27 SOCIAL MEDIA HACKSHOW TO 80/20 YOUR ENTIRE INBOUND MARKETING(HACKS START PAGE #17 IF YOU WANT TO SKIP OVER THE PRESENTATION ON INBOUND MARKETING AND SOCIAL MEDIA MARKETING FUNDAMENTALS & TRENDS)

Why manually Tweeting pictures of your X-Mas party 8 times a day won’t get you anywhere

A QUICK WORKING PRESENTATION OF INBOUND MARKETING / SOCIAL MEDIA MARKETING• Social media marketing is the use of social media platforms and websites to promote

product or service.• Most of these social media platforms have built-in data analytics tools, to track the

progress, success, and engagement of campaigns. • Companies address a range stakeholders through social media marketing: Current and

potential customers, current and potential employees, journalists, influencers and the general public.

• Strategically, social media marketing relies on running campaigns, setting governance, setting the scope (e.g. more active or passive use) and desired social media "culture" and "tone".

• User generated content (e.g., online comments, product reviews, etc.), are known as “earned media” as opposed to marketer-prepared advertising copy.

Inbound marketing is a marketing philosophy and general set of techniques for drawing customers to products and services via content marketing, social media marketing and search engine optimisation.

THE INBOUND METHODOLOGY(Courtesy of / for more information refer to www.hubspot.com who pretty much invented the term, andmarket the best, most advanced, most expensive suite of inbound marketing tools out there)

• Cost effective:• "If you have more money than brains, you should focus on Outbound Marketing. If you

have more brains than money, you should focus on Inbound Marketing.” - Guy Kawasaki

• Increasing ROI as customers buying habits support it• Outbound marketing is a strategy in which a business advertises its products and services

by providing information to the consumers even if they are not looking for those products or services. “Interruptive marketing.” Businesses do this via the use of television, print ads, direct mailers, radio, trade shows and more. Interruptive, poorly timed, expensive and are difficult to track the actual ROI.

• Inbound Marketing is a strategy that focuses on pulling the customer to you, using collaborative, engaging valuable conversations online. Creating relevant content, implementing search engine optimization strategies and utilizing social media. Prospective customers are warmed toward your products once they find you because they have already expressed an interest in your type of business by performing some type of search. Inbound marketing delivers 54% more leads than traditional outbound marketing.

1) FUNDAMENTALS & TRENDS: INBOUND MARKETING

1) FUNDAMENTALS & TRENDS: INBOUND MARKETING

• Have a why:(See: Simon Sinek’s watershed book or TED Talk here: https://goo.gl/QV7k6Y)

• Listen to your core audiences: Know who they are, most importantly what they care about, and even more what they struggle with

• Offer value, and valuable content: Address issues, offer genuine advice and tips:Do not fake it. Offer value. Not pictures of your cat that you brought to the X-Mas partyThe value can sometimes be peripheral, but real: Humour, Social Status

• Nurture leadsNo going in for the kill. No boiler room closers need apply.

• Talk about your audiences, their concerns, not about yourself• Capture traffic, and convert it into SMART Business Goals

The inbound marketing approach, seen from the buyer’s stage (Courtesy: www.hubspot.com)

INBOUND MARKETING – SEEN AS THE MOST BASIC PROCESS:• Content

• https://www.linkedin.com/pulse/10-tips-commit-professional-suicide-linkedin-st%C3%A9phane-malhomme?trk=mp-author-card

• Call to Action• (You will find 2 in the content above, one at the beginning, nestled in the

lead of the blog, destined to my B2B prospects, and one at the bottom for B2C prospects)

• Landing Page• https://www.jobologies.com/your-free-social-media-strategy-checklist/• (In this case the landing page is, specifically, an “email magnet” which is

the most common type of landing pages for the purposes of social media marketing and inbound marketing).

2) FUNDAMENTALS & TRENDS: SOCIAL MEDIA MARKETING

• Visibility (Reach, network size, content cycle, etc.) * Authority (Social proofing, case studies, endorsements, etc.) * Conversion• Main platforms and their #1 use:

• LinkedIn (B2B Leads Gen) Facebook (Lookalike audiences)• Twitter (Social Listening) Instagram (CPM buy)• Periscope, Snapchat, Whatsap, etc.

• Content is still King:• Old / Obsolete: Text Minimum: Text + Great picture• Good: Video Great: AR / VR

2) FUNDAMENTALS & TRENDS: SOCIAL MEDIA MARKETING

• Social media is not free:• Time expenditure can be high, at outsetespecially. Sunk investment: Most clients need 3-6 months to yield results and get RoI (SEO around 2 years)• Also: Rise of hybrid content (See FB or LinkedIn’s increasingly limiting content

display rules)• Content fatigue: There is more and more noise out there (Twitter particularly)• Optimise RoI with a variety of CMMS of different quality, breadth and cost:

• Buffer & Hootsuite• Hubspot

• Social media is not free (Continued):• Social media can yields some organic visibility and authority (Power of viral

content, Power of 3rd party endorsement) Still takes time and/or $.• … But there again, so does SEO (and much lower RoI by now)• Most large social media platforms (LI, FB, Twitter at least) offer the

possibility of direct advertising on the platform, through CPM’s mostly.• Contrary to inbound principles but SO TARGETED it can occasionally be the best

option!• Rise of hybrid content• Influencer marketing – Typically a paying relation, directly with the

influencer or mediated by a service supplier.

