Archive | June 2016

Quote of the Day

“Our body cells renew themselves while we sleep, If only our wallets would do the same.”

P.K.Shaw.

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4 Unlikely Brands That Are Killing it on Pinterest (And How Yours Can Too)

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By Sydney Parker

Unless you’ve been live blogging from under a moon rock somewhere in outer space, by now you know that Pinterest isn’t just for arts and crafts. Top social media marketersuse Pinterest to sell everything from pork to private schools.

When you think Pinterest, you might assume that this platform best serves women’s clothing retailers and wedding vendors. Not so, my friend. According to the company, one-third of all Pinterest sign-ups come from men. In fact, more men use Pinterest in the U.S. every month than read Sports Illustrated and GQ combined. The bulk (70 percent) of the platform’s 70 million users in the U.S. are still female, but in emerging international markets like India, Korea and Japan the split is closer to 50/50.

Not only is Pinterest hugely popular, Pins last longer than media on other social platforms. While a Tweet has a half-life of only 24 minutes, and a Facebook post lasts about 90 minutes, Pins have a half-life of 151,200 minutes. What does this mean for your business? Say you publish a great blog post and Pin it this month. The post gets repinned over and over again. As a result, months from now Pinterest will still be referring traffic to your website. Many smart brands from a variety of industries have caught on to this marketing gold mine and are ready to get in the game.

But even a strong platform can’t help a company with bad content. One of the biggest mistakes that brands make is just pinning boring, salesy photos of their products. If your product lacks the appeal of say, an ice cream sundae, you’ve got to find a way to sweeten it up! Here’s a few unexpected companies who have found new ways to turn the mundane into magic.

1. Farmers Insurance

When you think of Farmers Insurance, you probably think of a responsible father (perhaps with a fatherly mustache) teaching his kid how to drive. Well, believe it or not, now dad’s on Pinterest!

Farmers Insurance is way ahead of the competition with boards like “A Smarter Commute” and “A Smarter Home” and even “A Smarter Vacation.” Farmers Insurance content is cleverly juxtaposed with Pins of dream homes and road trips—both of which you need insurance to secure.

Farmers InsuranceA Smarter HomeFollow On

Geico may have a gecko, but they sure don’t have a Pinterest board. Farmers proves you don’t need flashy gimmicks or a retail business to fit in on Pinterest. There’s enough Pins to go around.

2. International Delight

Coffee creamer company, International Delight may not have the same kind of brand recognition as say, Coffee-Mate, but their Pinterest boards are on fire. In 2014, the International Delight Pinterest page saw over 11 million impressions and reached more than 3 million consumers.

International DelightSimply Pure RecipesFollow On

What is their creamy secret? Original, compelling content. Rather than pinning to tried and true content from other websites, International Delight hired their own bloggers and photographers to create content specifically for the Pinterest audience. Delicious photos, interesting recipes, and good writing resulted in one heck of an ROI for this coffee beverage enhancing business.

3. Mastercard

In addition to highly shareable food and shopping Pins, Pinterest is a great place to share inspirational messages. On an average day, one can find a flock of doves with the words “start each day with a grateful heart” Pin or a bouquet of balloons and the message “throw kindness around like confetti” Pin.

Mastercard tapped into this encouraging, supportive vibe on Pinterest when they launched their #AcceptanceMatters campaign. Playing on the idea that Mastercard is “accepted” everywhere, the credit card company applied this concept broadly to acceptance of humankind. Launching in conjunction with Pride NYC 2013, marketers developed inspirational word art and encouraged consumers to share why acceptance matters to them.

MasterCard US#AcceptanceMattersFollow On

By creating visual, interactive content with an emotional message, Mastercard got great results. The company earned 24.5 million potential impressions, and more than 13,000 Repins in just nine weeks. Additionally, Mastercard gained 171 followers to the board, Pins continued to be shared by users and influencers alike. The takeaway? If it feels good, do it.

4. OnStar

Many companies have had success by shifting the focus from the product they are trying to sell to a related theme. OnStar, a company that connects people to help in a push of a button made great strides with this strategy. Rather than focusing on the service they offer, they created an OnStar Pinterest board around the theme of “connection.”

OnStar’s most popular Pinterest board (in terms of followers, clicks, Repins, and likes) is “Traveling with Kids.” The board offers road trip tips, mess free snacks, and game ideas to keep the kids from getting too restless. It is essential to note that this board does not center on OnStar, but focuses on life in and around your vehicle.

