Monthly Archives: June 2016
1. Assess Your Readiness for Mobile Marketing
Before you invest in mobile marketing, Mark Strecker, president and chief operating officer at mobile advertising firm Amobee, says you need to ask, “Are you ready for mobile?” There’s no sense in driving consumers to your mobile brand — whether it’s your website or a mobile app — if you don’t create a great mobile experience for the consumer. “You need to know what you want from mobile and decide what your objectives are for mobile marketing campaigns, including the key results you want to achieve,” he adds.
2. Launch a Mobile-friendly Version of Your Website
“Mobile Web surfers are a demanding bunch. If they visit your website and it’s not optimized for both the device they’re using and the different ways [that] mobile users behave, they will get frustrated and leave,” says Ken Barber, vice president of marketing at mShopper.com.
“Your new mobile site should be built to keep up with constantly changing mobile technology (phones and tablets), be designed for a hurried and distracted user, limit the amount of data entry required and also have very fast page load times,” he says. Incorporating sign-up forms to receive text messages is a very effective way to communicate with on-the-go visitors, too.
3. Use Responsive Design for All Pages Great and Small
One current mobile marketing trend involves the concept of responsive design, which automatically adjust the layout and content of a webpage depending on the type of device and size of screen. Jeff Shearer, marketing manager for Egencia, the business travel company of Expedia, says responsive design lets you build your marketing content in a way that will display great for all users, regardless of which devices they’re using.
“Responsive design absolutely essential for Web design today, and may even end up saving time for marketers, as you’re able to cater to a mobile audience without building a completely separate mobile website or app,” he says.
4. Target New Device Owners for Holiday Marketing
Strecker recommends that you take advantage of the tremendous number of new devices in the market after the holiday season. “Targeting new Google Play or iOS registrations to specifically reach new device owners is effective. We’ve worked with many brands that feature messaging targeted directly to the new device owner,” he says.
Such offers can include a free app download for a new iPhone, holiday deals for your new smartphone or 20 percent off the first purchase made using a new iPad. As a general holiday marketing rule, Strecker recommends you give audiences a sense of urgency and include a time-limited offer.
5. Keep Your Mobile Site Simple, Easy to Navigate
Mobile users are best targeted with simple apps and calls to action that are easy to navigate. “If your mobile marketing efforts direct users to an app, keep the app simple,” says Matthew David, chief digital strategist of Compuware’s Mobile Solutions Group, adding that the most functional apps, such as Instagram, are task-driven and straightforward. “Not only can simple apps be built quicker, they are easier to navigate … [and] load faster. If your content takes more than three seconds to download, you increase the risk of losing your potential customer.”
Strecker reminds mobile marketers to make sure creative assets are mobile-friendly. “A few simple additions can engage users,” he says. “Always include mobile-friendly calls to action, such as ‘Tap to Explore’ and ‘Download Now.’ If the call to action is ‘Tap to Download,’ include the Apple Store icon or Google Play icon in the mobile ad.”
6. Be (Extra) Smart With Text Message Marketing
Barber says any text message sent to a mobile shopper must offer something worthy of the very personal interruption. Research by mShopper.com shows that mobile subscribers respond best to specials that are limited-quantity (Only 10 left!) or limited-time (48 hours only!), as well as those that offer exclusive information (We’ve just launched a new product!) and helpful tips about how to use a product (Watch this helpful video).
Be “very careful” with the frequency of your text messages, Barber adds. Start by sending twice a month; monitor click-through and unsubscribe rates to decide if you should increase to weekly. Smart mobile marketers provide a sign-up category called Weekly or Daily Specials, which allows the consumer to decide how often they want to get contacted. Lastly, don’t be afraid to survey mobile subscribers periodically and ask what they’d like to receive, he says. “You’ll be surprised how forthcoming they will be with feedback.”
7. Take Advantage of Mobile Social Media
Don’t discount social media in your mobile marketing strategy, says Compuware’s David. “Today, more than two-thirds of Facebook users access the service via mobile at least some of the time, and more than one in six people exclusively use mobile phones to access Facebook.” Boost your mobile marketing strategy by complementing it with the real-time aspect of social media, he says.
