up order details, and so on.

4. Give your influencers leeway

If you are using Fiverr or Famebit for your influencer campaigns, you can stop reading here; they're going to do what they want anyway.

Businesses that aim to develop a long-term relationship with their influencers need to get them not just interested, but deeply involved in your product, so that they engage with your leads using any means they might have in their content marketing arsenal.

First, build trust with the influencers that you work with. Trusting them with your brand's messaging, voice and personality is the best way to show that you respect them.

Treat them as creative partners and give them the liberty to take the campaign in the direction they want. You may give your final inputs in order to make sure your core offering isn't misinterpreted, but make sure you don't control the flow of the campaign too tightly.

A lot of influencers try different methods to keep their followers interested, and most of the time, intuitively know what's best for their audience.

For instance, Emma from WhispersRed uses the ASMR (Autonomous Sensory Median Response) technique to unbox an online order of cosmetics. The video has heavy tapping, crinkles, lid tapping, glass tapping, and lots of whispering.

It might sound like mumbo jumbo to a typical audience, but has over 65,000 views and 120 comments to its credit. As a brand, you might not want to throw valuable marketing dollars at associating unproven therapies with your product, but believe it or not, just like your spouse, you never really know your customers.

In another example, Swanson Health Products, who sell vitamins and supplements, got “Chocolate Covered Katie” to share a chocolate cake recipe on their blog.

Image Source: Chocolate Covered Katie

Chocolate cake and health supplements make for an unlikely combination, but Swanson gets a lot of leverage by inviting guest bloggers to create content for them on linearly related topics.

So trust your influencers. They are experts in their field and have a lot of experience in what will work with their audience. Just give them the background on your brand and the context of the campaign along with some guidelines, and let them unleash their creative genius to create a post or video of their choice.

Crowdtap's “State of Influencer Marketing” report found that 77 percent of influencers think creative freedom is the most important factor that encourages them to build up a long-term relationship with brands.

Image Source: Crowdtap

The trick is to keep the interaction going with your influencers on a regular basis, and keep increasing the value they get out of your product. SEMrush has been doing just that – with a broader audience as well as affiliates – for some time now. They proactively reach out to industry experts, bloggers, and the like, and give out free trials to their communities and readers too. I am one such lucky recipient of their Guru account.

What sort of results are they getting? Rishi Lakhani wrote an Ultimate Guide that's probably more comprehensive than their own documentation. Affiliate Anil Agrawal not only wrote a long, “unbiased” review but also went ahead and convinced his readers to try SEMrush by comparing it favorably with competing offerings.

Image Source: Bloggers Passion

Pro tip: Allow your influencers to be fully transparent. For example, if a reviewer or affiliate is allowed to be forthcoming about special prices or offers, they have that extra “authority” needed to convince undecided customers.

Over to you

That's it folks! I seriously hope you can figure out how variations of the best practices, methods and tools we discussed here work for you.

While we started with a lackluster example that showed us what isn't enough to drive visitors towards conversions, there's no doubt that retargeting, content recommendations, timely personal conversations, and win-win influencer partnerships are all really good ways to nurture those leads.

Guest Author: Rohan Ayyar is a creative content strategist and CRO specialist at E2M, digital marketing firm par excellence. He doubles up as the resident UX authority at Moveo Apps, a premium app dev agency. Rohan is also an avid business and tech writer, with articles featured on The Next Web, Fast Company, and Adweek.

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20 Qualities All 'Monsters' of Influence Possess

What makes an influential brand or thought leader? This infographic reveals 20 qualities you'll find in any masterful influencer.

       

20 Qualities All 'Monsters' of Influence Possess

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Why Women Entrepreneurs Do More With Less

Why Women Entrepreneurs Do More With Less – but do they? Read on to find out… I've had the pleasure of working alongside many amazingly successful women entrepreneurs over the years. In many cases, these are woman who have found ways to seamlessly balance their work and personal lives, remain strong in the face of […]

The post Why Women Entrepreneurs Do More With Less appeared first on Kim Garst Boom Social – Social Selling Strategies That Actually Work

Kim Garst

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14 Growth Hacks I Used To Drive 20 Million Views

Growing your business can be tough.