OnStarTraveling with KidsFollow On

OnStar also developed an SEO-friendly Pin copy strategy, which includes hashtags for easier search within Pinterest, a verified business account, and categorized boards. As a result of this smart work and consistent upkeep, OnStar has kept average engagement rate on their Pins of above 10 percent and as high as 19 percent. The key to their success? Creating content that Pinners find relevant, interesting and worth taking the time to click through.

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4 Things Small Businesses Should Do to Succeed with Inbound Marketing

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By Jeff Barrett

Small business marketing has turned a corner, and traditional outbound marketing efforts such as direct mail, TV ads, and telemarketing are becoming less and less effective. In fact, 86 percent of people skip TV ads, more than 200 million Americans are on the do-not-call list, and 90 percent of execs ignore cold calls.

Consumers are in control. They can tune out your marketing efforts and search online for products and services. To capture their attention, small businesses need a more effective permission marketing-based strategy to attract, engage, and convert more visitors into lifelong customers.

Inbound marketing utilizes that permission-based approach, reaching people organically through SEO, blogs, and social media. Instead of interrupting consumers with cold calling and ads, inbound marketing leverages captivating content that solves a real problem for your target market, ultimately guiding potential customers directly to your website where you can pull them into your sales process. And it really works. Inbound marketing delivers 54 percent more leads than traditional marketing at much lower costs.

4 Things Small Businesses Should Do To Succeed with Inbound Marketing | Hootsuite Blog
Image via Voltier Digital on Mashable

So how can your small business tap into inbound marketing to capture and convert more customers without spending more money? Here are four things you should do to make inbound marketing work for you:

1. Develop your content strategy

The first step to an inbound marketing strategy is to provide valuable content to your audience. Think about who your ideal customer is and understand their needs, wants, and interests to create the content that drives inbound marketing for your small business.

4 Things Small Businesses Should Do To Succeed with Inbound Marketing | Hootsuite Blog
Image via River Pools

For example, Marcus Sheridan, owner of River Pools and Spas, stopped investing in ads and direct mail, and instead started blogging and distributing content that answered his audience’s burning questions about inground pools. By positioning his business as a thought leader in the inground swimming pool industry, Sheridan was able to cut costs associated with outbound marketing and drive more traffic to his website than any other pool website in the world.

2. Build your social media following

Once the content is created, it needs to be released in engaging and entertaining ways that encourage sharing. Creating a quality social media following is one of the most impactful ways to spread content.

Through market research, you’ll find that your audience gravitates towards certain platforms and tends to engage with social media at different times of the day. Once you’ve settled on the two or three main social media channels you’re going to use to distribute content and interact with your audience, social media tools can help you organize and intelligently time distribution.

Much like the shift from outbound to inbound marketing, the way we post has changed. Research has shown that visually stimulating posts are drastically increasing. Short videos, pictures, and infographics are much more likely to be viewed and shared. In fact, photos and videos will soon account for almost 70 percent of content published on Facebook.

4 Things Small Businesses Should Do To Succeed with Inbound Marketing | Hootsuite Blog
Image via Ethos3

The variety of visual options also means that content can be reformatted and recycled. For instance, a popular infographic can be transformed into a whiteboard animation video without having to start from square one.

3. Capture prospects with form submissions

Attracting and engaging interest from prospects is only the first step in converting customers and fueling sales. When content is trusted and is viewed consistently, it becomes easier to create leads by using resources and form submissions.

When prospects view the website is an excellent opportunity to get their information by offering additional content or an email subscription to be updated with content. To acquire this information, send prospects to a landing page where they will enter their personal details (such as name and email) to access a stream of quality content they’ll find useful or engaging.

4 Things Small Businesses Should Do To Succeed with Inbound Marketing | Hootsuite Blog
Image via STL Rent A Box

There are numerous programs and companies that offer automated email response systems to streamline this process. These systems can also collect information, tracking clicks as well as the types of emails each prospect has been most responsive to. Using this information, targeted emails can be sent to the most engaged prospects converting them into customers.

4. Nurture prospects into customers

Whether your inbound efforts generate leads from social media, organic search, or your blog, lead nurturing can help you get a higher return on investment (ROI) from your inbound marketing efforts by turning more leads into customers.

Not everyone is ready to become a customer after interacting with your content, but email marketing can help you continue to educate prospects and keep your business top-of-mind when the time does come for them to buy.

Small business marketing automation and customer relationship managed software provider, Hatchbuck, advises that small businesses nurture new leads with a series of touchpoints. As contacts are nurtured, the actions they take can indicate their level of interest and readiness to buy. Actions such as visiting a link, watching a video, or filling out a form can impact lead score so that marketers can systematically determine when a lead is ready to be sent to the sales team.

