Archive for December, 2015

Discover How To Optimize Your YouTube Videos And Generate Maximum Views

Video marketers may tend to associate YouTube with Business-to-Consumer (B2C) Marketing, but Business-to-Business (B2B) Marketing cannot be counted out.

92% of B2B customers watch videos online, 43% of that demographic researches services or products for their business through online videos and 76% of marketing professionals include video marketing as part of their overall digital strategy. (source: B2B Video Marketing Strategies)

When you produce your video, one approach is to address a main issue faced by your B2B customers, and then it is important to let your prospects or customers easily search for the solution provided in your video.

The trick is in keyword optimization, that is, filling in choice keywords in the video description and embedded text. Here’s how to do it:

1. Video subtitles and closed captions are actually searchable text, so they generally make your videos more searchable.

2. Search-optimized title, tags and descriptions are important to let target buyers search your solution to a problem, so make sure you are filling keywords which they are using for their online searches.

3. Associate your website to your YouTube channel, and also put in keywords and your website URL in annotations e.g. video title, speech bubble etc. to gain more exposure.

Video marketing usually has the common aim of generating sales leads. Therefore, you should:

1. Guide the potential customer to take action by going to your website. Simply instruct them directly in the video.

2. Add an annotation to your video with a link to your website or a landing page.

Video analytics is a valuable tool to track views and engagement statistics and discover how well your videos are doing. It helps you to re-evaluate the focus on future topics for your videos and the keywords you use.

Some points to note:

1. Actual audience engagement and average drop-off rates of your videos are shown in video analytics, as well as how each video is contributing to lead generation and revenue which help to gain better insight into who your hottest leads are.

2. Video analytics can track how long an individual actually remains engaged on a video, enabling you to treat a lead who watches only 10 seconds differently from one who watches the video all the way to the end. This feature offers a reliable means of tracking actual engagement with content and video analytics can provide the exact figure for the marketer.

3. Import video analytics data into your marketing automation or CRM platforms to to maximize the value of video marketing. It provides a comprehensive insight into how prospects interact with the brand across multiple channels throughout the buyer’s journey, and it also enables the marketer to start reporting on his/her videos’ impact on lead generation, pipeline development and closed revenue.

In conclusion, make sure that with every video include a call-to-action and an URL of a landing page or page back to your website where folks can learn more about your business or offer, and use video analytics to revise your video content strategy to generate more leads.

The Top 5 Content Marketing Trends Dominating 2016

The Top 5 Content Marketing Trends Dominating 2015

The screenshot you see above is captured from Google Trends. “Content Marketing” as a key phrase has been on an upward trend since 2011. Today, it is widely practiced around the world and is gaining popularity. We expect B2B marketers will continuously and actively adopt content marketing in 2016.

According to Demand Metric, 90% of organizations, by marketing with content, are spending 62% less than what they do with traditional marketing, and that’s certainly good news. Here are several other encouraging content marketing trends:

1. Personalized content play a bigger role.

Publishing and distribution tools now theoretically make anyone a mass publisher. And in a world where content multiplies exponentially and time remains finite, it’s harder to be remarkable. Marketers want users to interact with their content, and what better way to achieve that than through providing something relevant?

That’s why many companies are designing personalized content. Content personalization takes a variety of forms, all of which come down to audience segmentation. Typically, marketers can pare down how they segment the audience through categories like Location, Interest, Behavior, Referral. Segmentation provides the opportunity to gain an extremely granular understanding of customers, then to anticipate their needs, wants, affinities, and expectations and develop unique insights to power better marketing across all devices, channels, localities, and brand experiences.

Your customers’ data will be instrumental to how you can begin to publish and deliver more personalized content to them at the right time.

2. Increase engagement impact of content marketing with visual storytelling.

Due to the increase in marketing noise, marketers will need to find a medium that will help their message stand out from the crowd and that could be visual storytelling. Visual storytelling is best used to communicate a brand’s philosophy and aesthetics. In April 2014, Starbucks had a contest asking patrons to draw on their Starbucks cups, take a photo, and then enter the contest with #WhiteCupContest on social media. 4,300 entries later, Starbucks had created a nice buzz that played out on social media, all while connecting personally to their audience.

According to TheVerge.com, 8 of the top 10 most shared posts on Facebook incorporate video. Also, 93% of the most engaging Facebook posts include images. This shows that visual stories crafted for marketing purposes can spark a movement or inspire emotions, sending a clear message about the brand to its consumers and helping to define it against the surrounding surge of noise.

3. LinkedIn dominates industry and marketing news.

According 2014 B2B Content Marketing Trends, 91% of B2B Marketers used LinkedIn to distribute content, and 62% of them rate LinkedIn as an effective social media platform. As Business Insider reported, LinkedIn plans to be a $1 billion business by 2017, by becoming “the most effective online platform for marketers to engage with professionals.” LinkedIn is set to become a dominant social channel for content distribution.

