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20.11.2015
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This free B2B marketing plan template is an easy to use tool  designed to help you plan your marketing activities by objective.
Get StartedBrainrider can help you get better results with a B2B Website update, best practice marketing planning & execution, or a Pardot marketing automation implementation.
Getting the best value from your digital channels demands understanding what works and why. A digital marketing audit provides the fast track to understand how your digital investments are working and what’s needed to accelerate ROI.
On this page we included a few words of background about digital marketing audits, but to find out how this could work for you and your business, simply email the team and we’ll find a time to meet or arrange a conference call if you’re outside the UK. Experienced external eyes, independent of your agency and your brand team can identify how your budgets could work harder.
The audit can be as deep as you need; the deeper the requirement, the more information and engagement from your team is needed.
The digital audits were initially designed for brands using digital media intensively, firms with a decade of digital comms experience who wanted external support – independent of their agencies – to deliver key recommendations for how to achieve bigger results without bigger budgets.
Today we deliver them for brands large and small with digital budgets in their tens of millions or tens of thousands. Because the Digital Strategy team are not accessible to small businesses, we developed this simple checklist to help any marketer start thinking about the value of their communications and how they can identify the areas for improvement. The centre of gravity may have migrated to digital channels, but that doesn't mean marketing managers are spending digital budgets wisely. Social media was often seen as the wild child of the marketing department—the place where interns started their careers and brands could say random things with little to no repercussions. Yes, social media is still a wonderful place for brands to have a little fun, but it also has a real and measurable impact on a business’ bottom line.
To ensure that your social media marketing campaigns contribute to your brand’s greater business objectives, we’ve put together a 7-step guide to coach you through the process. To combat this challenge, your social team should focus its goals on creating links directly to the website (whether they’re from your own social posts or influencers’). According to The Chartered Institute of Marketing, it costs 4 to 10 times more to acquire a customer than to retain one. Social has long lived within the marketing department, but that doesn’t mean it can’t (and shouldn’t) have a hand in nearly every business function, from human resources to research and development.
Social selling is a term that has grown in popularity since the rise of social marketing. By searching for sales opportunities and then engaging in a helpful and authentic manner, social media can be a great way to prime the sales funnel and find new leads.
Social media is quickly becoming one of the most important channels through which companies interact with their current customers. By taking the time to engage with a dissatisfied customer, GrubHub was able to turn a negative experience into a favorited Tweet! While the HR team probably spends a good amount of its time on social media looking through the profiles of applicants, it can also use social as a way to increase overall application numbers.
Your brand’s social audience represents a group that is highly engaged, invested and interested in your product or service. The marketing department, specifically advertising and PR, traditionally has a strong role in the social media strategy.
Just because a network has billions of users doesn’t mean it will have a direct contribution to your brand’s objectives. Each network has its own strengths and weaknesses, and each social media marketer should carefully pick and choose which networks they want to take advantage of. That’s why Twitter is best to use as a customer service and business development channel. One of the great things about Google+ is that if you have a strong presence on the site and someone searches for your company through Google, a snippet of your profile will appear on the results page. Another great feature of Google+ is the ability to hyper-target your potential customers by Communities. Once you’ve involved the right stakeholders, department and networks, it’s time to start building engaging content for your social channels.
How-to videos can be a proactive approach to social customer care—answer your customers’ questions before they’re asked.
Behind-the-scenes videos give your audience a sense of your company culture and brand personality. Position your organization as a thought leader and elevate your brand by developing engaging content that speaks to your customers. When done right, infographics can be some of the most socially shared pieces of content, so make them engaging and resourceful. Get ahead of the game by planning your content in advance, using a social media editorial calendar.
With millions of messages being sent across social channels every day, there is no doubt conversation happening around your brand.
People who are mentioning your brand on social are some of the highest quality leads you can drive. Think of some of the words you use when discussing your brand, and look out for them on social. This was a situation where Jimmy John’s reached out to someone a bit frustrated with the store’s hours and turned it into a positive experience.