8. Don’t Silo Mobile Marketing
Identify the client’s underlying business goals as they relate to mobile, as opposed to solely focusing on their mobile goals, Amobee’s Strecker says. “Mobile needs to be a meaningful part of a brand’s marketing strategy, not just a series of campaigns.”
Understand mobile’s place. It’s important to understand where in the mobile funnel a brand sits — and where it eventually wants to be. “Brands need to continue to build awareness and differentiation amongst competitors while driving direct sales activities across devices,” he says.
9. Optimize From the Ground Up; Make It Live Off the Device
Mobile isn’t an extension of desktop, Strecker says; your mobile campaigns must be created from the ground up to optimize for mobile to be most effective. From creative to targeting to measurement, mobile campaigns need to take full advantage of the medium to get the best results. If executed correctly, targeted mobile advertising provides brands with the ability to measure precise brand engagements, behavioral analytics and app rank.
Make your mobile strategy live off of the device, too. Doing mobile is more than just delivering ads on another screen — it’s a medium and tool for interaction that has the ability to take and share pictures, scan QR codes, augment reality, track location and even listen to music and television. Strecker says a brand can be the gateway for all these types of interactions.
10. To Succeed, You Must Test, Test and Test Some More
Egencia’s Shearer says it’s best that you constantly test, because the content, design and functionality that works great for desktop visitors may not always be as effective for visitors on tablets or smartphones.
“You need to create an excellent experience for these users, often on the go, looking for succinct information that’s quickly and easily digestible on a smaller screen,” he says. “Test different versions of your webpages to determine if a different color palette, headline or call to action works better for mobile users.”
When testing, it’s important to isolate one variable to test at a time. Your tests could include the color palette, the words in your headline, the placement of your forms or different images. “Big changes to the design and content of your pages can be beneficial to attracting and converting mobile users, but you may also find that the smaller, simple tweaks to your pages can have a big effect as well,” Shearer says.
#1: Find the Right Search Results
Many people are confused about how Twitter search works–and how to use search operators (i.e., and, or) to get the results they’re looking for.
Most users think that if they type several keywords in the search box, Twitter will search for any tweets that contain any of those terms. Unfortunately, that’s not how it works. Twitter only searches for tweets that contain ALL of those search terms, as if there is an invisible andinserted between your keywords.
To avoid this, you can use the or search operator. The or search operator tells Twitter you want to search for one term or another. For example, you can type in “PR manager” or “PR jobs” or “public relations jobs” and Twitter will search for tweets that contain any of those terms (or phrases in this case), rather than trying to find tweets that contain all of them.
Just a quick note: When you want to search for a phrase vs. a keyword, put the phrase in quotes (as I did above). Single keywords don’t need the quotes.
#2: Create and Share Curated Lists
Twitter lists are a useful way to filter information. The basic function of a Twitter list is to group people together based on a similar function, characteristic or interest.
For example, if you’re a conference organizer, you might want to create a list that includes all of this year’s speakers so you can monitor their tweets and interact with them in the run-up to the event. Or, if you’re in PR, you may want a list of your industry’s journalists so you can watch for any editorial requests that could gain exposure for your clients.
The great thing about lists is that you can set them to be private or public. This means you can monitor your competitors with a private list and show off your impressive roster of brand advocates in a public list.
You can also share your lists with other users (a good way to find new followers and attract people to your profile), and it’s easy. Bring up the list, copy the URL and paste it into a direct message to anyone you want to share it with. You could also share it via public tweet.
A quick way to grow your Twitter community is to notify people that you’ve added them to a list. Those users may then reply or retweet as a thank-you for sharing their profile with your followers and list subscribers.
Creating and sharing lists positions you as an authority in your field and grows your Twitter community as people begin to trust you to curate the information they seek.
#3: Ensure Images and Videos Show Up
Twitter conducted a study of over 2 million tweets and found that including a photo can boost retweets by up to 35% and adding a video can result in a 28% boost.
