Use Solar Energy to Earn a LEED Certification

LEED certification for buildings or commercial facilities by installing a solar power system is a way to save costs on your bottom while establishing energy independence. As a happy side note, LEED designation and use of solar energy is also a very effective way to generate additional positive PR and word of mouth for your business. If you plan to build a new plant or upgrading of an existing building in the near future, consider adding a solar energy system to reduce or eliminate their dependence on local public services providers.

LEED certification reduces operating costs

Probably the most convincing of the appearance of LEED certification through the installation of solar energy is the ability to reduce the overhead of your business. By incorporating a solar photovoltaic system design or renovation of its installation, the ability to start producing energy without almost immediately you enter. For States that provide the C-PACE program, you can finance your solar power system with very favorable conditions. Otherwise, many solar energy providers also offer a financing program to the conditions that are even more attractive than the C-PACE program offers. You can install solar panels virtually no pocket money and start saving money almost immediately. This is particularly attractive for companies who are remodeling or modernization of an existing building. Solar firmly on the figures LEED rating system, allowing you to reach a desired item quickly and easily.

Establish energy independence solar and LEED

No matter the size of your business, you have been to thank you for your local electricity provider since the day it opened. The adoption of solar technology and other renewable energies energy autonomous will help you break this link. You respect the other requirements for obtaining a LEED certification, you will reduce the energy needs of its facilities and its need for the municipal network. Using more insulation and other construction methods that reduce their electricity needs of the installation is a bit more to avoid ridiculous monthly electricity bills your business has paid off.

The use of solar energy and LEED to leverage public relations

Business owner warned today care about the bottom line, as well as energy independence, because these factors provide a distinct advantage to support business operations. As the economy fluctuates or political position changes the way they are forced to operate while remaining profitable ways your organization can keep rolling. Public relations benefits of the optimization of solar technology are an important part of this equation. Many existing customers, especially those who are outraged by the bloated government, look for companies that share their ideals. Never client money was more influential than it is today, and appealing to their shared sensibility, can position your company as they can be identified. Even the few well-placed press releases mentioning his proactive stance against the government and control utility supplier will brand your company as a pioneer, a hero and a person who want to do business with.

If you have considered adopting some of the LEED standards for installation, contact a solar energy provider in your area. They can assess your installation and determine the size of the system that best suits your goals and earn maximum LEED credits. The adoption of alternative energy systems is a favorable plan for many reasons, if you finally decide to seek LEED certification.

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Essential SEO Considerations For Any Website Migration

Website Migration SEO Considerations

Sometimes implementing a website migration an essential part of doing business in a digital world. There are a variety of reasons why a company may choose to migrate from one site to another. Regardless of the reason, it’s important to remember that your website is your virtual calling card to prospective customers and sometimes a website migration is a necessary step in providing your customers the best possible user experience.

Like botched plastic surgery, a poorly executed website migration can bring a host of SEO problems, including making your site difficult to find in search engines, confusing to use or filled with errors that make the searchbots run away.

To ensure that your website migration goes smoothly and leads to improved business, follow these essential migration SEO recommendations:

Assess Visitor Behavior with Web Analytics

Assess Your Analytics

In order to improve the user experience of your website, it’s important to first understand how visitors use your website now. Your website analytics platform can be a treasure trove for insights into historic usage patterns that can be essential to identifying issues, opportunities and sticking points that can be improved with a strategic site redesign.

Make sure you’re putting all of that valuable data to use by reviewing:

  • Top-viewed website content – Make sure you aren’t cutting content your audience loves.
  • Least-viewed website content – Even the best sites have some junk, take this opportunity to drop it or improve it.
  • Click maps – Looking at where people are clicking (or trying to click) can help to design an intuitive and frustration free navigation interface.
  • Paths to conversion – Regardless of what your website goals are (i.e. build subscribers, generate leads), understanding the paths which your visitors are taking to key conversion points can help to optimize these paths to make it easier and more enticing for visitors to convert into customers.

Web analytics tools:

Website Migration 301 Redirect Mapping

Map Url Redirects

If your website has been around for any amount of time, there’s a good chance that you’ve built up search equity in the form of links and social shares. In addition to tight keyword optimization, these are the primary factors that help to increase the visibility of your content in search engines and since they are tied to the urls on your site, a migration in domain or url structure can snuff out the valuable search equity you’ve spent time and effort building.

To avoid starting from SEO square one with your new website, it’s important to strategically implement 301 redirects from your old page urls to the new ones, as this will effectively tell search engines where your new site pages are and that they are replacements for the old versions. In addition, it will ensure that people and bots who follow links to your old urls will end up in the right place rather than an error page.