Once you have a good understanding of which content is driving the most engagement, site visits and conversions, you can use that knowledge to increase your success. The last step is to let the company know about the successes you’re finding—especially those who have a stake in the strategy. Second, we thought that this 7-step social media marketing checklist would be a great way to help all of our readers creating and auditing their own strategies. We encourage you to share it with colleagues or use the embed code to put it on your own site!
I think Social media marketing impacts positively for advertising business and to get the right customer as well. You have constantly monitored the whole things, If you think These 7 step  strategy  is not working, You have to always keep on monitor your social networking task for your business boom.
By researching and identifying social media keywords, you gain a much clearer picture of how to construct and communicate your message effectively. Query variances: The most popular queries in Google aren't the most popular queries in YouTube.
Behavioral differences across platforms: Not only do query types and user behavior differ between Google and social media sites, but there are dramatic differences from one social platform to another.
Given that user behavior differs between search and social and from one platform to another, we see the importance of performing keyword research specific to social media and refining your research across platforms.
Videos are one of the hottest and fastest growing ways to connect with your potential customers online. YouTube Suggest is a video marketing keyword suggestion tool with an enhanced search function that works like the Google suggest feature. YouTube also has created their own YouTube Keyword Tool that marketers can use for video keyword research.


There is an endless assortment of web applications and listening tools that can help marketers conduct keyword research for Twitter by tracking popular hashtags, trending Twitter topics and eaves dropping on conversations.
As Twitter continues to grow in popularity and relevance, marketers need to pay careful attention to search trends and data to find out what people are talking about, what questions they're asking and to figure out where your brand and business fits into the conversation. Targeting potential customers on Facebook is not as easy as with social networking sites like Twitter. In the meantime, the social networking giant has upgraded their internal search functionality, which allows for advanced keyword research for Facebook. Much like Google's real time search feature, Facebook search updates automatically in real time, offering a fresh and constant stream of new keyword ideas and opportunities.
Images from the popular social photo sharing site Flickr show up in the blended results in Google for a variety of search queries. One of my favorite methods to conduct keyword research for Flickr is through Google Insights for Search. Here, I've conducted searches on two popular, trending terms ("American Idol" and "Tiger Woods") and filtered to show only image search activity. Another nice application for gauging popularity and frequency of search terms on Flickr is Flickr Trends, which looks at how many photos have been tagged with a particular keyword over a specified time period.
Using Flickr Trends to perform keyword research for Flickr is an ideal way to compare the usage of similar keywords side by side. By performing keyword research for social media and analyzing term usage on a site by site basis, you can gain an advantage over your competitors, who likely research keywords only once and with a blanket "one size fits all" approach across all marketing channels.
The workbook includes: prioritizing your marketing objectives, identifying program gaps and opportunities, new programs pick-list and an marketing budget planning worksheet.
In a fast changing environment, many brands have websites and email programmes that are years behind best practice, failing to engage their stakeholders, generate leads, build brand equity and create the real value they could. Typically this doesn’t mean spending more, just changing the balance of where budgets and attention are focused.
In today's cash-strapped world, an audit of digital marketing effectiveness is the fast track for uncovering ways to save budgets that are not working, and where to maximise budgets that could work much harder. Thus, social media can no longer live in a silo; it must be work in tandem with the rest of your business strategy. We’ve also incorporated a checklist you can use to make sure you’ve done it all right. Link to useful content, subpages and company images to position your website and your brand as a resource rather than just another cog in the corporate wheel. Therefore, it is important for your brand to be ready to help customers on any channel they can contact you through. To create a fully integrated social media marketing campaign, you’ll need to involve and integrate multiple departments, especially if your goals have a direct impact on them. Sarah Nagel, Sprout’s Community Manager, jumped in to provide insight and offer a recommendation. Social is an easy and very public way for customers to air their grievances with your brand.
Showcase job postings on social media and encourage your employees to share them to their networks as well.