4. Location-Based Content Marketing will provide huge ROI.

With more people owning smartphones and checking in to location-based services, the possibility of reaching a meaningful swath of consumers and more importantly, knowing where they are during the day is becoming a reality. Location-based couponing and promotions are continuing to drive in-store visits and sales.

One example of how brick-and-mortar businesses are using location-based marketing to increase ROI is the use of geo-aware marketing in a campaign launched earlier this year by Meguiar’s (an auto-care products company). By showing relevant ads in areas that showed a high volume of car and car-accessory buyers, the company was able to achieve a $1.31 ROI and a 118% increase in sales in exposed markets. The main aim of native ads is to entertain and enlighten the viewers without explicitly promoting a particular product or service. These ads often talk about topics that are in some way related to the product or service the company is offering.

According to Cisco, location-based mobile advertising accounts for $4.5 billion this year; and this number is expected to rise to over $10 billion by 2017. We can see more and more firms will increasingly conduct location-based content marketing.

5. Businesses will look for ways to automate their content marketing, and these efforts will fail.

With businesses creating and promoting more content than ever, it’s no surprise they would be looking for ways to streamline and automate the process. The popularity of marketing automation would rise in order to keep pace.

However, many argue that automating content isn’t without its problems; unrealistic expectations of what marketing automation can accomplish may be one of the biggest hurdles.

According to HubSpot, a leading content marketing automation provider, content marketing is not a “once and done” proposition: “Marketing automation needs constant care and awareness for it to work effectively. Too many companies skimp on these details and think they can let their automation do all the work—not exactly the best way of accomplishing your goals.”

It is easy to be remarkable once. The trick is being remarkable consistently. The one-size-fits-all approach will not work in the world of marketing. Use these trends to your advantage to develop the best strategies that work for you.

Discover 8 Social Media Mistakes That Singapore Marketers Commit!

Discover 8 Common Social Media Mistakes That Singapore Marketers Commit!

There are a number of common mistakes that Singapore digital marketers make when using social networking sites to get more exposure for their business. Instead of using social media to build relationships, marketers commit these mistakes to build up a negative online presence and repel the very connections they are reaching out to.

Surely you do not want to plummet your business to the bottom too? Discover the following 8 mistakes so you can avoid them.

1. Naked Profile

Most professional marketers would take pride in sprucing up their profile information, and yet for others who have not done up their profiles, they would be losing much credibility in the eyes of readers. No one wants to do business with someone they don’t know, so pack in as much professional experience as possible. It helps with keyword optimization so prospects can easily search for you.

Also have a nice picture of yourself so readers can recognize you for posting updates in your feed.

2. Too Much Selling Or Hype

There are documented statistics whereby active social media usage leads to an ROI increase, but the process is rather gradual and intricate. You won’t be seeing a Fortune 500 brand like Toyota or Apple publishing a promotional post or tweet every day. What these brands do is adopt a strategy to strike a balanced ratio between value-adding and promotional posts, e.g. 1 promotion for every 10 educational posts, and if they do have something to sell, they would prepare a pre-selling campaign to talk about a product or service and the problems it solves for a time period before the actual launch date. It is an effective way to warm up prospects and build anticipation.

3. Posting Ads On The Wall Of “Online Friends'” Accounts

This one is a big no-no. It really shows a lack of decorum or etiquette and a lack of respect for the personal space created on the connections’ accounts. Do you honestly think they’ll sign up for your business just because you shove it down their throat?

Social networking, like real-world business networking, is all about making friends, being helpful, and being REAL. People want to do business with people they can identify with and who they can get to know as a friend first and foremost.

If they want to know what you’re doing to make money online they will ASK YOU. Then you have the opportunity and the PERMISSION to tell them and they won’t feel like they’re being sold to.

4. Lack Of Personality

Social media users are an educated lot. They know when they are being marketed to. If they wish, they can conduct their own online snooping or investigation to learn more about you, but they won’t do so just to purchase from you. Eliminate barriers between you and prospects by posting more about your brand, company and corporate culture and values. Showing a “human face” that is representative of your business helps to make it relatable and therefore build trust with potential buyers.

5. Infrequent Posting

Consistent, high-quality posting is key to staying on top of your readers’, followers’ and prospects’ mind. The more you post, the more likely followers engage with you, and then it is just as important to be responsive to their comments and messages.

6. Random Posting

Random social postings do not help your prospects to quickly understand what your business is all about. Keep the scope of your business topics tight, and only post what is necessary, essential and relevant so that you are focusing on your target audience and your brand is well represented.

