At the goal line

Thoughts and opinions on sales, marketing, social media, digital content, technology and social business.

How to Use Social Listening to Enhance Your Brand

Posted by Rick Lambert on Tue, Jun 25, 2013

While many people think of social media as a powerful relationship-building tool as it provides brands with an additional opportunity to connect with consumers, it also allows brands to really listen to what their consumers want. Taking advantage of social listening is one of the most effective ways to boost sales and ROI as well as increase your brand's awareness. It's a powerful component of a business's social media marketing strategy that is all too often overlooked.

Probably the biggest reason why brands aren't listening to their consumers is that there is so much data and information floating around in online conversations that it can be difficult to capture it. While there are a number of free social media monitoring tools out there such as HootsuiteSocialMention, and Klout, to be most effective, you probably need to invest in technology that can actively listen to these conversations for the best results.

Establishing a social listening strategy can benefit nearly every department within your organization, and Search Engine Watch shares how:

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Tags: social listening, branding, toronto digital marketing, Social Media Marketing

How Social Media Impacts Every Department of Your Business

Posted by Rick Lambert on Thu, Jun 20, 2013

Social media goes perfectly with business, and many people think that the two compliment each other based on the value social media can add to a company's sales and marketing team. While this is true, social media marketing actually has the ability to positively impact all areas of your organization, including HR and customer service.

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Tags: digital marketing, social media marketing strategies, Social Media Marketing

How to Market to Generation C: The YouTube Generation

Posted by Rick Lambert on Wed, May 29, 2013

While we have grouped previous generations into consumer age groups such as the Baby Boomers (born between 1946 and 1964) and Millennials (born between 1980 and 2000), Generation C is a new rising force in consumer culture that is more of a mindset than an age group. The "C" stands for Content, and anyone that even possesses an ounce of creativity will likely fall into this group. This group of consumers places importance upon creation, curation, connection, and community, which makes it only natural that they be categorized as the "YouTube Generation."

According to Google Think Insights, members of the YouTube Generation share the following eight characteristics:

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Tags: generation C, Inbound marketing, youtube generation, Social Media Marketing, effective marketing strategy

How to Develop SEO Friendly Website Content

Posted by Rick Lambert on Tue, Apr 16, 2013

The world of Search Engine Optimization (SEO) is constantly evolving, and long gone are the days of creating webpages specifically for search engines and link building without the consideration of the content being linked to. In order to drive organic leads to your website in today's day and age, you need to create high quality content and more of it to implement a successful SEO strategy.

How has the standard of content changed?
For the best results, you need to create original content that is engaging, relevant, and resourceful to your target audience on a regular basis. Search engine algorithms are designed to rank new and fresh content higher on results pages, requiring businesses that want to rank well to make a full-time commitment to an SEO strategy. Search engines consider the quality of the content shared to be just as important with how often it is created. Ideally, the content that you create should entice your fans to share it socially with their networks, therefore helping to expand your online reach.

What type of content should you be creating?
This is probably one of the most common questions that businesses have, and the answer is that it all depends on your industry and target audience. For example, if you are marketing to a younger demographic, using images and "cool" infographics filled with need-to-know information can be extremely effective in increasing shares of your content online.

A helpful tip for assisting with your content marketing strategy is to look at what your competitors are doing online. Which keywords is your target audience typing into search engines to be directed to your competitors' websites? What type of content are they sharing and which content seems to be getting the best results in terms of "likes”, shares, and engagement? By performing a thorough competitive analysis, your goal is to look for gaps for content that works.

Fortunately, you have some helpful Internet marketing tools at your fingertips to assist your business with its SEO strategy, and we wanted to highlight a few of them for you below:

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Tags: content based marketing, content creation, search engine optimization, Social Media Marketing

10 Ways to Sabotage Your Inbound Marketing

Posted by Rick Lambert on Sat, Apr 13, 2013

With the world continuously evolving into a more digital place, it is clear that businesses need to embrace online marketing to be able to reach their target audiences. Just because everyone else is doing it though doesn't mean that they're necessarily doing it correctly. Instead of jumping off the plank into the sea of social media with your hands tied, you can partner with an inbound marketing agency to make sure that your social media efforts are implemented and managed effectively for the best results.