But there are always new ways to ensure people are aware of and excited about your brand through social. Instead of trying to be everything to everybody, focus your efforts on networks that hold the key to your target audience and objectives. In fact, there are over 500 million Tweets sent every day. With all those social messages, there is a great chance that someone is either mentioning your company or starting a conversation that you would be interested in joining. Monitor the network for inbound messages from dissatisfied customers, and quickly turn them into happy interactions.
The advantage with this is that LinkedIn is an amazing network for B2B social media marketers. Communities are groups of people who get together to discuss specific topics, so if you can find one that your customers are likely to be in, you can post content there that might interest them. This content—whether a video, tip sheet or simple Tweet—should all ladder up into your business objectives. We’ve put together this 4-step guide for creating a social media editorial calendar that should help you get started. Social media monitoring, therefore, should be an essential part of your social media marketing strategy. By monitoring these terms, you can identify relevant hashtags you should be using, conversations you should be having and influencers with whom you should be engaging. Social media can give you insights into your competitors’ marketing plans and help you identify gaps in your product or service. Shockingly, our social study shows that 5 in 6 messages on social requiring response are not answered by brands.
Too many companies have lost favor with their fans by trying to delete the message and sweep it under the rug.
Sprout offers a full suite of social media analytics, which help you pinpoint exactly which of your messages perform best.
Write content and social media posts that are similar to the ones that have worked in the past.
This allows you to prove the worth of social media and showcase its broader implications across your entire enterprise. Although, Social Media has democratized the interaction scenario, but the developing world due to their infrastructure problems can't get maximum out of it. I feel like I'm forever trying to convince coworkers about targeted approaches to networks based on the network's own identity. Search marketers know that conducting continuous keyword research and keyword analysis is critical to achieving success with organic and paid search advertising. Applying this level of keyword insight to all your social media optimization efforts (from optimized video, to image tagging, to social bookmarking, to targeted Tweets) gives you the maximum “pull” and value out of your social media marketing plan. They assume that the same keyword data they apply to their pay-per-click advertising or search engine optimization efforts will be just as effective for their social media marketing strategy. Take, for example, the query "YouTube," which is very popular in Google though not popular at all on YouTube, where Arts and Entertainment (such as music) queries dominate user searches. The behavior exhibited by users on the photo sharing site Flickr are often dramatically differently than micro-bloggers on Twitter.
So thinking just in terms of query strings is limited and can lead to completely misunderstanding user intent and expectations. With that, let’s take a look at four of the most popular social networking websites and different methods for performing keyword research for each one.
There are dozens of video sharing websites, but YouTube is the largest video discovery destination. YouTube Suggest uses a predictive text model to display popular query suggestions in the YouTube search query box, which is ordered by relative search volume. These keyword suggestions can then be integrated into your video keyword optimization efforts in the title of the video, the tags, the video description and any links you build to reinforce semantic relevance. Marketers can't access the profiles of potential customers unless you get permission, but you can promote your business on fan pages, group pages  and with paid advertising.


Before this upgrade, you could only monitor the posts of people you were immediately connected with. You can also drill down to get even more granular and filter by location, date and category. It also presents the relative popularity of one keyword versus another to show you what's thriving and what's diving. So say I was uploading photos of my hypothetical cold and flu treatment products to Flickr. Remember that user behavior varies from search to social and from platform to platform and thus your approach to keyword research must also adapt. They deliver insights quickly and include key recommendations as well as prioritizing critical issues. We’ll show you how to improve the effectiveness of your agency briefings and raise the value of the time your team spend on digital channels. Of course, with a range of social capabilities, it can be difficult to determine exactly what your objectives should be.