Buffer had similar results when they conducted an A/B test using tweets with and without images. They found that tweets with images increased the number of retweets by 150% and the number of clicks by 18%.
Photos and videos are important for engagement, but how you add them to your tweets matters. Twitter’s Image Expand feature only works if you tweet via the Twitter app or the website itself. Image Expand is useful because it attracts users’ eyes within the feed.
Twitter is also integrated with video-sharing sites such as Vine (owned by Twitter) and YouTube—both of which help you make the most of visual content to communicate your message.
Twitter recently introduced the option to add animated GIFs to tweets (again, directly through twitter.com or its mobile app—you can’t use third-party tools just yet). GIFs can be viewed on the Twitter website, iPhone and Android, but not on tablets or through clients like TweetDeck.
With so many options available, it’s silly not to add a video or image to your tweets to enhance your marketing message.
#4: Favorite Good Content and Mentions
The option to favorite a tweet is a nice little feature—it’s a way to show someone you like what they’ve written. If you’re a big brand, you can favorite tweets to acknowledge everyone who mentions you, rather than responding to each tweet.
You’ve probably noticed there are many bots and sites out there that encourage automatic favoriting. It’s best to avoid those unless you really know what you’re doing, as automatic favoriting often does more harm than good.
For instance, some companies automatically favorite tweets that mention them (or a specific hashtag) without actually reading the tweet first. That can get you in hot water if you’re not careful. And sometimes a tweet doesn’t actually match the mention or hashtag—favoriting it makes no sense (as in the example below).
Auto-favoriting mentions or popular hashtags isn’t always the best way to get noticed.
Twitter may suspend your account if they think you’re over-favoriting. The Twitter rules prohibit “randomly or aggressively favoriting tweets through automation in an attempt to bring attention to an account, service or link.”
And don’t forget that other users can view every single tweet you’ve favorited by visiting your Twitter profile. That could be awkward if you favorite something undesirable (whether you realize it or not).
All things considered, it’s best to use favoriting the way it was intended: to give a nod of approval or thanks, or to just let people know you’re aware of what they’re communicating.
#5: Reply to the Right Audience
Many users assume every tweet they send appears in each of their followers’ streams, but that actually isn’t the case.
If you start a tweet with @username, only that person and any followers you have in common will see the tweet in their stream. As you can imagine, that limits a tweet’s visibility quite a bit.
Plus, a limited audience can work in your favor if you’re managing customer service on Twitter. You can start your replies with @username to decrease the number of people who see a conversation—especially handy if you’re replying to a user who has had a bad experience.
On the other hand, if you want to recommend a product or say thank you to a customer or brand, you probably want that tweet to reach as many people as possible. In this case it doesn’t make sense to start with @username.
Instead, start your tweet with a period then the username: .@username. Or you can move the username further into your text: “Thank you so much @username! We’re glad you love our product.”
#6: Retweet Efficiently
Using the Retweet button often seems like the easiest and most logical way to share someone else’s tweet. However, when you use the Retweet button, @users are notified that they’ve been retweeted, but Twitter doesn’t allow them to reply or even acknowledge it with a favorite from within the notification panel.
This means that to continue a conversation or say thank you, users need to find the tweet within your profile—which, frankly, is too much work—and respond from there. If your purpose is to connect with a business or customer, the effort could be lost.
The other disadvantage of the Retweet button is that if multiple users have retweeted the same tweet, your retweet will just become part of a number, as shown on the tweet below:
Here’s a quick tip: If you’re using a tool like TweetDeck, there is often the option to Edit and Retweet, which allows you to share the tweet, notify the user and have him or her reply with minimal effort.
#7: Track Tweet Engagement
Until recently, if you wanted to measure the reach of your tweets, you had to use third-party tools or invest in Twitter ads. But with the new Twitter analytics feature, everyone canmeasure engagement within Twitter itself. The catch is that you have to sign up for Twitter ads to gain access to the analytics. But don’t worry—you won’t actually have to purchase any ads to use it.