When it comes to Social Media Optimization, be sure to avoid these 10 common inbound marketing mistakes:

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Tags: website content, lead generation, marketing strategy, Inbound marketing, Social Media Marketing

Inbound Marketing Lessons You Learned in Preschool

Posted by Rick Lambert on Wed, Apr 10, 2013

With so many factors to consider when it comes to social media marketing, it can be easy to become overwhelmed; however, if you break down the essentials of online marketing into Fisher Price terms, you will see that you learned many of the critical components on your preschool playground. What it really comes down to is showing your online followers that you care and can empathize with what they may be going through. Brands that take the time to truly hear what their customers want versus using social media for annoying push marketing efforts, rattling off lengthy sales pitches, and making it all about "me, me, me," tend to be more successful with their online marketing strategies.

Here are some ways that you can successfully employ some of your earliest lessons in socialization to your social media marketing efforts:

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Tags: Inbound marketing, Social Media Marketing, effective marketing strategy, content marketing

How to Use Pinterest's Analytics Tool

Posted by Rick Lambert on Tue, Mar 26, 2013

In a recent post regarding the top social media trends of 2013, we discussed how businesses are using Pinterest to generate quality leads and closed sales. According to comScore, Pinterest users typically spend more money, more often, and on more items than on any other mainstream social media site. For this powerful statistic alone, businesses absolutely need to have an active presence on Pinterest; however, keep in mind that Pinterest may not be the ideal marketing outlet for every business or industry. One example of a business that has been wildly successful on Pinterest is Real Simple as the company offers a number of DIY projects that appeal to the typical Pinterest user.

In the past, one of the biggest challenges of using Pinterest for business purposes was measuring the success rate. This has since changed though as Pinterest recently announced the launch of its free analytics tool for all users with a verified business account. By accessing the analytics tool on the top right corner of your screen, you will be presented with a plethora of pretty pictures and powerful data to help you assess how successful your social media marketing strategy is using Pinterest.

The amount of data provided by the new analytics tool can be overwhelming at first, which is why we wanted to take a moment to share what you can learn from these metrics (courtesy of HubSpot):

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Tags: social media analytics, Pinterest for business, Social Media Marketing, pinterest analytics

How to Use Twitter's Vine for Business

Posted by Rick Lambert on Tue, Mar 19, 2013

In recent weeks there has been a lot of hype surrounding the January 24th release of Vine, which is a new social media feature on Twitter that allows users to post a six second video. Already, businesses are finding new and creative ways to market their brands using this short span of video footage; however, we have already seen that there are some no-no's to this strategy. Outlined below are some best practices for using Vine to market your brand courtesy of HubSpot:

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Tags: twitter vine, Inbound marketing, Social Media Marketing, twitter marketing

How to Promote Your Business with Facebook's Edgerank

Posted by Rick Lambert on Thu, Feb 21, 2013

As you scroll through your Facebook newsfeed, do you ever wonder why not all of your friends' status updates, "likes", and comments are displayed? Facebook created EdgeRank to filter all of your friends' activity on this social media site and then ranks each update that would be of most importance to you. Social activity that EdgeRank deems you to have the most interest in will typically appear at the top of your newsfeed, and Facebook friends that you're less likely to engage with will appear towards the bottom of your feed or not at all. The EdgeRank algorithm also allows for a small component of randomization, which is why you may occasionally see a status update from a Facebook friend that you have little interaction with. The goal of EdgeRank is to maximize engagement and minimize the amount of potential spam.

Recently, there have been some changes to the EdgeRank algorithm that allow businesses to increase the likelihood that they will appear on a fan's newsfeed by paying a price, and the cost will vary depending on the number of Facebook fans that your business wants to reach. Since these changes to EdgeRank have been introduced, many businesses have experienced a negative effect on their social media marketing strategies involving Facebook. According to a chart shared by Venture Beat, the average organic post reach on Facebook has dropped by 40 percent since the updates to EdgeRank were made. Some would argue that these changes to EdgeRank are Facebook's greedy way of forcing businesses to pay to reach their audiences.

When taking a deeper look at these changes to EdgeRank, these claims of greed are not the case at all. Instead, these changes will require businesses to take a closer look at the content they are sharing to determine which posts are creating the most engagement among fans.

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Tags: facebook marketing, Inbound marketing, Social Media Marketing, edgerank

Twitter 101: Tweeting for Beginners

Posted by Rick Lambert on Thu, Feb 14, 2013
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Tags: twitter, how to use twitter, Inbound marketing, Social Media Marketing, twitter marketing

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