In order to map redirects effectively, start by documenting for all your existing pages:

  • URL
  • Page topic
  • Target keyword
  • Organic search traffic (I recommend looking at a minimum 6 month time range)
  • Links to page
  • keyword rank

Also document for your planned new site pages:

  • URL
  • Page topic
  • Target keyword

Once you have these two lists compiled, the next step is to map each page on your current site to it’s planned new location on your soon-to-be launched site. Redirect mapping isn’t rocket science, but it does take some thought (when done correctly). Fortunately, the previous exercise should give you all the information you need.

Of primary concern is topic relevance, in particular for highly trafficked and linked-to pages. When planning redirects, always consider what the experience of a visitor would be if they ended up on the redirect page rather than the original. Would it serve their needs as well or better than the old page? Would it feel confusing? Ideally the new page should be such a seamless transition that people don’t even notice the switch.

Redirect mapping tools:

 

Consider Time of Year When Planning a Website Migration

Choose Ideal Timing

Even the best planned and executed website migrations come with some downtime and a temporary decrease in traffic (approx. 30%) and search rankings. It’s a price worth paying, as a new and improved website can drive significant improvements in business over an outdated and clunky site. However, it’s important to time the transition for when it’s likely to have the least amount of negative impact on your business.

The best time of year to implement a website migration is when business is likely to be the slowest. Companies vary in the degree of seasonality they experience, but most have a ‘slow season’. You probably already know when this is, but if not, take a look at your historic yearly web traffic or revenue patterns to determine when your slow season typically occurs.

As with time of year, it also makes sense to migrate your site on a slow day of the week during off hours. For many B2B focused websites, this is late on Friday or Saturday, but make sure to make the decision based on your own analytics, as every site and audience is different.

Post Website Migration

Post Migration

After making your new site live, it can be tempting to relax and celebrate, but hold off on breaking out the champagne just yet. In the period of time shortly following a website migration, it’s critical to keep a sharp eye out for issues or opportunities as well as monitor website traffic patterns to make sure it’s heading in a positive direction.

QA Like Your Site Depended on It (Spoiler: It Does)

In addition to checking your 301 redirects, it’s important to give a visual inspection of each page on your new site. For efficiency, you can check both simultaneously.

Make sure that each of your redirected pages:

  • Goes to the correct new destination page
  • Gives the correct server response (301)
  • Loads quickly
  • Directs to a page that renders correctly

Upload XML Sitemap

XML Sitemap and Robots.txt

Like moving a brick and mortar business to a new location, it’s important to let people know where you’ve gone or else they may not be able to find you. On the internet, this is primarily accomplished via an xml sitemap, which tells search engines all about your new site and what it contains.

While you should have a properly formatted (and ideally auto-generated) xml sitemap on your site from day one, it isn’t enough to simply have it there, as search engines may not immediately find it without a little prompting. To avoid unnecessary delays, upload your xml sitemap to Google Search Console (formerly known as Google Webmaster Tools) and Bing Webmaster Tools.

Once uploaded, check back to make sure your sitemap isn’t resulting in errors from either Google or Bing and that the majority of your submitted pages have been indexed.

Monitor Web Analytics After a Website Migration

Analytics

As mentioned earlier, a temporary decrease of approximately 30% in website search traffic and visibility can be expected in the period immediately following a migration, but it’s very important to monitor closely to make sure it is indeed temporary and that things are headed in the right direction.

Make sure to keep a close eye on:

  • Organic search traffic
  • Visit bounce rate
  • Conversion rates
  • Keyword rankings

Website Migration Crawl Test

Crawl Errors

Generally, crawl errors like broken links, 404 not found pages or duplicate content will be at their lowest levels on a brand new site, but it’s still important to check and fix any errors, especially as this can be an indicator of a mistake during the migration.

There are many good automated crawl tools available, but make sure you use one that can find:

  • Broken links and 400 error pages
  • 500 error pages
  • Duplicate content
  • Inaccessible content

A website migration may seem like a lot of work, and it most certainly is (when done correctly). But the potential payoffs in improved experience for your site visitors and increased business for you are more than worth the investment.

While none of this is exactly rocket science, it is important to get it right, as the risks of a poorly executed migration can be significant. If you don’t feel that you have the resources or knowledge to correctly implement your website migration, I strongly recommend enlisting the help of a skilled digital marketing agency or expert to help.

What are your best tips for a successful website migration?

Images from ShutterStock: First, Second, Third, Fourth


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How to Create Oscar-Worthy Content Marketing: Ann Handley of MarketingProfs #CMWorld

AHandley---interview-header-

My pal Ann Handley has made it her life’s work to, in her words, “wage war on mediocrity in content.” Her best-selling book, Everybody Writes, is a practical guide to writing the kind of content that truly engages an audience.