To sign up, you simply enter your business name, email and a credit card. This does seem excessive, but your card won’t be charged unless you make a Twitter ads purchase. And besides, the benefits of the data you’re privy to far outweigh the hassle of signing up.
With your account in place, you can view the engagement of each of your organic tweetsand see how many impressions they have had. If you click on a specific tweet, you canaccess even more information on the number of impressions, clicks, favorites, expands, replies and retweets.
If you want to compare, share or report performance, you can import data into a CSV file. Did tweets containing images elicit a higher number of clicks? What about the tone—were humorous tweets more effective than serious ones?
Twitter’s analytics data can tell you the best type of tweets to send, the best wording to use and even the most effective time of day to send them. Test headlines and formats and before you know it, you’ll find the magic tweet formula that resonates best with your target audience.
As social media marketers, we’re always learning new ways to use social platforms, including Twitter. It’s easy to get caught up in using “advanced” methods and forget about the basics. Revisiting Twitter’s basic features and analyzing how you use them on a daily basis can give you new perspective and take your Twitter marketing efforts up a notch.
If your Twitter account needs a boost, shake things up and make the most of every feature available in your Twitter toolkit—even the most basic ones.
At the season of its SEC documenting toward the beginning of November 2013, Twitter had more than 232 million dynamic month to month clients, 53 million of which were in the United States. That makes Twitter a conceivably capable promoting apparatus – on the off chance that you know how to utilize it.
So by what method would you be able to influence the well known 140-character online networking webpage to drive more activity to your business or site? Many Twitter specialists, promoting professionals and business pioneers who have utilized Twitter to showcase their brands, items and administrations share their main 14 tips for how to effectively advertise your business on Twitter – or utilize Twitter as a showcasing apparatus.
1. Advance your Twitter bio. “Ensure your organization character and voice are marked well,” says Jon Ferrera, CEO, Nimble, a supplier of social CRM. That implies having a bio that tells individuals your identity and incorporates a connection to your organization site or a greeting page – and having “a reliable tone so that individuals plainly comprehend your identity and what you do.”
2. Find out who the influencers and experts are in your target area(s) and interact with them on a regular basis. “Use Twitter search or a tool like Topsy [or Followerwonk] to find like-minded prospects, customers and influencers/media by searching keywords that relate to your industry,” says Stacey Miller, social media manager at cloud marketing provider Vocus. Then follow and interact with them on a regular (daily) basis.
“Make a list of the 100 most influential people in your space — journalists, thought leaders, potential clients/customers, big-name bloggers and writers, potential partners, etc.,” says Shanelle Mullin, the director of Marketing at Onboardly, a provider of PR and content marketing for startups.
“Add them to a private Twitter list and engage with them daily. (Tools like HootSuite make managing this process much easier.)” And remember to “be casual [and helpful], not promotional,” Mullin says. “Build a real relationship and then look for opportunities to collaborate.”
3. Get colleagues involved. “The first people to help build your brand should come internally,” says Amanda Cohen, marketing coordinator, Homescout Realty. “Make sure your coworkers are following you on Twitter and tweeting, retweeting, engaging, etc.”
4. Tweet regularly. “Regular tweeting is a sign of an active, healthy profile,” saysSandra Fathi, founder & president, Affect, a public relations and social media firm. “If you only tweet once a week, or once a month, you aren’t keeping up with the Joneses [or the Twitter equivalent]. Worse, folks will forget about you,” she says.
“I recommend daily postings and engagement so that you are top of mind on a consistent basis,” Fathi says. Just be sure you are tweeting relevant or useful information, content your followers will read, click on, retweet and/or favorite.
5. Don’t be afraid to ask for some Twitter love. Ask followers to retweet, mention or favorite your tweets — or to share content with a fresh tweet.
6. Track mentions — and respond if appropriate. “Track brand mentions and keywords to make sure [you know what’s being said about you],” says Vikram Bhaskaran, director of marketing at Freshdesk, a customer support Software-as-a-Service (SaaS) solution. And be sure to respond in a polite, professional manner if appropriate. “After all, customer service is the new marketing!” And many customers now post their product queries and complaints on Twitter.