7. Not Being Proactive In Engagement

More postings are not the answer to profitable social media marketing. Instead, mix up your posts between being informational and conversational. Ask followers what they like to read in the future. Ask them for suggestions to how you can serve them better. Run surveys, sweepstakes, lucky draws or contests for them to participate in. These are opportunities for you, as a marketer, to get personal with them. They will feel appreciated and become more inclined to look up to you as a source of solutions first thing on their mind!

8. Poor Social Media Monitoring

Without proper monitoring, you won’t be aware of significant positive and especially negative comments. Strong positive comments can help you identify who your most staunch followers are so you can tap on them as influencers of their own social networks and also offer them incentives for becoming promoters of your business.

More importantly, negative comments keep you on your toes so that you can quickly respond to address any problems or issues before they snowball.

So, is there any one mistake you are guilty of? It’s time to re-evaluate your social media marketing strategy and plug the holes to keep your online presence, and by extension your business, safe and sound.

3 Ways Inbound Marketing Is More Effective Than Traditional Marketing

3 Ways Inbound Marketing is More Effective than Traditional Marketing

During an economic downturn, companies naturally look for ways to cut costs. This may mean that less budget would be channeled into marketing, but less marketing budget does not help to improve business. On the contrary, companies are encouraged to invest more into marketing during times of lean economy, yet doing more of the same marketing activities is not going to be effective and productive.

The best solution for B2B marketers is to constantly learn, unlearn and relearn new marketing strategies to keep up with the times. Traditional marketing (TM) is on the way out. Advertising on the TV and in newspapers, outdoor advertising, cold calling, email blasting etc. are not only costly and tedious, recipients of such ads perceive them as ‘interruptive’ too.

On the other hand, Inbound Marketing* (IM) is becoming the the preferred choice for companies looking to reduce their marketing expenses while generating more sales leads and converting them into customers. Organizations using IM strategies are spending 62% less per lead than those companies using TM (source: 2013 State of Inbound Marketing).

Instead of investing into traditional marketing methods that are likely to be met with constant rejection, companies can utilize IM to focus on drawing in their ideal customers at a lower cost. Here are 3 big reasons why IM is better than TM:

1. IM costs less than TM: 3 out of 4 IM channels cost less than any outbound channel. IM strategies work by pulling potential customers in, through the creation of useful content which interests these prospects. For example, social media marketing costs almost nothing to start, but they can draw in a large volume of traffic to websites. Hence, while there is a low investment cost, Inbound Marketing can still pay handsome dividends.

Conversely, TM forces customers to accept the advertisements in an interruptive manner through ‘push’ marketing methods like email or telemarketing. Compared to IM, the relative inefficiency of TM means that companies using TM will have to invest a lot more resources into getting their desired amount of website visitors compared to companies using IM.

2. Better Targeting: 44% of direct mail is never opened. TM methods are also notorious for poorly targeting the audience. This can be an issue for niche businesses. When you do IM, you only deal with people who are already interested in your product. These are your ideal website visitors, as they are more likely to become sales leads. This would mean expenses are not wasted on reaching out to people with no interest in your product.

3. It is an Investment, Not an Ongoing Expense: When you buy pay-per-click advertising, its value is gone as soon as you pay for it. In order to maintain a position at the top of Google’s paid results, you have to keep paying.

However, if you invest into creating quality content and other IM methods such as Search Engine Optimization (SEO), you will be right up there in the top search results until somebody displaces you. So from a cost perspective, IM is more sustainable than TM.

These are the advantages of Inbound Marketing over Traditional Marketing in this competitive world. Over the years, many organizations have shifted their marketing gear towards going Inbound. In fact, they increased their IM marketing budget to 50% in recent years and are reaping the benefits as 41% can measure considerable Return On Investment (ROI) from IM.

Today, the landscape of industries is rapidly changing and companies need to adapt, and that includes minimizing costs whenever possible. If your company is looking to cut costs, target more effectively and receive greater ROI, it should consider IM as a means to increase its digital presence.

* Inbound marketing is a form of digital marketing that involves SEO, social media, blog and landing pages to generate sales leads.

5 Essential Features Of An Inbound Marketing Website

5 Essential Features Of An Inbound Marketing Website

In order for B2B digital marketers to effectively promote their businesses and acquire sales leads, their websites must immediately address the needs or challenges of visitors. Inbound Marketing* strategies rely on an interactive relationship between the marketer and his prospects, and it starts with his website. There are 5 features of Inbound Marketing websites that set them apart from other websites.