2) FUNDAMENTALS & TRENDS: SOCIAL MEDIA MARKETING

A FOOL-PROOF ACTION ITEMS LIST

BEFORE VISIBILITY & CONTENT• Grow your network size (# of connections and reach at 1st, 2nd, 3rd degrees)• Build your on-page credibility, authority, expertise (Endorsements &

Recommendations)• Conduct social proofing: Followers of your Co. Page / Showcase Pages• Define and document your core audiences (3-4 to start) For Sales & Mkg.

SEO.

AFTER CONTENT• Produce and Promote smart, targeted content on LI (Wall, Groups, Pulse)

• Best practices: 50/50 of your time should be split between production and promotion of your content

• Convert visibility into leads, outcomes or at least measured branding• Call to Action: Insert multiple ones in your content• Landing Page: There is a quadrillion articles online about landing page optimisation

• Close your leads. • Learn how to use a free, high-perf. email server (Mailchimp + Insightly) Do some

A/B testing, measure your hard / soft bounces, etc.• Pick up the phone. Take the relationship offline.

• Measure and Repeat

• Increasing the visibility of a website in a search engine’s unpaid results - often referred to as "natural", “organic” or "earned" results. (UNPAID / INBOUND)

• The earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users (Inventory)

• SEO may target different kinds of search: Image, local, video, news, industry specific vertical search engines

• It’s not just Google• Search engines do not reveal their code (Whitehat / Blackhat SEO)• Winner takes all: First page gets >90% of the views. Of which First 3 links >60%

• SEO is the organic result for search made on Google. It is often mistaken with PPC campaigns. Pay-per-click are:• Biddable Media• Also increasingly complex and now fantastically competitive• High intent / High cost

3) Fundamentals & Trends: SEO

• Main tools:• Content and UX by a long shot

• Content: Still best factor. All search engine does is create rules to ascertain value of content and serve it in priority. Good content = Good SEO

• UX: On par / close second. How your visitors use your site, how long they stay, how much do they interact, how long does each page take to load on average, etc.

• Site indexation, sitemap, general health of the website (no broken links, broken CSS, WordPress plugins unresponsive, etc.)

• Keyword density: Now contextual semantical analysis:• Jogging equipment buy online = Running gear ecommerce site

• Alt Text of pictures• Meta-Tags

3) Fundamentals & Trends: SEO

S.M. & INBOUND AS AN INTERNAL ACTIVITY

• Exponential in nature, each “quarter” of the quadrant multiplies the efficiency of the other 3.

• Perfectly suited to measurement, analytics, and continuous improvement.

GENERAL PRODUCTIVITY: #1 – TRELLO.COM

GENERAL PRODUCTIVITY: #2 – DOODLE.COM

GENERAL PRODUCTIVITY: #3 – CALENDLY.COM

GENERAL PRODUCTIVITY: #4 – IF THIS THEN THAT.COM

GENERAL PRODUCTIVITY: #5 – CANVA.COM

GENERAL PRODUCTIVITY: #6 – RESCUETIME.COM

S.M.M. HACKS #1 –CONTENT MARKETING: BUFFER.COM

S.M.M. HACKS #2 –CONTENT MARKETING: BUFFER.COM

S.M.M. HACKS #3 –CONTENT MARKETING: EVERNOTE.COM

S.M.M. HACKS #4 – ANALYTICS: SOCIAL SEARCHER.COM

S.M.M. HACKS #5 – EMAIL MARKETING: HUBSPOT.COM

S.M.M. HACKS #6 – SOCIAL NETWORKING: DISCOVERLY.COM

S.M.M. HACKS #7 – SOCIAL NETWORKING: BUZZSUMO.COM

S.M.M. HACKS #8 – SOCIAL NETWORKING: BUZZSUMO.COM

S.M.M. HACKS #9 – SOCIAL INFLUENCING: CROWDFIRE.COM

S.M.M. HACKS #10 – SOCIAL LISTENING: CROWDFIRE.COM

S.M.M. HACKS #11 – CONTENT MARKETING: BUZZFEED.COM

S.M.M. HACKS #12 – CONTENT MARKETING: MASHABLE.COM

SEO HACKS #1 – KEYWORDS: ADWORDS.COM

SEO HACKS #2 – KEYWORDS: KEYWORD FINDER.COM

SEO HACKS #3 – ANALYTICS: META SEO INSPECTOR.COM

SEO HACKS #4 – U.X.: HOTJAR.COM

EMAIL MARKETING #1 – ANALYTICS: MAILCHIMP.COM

EMAIL MARKETING #2 – ANALYTICS: REBUMP.COM

EMAIL MARKETING #3 –

ANALYTICS:

COSCHEDULE.COM

EMAIL MARKETING #4 – BOOMERANG/RESPONDABLE.COM