4 Things Small Businesses Should Do To Succeed with Inbound Marketing | Hootsuite Blog
Image via Hatchbuck

With lead nurturing, instead of burning through every lead right away only to have few convert, your business can nurture them over time, increasing your conversion rate.

If your company hasn’t invested in inbound marketing, it’s time. It’s been shown thatadopting inbound marketing strategies doubles website conversions rates from 6 percent to 12 percent. The future of marketing will rely heavily on creating trust and relationships with customers through content and getting found through inbound channels such as SEO, blogs and social media.

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How to Land Your First Job Using Social Media

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By Sarah Dawley

After graduating college I remember dramatically throwing myself onto my (mother’s) couch and complaining about my unsuccessful job hunt.

“Every ‘entry level’ job wants ‘one to three years of experience’ but how are you supposed to GET experience if you can’t get an entry level job?!” I wailed.

Not only did I lack a wealth of job experience to back me up, I felt like my resume looked virtually identical to the resumes of everyone I graduated with. With my endless supply of free time, I began spending a lot of time on social media (Twitter in particular), following people in my industry who I thought I could at least learn from.

By developing these relationships, participating in conversations, and sharing content, I was unknowingly building a personal brand that filled the void of experience that my resume lacked.

As a result, I’ve had three jobs that can be directly attributed to Twitter—and each one happened in a different way. I used Twitter to build a relationship with someone who eventually became my business partner. I applied for a job I found in a Tweet and ended up moving across the country for it. And most recently, I reached out to someone I followed who worked at a company I wanted to work for (called Hootsuite) and they were able to put me in touch with a hiring manager.

Here’s what I’ve learned about landing a job using social media, and tips for how you can use it to demonstrate your own ambition, common sense, and curiosity—qualities that any employer should always be on the lookout for.

1. Make yourself discoverable

Recruiters use social media the same way everyone else does: for creeping people. When a potential employer searches your name, you want to be able to control what they find as much as possible.

Here are some tips for fine-tuning the SEO of your personal brand:

  • Make sure the name you use on your resume matches the name you use on your social media profiles.
  • If and when possible, use the same handle across all your social networks.
  • Ensure your profiles (especially LinkedIn) have the most up-to-date information about yourself on them. Using the same profile image consistently across each social network can make it easier for people to find you as well.
  • Create a personal website. Even the most simple site can increase the searchability of your name. Kissmetrics suggests creating a separate “profile page” on your site, (using  your name in the URL if possible) and having all of your social profiles link to this page. Services like Squarespace or Wix can make this really easy  to do.
  • If you don’t want to create a full blown website for yourself, Sumry is a webapp that allows you build a beautiful online resume that can also easily be downloaded as a PDF.

2. Balance the personal and professional

You may think you’re covering all your bases by having a squeaky clean social media profile that you link to on your resume and “private” accounts that you use to chronicle all your weekend debauchery. But nothing—I repeat, nothing—you post on social media is private. The day will come when you overlook a crucial privacy setting on Facebook, post something to the wrong account, get tagged in an embarrassing photo, or have a mutual friend in common with your new boss that makes your profile more accessible to them than you’d like it to be.

Instead of leading a double life, try to strike a balance between your professional and personal self on all your social media profiles. Don’t hide your sense of humor or quirky interests, but don’t post anything you’d be embarrassed by a potential boss seeing. This will help protect your reputation online while giving potential employers a glimpse of your personality—something that can help show them you’ll be a good culture fit for the company.

As Hootsuite’s CEO has said himself: “I do think the tide is turning and more people—and employers—are starting to understand that it’s okay to show emotion, vulnerability, joy, silliness, and the whole gamut of human experience on social media. The charade that we’re perfect little worker bees is giving way to an acknowledgement of the complexity and humanity that everyone brings to the table. This kind of honesty makes for a more open and more fulfilling office culture. It builds trust in a profound way.”

3. Write like you mean it

With 44 percent of hiring managers saying that a proficiency in writing is a top skill missing among recent college graduates, how you write on social media is an important reflection of your potential abilities.

You don’t need to Tweet as if you’re a Pulitzer Prize-winning author, but brush up on your spelling and grammar skills, use punctuation properly, and put some effort into the things you write. It won’t go unnoticed.

A great way of showing off your writing chops aside from your cover letter is by publishing posts on LinkedIn Pulse. To get ideas on what to write, browse through some of the most popular posts. Write from your unique perspective as a recent graduate and share your insights about the industry you’re hoping to work in.