  1. Value propositions – With large amounts of information being directed at Internet users, they gradually succumb to a shorter attention span. Thus, it is important to grab the attention of website visitors quickly so that they will stay and browse your website. Am emphasis on design aesthetics makes the website visually appealing to its visitors, such as the use of colors, catchy headlines, visual design, etc. For instance, HubSpot has the value proposition of the statement “The #1 Inbound Marketing Platform” to arouse the curiosity of visitors to their website. After all, if the marketer doesn’t care about the website, why should the visitors?
  1. Accessibility – Websites are not just being visited from computers these days. A comScore report says smartphone and tablet usage now accounts for at least 60% of all online traffic. Making your website mobile-friendly encourages your visitors to stay longer on it. A mobile-responsive landing page provides another channel for effective visitor-to-lead conversion and bounce rate reduction.
  1. Social media activity
    Friend us on Facebook.
    Follow us on Twitter.
    Connect with us on LinkedIn.
    Sound familiar? The way Inbound Marketing works is that it functions in a closed loop, where all Inbound marketing platforms are integrated with each other, such as the main landing page, Facebook, Twitter, LinkedIn and the blog. Links for each social network should be displayed clearly for the website visitor to see so they find it easy to move from network to network.
  1. Landing pages – Landing pages are where the contact details of a prospect are acquired. Initially, the prospect’s name and email address are sufficient for submission when s/he want to download the free offer, e.g. ebook, white paper etc.. For successive downloads, other contact details should be collected. These are done so that digital marketers can better identify the prospect and his/her keen interest in specific topics and tailor-make their content to better serve the prospect’s needs. As the marketer-prospect relationship develops, the better marketers know their prospects and their problems, the more likely prospects become customers of suitable solutions.
  1. Calls -To-Action (CTA) – The call-to-action (CTA) button or link encourages visitor action, such as “download your FREE ebook” or “access your FREE trial”, therefore it must be designed to look visually appealing yet straightforward to visitors. Here is an often overlooked tip: create a CTA button for your “contact us” page too. Set up a readily accessible channel for your visitors to contact the marketing or sales team with the CTA on as many web pages as possible. This also provides the team staff opportunities to clear prospects’ questions and doubts and help them better understand the products or services on offer.

These 5 essential features are what set Inbound marketing websites apart from their traditional counterparts, not only for attracting more website visitors, but also the ideal kind of visitors that are likely to turn into leads.

* Inbound marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

Marketing Automation: Does it Save Your Time, or Lose Your Customers?

Marketing Automation: Does It Save Your Time, or Lose Your Customers?

Marketing automation is inevitable and would be gladly received by busy marketers since they need to wear multiple hats. But as more Singapore businesses automate their marketing in order to save time, leads and customers get more inundated with information. Is there a tipping point where automation will lower conversion rates and profits?

Frankly speaking and depending on work situations, not even a small team can effectively cope with all of the Inbound Marketing* work that comes with running a business without automation. There are just too many things to do, and it’s necessary to either automate or outsource (or both) to maintain good conditions. Automation is usually the preferred choice, because outsourcing is often more expensive and comes with its own issues.

The problem with marketing automation is that you can seriously estrange customers if something goes wrong. I had a very annoying experience in which I found myself in four or five email funnels simultaneously after buying a subscription and signing up for the blogger’s newsletter. I kept getting the same emails over and over again, in a different order and with a slight time delay. I ended up cancelling my subscription.

On average, for every customer complaint, 26 other unhappy customers are not complaining. Most customers who are dissatisfied do not complain. They just leave.

Then what exactly should I do about it?

In the early stages of your business, it’s a good idea to focus on high-touch marketing, sales, and customer service instead of automating every single thing. It will help you get sales leads much faster than providing run-of-the-mill service, which will pay for itself, given that loyal customers are worth up to ten times as much as their first purchase.

Here are two ideas for keeping things high-touch without spending all of your time on email:

1. Do Not Automate If You Can Systematize Your Personal Touches

Author and entrepreneur Chris Guillebeau sent a short welcome note to every single newsletter subscriber for the first year of his blog, which amounted to about 10,000 people. Later he said, “These actions (sending the note, then replying to any follow-ups) took a lot of my time but the effort was totally worth it! I built genuine relationships with many of the readers, some of whom are still with me five years later.” I’m not saying that you ought to write a short note to 10,000 people. Do not automate as long as you can systematize your personal touches. Customers—in fact, every one of us—prefer emails for themselves to emails for the general public.

Based on my experience, through the Inbound Marketing software of HubSpot, we can automate personalization of email to every prospect based on the stage of the purchasing cycle that he is in. That saves me a lot of time.

2. You Do Not Need to Automate Everything.

Have you heard about ‘bots’? An Internet bot, also known as web robot, WWW robot or simply bot, is a software application that runs automated tasks over the Internet. Typically, bots perform tasks that are both simple and structurally repetitive, at a much higher rate than would be possible for a human alone. While some find bots annoying ,others opt to use them when planning their social media shares.

If you do FULLY automate your posts (which I don’t recommend), at least keep your eyes on your social media. If someone comments, respond. In addition, you may not have time to read everything, but at the very least skim through the articles. You may find that the headlines do not accurately reflect what the article is actually about. Personally, I hate it when I get an auto DM on Twitter. We just met! I am not going to like your page on Facebook. Replies should be personalized to each recipient, by YOU or the person you hired to do it for you.