In the past you cold called, built business networks and advertised in print. If you were into guerilla marketing then creating a PR stunt could work well. But I don't like dressing up as a rabbit to sell Easter eggs.

For most the opportunity of massive media reach like television was out of the question. Too expensive.

So……the choices were few but the opportunity was also smaller. It was also local. Most media did not go beyond national borders. When I stumbled into social for the first time there was sudden clarity.

The world could be reached with one tweet.

But there is a challenge

For many of us the new digital world is strange and forbidding. We read about technology with its terms and acronyms that are overwhelming and unfamiliar.

This stops many from even starting.

But ignoring the strange and sticking with the known is not an option if you want to press forward into the future. Staying with comfortable is a mindset that needs to be fought with tooth and nail.

Learn to live at the edge of constant discomfort.

You need the right mindset

What is that?

It is often  tossed around like confetti. But a new century mindset is a prerequisite to making progress in the world of digital transformation.

Here are some to ponder.

Open to continuous learning, dedicated to mastery and flexibility are in the mix. But the big one is an open mind. If you are closed to new ideas and fixed in your ways then it won't be evolution but extinction.

Reinventing yourself and your business is becoming mandatory to success as a digital entrepreneur.

More reading: 14 Inspiring habits of successful Digital Entrepreneurs

The world beckons

Many people are location stuck. It even comes up in their questions. Like…..when should I tweet? The correct answer is 24 hours a day.

These hacks are not just about traffic growth , conversion optimization but revenue growth.

Even though this blog started as a passion project it is now a serious business. Today the blog has reached over 20 million visitors since we started with a simple 106 word post in 2009 and here are the top growth hacks that helped me get there.

More Reading: “101+ Tips & Tactics To Grow your Web Traffic“

Growth hacks for traffic, conversion and sales

Traffic

Traffic is the place where is starts. It is the lifeblood for digital entrepreneurs. A website is no longer just an online billboard. It should be your marketing machine. Driven by the art of engaging content and the technology of marketing automation platforms, pop ups and landing pages and data collection.

This should lead to ongoing optimization of tactics and business tweaks that use the data insights to drive change. Here are some of the tactics that have made a difference.

1. Publish long form content

Banging out short fluffy post maybe worked a few years ago. Then Google decided that it would give more authority to long form posts that added real value to readers.

So try writing posts that are 1000 to 2000 plus words. Make them a resource type post that people will want to link to when they are writing their posts.

This organic link building will push your posts up the rankings. Hence more free traffic from search engines.

Here is some data from SERPIQ that shows the average length of the top 10 results of search queries. They are all longer than 2,000 words!

2. Publish your best content on Medium

With over 12.5 million unique visitors a month (according to Compete.com), Medium is a blogging style platform that gets your content in front of another audience. Building an audience there is also an important part of growing awareness and traffic.

Since creating my profile on Medium and publishing there have been able to build a following of over 55,000 readers.

So take some of your best content and re-post it on Medium.

Sometimes the traffic will surprise you. In September the 10 top social media marketing trends post received over 5,000 views.

Make sure you link back to your blog or website to get more attention and traffic with a simple call to action or even link from your bio at the bottom of the post.

3. Publish on Flipboard

Flipboard with over 90 million hist per month is a site that allows you to grow followers. Create your own magazine(s). This can drive more visitors than Facebook on some posts.

Marketing your brand is about being everywhere in a wide range of media formats to increase brand awareness and drive traffic to your web properties.  So create your own Flipboard magazine for your blog. Load up your articles and you have your blog in a magazine format. Flipboard just happens to make it look sensational!

As Flipboard is not just an app now but also on the web. This adds another distribution point to amplify your content in another format. Here is the traffic being driven to the Jeffbullas.com blog by Flipboard a couple of days ago.

Example: Here is the Jeff Bullas.com Blog Magazine

4. Automate Twitter sharing

Twitter is great for sharing thought bubbles and even breaking news. But if you use it for marketing or sharing your content and do it manually it is very time consuming

There are a range of tools available including SocialOomph that allow you to automate a range of different types of tweet. Loading up a bank of tweets with evergreen content that can be set up as recurring is what SocialOOmph is great for.