As the Chief Content Officer of MarketingProfs (the world’s first Chief Content Officer, in fact), Ann advocates quality over quantity in all of her content ventures. She also spreads the gospel of good content at speaking engagements around the world, including the upcoming Content Marketing World conference September 8-11 in Cleveland.

To get a sneak preview of Ann’s Content Marketing World presentation, Good Content Vs. Good Enough Content: A Fight For Sore Eyes, I did my best to catch up with her during some pretty crazy travels. Along the way, she shared her journey on learning to write compelling content, the role of technology in content marketing, and the death of the marketing funnel.

My mission is always to make the complicated way simpler.

As the CCO of MarketingProfs, best-selling author, keynote speaker, lover of Cavalier King Charles Spaniels and the most influential woman in Social Media (according to Forbes), when you look back on your journey throughout your career what are three things you never lost focus on that helped you get to where you are today?

  1. When I was in journalism school, my professor Charlie Ball used to tell me, “Remember: No one has to read this.” That perspective changed my writing from self-indulgent (all about me) to reader-centric (all about the audience). It’s been invaluable as a content-centric marketer and blogger and (frankly) as a person.

(Side note to parents — of either a human, dog, cat, ferret, lizard, llama, or otherwise: Parenting reaffirms this idea. Because nothing is about you. Ever again. And I say that in the best possible way.)

  1. Charlie also told me: “No one will complain that you made things too simple to understand.” Life is complicated. Business is messy. “Solutions” are multi-faceted. If I’m being honest, most things in life confuse me. My mission is always to make the complicated way simpler.
  1. Finally: Deliver. Seth Godin calls this: Ship.

When I was in high school, the Pope visited Boston. I went to Catholic high school, where I was the editor of the school paper. I told the school I’d cover it for us. (The nuns were thrilled!)

But then I changed my mind, and I blew off the Pope’s visit to go hang out with my local public school friends. And when I got home that day, my Mom was unusually annoyed at me. I didn’t understand why — who cares? The Pope’s visit was all over the news anyway.

And my mom said, lips pursed and on the verge of losing it, “Because you had a responsibility to your position, and you ignored it for your own pleasure.”

At the time, I thought she was being ridiculously prissy. (I still feel bad to this day about my eye roll in response.)

But now, I get it. I said I’d do something, and then I didn’t. That’s not cool.

How I internalize that now: If you say you’ll do something, do it. Your word is more important than you might imagine it is.

You can’t code creativity. And you can’t program publishing. And quality definitely trumps quantity.

Your session at Content Marketing World will focus on helping marketers nail the basics of creating good content. What do you anticipate are the primary challenges for marketers today in creating quality content versus a quantity of content?

I’ve been thinking lately about technology. Because increasingly it’s heralded as the savior (or legitimizer?) of marketing.

Robots can write your posts. Tools can optimize them. Solutions can amplify them.

Awesome. I heart technology. I built my career on it, too.

But guess what? Technology is only as good as our story.

You can’t code creativity. And you can’t program publishing. And quality definitely trumps quantity. Always has. Always will.

Your story is the thing that sets your apart. So the question is: What’s your story? And how do you tell it?

There’s a growing rumbling in the marketing industry about the death of the funnel. Yea or nay?

The funnel was never a funnel. It’s always been an ecosystem, because the people who buy (the people at the end of the “funnel”) have always had the capacity to influence the decision of others. Social tools and technology make that information way more accessible, is all.

Which makes your sales and marketing efforts like the song that never ends. It just goes on and on, my friend, to quote Lamb Chop. (Is this the first time Shari Lewis has been quoted in a marketing context?)

What are your favorite examples of B2B or B2C brands that are creating great content for marketing?

B2B

B2C

Nonprofit

Government

  • This was a failed attempt, because the candidate didn’t get elected. But I believe it was groundbreaking storytelling in political marketing – The Best Political Ad Ever

What’s ordinary to you isn’t often ordinary to others.

Incorporating storytelling into content marketing has always been a big focus of yours. What advice would you give to marketers to help uncover these stories, even if they think they might not have any worth sharing?

Every company has a story to tell, if you look at the world from your customer’s point of view. The designer Michael Wolff says, “What already exists is an inspiration.”

Train yourself to look at things differently. What’s ordinary to you isn’t often ordinary to others.

What is the best piece of marketing advice that you’ve ever received personally?

“The best marketing doesn’t feel like marketing.” — Tom Fishburne (Marketoonist.com)

He didn’t say it to me personally — although he’s a friend, so he probably would if I asked him to. Regardless, I’ve internalized it as if he did. I’m not exaggerating when I say that I think of it every day.

Content Marketing World attendees, you are my people.

What do you like best about attending and speaking at Content Marketing World?

Content Marketing World attendees, you are my people. It’s not quite like being with family — but there’s a similar feel of a kind of posse.