It’s important not to look like a bot when you automate. Done properly, social media automation and scheduling can be a thing of beauty.

Conclusion

As mentioned above, you need to keep your marketing and service high-touch, and raise your rates accordingly. Research has shown that 55% of customers would pay more for a better customer experience.

Above all else, make sure that you and your team are treating long-term customers with respect and giving them more attention (and benefits like first access to new products). In the end, it’s more expensive to acquire new customers than retaining existing customers (five times more expensive), so the margin is high enough that you can spend that extra time with existing customers and still be saving money.

In my opinion, the Inbound Marketing software of HubSpot is one of the most effective ways to automate marketing, while retaining the high-touch that all customers expect from you.

* Inbound Marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

3 Ways CEOs Can Participate In Social Media

3 Ways CEOs Can Participate In Social Media

There is no doubt that social media has totally changed the traditional marketing outlook and contributed to the advent of Inbound Marketing*.

In Singapore and other countries in South-East Asia, a traditional corporate hierarchical culture is still limiting employees to working within the boundaries of their job designations but a new online business dynamism is redefining marketing work.

Nowadays, more CEOs actively engage in social media. According to Ann Charles, BRANDfog Founder & CEO, “In today’s hyper-connected, information-driven world, CEOs and senior executives alike are expected to have an active social presence. Brand image, brand trust, and a company’s long-term success depend on it.” CEOs’ participation in social media is a good way to share news and information about the company. It can help to spread positive word-of-mouth and defend the company if it is at risk. But how should CEOs get involved in social media?

  1. Get The Suitable Tools

CEOs are always busy at managing different things. They usually have little time to manage multiple social accounts. Therefore, they should choose the right platforms on which they are most likely to succeed. For example, if the CEOs have a pithy communication style, they might do best with Twitter. On the other hand, CEOs who are more comfortable in front of a camera should choose YouTube as the platform for communication. Having the right platforms for communication is the key to keep the social media accounts active and engaging.

  1. Get Help From Others

Although there are CEOs who love to participate in social media and are naturally sociable, there are still some CEOs who do not feel comfortable in this medium. Those CEOs can get help from others by setting up a team to manage accounts on behalf of them. The social media team can help to keep up with social media tools, monitor online chatter and sentiments and educate the CEO on how to maximize social media usage in their own way.

  1. Get A Daily Summary From the Social Media Team

Even though CEOs can hire social media team to manage the accounts on their behalf, they still need to know what is going on. CEOs should ask their social media team to give them a daily summary of the accounts such Twitter, Facebook, YouTube, blogs, etc. As a result, CEOs can review the content and decide what they personally should reply to.

We should keep in mind that, in today’s world, people want to engage with celebrities and CEOs themselves rather than talk with a social media team. Being proactive online is highly recommended to CEOs since this can show that they truly care about their clients, customers and fans.

* Inbound Marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

Discover 7 A/B Testing Tips For A Successful Inbound Marketing Website

A/B Testing Tips For A Successful Website

Conducting an A/B test (or a split test) for the marketing elements of Inbound Marketing* website is a great practice for identifying effective ways to communicate your message and convert traffic into leads. Testing for website performance enables you to know which buttons, colours, images, etc. receive the most clicks or views, and the most strategic areas of the website layout on which these elements should be positioned.

To start off, the most important and memorable page for visitors would be your home page. It is essential to have your visitors drawn to the home page as that is where all your information is available to them. Included below are 7 A/B tests you can start running on your home page that could result in better conversion rates.

  1. Call-To-Action (CTA) buttons

CTAs are very important especially when it comes to selling or redirecting your visitors. They are a very powerful tool to generate sales leads. You can make many variations and changes to them like the colour, font, shape, placement, relevance, choice of words, etc. You can read more about the must-haves in CTAs here.

They all seem to be simple and easy to change and experiment, but one small difference can change your visitors’ attitude and behaviour towards your website and brand.

  1. Navigation bar

The navigation bar allows you to experiment with linking to website sections that drive the most traffic. You can also switch the order of your menu tabs, and measure which order works best for you. Besides reordering, you could experiment with the copy and font of the tabs.

  1. Login and signup buttons

You have to decide on whether a login or a signup is more valuable for your company. Once you have decided on your priority, you could try swapping the order, changing the colour, changing the shape of the button (if there is any), or any other variations to gain more clicks for your focus.

An example would be Dropbox. This is how their home page now looks like, note the difference for login/signup buttons:

Dropbox

  1. Content offers

You should publish the most popular or key content offers on your home page. Test several offers at the same time or rotate them over a fixed time period to measure click-through or opt-in rate to determine the best-performing offer and promote that one aggressively.