4. Get your search on

Along with browsing sites like LinkedIn or Monster, monitoring Twitter is another great way to use social media to find potential job opportunities. Your best bet is to monitor both industry-specific hashtags (#prjobs, for example, is all about job postings for PR and communications) and location-specific hashtags (#austinjobs, #yyzjobs, etc).

Set up search streams in Hootsuite for these hashtags and you’ll be able to see a constant stream of Tweets related to the types of jobs you’re looking for. You can even geo-target the search results so that you only see Tweets posted from within a certain area.

How to Land Your First Job Using Social Media | Hootsuite Blog

  • Click “Add Stream” in your Hootsuite dashboard.
  • Enter your hashtag in the “search query” field under the “Search” tab.

How to Land Your First Job Using Social Media | Hootsuite Blog

  • Geo-target your search by clicking on the arrow in the search query field. It will automatically populate with the coordinates of your current location.

How to Land Your First Job Using Social Media | Hootsuite Blog

  • You can search within a larger area by editing the search radius (which is highlighted here).

5. Make real connections with real people

Instead of sending five emails a day to whom it may concern, social media gives you the opportunity to identify and connect with a real human being who can help move your job search along.

Introducing yourself on social media to a recruiter or hiring manager helps put a face to the name on your resume and keep you top of mind when new opportunities emerge. If introducing yourself to a stranger on social media apropos of nothing isn’t your thing, here are two ways you can ease into networking on social media (while learning a lot in the process).

Twitter Chats

Participate in Twitter chats about the industry you’re hoping to work in. Ask questions and try even sharing some answers when you feel comfortable doing so. Twitter chats are a great educational resource and an even better networking opportunity. Follow the people participating and introduce yourself. Thank people for their insights and ask if they’d be willing to answer any additional questions you may have.

LinkedIn Groups

Joining and participating in groups will allow you to learn directly from professionals in your field, make online connections that could turn into offline opportunities, and increase your visibility on LinkedIn for recruiters and hiring managers.

Browse through the directory of LinkedIn Groups and join a few that you think could benefit you in your job search. Join in on discussions and share relevant content you think the group would appreciate.

Most importantly, check out the “Jobs” tab in each group you join. This is different than the main “Jobs” section of LinkedIn, giving you access to job postings that are tailored for that specific group.

How to Land Your First Job Using Social Media | Hootsuite Blog
The “Jobs” tab is located under the box where you compose messages in your LinkedIn group. Screenshot via LinkedIn.

6. Aim for an informational interview

Along with recruiters and hiring managers, use social media to build relationships with people who can offer long term guidance and open the door for future opportunities.

An informational interview (which is just a fancy term for a conversation) is a way for you to get valuable insights into a particular company or industry and advice for beginning your career. Whether you chat in person, on the phone, or via email, these conversations will help turn your online connections into meaningful offline relationships.

You may instinctively want to aim for high-level executives but don’t ignore the people who are five years or less into their careers. They were in your situation more recently and may be able to offer you more practical advice as a result (plus, their schedules will be a lot more accommodating).

7. Have patience

Building a network, creating relationships, and propelling your career forward will take time—and it won’t always work. You’ll reach out to people and get rejected. You’ll nail a cover letter and never get a call back. You’ll go for an interview and you won’t get the job.

The good news is that social media moves at a lightning pace, meaning there are new opportunities popping up every day. Continue investing time and energy into your personal brand and relationships on social media, and you’re bound to reap the benefits.

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15 Great Resources to Create Quick and Beautiful Images for Social

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By Gaby Izarra

Images play a crucial role in the world of social media marketing. You’ve heard it time and time again: a post with visual content will garner more engagement than its text-based counterpart. But this poses a challenge: how do you share compelling images multiple times per day on a slew of platforms while maintaining an efficient workflow? It’s a tough thing to manage – especially when quality and cost come into play.

There isn’t one answer, but many. And as usual, the Internet comes to the rescue. Below we look at easy-to-use tools that you can work into your content strategy to create quality imagery while saving time and money. These are 15 of the best image resources we’ve found, and they have one vital thing in common: they make the life of a social marketer a whole lot easier.

Full service image creators

Canva

For a social marketer, the biggest value Canva provides is simplicity: create striking imagery by just dragging and dropping elements into place. No design experience? No problem. Plug text or photos into their ready-made layouts or produce something from scratch.

canva
Image via Canva

BeFunky

Much like Canva, BeFunky is a one-stop-shop for graphic creation and collages. Choose layouts based on function: social media headers, blogger resources and small business templates are among the options. Customizations come quick and easy with the company’s user-friendly interface.