“Community” is one of those words that’s overplayed in marketing. But CMW (and a few other select marketing events throughout the year) embody it for me.

Thanks, Ann!

Ready to Create Oscar-Caliber Content Marketing?

Reserve your space at Content Marketing World 2015 for inspiring and informative presentations from 200 superstars of marketing.

For a sneak preview of Ann and 13 other marketing matinee idols’ presentations, grab your popcorn and settle in with our new eBook, Making Content Marketing the Star of Your Marketing.

Stay Tuned For the Thrilling, Final Chapter in Our Triple Content Marketing Feature!

CMWorld 2015 eBooks

On June 22, we will premiere the final chapter in our content marketing triple feature: Measuring Your Content Marketing Box Office Success. Featuring content marketing stars such as Joe Pulizzi, Andrew Davis, Michael Brenner and many more, you’ll be able to connect the content marketing performance dots with the strategy and tactics shared in the first two eBooks.


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Climate Change – The Real Deal



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It was in the spring of 2011 which was long remembered by the scale and horror of many violent tornadoes that tore through the Midwest and parts of the eastern United States. With the massive flooding of the Mississippi River in Illinois all the way to New Orleans created a catastrophic disaster. It seems like every spring has seen its share of storms where torrential rain causes immense suffering and loss of life. Once again we have drought conditions in many areas of our country and through out the world.

We realized that climate change increases the risk of hostility and conflict. The sea level rise today already cover the coastal landscapes around the world forcing people to leave their homes. In general, we are seeing migration, while due to the rising waters forced. This migration of refugees of climate change continues to grow each year. With drought conditions worsen shortages have become the strongest fresh water and food. Consequently, there has been and still is an increased competition for remaining resources never there. And this increased competition continues to exacerbate tensions, not only in all the countries concerned but throughout the world.

To understand the impact of climate change today is that one of its consequences has led to instability in Nigeria. This instability, now operated by the terrorist group Boko Haram continues to exasperate economic conditions worsen and throughout Africa. The drought and subsequent food shortages not only rising food prices intensified, has helped fuel the riots in early Syria. Today, with the country torn by civil war and the rise of ISIS caused serious risks, not only for the global economy, but has also had disastrous effects on humanity as well.

In the US, it has not been since 1920 in this country has experienced such devastation of nature in many places in a short period of time. Following all this devastation left much of the United States almost helpless. Too many lives lost, so much destruction, and many livelihoods in ruins was the result. Today, nature in all its fury unleashed chaos and destruction that continues to shake that nation. Man-induced climate change is attributed to a global quagmire of misery and death?

Throughout the centuries mankind has continued to upset the balance of nature. Man laid the foundation for the natural disasters that have transformed our world. Each nation is guilty of some environmental atrocity of one kind or another. Voluntarily or not the man continues to pollute, destroy, steal and our environment without worrying about the consequences of our actions, inactions and now to facilitate the devastation. To speculate that the Earth goes through its normal cycle of climate change as the reason why there are so many homes storms, longer droughts, earthquakes or massive flooding is too casual.

Monetary restrictions imposed by the reactions always change in the environment caused by human interference. The tragedies of humanity are imbued with blatant disregard for the environment, nature and all the inhabitants of the earth. Even with all the currently available more pollution than any other period of history is continuously discharged into our rivers, streams, lakes and oceans causing catastrophic damage to marine life technology, people from coast, all economies around the world . The need is very obvious, the technology is available, and resources can be provided to eliminate global pollution that threatens our very existence.

What it has happened since the arrival of the first industrial revolution in which man continues to drain the oil fields, groundwater deposits of coal and other minerals, which is a parody of our planet. Our continued reliability of fossil fuels on earth creates large gaps that contribute to the movement of earth plates along the lithosphere resulting from earthquakes, tsunamis, and even sink holes that cause terrible damage man and the nature. We also have to realize what humanity has done to the tropical forests of the Amazon. Destruction and almost total annihilation of the greatest resources of the stability of Earth’s climate, now it has become the greatest threat of the planets climate instability.

To not capitalizing the already abundant, automatic replenishment, and environmental sources of renewable energy humanity has made the land can not remain stable. Of course, the planet has experienced throughout the history of climate change, but mans continued escalation of fossil fuel consumption only increases and accelerates a change in the climate of the earth. When the weather changes drastically in a relatively short time period of great upheavals they have always happened. Worldwide, more frequently and with greater intensity have become. Always in the most horrible human suffering, nature and the environment and it is almost powerless to restore stability. All this while the costs to restore balance and stability today far exceeds the cost that would have been spent to prevent such disasters from happening in the first place.