  1. Images

Your images need to be carefully selected and make sure that they are sharp, relevant and add value to your home page. Some images may encourage more attention and engagement than others, different forms of images e.g. photos vs. illustration, can also impact the response of your website visitor. Test out the placement, different images, size, and other possible changes, and find out which best suits your website.

  1. Headlines

This is the most significant text of your home page, visitors look straight at this when they are in your home page to find out more about you. With this in mind, you should put in effort to create the best headline with an eye-catching copy and design.

  1. Hyperlinks

The way hyperlinks work is similar to CTAs, whereby the choice and phrasing of your words (anchor text) can impact differently. Strong words stand out more than others. You can try a different phrase or make use of a different colour of hyperlink to check which option affects your click-through rate.

Just remember, whenever you have new ideas, split-test them. Testing and tracking the performance of web design elements is a proven method to validate their effectiveness in digital marketing.

Related articles:

1) 6 CTA Tests For Maximizing Click-Through Rates

2) 6 Tips For A/B Testing To Increase Conversions

* Inbound Marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

4 Interesting Ways To Convert An Inbound Marketing Skeptic Into A Believer

How To Convert An Inbound Marketing Skeptic Into A Believer

Skepticism among Singapore marketers and businesses often occurs when they do not know all the facts. In today’s world, with new things surfacing everyday, skeptics are all around. Information and education is the answer as to how to convert a skeptic into a full believer. The challenge is in communicating the facts and examples in a way such that it creates an impact pertaining to the skeptic’s particular doubts.

Here are 4 ways to turn a skeptic into a believer.

1) Skepticism Dissolves As Trust Is Built

We need to break down the natural wall of skepticism that tends to get built up when a new idea or solution is presented. Here are a few actions to help initiate a level of trust:

a) Acknowledge that change and results will not happen overnight: Inbound marketing* will take some time from your team to be implemented effectively and produce results.

b) Admit that change is not going to be easy: Inbound marketing requires involvement from each team member for a defined set of processes and goals. Establishing set responsibilities with the contributing team builds a higher level of accountability.

2) Skeptics Will Ask Pointed Questions

Anticipate and be prepared to answer questions that support your argument related to Inbound Marketing when you are planning to pitch. The following questions will likely to come up at some point of the process:

How does inbound marketing differ from traditional marketing? Traditional marketing is about pushing a message out through certain channels to gain attention. Inbound marketing is about creating valuable content through blogging and premium content concentrating on buyer personas, thus drawing attention in.

How does it give us a competitive advantage? The Internet is the easiest place for a business to build market share. A website that has strong content, backlinks and continues to publish relevant content on a regular basis will establish stronger impression of authority on the subject or niche.

3) Skeptics Will Need Reliable Resources and Facts

Inbound Marketing has proven to be more effective than outbound marketing at both generating leads and driving sales. This statement alone will not convert a skeptic into a believer, but here are a few facts and data sources that will.

An inbound lead costs 61% less than an outbound lead

Companies that blog once a month generate 70% more leads

70% of all links clicked are from organic, not paid

4) Skeptics Will Look for the Bottom Line

Setting realistic expectations with a skeptic is critical. It comes down to team contribution, understanding buyer personas and the challenges with each of them, and the intensity of your team’s approach.

Incorporate inbound tactics into outbound methods of outreach: When sending an email distribution, include a “top of the sales funnel” offer, ebook or white paper.

Add visual calls-to-action on your website: Placing a Call-To-Action (CTA) in every spot on your website that a new visitor may see is critical to capturing important information.

Share valuable content that targets your buyer personas: Understanding your buyer personas is one of the most important factors to creating valuable content. Factors to consider when generating content include aiming to solve a prospects problem, elicit an emotion, or empathize with their needs.

Track and analyze your activities: One way to immediately evaluate success is by reviewing growth in organic traffic and leads. When done right, the statistics that support inbound marketing and the impact it can make on generating leads for your business will turn any skeptic into a believer.

After they’re sold, educate your ex-skeptics with more information on Inbound Marketing and soon, your Inbound Marketing efforts will be up and running.

* Inbound Marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

5 Tips For Generating Sales Leads Using Social Media Outlets

5 Tips For Generating Sales Leads Using Social Media Outlets

Social media is a great platform to generate sales leads for Asian businesses. However, time and effort are required. Read on to find out 5 key points in generating leads using social media outlets.

  1. Utilize Multiple Channels

In order to generate more leads, you need to make use of all possible social networking platforms like Facebook, Twitter, Instagram, YouTube, Pinterest, Google+ and LinkedIn.

  1. Useful and Valuable Content

“All great marketing is about understanding the people you want to reach and creating something valuable, interesting or entertaining just for them,” – David Meerman Scott said.

