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Social Media Planning

Hello! Welcome back :) 

I decided to listen to the “Social Media Planning” by Adelyn Biedenbach. Adelyn discusses creating content plans and the importance of social media for organizations. She broke down different steps in creating content plans. The first step she stated is that it is important to understand your organization. Social media employees in the organization are the ones who know exactly what is going on within the organization so its important to know what the department goals are and what is important to focus on. Talking to different departments and making sure all the departments are on the same page is important. Step two is to learn your “KPI’s” or in other words, the key performance indicators. It is important to track progress and make sure you have a way to measure your sales. Brand exposure also plays a huge role and is key to the overall success of the social media content. Step three is to understand and know who in your organization you can go to for help and for questions. Step four is “develop your stars,” meaning developing all of your content and combining all five stars to regularly reoccur content pieces. The final step is to know you industry and their trends. An organization needs to know consumers and what days/times are the best to post social media content.

I believe that all of the information Adelyn provided is accurate for social media content building in an organization. All five steps were easy to follow and straight forward in order for any business to understand how to use social media to gain more consumers.

https://www.youtube.com/watch?v=WdSBUfUXDYc&feature=youtu.be

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Hi Amina, 

Very nice work this week with your post. Because of your careful consideration and research, I now better have a better understanding about your topic of choice: social media planning. The one thing that caught my attention the most, even though it’s a simple concept is “knowing and understanding your organization. It is often said that without a strong foundation, a house will not stand the test of time. This ideal is true in this instance too. If a marketer does not understand its company’s mission it is essentially impossible to produce a valuable social media plan. With this properly implemented into the plan, step four, developing all your content and combining information, can be completed. Here’s my question to you: What is the most appealing aspect of social media planning to you and why? 

Thanks for your insight!

Marc Anderson 

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Week 5 Discussion

Article Title:  12 Essential Steps to Creating a Robust Digital Strategy in 2020 Date: February, 2020 Author: Brent Csutoras

This article focuses on staying ahead within the digital marketing industry and explaining what are the current must-haves for search, digital, voice, and omnichannel strategies in 2020. First, search has transformed immensely over the past 20 years. In essence, search has developed into voice as we move forward in voice activated searches like Siri, Google Home, and Alexa. This allows us as strategist to get direct conversions, more traffic, and increased engagement for businesses. As the article breaks down what the top initiatives to drive digital success the author lists twelve steps. There are twelve steps however I am going to dive into a few of the ones that intrigued me most. First is to find search intent. This is to ultimately focus on topical content rather than specific words. Next is to align digital assets with content strategy, and focus on entity search to make decisions that you can leverage. Fourth is to implement the voice search options as much as you can. Fifth is to leverage critical FAQ data across multiple platforms for a increase of reputation. And my last favorite is to implement a holistic strategy approach to align with your business objectives. All of these steps along with the six others are great best practices for creating a robust and successful digital strategy. Overall I found this article to give me a great and fresh idea of what digital marketing and business strategies should look like for any company looking to advance and come out on top within their industry. These tactics will help businesses remain marketable and outperform their competitors in traffic, engagement, and conversions. As we look at this weeks chapters in the book we look at email and social media marketing. The book states “the best social media content in the world will not benefit a company if nobody consumes its content” (Larson & Draper). This is incredibly true for any business looking to release organic content to the public eye. That is why this article is relevant to the fact that any business must develop a digital strategy that includes all twelve of these element to best reach their intended audience in any post whether it be social media or even an email blast. I also found that when it comes to email marketing a company should enable and invest in programs like SharpSpring or MailChimp to get the word of your business out as efficient and automated as possible.  Article: Create Effective Emails and Test Them with Mailchimp. (n.d.). Retrieved from https://mailchimp.com/email-marketing/ Additional Reference: Csutoras, B. (2020, February 4). 12 Essential Steps to Creating a Robust Digital Strategy in 2020. Retrieved from https://www.searchenginejournal.com/digital-marketing-strategy-2020/346552/

Larson, J., & Draper, S. (2019). Digital marketing essentials. Rexburg: Edify.

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Hi Alyx, 

I enjoyed your post a lot, mainly because it differed from the article I posted and provided me with more valuable insights into the management world. I found your topic, creating a robust digital strategy, to be enlightening. In today’s world, this is important information to know. One of the most intriguing parts of your post was the mention of using voice control for searches. This was not even a thought a decade ago, but successful marketers must cover all possible grounds. As you mentioned, to be efficient, marketers must perfect all twelve elements mentioned in the textbook. Thanks and looking forward to reading more of your posts!