All that is needed is the will of nations once and for all band together to solve the climate of the earth is directly related and influenced by human interference. To curb the acceleration of global warming, end the catastrophic pollution, and restore our depleted forests every nation must help restore the delicate balance of the earth. This, for humanity now be able to end the massive human suffering that causes more aggression and destabilization of nations worldwide-out. All this can be done using the technology available today. By making the sources of the first and second electrical obsolete industrialization is the fastest way to restore stability worldwide. The availability of solar, wind, hydro electric, magnetic energy and other green energy sources are easily available now. All that is needed is the political will to make them more accessible and affordable. The ability to restore the balance of nature on earth is at hand. And doing so could only alleviate many human tragedies that have placed man about to fall back into the caves of the Neanderthals.

Online Marketing News: Less Filling Facebook, Organic Is Live & Well, Mobile Makes Modest Move

Evolution Of Twitter

The Evolution of Twitter – Twitter which was launched way back in 2006 has definitely gone a long way eversince it was created. To date, there are more than 288 million users who are active in sharing and sending tweets in a day. In using Twitter, you can now share and read tweets anytime and anywhere. Check out the full history of Twitter in this infographic. Tech & Science

STUDY: Facebook Pages’ Organic Reach Is Not Quite Dead – The conventional wisdom about Facebook pages is that organic reach is virtually nonexistent and posts with photos perform the best, but a study by social analytics and reporting firm Locowise poked holes in those theories. SocialTimes

Study: Searchers Use Question Formats 27% Of The Time – A new study analyzes how searchers type in queries by looking at the query format and query length. Search Engine Land

Marketing Departments to Move Majority of Apps to Cloud in 2 Years – Forty-seven percent of marketing departments will have 60 percent of their apps on a cloud platform within two years. Almost half of marketing departments will have two-thirds of their applications on a cloud platform in two years, a report from 451 Research has revealed. ClickZ

Facebook Partners With Shopify to Launch Its Own ‘Buy’ Button – It was announced today that Shopify and Facebook are teaming up to launch a ‘Buy’ button that will enable people to buy items found in the news feed without having to leave the world’s top social network. Search Engine Journal

Facebook Announces Facebook Lite – This week, Facebook introduced Facebook Lite, a new version of Facebook for Android that uses less data and works well across all network conditions. Facebook

Content Marketing Now Comprises 40% of LinkedIn’s Ad Revenue – LinkedIn generated revenue of $119 million selling ads during the first three months of 2015, a 38% increase over the year-earlier period, the company said Thursday. But the outlook for the second quarter and full year was weaker than expected, and headwinds for display ad sales meant a lot rides on the continued expansion of LinkedIn’s sponsored posts. Ad Age

STUDY: Envy of Friends, Family Can Make Facebook Use Depressing – All of these studies suggesting that Facebook use causes depression, are, well, depressing.The latest comes from University of Houston researcher Mai-Ly Steers, who found after conducting two separate studies that some Facebook users find themselves comparing their lives with the activities and accomplishments of their friends and family on the social network. SocialTimes

Report: YouTube Still Trumps Facebook Video For Brands Over The Long Haul – Visible Measures data shows Facebook with 35% of video views from a sample of March campaigns, but over time the balance shifts in YouTube’s favor. Marketing Land

Report: Mobile Search Queries 29 Percent Of Total But Growth Modest – comScore released its latest “Digital Future in Focus” compilation of key stats for the US market. Most of the material has been previously exposed in one form or another. However for the first time comScore released search volumes for mobile. Search Engine Land

Twitter Improves User Experience with New Block Tools – The platform is going to enable users to block multiple unwanted accounts at the same time and share lists of accounts they have blocked. ClickZ

REPORT: Page Likes Down 3% to 4% After Facebook Cuts Inactive Accounts – Social analytics provider Quintly broke up pages into two groups — those with fewer than and more than 1 million likes — and found that pages in the former group saw their like totals drop by an average of around 3 percent, while that figure was approximately 4 percent for the latter group. SocialTimes

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: Best Essay Tips


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How To Make A DIY Solar Panel



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The economic vitality is essential for both individuals and earth. As a family unit, with the possibility of saving money for electricity bills is an extraordinary method of management. Rather than spend more money in fees, they can put something aside for emergencies. The vitality of the economy can also save the earth. It hurts when power plants one little power is turned on. However the use of less energy can make a huge show on earth homes.

How to make a solar panel?

These are the things that you can easily find at home or near the tool shop, you could make a solar panel to help progress towards the environment and economical. Here progress Making a board of sunshine fed and the things you need:

Sheet metal clippers

Copper flashing piece of ½ feet

Glass vessels or plastic flasks

Tap water

Electronic drill, sand paper

Electronic burner

Alligator clip leads

Micro-ammeter

Safety spectacles

Table salt

Steps to Make:

Use sandpaper to reduce the signs of consumption of copper and completely clean fire. At this point, metal cutting shears so that he would coordinate with the burner.