The more useful and valuable the content is for your audience, the higher the chances of generating more sales leads. Therefore, you should try to understand what your target audience truly value and want to read. Then you can share articles according to their needs and wants, and establish yourself as an expert.

  1. Engage the Audience

To create a great impression to all potential leads, you should consistently engage your audience. You should re-post, re-tweet, and link interesting articles. When customers and visitors post questions and comments on your social media pages, you should respond to them within a short period of time. Also, you can have people write guest posts for your blog and you in turn can write for them. Fostering connections is important for social media success.

  1. Add Website Links

Adding your company’s websites on your social media is a vital way to generate more sales leads. Having your company’s website address in the profile descriptions of social media accounts can lead to more access to your website and more lead conversions eventually.

  1. Measure the Results

By measuring your social media marketing results, you can understand if what you are doing is generating leads. You should quantify the social media activities into useful metrics so that you can decide your further actions. It is necessary for you to use social media monitoring tools since they can provide you the best possible evaluation.

The way people market has changed, while traditional marketing is losing its effectiveness. The use of Inbound Marketing*, which involves the top social platforms as mentioned above, will enable you to move one step closer to generating more leads.

* Inbound Marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

How To Get More Facebook Page Likes?

How To Get More Facebook Page Likes

While marketing your products or services, you need a community filled with people who like you and are willing to share your content with like-minded friends. Facebook, as most people know, is a huge platform which allows you to connect and share. This is something Inbound Marketing* requires for expansion of contacts.

It is not just about the quantity of Facebook Likes that you collect; it is about the quality—attracting Facebook likes from a group targeted to suit your business goals whose comments can increase your shares on Facebook and achieve more business opportunities.

So here are 5 quick and basic tips to drive targeted Facebook likes to your business page.

1) Complete your Facebook Business Page Profile

Ensure that the link connected to your website after you have created your Facebook Page works. Further detailed information such as your address, phone number and hours of operation listed will help the potential clients understand your business better on the page. Not only will this inform your potential followers, it will tell others what kind of organization you are and what type of business you offer, so that they see your company when searching for products or services like yours.

2) Invite Existing Contacts to Like you on the Facebook Page

Business opportunities, in fact, were already present with the help of friends and family. These people would be more than willing to connect with your business on Facebook. Try asking them for more Likes and positive reviews. These initial likes will give you higher social media credibility and visibility. Following that, you should alert your existing customers, business partners and other social communities, requesting them to promote your Facebook page anywhere and mention your website.

Within the Page Manager section of your page under the ‘Build Audience’ menu of Facebook, you have the option to invite your personal Facebook friends to like the page, share your page with your Facebook friends through the News Feed, and upload a list of email contacts to encourage existing contacts to connect.

3) Create Value and Publish Engaging Content

Without publishing engaging and entertaining posts on a regular basis, your Inbound Marketing strategy is incomplete. You should also pay attention to the posts that get the most engagement. If your posts are valuable to your followers, they will share your posts and help increase your Facebook likes. Alternating photo and video updates are among the best types of posts for driving engagement so make sure you publish information your followers can relate to and will like.

You may also want to include calls-to-action (CTAs) in some of your posts, asking followers to like, comment or share your content, or ask your community a question. If you’re in tune with your buyer personas, you will have a good idea of what types of content to publish. If not, or if you just need some inspiration, consider spending a week taking note of the types of content in your own News Feed that compels you to click, comment, or share.

4) Pay for new Likes by using Facebook Advertising

One of the advertising channels that Facebook provides is ‘Page Like Ad’ that contains a CTA to ‘Like Page’ to gain more Likes for your Page. It will appear in the News Feed as a Page post or display ads on the sidebar of the News Feed. If you want to reach people who don’t even know about your Page, but would possibly be interested in hearing from you, you can use Facebook’s targeting capabilities to reach your ideal buyers and grow your business.

5) Measure, Analyze and Learn

Use Facebook Insights to search useful metrics on your page performance. You can see things like reach (how many users are seeing your posts), engaged users (how many users engage with your posts) and new likes (when and why do you get new followers). These metrics will help you understand what’s driving your likes and engagement, so that you can adjust your posts accordingly.

I believe you are most likely on Facebook, hence you will be able to make use of these useful techniques to gather Likes and further improve your Inbound Marketing strategies.

* Inbound marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

How To Design Your Website The Inbound Marketing Way

How To Design Your Website The Inbound Marketing Way

Inbound Marketing* has brought digital marketing up another level, and the area of website design is also affected. A good website design is instrumental to the establishment of a company’s online presence, and for this reason, let’s look at how Inbound web design compares to traditional website design and how to stay relevant with the latest design techniques.

First, we identify the similarities so we can get them out of the way: both Inbound and outbound-oriented websites should look professional and presentable, search engine-optimized and provide a user-friendly environment. But that’s about it when it comes to similarities.