This tactic has generated nearly 15% of my traffic on automatic pilot.

5. Share Influencers content on autopilot

Social media is sometimes seen as a narcissists heaven as it provides global online attention. If you want to succeed then enlisting others to help starts with helping them first. I share over 20 other bloggers content on Twitter every day. Sometimes it is manual and other times I automate it.

The original app I used for that was Twitterfeed but is now closed. One of the best ways to do this now is to use a combination of Feedly, Buffer and IFTTT to trigger tweets that when bloggers post content you love and trust it is shared on Twitter.

This is how it works!

You will need to link Feedly to IFTTT and then to Buffer to setup automated Tweets that are scheduled to go out at times you set, 24/7/365 just like this;

This will enable you to share top content on autopilot. This will grow your Twitter following and so more traffic! If you want to see how Larry McGuire explains how to do this check out this post, “7 Powerful Twitter Apps You Need to Work On Autopilot”

More reading:

10 Smart Tips for Creating, Marketing and Sharing Content on Twitter

7 Tools Every Digital Entrepreneur Must Use

6. Tweet often

Many people are not sure how often they should tweet.

Most people bring their email goggles to Twitter tweeting. They think it is an inbox. It's not. It's a stream of online consciousness. It needs to be fed with constant updates.

Posting frequency on Twitter and Facebook is sometimes treated by companies in the same way. It shouldn't. Twitter will tolerate much more frequent posting than Facebook. In fact studies show that a tweet every 15 minutes receives higher engagement than every 30 minutes.

The study results from Simply Measured shows that tweeting every fifteen minutes instead of thirty led to the following:

• Increased traffic by 31%


• Engagement was up by 89%

That just confirmed what I have been doing for years.

What is also interesting is to see brands tweeting more frequently.

Even though nearly 50% are only tweeting 1-5 times a day, the number that are posting 25+ times has increased.

Load tweets once and then tweet many times. So tweet often and use apps to do this for you without having to do it manually all the time.

7. Write evergreen articles

Evergreen content are posts that don't date easily like the latest news.

But why is evergreen content important?

One big reason is because of search engines.  It's called SEO. According to Appnovation, new content with 2-3% keyword density will get the highest rating in Google's SERP (Search Engine Results Page).

But what about authoritative posts? If an article isn't authoritative, if it doesn't have relevant information, the advice is for sites to take it down during redesign.

The old stuff is called 'legacy content'. When a third party is linking to an article with “outdated information”, it's a shoddy legacy for a host site. The host has incentive to take it down and make room for currently relevant content.

That's why you should write evergreen posts. So your work stays up, so it stays useful to an audience and therefore, a website. Evergreen content maintains authority over time because it continues to be relevant.

This piece, on the other hand, deals with the underlying concept of SEO as we know it:

More reading: How to Increase your Authority with Evergreen Content

8. Publish and re-purpose content on Slideshare

Almost everyone is looking for quick easy big wins but you just need to grind it out. Slideshare is one of the tactics that is incremental but keeps giving.

Slideshare is also often underrated as it isn't a sexy social network but just a visual media platform that is more for the buttoned up set. But turning the appropriate posts into Powerpoints and uploading them to Slideshare can generate traffic and leads.

Since I started on Slideshare I have reached nearly 2 million views and from that comes some traffic back to the blog from presentations like this one below which has received over 155, 000 views.

One of the best posts on this with some very cool tips and tactics comes from Eugene Cheng. (See her post below).

More reading: How to Get Insane Amounts of Traffic and Subscribers from SlideShare – Eugene Cheng 

9. Use GIFs in Tweets

As human attention drops to levels below that of a goldfish the fight for clicks and shares becomes a bun fight. So use GIF's that scream (in a nice way) at the viewer.

Here is an example of one we have used for AgoraPulse's very cool social media marketing automation app that is one of our favourite tools.

10. Use hashtag jacking

When the latest series for the Game of Thrones was launched there is a lot of buzz. People Tweet, Snapchat and Instagram. Hashtags are a big part if this online.