Put the light on burner and cook for at least 30 minutes to make the copper oxide dark thick enough. When a decent coverage of the copper oxide framed, let cool until chips.

Clean the copper cooled with tap water, however, gradually to the fact that the type of red copper oxide, which has shaped the heating another bright copper away.Cut not the same size as little time recently. Gator with clasps, join the two letters he has done inside the glass container with a wide opening and a plastic container with a higher court. The tips should not touch each other and the curve with the state of the glass or carafe.

Join the crocodile’s head cut extravagant annexed intact on the positive side of the unit. Clasp changed to the plate with the copper oxide must be connected to the negative side. Make an arrangement and salt water. Make a response that can adequately splash motherboards. Fasteners must be between the hammer and the anvil.

Place in the sun and perceive how you can make the leap from the gauge. Then you can use it to help power different machines.

So if you want to organize electricity to effective and affordable then this is the best idea for you, especially when you think about decorating the dining room or formal living room in a professional manner.

An Island made from plastic bottles by Richart Sowa



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Where some see a simple garbage Richard Sowa saw a way to make his dream. More than 150,000 plastic bottles used to create this magical floating island, talk about creative recycling! Watch this video to learn more about your almost completely sustainable development now calls home. This will make you think twice before just throwing a lot of things we consider trash.

Online Marketing News: Buy Button Bonanza, Everyone’s Getting ‘Near Me’, Facebook Snags The Spend

Engage Your Visitors

How to Write Better Titles Using Data-Driven Strategies [Infographic] – How much time did you put into the title of your last blog post? If your answer was, “Not much,” don’t worry — it’s often the most overlooked component of content. Check out this infographic to learn more. Search Engine Journal

Google Says “Near Me” Searches Have Doubled This Year – Search queries that contain a location qualifier such as “nearby” or “near me” have doubled in the past year, according to Google Trends data from March. Eighty percent of those searches come from mobile devices. Search Engine Land

STUDY: Different Engagement for Different Types of Content on Facebook – Do different types of content on Facebook lead to different types of engagement? Social media news aggregator NewsWhip has the answer. SocialTimes

Twitter Brings Programmatic to Social With Amplify Update – The microblogging service has introduced a program called Auto Amplify. The new feature reduces lots of manual work and helps brands better manage their campaigns in real time. ClickZ

Facebook Video Soars Past 4 Billion Daily Views – Showing no signs of slowing, daily video views on Facebook have jumped 1 billion since January. Marketing Land

Twitter Unveils Official Consulting Partners: IBM Is First Up – IBM has worked with Twitter as a strategic partner since October, and the relationship has helped the social-data purveyor recognize something important: Twitter needs more preferred consulting partners. Ad Age

Pinterest Unveils New ‘Action Buttons’ – The social networking site revealed the plan for its long-awaited revenue-generating feature. Inc.

The Majority of B2B Companies Are Using Incomplete Data – Almost three quarters of the records in B2B marketing databases are inaccurate or incomplete, according to a new study by Dun & Bradstreet NetProspex. Direct Marketing News

Twitter Unveils New Audience Insights Dashboard – Twitter is looking to entice more advertisers to the platform with a new Audience Insights dashboard, covering a wide range of analytics options. Similar to Facebook insights, Audience Insights includes an overview of various demographics, interests and purchase behaviour data, enabling Twitter advertisers to dig deeper into their audience and better target their content – both through paid and non-paid means. Twitter

Facebook Accounted For 75% Of Social Ad Spending Globally In 2014 – The global social advertising market grew 41% to $15.3 billion in 2014; Facebook is maintaining dominance despite lack of presence in the giant China market. Marketing Land

STUDY: Interaction with Instagram Posts Trounces Facebook, Twitter – When it comes to interaction with posts, Instagram blows away parent company Facebook and Twitter, according to a recent study by social analytics provider Quintly. SocialTimes

Uber Partners With Foursquare to Combine Local Search and Transportation – Uber has formed yet another partnership, this time with local search recommendation app, Foursquare, that will give the car service an even greater advantage over competitors like Lyft and Curb. Search Engine Watch

Facebook Adds “Call Now” Click-to-Call Feature to Newsfeed Ads – Local advertisers now have a new tool for converting social network users to leads and sales, thanks to Facebook’s new ‘Call Now’ button for News Feed ads. Mobile users who tap the button call the business immediately. Social Media Today

Google Confirms “Buy” Button Is Coming To Search Ads – Google has just confirmed the report that it will enable “buy now” buttons on some mobile ads. Marketing Land

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: Marketing Domination Media


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Online Marketing News: Buy Button Bonanza, Everyone’s Getting ‘Near Me’, Facebook Snags The Spend | http://www.toprankblog.com

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Best Practices for Incorporating Sponsored Posts & Ads In Your LinkedIn Marketing Strategy

POT-OF-GOLD

For many B2B marketers, LinkedIn can prove to be a figurative and literal pot of gold. While there’s no majestic rainbow to show you the way, I can show you how to incorporate social media advertising as part of your LinkedIn Marketing strategy.