Design assets

Creative Market

For those who delve deeper into the design world, Creative Market has a massive catalog of ready-to-use fonts, templates, mockups and stock photos produced by incredible talents. With a vision in mind, finding what you need is a cinch, and even if your creative flow is running dry, Made with Creative Market has infinite inspiration. Not sure where to get started? Creative Market gives out six free products every week to start a collection of assets with.

Image via Made with Creative Market
Image via Made with Creative Market

Free stock photos

Unsplash

Unsplash has a model that’s hard to beat: “Free (do whatever you want) high-resolution photos.” The organization dishes out 10 stunning new photos every 10 days shot by photographers in their skilled community. Finding the right image to accompany a social post can be a challenge so Unsplash is gold for a social marketer. Under the Creative Commons Zero license, you can copy, alter, redistribute and even use their photos commercially. It’s the ultimate creative freedom.

Image via Unsplash
Image via Unsplash

Pexels

Great photography sparks emotion. Emotion sells. End of story. A great photo can be the backbone of any social post, and Pexels is another valuable site with access to a growing database of free stock photos. At the moment, the company boasts more than 4,500 photos under the Creative Commons Zero license, and they’re adding at least 70 new images per week.

Data visualization

Infogr.am

It’s no question that including compelling data in your content strategy is an effective way of engaging your audience. Infogr.am is data visualization at its finest. The platform makes repackaging information a painless process. Though you can choose from a multitude of options and designs, from creating complex infographics to simple charts, the experience is far from overwhelming.

Easel.ly

Creating an infographic from scratch doesn’t have to be an arduous task. If you’re up for the challenge, you can make your own using Easel.ly. Choose from a slew of ready-to-use templates or create your own. The real value is in the drag-and-drop interface and the ease of plugging in your own data.

Photo editor/enhancer

Pixlr

The entire Pixlr suite includes a wide range of tools that come in handy for a social media manager—starting with the web-based photo editor, a free alternative to Photoshop. Pixlr Express functions much like Instagram in that you can apply different color effects to your images and adjust their strengths. It also includes creative overlays, stickers and the ability to add text. Pixlr’s collection of web-based apps helps beautify your images.

Snapseed

Editing and enhancing photos on the go is a snap (pun intended) using the Snapseed mobile app. You don’t have to be seasoned in complicated photo editing software to easily understand how it works. Swipe up, down, left and right to create your desired effect. Your smartphone can be a powerful tool for generating original content for your social pages.

Photo overlays

Over App

Over is a powerful tool that goes far beyond just adding text to images—though that’s how it’s best known to the market. Even choosing from preset social dimensions just scratches the surface of the app’s features. With a recent update, it now allows for blending, taking color samples, adding image overlays, and offers striking ready-made artwork. A new integration with Unsplash, the free stock photo site also mentioned on this list, means Over is a graphic creations powerhouse.

Phonto

Phonto, the app that allows you to add creative text to images, is a minute-marketer’s dream: import image, add text, style it and share. Of course, the real art is selecting the right font and impeccably placing your design. The best part? Phonto won’t cost you a dime.

Visual quotes

Recite

Time is on your side with Recite, an effortless solution for creating images from quotes. Sharing quotes is often an effective method for garnering engagement on social. Boasting a straightforward user experience, the process has been stripped down to its core. Just type your quote into the text box, choose from a handful of templates below it, click ‘Create’ and bam! Download or share straight to one of your social pages.

Photo re-sizer

Autre Planete’s Social Media Image Maker

Optimizing image dimensions for each social channel can be a hassle: it’s time consuming and you have no choice but to keep up with social image specs that are constantly being modified. Autre Planete’s Social Media Image Maker is a convenient resource for cropping photos or graphics to the right size.

Annotations

Skitch

Annotate much? If so, Skitch might be for you. An Evernote product, Skitch provides all the tools necessary to add visual commentary to any image. Use arrows, text, stickers and a handful of other tools to get your message across on a screenshot or any image of choice. It’s a helpful app for support or community teams that have to answer complicated technical user questions.

Image via Evernote
Image via Evernote

Mockups

PlaceIt

Mockups galore! Sometimes you just need an image of your website or app and a screenshot just won’t cut it. Place It offers a wide variety of  mockups to showcase the image of your choosing. Upload it right into a template and voila! Download a free low-res version or buy it in a higher resolution.

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