Marc Anderson

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Article Analysis Blog

Hello everyone, 

For this week’s analysis blog, I will be discussing the importance of efficiently targeting an audience using social media.

The article I reviewed, written by David Mallon of 7thought.com, describes and illustrates techniques that can be used to get more target audience on social media in the year 2020. In the article, Mallon describes six ways in which this can be achieved. 

First, Mallon emphasizes the importance of getting to know your target audience on social media. “A surprising number of companies know nothing about their target audience or their interests. You should do marketing research in the initial stages of starting your business. If not, now you have to work on this step” (Mallon, 2019). Information that needs to be known about your target audience before you proceed with marketing include but are not limited to: What do they do? Where do they hang out? And what are they interested in? These are all crucial steps to take. Because many companies do not follow this path you will already possess and advantage in the marketing field if this technique is used properly. 

Next, the target audiences needs must be met. Jordan Dawson, a writer for uxplanet.org, elaborates more on this topic. “One way you can predict the needs of your target audience is by figuring out what questions they might have about your product or service. Visit forums related to your industry. What questions are people asking in those forums?” (Dawson, 2019). 

Third, Mallon states that enjoying with your target audience is crucial. This means that instead of using broad terms, it is beneficial to connect with the consumers on a personal level. This leads to established trust and credibility, the next technique mentioned by Mallon. The establishment of trust and credibility between marketer and consumer directly correlates to success in the field. 

Fifth, using the correct social media channel for marketing also dictates success. For example a company marketing walkers for elderly people would not necessarily turn to Instagram, a site with a younger demographic. 

Finally, is the implementation of increasing your search engine ranking. As mentioned in the article, this can be done through precise geo tagging, SEO strategies, and other efforts. 

Thanks!

Marc Anderson 

References 

Mallon, D. (2019, December 15). Get More Target Audience on Social Media in 2020. Retrieved February 5, 2020, from https://7thought.com/get-more-target-audience-on-social-media-in-2020/

Dawson , J. (2018, April 8). How to Effectively Predict What Your Target Audience Needs. Retrieved February 5, 2020, from https://uxplanet.org/how-to-effectively-predict-what-your-target-audience-needs-e667bd5b6968

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New Email Marketing

Hello everyone, 

For this week’s blog, I will be discussing the important information I learned while listening to Larry Kim’s expert analysis session: New Email Marketing. First, it is obviously essential to understand email marketing defined. Susan Ward of thebalancesmb.com states, “In its most basic sense, email marketing is the use of email to promote products or services. But a better email marketing definition is the use of email to develop relationships with potential customers or clients” (Ward, 2020). 

To begin, Larry Kim is an established founder and CTO of the company Wordstream. He was also voted the most influential PPC expert. Because of his background and expertise, Kim is a perfect candidate for discussing this topic. He began by mentioning that email is the most popular marketing channel for businesses and marketers alike. Heather Fletcher, a writer for targetmarketingmag.com confirms: “Out of seven possible marketing channel choices in an online survey, email marketing took the popularity throne with 82 percent of companies saying they use it” (Fletcher, 2015). 

As life has taught most of us, with anything this good, there must be a downside. Unfortunately in this instance, that ideal is true. Kim mentions the overwhelming traffic on the Internet and how it grows everyday. He illustrates this belief using a pie chart depicting total engagements with various media platforms over the course of a minute throughout the world. The results were astronomical. Because of this, Internet users receive so  many emails, company emails are often either hidden by a roll client or filtered into a spam folder. Obviously, this is frustrating to companies trying to reach potential clients. 

Luckily, Kim offered a solution; The use of custom audience lists. A custom audience, as explained by Kim, is essentially a way to target a specific group of recipients. For example, Google offers a service in which a marketer can choose recipients for emails based on keywords they type into the search bar. Facebook, a social media giant, also offers this advantage to marketers. The idea is that if the user is targeted specifically, there will be more engagement and conversion. In fact, Kim explains that engagement is multiplied 3 times and conversion rates are doubled as a result of using these techniques. 

In conclusion, to be as successful as possible, marketers must master the technique of email marketing. Tactics that worked back in the day do not work the same in this day of age, so it is of the utmost importance that new techniques are not only learned, but perfected. With the use of Kim’s analysis, we can all move one step closer to greatness. 