A few years ago, HubSpot surveyed B2B organizations and found that 65% of them reported that they have acquired a customer by using LinkedIn and its paid advertising features.

Many organizations have found LinkedIn users to be incredibly receptive to seeing ads and sponsored updates within their feeds. Because LinkedIn is professionally focused by nature, users expect to be having conversations about business.

The best practices below provide some helpful insights into LinkedIn paid advertising basics and can help drive the performance of your campaigns.

Sponsored Updates vs. Sponsored Updates

In our experience, sponsored Updates drive much higher engagement than LinkedIn Ads for the majority of the clients we work with. Below is a sample of conversion rates for both sponsored updates and LinkedIn Ads.

Ad and Sponsored Conversion Rate

Why is There Such a Gap in Conversions?

  1. Sponsored updates appear in the users news feed, which makes them hard to miss. Ads however, appear within the right hand column and can be easily looked over.
  2. A sponsored update is only noted by small gray text that says “Sponsored” if not looking closely, users may not even notice that they’re clicking on boosted content.
  3. Sponsored Updates give the marketer much more flexibility with messaging and imagery compared to ads that have much stricter guidelines.

linkedin image 2

LinkedIn Ads have their place within a social advertising strategy and can often help marketers meet their hit their fiscal goals. However, if you’re just starting out and want to get the most out of your marketing dollars, we recommend focusing your efforts on sponsored updates.

Target Your Audience

LinkedIn has an entire suite of targeting options for you to choose from. If targeting is too broad, your messaging will lose its effectiveness.

We always recommend testing different types of targeting within your LinkedIn campaigns. For example, you can test targeting by title, then grouping. Alternatively you can target by group and then title. Our clients have seen a great deal of success by targeting specific titles within groups, as well as targeting titles within specific companies.

The bottom line, experiment with your targeting to find the best mix for your audience.

Create Messaging That Resonates

Be social, be interesting and be conversational. Sometimes you may have to remind yourself that users flock to platforms like LinkedIn because they add a social element to their personal and professional life.

The messaging used in sponsored updates and ads should focus on your target’s problem and the solution that you offer to meet their need(s). Your prospects may not care about your new eBook or whitepaper, but they will care if your content helps them solve a business problem.

Remember to always create content that speaks directly to your audience. Messaging for a CEO should be different from that for a Manager or Consultant. That’s the beauty of LinkedIn; you have the opportunity to be the answer to all of those unique questions, so tailor your answer/solution accordingly.

You only have 160 characters for direct sponsored posts, so make sure your CTA or your primary takeaway is front and center.

Be Mindful About Images

Rule of thumb, if you have an alternative to stock photos, use it. LinkedIn is filled with stock imagery so creating images that are unique, bright and energetic will go a long way.

Your imagery should be used to support your content.

In the first image below you can see that the visual used of IBM and Facebook clearly aligns with the message of their partnership. The two images on the right however, don’t particularly match up to the message that is being promoted.

IBM Facebookopal financial group

Be sure to update your messaging and imagery frequently. We typically recommend that messaging is adapted every couple of days. Your audience will gravitate towards different messaging and images so I will typically launch new campaigns as opposed to revising existing so we can keep track of which messages work best.

Call to Action

We always recommend using some sort of download as your CTA. A demo or meeting may be your ultimate goal but from an engagement standpoint, a download always wins hands down. It’s easier asking for that demo once they’ve gotten the information from you.

As you can see below, we have typically found that downloads have a much higher conversion rate than demos.

demo and download rate

Budget & Bids

Your daily budget should be dictated by your audience and the bids that LinkedIn is recommending. If you apply the lowest bid acceptable, it will greatly reduce the number of impressions your campaign will be severed. If you feel that your activity is low, that normally means your bids are too low.

Go Forth & Find Your Pot of Gold

Be mindful that success with LinkedIn sponsored posts and advertising takes time. If you know your audience and can be nimble in your approach, your chances of success will greatly increase.

If you’ve used LinkedIn advertising in the past, what were the biggest lessons that you learned?

Disclosure: LinkedIn is a TopRank Online Marketing client.

Top Image: Shutterstock


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Best Practices for Incorporating Sponsored Posts & Ads In Your LinkedIn Marketing Strategy | http://www.toprankblog.com

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5 Ways to Woo Your B2B Social Media Audience & 3 Brands That Are Doing it Well

WOO-SOCIAL-MEDIA-AUDIENCE

Have you ever been in a relationship where one partner wanted more, and the other was hesitant to take the next step?