“Set up Twitter searches for terms relevant to your brand,” adds Ginger Geoffery, director, Social Marketing, The Mac Groups, a social media agency.
“Monitor the conversations in that search and jump in to the conversations when appropriate,” Geoffery she says. “For example, say you’re a dentist in Buffalo. You could set up a search for the term ‘dentist Buffalo.'” Then, when “you then see someone in Buffalo tweet ‘I need to go to the dentist but it’s so hard to get an appointment,’ you could jump in and [tweet], ‘We’d love to have you as a new patient.'”
7. Retweet. “Don’t be afraid to retweet as this will help link you with and cement your own thought leadership within your industry,” says Mark Rushworth, head of Search atBlue Logic Web, a Web services provider.
8. Favorite tweets. “Many people don’t know about favoriting tweets, but it can get someone’s attention more than a retweet or a mention,” says Amy Marshall, COO,Fathom, a digital marketing and analytics agency.
9. Follow trends/hashtags. “Look at the trending topics and hashtags and find a way to make a relevant connection to your brand,” says Crystal Cantabrana, director of Operations, Grizzly Group LLC, which provides social marketing solutions. “By putting your business among the trending topics, your handle will be seen when people search tweets regarding that particular hashtag.”
“Tagging our posts with one or two relevant and trending hashtags has [helped us] to reach new users,” says David M. Burrows, vice president of marketing & PR, Cinsay , an online video commerce company. However, “hashtags should be used sparingly, as they can be seen as ‘Twitter spam’ when over used or attached to irrelevant content.”
10. Offer discounts or special deals to Twitter followers. “Run Twitter contests such as: ‘The next 50 people that retweet me will receive a coupon for 50 percent off,’ or have people post pictures of themselves in the store or using the product and do a random drawing,” suggests Marshall.
11. Use images and videos. “Get visual,” says John Lee, manager, Brand + Social Marketing, Webtrends, a digital marketing solutions provider. “Photos and videos drive three to four more clicks on Twitter.”
“Images, videos and other rich media have proven to receive more views, clicks and shares than plain text tweets,” says Marko Muellner, vice president, Marketing,ShopIgniter, a social performance marketing platform.
“While community managers may be doing a great job engaging followers, a banal post about enjoying the weekend is much less effective than rich, in-stream content in which someone can, for example, view a film trailer and find out where the movie is playing in their neighborhood,” Muellner says. “In fact, research shows that rich tweets have significantly lower negative feedback rates as consumers appreciate interactivity and content designed for their social mobile context.”
12. Use Promoted Tweets. “Be sure to directly target your audience with Promoted Tweets,” says Bryan Shaw, community manager at 3dcart, an ecommerce platform. “Failing to define exactly who you’re trying to reach [could] cost you time and money.”
Just “be sure that your promoted tweets aren’t spammy,” says Aaron Endré, a marketing and PR expert helping B2B tech startups. “The goal is to provide value that establishes trust and credibility, not trick people into clicking a link.”
And “Keep it fresh,” adds Alicia Antoniolli, account manager, Social, 3Q Digital, a digital marketing services provider. “Make sure your promoted tweets don’t run for too long.” If you want to continue to get that message across, find a slightly different way to say it.
13. Make sure Twitter is integrated with your other marketing efforts. “Twitter, like other social media platforms, is much more effective when integrated with your other marketing activities,” says Mark Schmulen, general manager, Social Media, Constant Contact, an engagement marketing company. “For example, if you’re running a promotion or contest on Twitter, let your email subscribers know about it, as they are another customer base who have already let you know that they want to receive messages from you,” he says. “Inversely, by occasionally tweeting out the link to your mailing list, you can also tap your Twitter base into your email content.”
14. Use Twitter analytics. “Use Twitter’s native analytics daily to get a grasp on what’s resonating and what’s not with your audience once you’ve built it,” says Miller. “In the analytics dashboard, you’ll be able to tell what your best days to tweet are, the types of content that are more favored and the demographics of the followers that you’re attracting,” she says. Then you can “replicate what’s working and rework or reevaluate posts that aren’t.”