To get you started, we pulled together a few common business obstacles and social objectives that can help brands overcome them. A good social relationship with your customers should translate into a better perception and offline relationship with your brand. Arm your social media team with the materials, education and authority to respond to customer questions and issues. To create authentic and lasting brand awareness, avoid a slew of promotional messages; instead, focus on creating meaningful content and a strong brand personality through your social channels. Work with all your teams to determine how you can best support their goals and what key performance indicators are important to them (we’ve outlined some ideas on both below). Beyond just job postings, social is a useful tool in showcasing your company culture to the world. Asking for and listening to customer feedback on social media is a nimble and easy way to get instant feedback. Whether you’re debuting a product, ad campaign or initiative, ensure that social has a strong hand in spreading the word. This strategy is even more effective when you take advantage of Facebook’s targeting capabilities that allow you to tailor your messages to users with certain interests. Whereas sites like Twitter and Facebook catch users more or less on their personal time, LinkedIn gives you access to customers when they’re at their professional best. Below are just a few examples of good content for social and how to use that to support your goals.
Sprout also has a full suite of social media publishing features that include the ability to schedule and queue posts. Below are some ways you can monitor social media to identify larger business opportunities for your brand.
If customers are consistently ignored, they’ll eventually ditch your brand all together and look for an alternative.
You also can use tools like Google Analytics, which integrates with Sprout, to see which of your posts are driving traffic, conversions and overall revenue. I recently received some social media advice from the stellar social team at Nest Labs and wrote a blog post on it. Very few companies embark Social Media Marketing, and most of them have no actual plan of action. I think a lot of brands know that they should be on social, but I think sometimes they get a little tripped up on how to execute in a way that incorporates the entire company. But conducting and implementing keyword research is also highly effective for social media marketing.
YouTube continues to dominate the search space as the second largest search engine in the U.S.
The goal of this optimization for YouTube is to gain greater visibility and exposure for your video content by targeting a large audience with relevant keywords.
The amount of content created by Twitter users on an a minute-by-minute basis makes Twitter a powerful tool to aid marketers in performing keyword research for social media. Facebook used to offer a tool to perform keyword research and monitor "buzzwords," called Facebook Lexicon. But now you're able to view the messages, links and notes of everyone who uses Facebook to see which keywords people are using.
Reach out and connect with potential customers, but make sure you give them a reason to want to connect with you.
So knowing which keywords searchers use for image discovery and having your website images display prominently and frequently in both the Flickr and Google search results gives you the opportunity to grab more clicks and drive more traffic to your website. Using Google Insights for Search to perform keyword analysis for images gives you insights into popular and trending image searches and greater visibility into the marketplace.
Given the results from Flickr Trends, I would choose to optimize and tag my images for "H1N1" rather than "Swine Flu" because of the upward trend for H1N1 searches on Flickr. By following the steps laid out in this expert guide to researching keywords for social media, you can  leverage the domain authority of the Web's most popular social networking sites to promote your brand, products and services. By developing a strong social bond, customers will be more likely to stick with your brand time and time again.
When you do so, you’ll be equipped to respond to your customers in a timely and accurate way, regardless of how they reach out to you. Determine relevant hashtags and industry influencers you can engage with, and tap into those resources to extend your brand’s overall awareness.
Highlight some behind-the-scenes images of what it is like to work for your company so you can improve the perception of your brand among candidates. If the mention was less than positive, use the opportunity to showcase your stellar social customer care and prove that you are listening. If you're on social as a brand and have no strategy behind the "what" and the "why" then it'll be an instant fail. Whether your target audience is sharing content on YouTube or Flickr, or they’re Tweeting on Twitter, your social media marketing efforts should start with determining which keywords your audience is using. Elements like Twitter hashtags are a quick way to qualify the topic of a message and make it easy to discover trending topics, related Tweets and phrases relevant to your marketing efforts. But they've removed the Facebook Lexicon feature and are rumored to be creating marketing analytics tools for page owners.
In addition to optimized tags, be sure to include keywords on your Flickr photo page in relevant titles and image descriptions to ensure maximum visibility.
And given Google's recent move to integrate Tweets into real-time, blended search results, marketers who leverage Twitter for keyword researcheffectively will gain even more visibility for their websites.



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