Many B2B marketers are facing a similar roadblock. They’re ready to ask social media followers to “marry” them, but some of those followers are beginning to question why they liked the brand in the first place.

A recent study found that only 20% of CMOs are using social media for engagement. Two thirds of CMOs also report that they’re not ready to cope with social media.

Even though B2B marketers typically have a more difficult time forming a loyal fan base on social media than their B2C counterparts, that doesn’t mean that there isn’t a substantial opportunity to create connections. It is essential that all B2B marketers keep in mind that the goal isn’t to form a relationship with companies on social media, it’s to form a bond with the individuals that work within the companies that you are targeting.

If you really want to create a lasting relationship with your audience that is mutually beneficial, consider the following recommendations to begin taking the next steps towards engagement.

5 Tips for Wooing Your Social Media Audience

#1 – Understand Audience Habits

What is one of the best ways to get to know someone? By asking them questions about themselves. The same logic applies to your online audience.

One of the first steps B2B marketers can take is to gain a true understanding of prospects social media habits and needs. This insight can be compiled in a few ways including”

  • Talking to your existing customer contacts. Never take your current customers for granted. They not only have similar pain points of your potential customers, but you also have a direct line of communication with them.
  • Using social media listening tools to help determine when your audience is spending time on specific social networks.
  • Gaining insight into what they care about. Platforms such as Twitter and Facebook provide insight into what your audience interacts with the most.

#2 – Be a Good Storyteller

Another great way to relate to your partner is to share stories that they can relate to. Unfortunately, B2B customers have often gotten the short end of the stick when it comes to well-developed storytelling.

Remember that the point of social networks is to create a social interaction, not to boast about product or service benefits. Put marketing effort toward developing engaging questions, creating case studies and user scenarios.

#3 – Offer Variety in Social Media Publishing

Dating someone can quickly become boring and routine if you always take them on the same date, order the same meal and have the same conversation.

Similarly, your social media audience looks forward to interacting with brands that offer a variety of content types and visuals. Examples of content types that can be shared on social media include:

  • Moving Imagery
  • Videos
  • Podcasts
  • News Articles
  • Influencer Content
  • Crowdsourced Information

The list of types of information that can be shared on social media is nearly limitless.

#4 – Introduce Fans & Followers to Their Favorite “Celebrities”

How awesome would your significant other think it was if you took them to a concert to see their favorite band and got backstage passes so that they could meet the band members in-person.

Within each industry there are “celebrities” or influencers that are known as being authoritative on a particular subject. Promoting content that is co-created with industry influencers can be an excellent way to build credibility with your B2B social media audience.

#5 – Next Steps Sometimes Require an Investment

Once you’ve solidified the relationship with your partner, you may want to invest in purchasing a token to signify the commitment. Often, that  investment can be in the form of an engagement ring. The ring can signify your readiness to take the next step and their acceptance symbolizes their commitment to join you.

Social media advertising can both generate interest and be the tipping point for your social media audience to take the next step. Before making the leap into social media advertising it is essential that B2B marketers ask:

  1. What do we want to accomplish with a paid advertising campaign?
  2. How much are we comfortable investing?
  3. What will we be promoting with our advertisements?

3 B2B Companies Engaging Audiences on Social Media 

HP: Facebook

HP Facebook

You may not think that the top beaches, or asking followers to share what is on their summer reading lists will help sell electronics. However, HP is sharing content that their consumers care about and can connect with. HP has a business model that appeals to both B2C and B2B consumers alike.

FedEx: Twitter

FedEx Twitter

Not only did FedEx host the #FedEx400 to raise awareness for autism, but they provided an excellent play-by-play of the event for their online audience to consume. Their social media team also does a fantastic job of humanizing the brand by sharing images and tweets about national BBQ month near their headquarters and stories that feature their customers.

GE: LinkedIn

GE LinkedIn

GE has so many products that their social media strategy could quickly become scattered and overwhelming. However, they’ve done a fantastic job of providing a glimpse into information that matters most to their customers.

Are You Ready to Begin Wooing Your Social Media Audience?

Just like any relationship, it takes time to build trust, authority and loyalty with your social media audience. Also, it’s a relationship that must be nurtured consistently in order to grow and evolve.

What do you believe is your biggest opportunity for connecting with your social media audience?

Image: Shutterstock


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© Online Marketing Blog – TopRank®, 2015. |
5 Ways to Woo Your B2B Social Media Audience & 3 Brands That Are Doing it Well | http://www.toprankblog.com

The post 5 Ways to Woo Your B2B Social Media Audience & 3 Brands That Are Doing it Well appeared first on Online Marketing Blog – TopRank®.