Forgot Password?

View Post
SXSW 2017: Key Takeaways on Digital Marketing

SXSW 2017: Key Takeaways on Digital Marketing

Posted on Mar 13, 2017 by Emily Ballard

The world of marketing is ever-evolving, and though there is no universal marketing strategy that will “just work” for every type of company, some marketing professionals make it seem like they possess the secret formula. Now that digital marketing has taken over, there are many new aspects of marketing that we must take into consideration when creating our marketing strategies. I went to multiple masterclasses on digital marketing that were held during weekend one of SXSW, and I’m here to share my key takeaways on where to focus your efforts when creating your digital marketing strategy.

Digital Marketing:

Lawrence O’Connor spoke on the fundamentals of marketing and shared in-depth, valuable information on how to understand your target market. While I found the entire masterclass extremely valuable, these are the key points I took away when focusing on digital marketing:

  1. Know your business. Ask yourself these questions: Why does my business exist? Why should anyone care? What am I not willing to compromise? What are my goals and how will I get there?
  2. Don’t skip testing and keep track of your data. Try both qualitative and quantitative testing. For qualitative you can focus on surveys and interviews and for quantitative focus on user engagement. When focusing on engagement, always pay attention to your analytics. If you are constantly recording your analytics, you will see what is working for you and what’s not.
  3. Recognize which platform your target market uses most. From your data, you will see trends emerge for where the most engagement is occurring. You can then increase your engagement with your core-users, through strategic interactions in social media.

Creating Your Social Media Strategy:

Vin Clancy, social media expert and owner of Traffic and Copy, shared his insight on how to grow your business using only social media. Through his in-depth presentation covering social media strategies, the main focal points that stuck out for me were:

  1. Add value. Bring your expertise to the table and offer your knowledge. Nothing beats staying genuine and true to who you are.
  2. Show up every day. Posting every single day on social media keeps you relevant, and people will create a connection with you. Keep your content fresh and relevant, and focused when engaging with your followers.
  3. Use content scheduling. There are multiple websites such as Buffer, Hootsuite and Spredfast that you can schedule content up to months in advance on multiple platforms at a time. These are great tools to use when you are trying to reach your audience through multiple platforms, on a daily basis.

Both of these masterclasses dug way deeper into these marketing strategies and covered topics of which I could only scratch the surface with this post. These key takeaways will help in understanding the basics of digital marketing, and are essential to the early development of your marketing strategies.


Click If You Like Me: Expanding Your Reach on Facebook

Posted on Jun 26, 2012 by James Trumbly

I “Like” you. I’ll “Share” you with my friends if you impress me. If I really “Like” you, I may even “Comment” about you. No, these are not notes dug out of a middle-school girl’s locker. They’re the short version of what (hopefully) goes on in the minds of your Facebook fans every time they see your content in their newsfeed. Want to know how to engage your fans even more? First let’s talk about how you earn a spot in the newsfeed to start with, and then we’ll discuss some strategies that will increase visibility.

EdgeRank Demystified

Edgerank is the mysterious algorithm used by Facebook to determine which news stories show up in the newsfeed. Fortunately, the Facebook wizards have given us three factors that affect this all-important process:

  • Affinity—Likes, shares, and comments determine a fan’s affinity, or engagement with your brand.
  • Weight—Weight measures how popular your site is overall. It’s determined by how people engage and how often they engage with your content.
  • Time—Time refers (obviously) to how old your post is. Newer posts are deemed more important than older ones.

How to Build Your Brand With EdgeRank

Now that you know the three factors that determine your Edgerank score, you can build your Facebook strategy around maximizing their impact.

  • Create Fabulous Content

Valuable content is still the best way to earn fan engagement, and of the possible content formats, photos tend to carry the most bang for your buck. Make your content fun, upbeat, and relevant to the reader’s life.

  • Give Your Audience What They Want

People are on Facebook to interact, smile, or otherwise get a boost for the day. So give your fans what they want. Study them to find out what kinds of content they engage with most often (pictures, videos, or witty comments?) and when they’re most likely to consume that content. Then tailor your posts accordingly.

  • Practice the Three S’s

The most popular posts tend to be short, straightforward and seasonable. As people scroll through a newsfeed, they don’t generally take the time to read long posts. So keep it short. Don’t be afraid to ask for likes, shares, and comments. And be sure to include current content about breaking news, trending topics, and holiday items.

  • Follow Up

Once you’ve earned the coveted engagement, follow-up by replying with a comment yourself. Many times, your comment will earn another like, strengthening your connection with that fan even more.

Capitalize on the Edgerank process by catering your posts to your audience. As you earn their loyalty with quality content, engaging and readable posts, and reliable follow up, you’ll see a boost in your Edgerank score. And that’s the key to staying visible.