So we decided to  write a post titled “3 Powerful Social Media Marketing Lessons From Game of Thrones” and tweeted it with the top trending hashtags.

The result was 2,300 shares.

Calls to action and conversion tips

Traffic is one thing but that is just the start of turning that into engagement and then leads and sales is where the real money is. Once you have traffic then it is important to start focusing on calls to action and then optimizing your conversions.

10. Co-create free ebooks with other businesses

Collaboration is one of the most powerful ways to reach new audience grow brand awareness and traffic and conversions. You can double your reach alone with this tactic.

Here is a free ebook I created with GetResponse on marketing automation which is a topic that is relevant for both our readers

11. Convert Instagram visits to email subscribers

On Instagram you have one link in your profile so use it wisely.

Most send it to a website or a blog. Instead of that tactic create a call to action offering something of value for free. Then capture emails and build your email list.

12. Test your tweets

When Twitter started it was just text. That has changed.

Since they introduced the new function of allowing full images in the stream, I noticed a significant increase in engagement. This means more retweets, favourites, mentions and sharing.

Buffer performed some tests and analytics on the impact of this change and has discovered the following:

• Tweets with images received 89% more favourites


• Tweets with images received 18% more clicks than those without


• Tweets with images received 150% more retweets

Now this doesn't mean that every tweet should include an  image. But it certainly means that wise use of images should be woven into your content amplification strategy. An increase in engagement on Twitter can be a very effective tactic to increase sales and traffic.

I ran my own tests and found it was even higher using these 3 types of images.

Mini infographics

Images containing quotes

Generic images

These were the results from my data.

• The percentage increase in impressions of a tweet with image over a tweet without is a substantial 197%.


• Increase for “engagement” of a tweet with image over a tweet without is a staggering 581%


• Percentage increase of a tweet with an image over a tweet without is a significant 111%.

So the increase in metrics when you include a great visual with your tweet can be between 100 and 600%. That is significant and leads to a big boost in traffic, so start adding visual tweets to your tactics.

Try 3 different images but with the same 140 text characters and headline in tweets for your next post. Check the metrics with Twitter analytics and then use the top performing image as your recurring tweet.

13. Implement marketing automation

Social and other digital marketing in its infancy was all manual but with automation now affordable the best way to scale and test your marketing is to implement a marketing automation software.

One of our top performing projects in the last 2 years was moving from just traffic and content engagement to focusing on email list building, conversion and optimization.

This light bulb moment happened during a Mastermind weekend event in Chicago in 2015. The insight was captured in this blog post. “Do You Have a Traffic Problem or a Conversion Problem”

Since then I have used a variety of tools starting with a marketing automation platform, set up auto-responders to send email sequences after the initial optin. We also implemented Leadpages to capture and test landing pages and tested conversion rates.

14. Soft gate your website

Over the last 10 months I have been using one simple tactic to grow my email list. It's the “welcome mat” landing page from SumoMe. It is now used by many sites and even though some pundits say they are annoying. They work.

This “soft gating” doesn't block access with a payment gateway but is just a simple request offering something for free before clicking to access the site.

The stats show that the welcome mat is one of the highest converting list building tactics you can use. Sumome data shows that it can triple your conversion rate with its full-screen call to action.

It encourages your visitors to join your email list and check out your latest and popular blog post!

Since launching the pop up 10 months ago it has collected over 51,000 email addresses. Just putting a call to action in a side banner even at the top right will not perform that well.

But the reality is that these CTA's should be woven into every corner of your blog and website marketing strategy.

Wrapping it up

None of these tactics are silver bullets.

But together they become a synergy of traffic, engagement and conversion that can turn a passion project into a real online business. It will allow you grow traffic from search and social, build your email list.

This then gives you the distribution and reach to sell both your own and other people's products with affiliate marketing campaigns and joint ventures.

It is a journey that needs to move on from just getting traffic and building engaging content. That final step to convert attention into leads and sales is the difference between success and failure as a blogger and online business.

The post 14 Growth Hacks I Used To Drive 20 Million Views appeared first on Jeffbullas's Blog.

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