Thanks!

Marc Anderson 

References 

Ward, S. (2020, January 20). Why Email Marketing Is Still the Best Thing Since Sliced Bread. Retrieved February 5, 2020, from https://www.thebalancesmb.com/email-marketing-2948346

Fletcher, H. (2015, April 3). Email Is the Most Popular Marketing Channel, DMA Reports. Retrieved February 5, 2020, from https://www.targetmarketingmag.com/article/email-is-most-popular-marketing-channel-dma-reports/

Kim, L. (2016, January 27). The New Email Marketing - Larry Kim. Retrieved February 5, 2020, from https://www.youtube.com/watch?v=g28xLMUuu3s&feature=youtu.be

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Anderson Article Analysis

 Hello everyone,

For this week’s analysis session, I will be talking about a specific facet of marketing; Search engine marketing. According to our textbook, search engine marketing (SEM), “Drives more new website traffic than any other online advertising method and no other advertising method enables a more precise targeting of ready-to-go customers” (Larson,2019). 

To further research this topic that caught my interest, I found an article posted on Berytech.org. This article is based on search engine marketing and elaborates on the top 10 benefits of using this technique. These benefits are listed as the following: The ability to reach clients instantly, the ability to increase brand awareness, create ads based on geographical location, implement and manage ads quickly and effectively, the ability to target the right audience, pay for advertising only when a user takes action, appear on competitors keywords, and the ability to test and measure the companies performance (2019). 

One of the more appealing benefits in my opinion would be the fact that the company is not charged unless a user takes action. Our textbook uses a great example involving a paddle board shop. The example stated that, if you search paddle boards on Google his came up fourth, however, his ad included a $40 gift card towards the purchase. Because no other company was offering this and the ad is shown under the link before you even click on it, the owner hoped it would create more traffic.The Beautiful this method is you are only charged for people who take actions and could be possible leads. On the contrary, a magazine advertisement, for example, reaches thousands of people who will not even give the ad the time of day. Unfortunately, whether the user takes action or not, the advertiser still needs to pay. 

Furthermore, I found perhaps the most effective and useful benefit to be the ability to target audiences based on their geographical location. Jackie Graziano, a writer for Mediamaxnetwork.com, describes some of the benefits associated with a company using geo targeted ads. These include: Increased engagement, making the business locally relevant, helps spread local offers and discounts for specific geographical items, and helps businesses promote local marketing events (Graziano, 2018). The company that first came to my mind when thinking about geo advertising was Coca-Cola. Although the drink is made of the same ingredients, the company has different ad campaigns and personalized cans/bottles for any region they cater to. This also creates person-ability between the consumers and company.

Thanks for reading!

Marc Anderson 

References 

Larson, J., & Draper, S. (2019). Digital marketing essentials. Rexburg: Edify.

Top 10 Benefits Of Search Engine Marketing – SEM. (2019). Retrieved January 22, 2020, from https://berytech.org/top-10-benefits-of-search-engine-marketing-sem/

Graziano , J. (2018, November 26). What are the Advantages of Geo-Targeted Advertising? – MediaMax Network. Retrieved January 22, 2020, from https://mediamaxnetwork.com/blog/what-are-the-advantages-of-geo-targeted-advertising/

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Benjamin Beck Session

Hello everyone,

For my first ever blog, I would like to talk about and elaborate on what Benjamin Beck stated during his expert session on Stukent.com. To begin, Benjamin started talking about SEO and introduced his audience to this ideal. Beck states that SEO, otherwise known as “Search engine optimization” is extremely important for correlation to a companies success. Search engine optimization essentially means finding out the most effective ways to direct consumers to the company website, therefore, driving conversion rates. One of the key techniques to understand, according to Beck is the use of keywords in search engines. Beck uses Google as an example and discusses the importance of key words and their correlation with creating website traffic. While elaborating on this topic, Beck states there are 5 stages of keywords in search engines: Discover, research, compare, purchase, and post purchase. Beck then describes an example of this technique using flight tickets. In summary, Beck states that the more specific the search, the higher chance there is for a consumer to buy the product or service. Finally, Beck discusses the importance of having a concise website that is easy to understand and to the point. When a consumer visits your site, there is only so much time to catch their attention. By providing ease of navigation and important key words throughout the site, both website traffic and conversion rates will rise. Thank you for reading my blog! 

Marc Anderson 

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