Here are 4 features that separate an Inbound marketing website apart from an outbound-oriented website:

Content – The first thing you should notice when you browse an Inbound marketing website is the amount of content on the site. It typically several of these items: videos, webinars, blogs, whitepapers, ebooks, infographics, tip guides and podcasts.

An Inbound marketing agency knows that the key to converting website visitors into leads is content. They also know that content helps sites get found through search engines. The more content you have, the higher your site is going to rank on major search engines and the more your visitors are going to share that content on social media, which in turn will also drive rankings and traffic.

Offers – Content for content’s sake is not enough. Professional Inbound marketers know they need content for everyone visiting the site, not just the people ready to buy today. This means taking into consideration your prospect’s buying process when you create content for your Inbound marketing website.

The offer includes no-risk offers for people at the top of your sales funnel, low-risk offers for people in the middle of the funnel and the direct business offer for people at the bottom of the funnel who are ready to buy.

Blogs – Most people know they need a blog on their site, but it’s the Inbound marketing leaders who recognize the strategic importance of an active blog. In short, the more you blog, the more you are going to get found on major search engines, and the more blog posts get shared by your connections and followers on social media. If your blog content is compelling, more people will visit your website. It’s only natural that content demonstrates your expertise, establishes your authority and gets people curious about what you can do to solve their problems and challenges. Blogging is integral to today’s Inbound marketing efforts and without a blog post published 2 or 3 times a week, your website is at a severe disadvantage.

Personalization – The top-performing websites are able to create a highly personalized surfing experience for their visitors. As progressive marketers, we need to consider creating a similar experience. One way to do this is to be smart about our marketing and use Inbound marketing tools to deliver content in context.

This means that when a prospect has downloaded a free report from your site, you want to follow up by offering him/her related pieces of educational content. The only way to know this about your prospect is to use a platform like HubSpot. Modules like customized workflow design, smart call-to-action (CTA) buttons and landing pages that adjust according to past behavior help to personalize a visitor’s website experience.

Take a look at some Inbound Marketing websites and you will quickly see the focus on conversion, content and how they tell stories to engage prospects, turning them from visitors into leads. Additionally, to perfect your website, apply A/B testing to drive more conversions, and also make sure your website incorporates a good font for your readers.

* Inbound marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

11 Must-Haves For Mobile-Optimized Landing Pages

11 Must-Haves For Mobile-Optimised Landing Pages

Did you know there are 6 billions smartphones in use worldwide? This translates to about 90% of the world’s population. With mobile browsing being a fundamental function of the smartphone, more websites are catching on to having their pages optimized for mobile viewing. Asian and Singapore marketers would do well to make their websites or landing pages mobile-responsive. If your visitors can’t view your landing page properly on their smartphones, your click-through rate and subsequently lead conversion rate are going to be much lower than otherwise.

Here’s a checklist to make sure you have the best mobile-optimized landing page.

1. Be visible

Plugins such as Flash and PNG-24 images don’t work great for mobile browsing. Instead, you can turn to HTML5, jQuery, or JPGs to be visible to mobile viewers.

2. Scale to size

Scale your content appropriately to the type of device consumers are going to use to access your page. Also, remember to scale your page for both portrait and landscape views.

3. Be concise

With mobile pages, less is definitely more. The small screens of mobile devices coupled with lengthy copy will instantly dissolve your reader’s attention, so keep your text short and sweet.

4. Include a call-to-action (CTA)

The purpose of your landing page comes down to this. Offering something useful in exchange for your readers taking action on your page via the CTA. On a mobile phone, the CTA works much better as a button than an opt-in form.

5. Be thumb-friendly

Make your CTA buttons or any other interactive elements on your landing page big enough to be clickable, add enough space between clickable links (to avoid mis-clicks), and use touch swipe gestures whenever possible.

6. Slim is in

Have your content in a single column so viewers can scroll in a single direction.

7. Simplify

When it comes to forms, it can be quite a hassle on mobile devices. Keep them to the bare minimum, or split your form into two pages.

8. Load fast

If your page takes ages to load, you’ll get a high bounce rate. Keep your data below 20kb so your page loads under 5 seconds.

9. Be straightforward

Limit the number of actions a user has to take to get to the reward or offer, and make sure each action is compelling and easy to fulfill.

10. Be legible

Make sure your content is big enough to be read. If visitors have to squint to read your text, they will likely leave your page immediately.

11. Test for the best

Test the different elements on your landing page using A/B testing. Elements that work on a desktop page may not necessarily work on mobile pages.

Before mobilising your landing pages, make sure you have solid fundamentals in landing page design. Read “6 Features Your Landing Page Should Have“.

3 Reasons For Using Workflows To Nurture Sales Leads

3 Reasons for Using Workflows to Nurture Leads

Workflows, also known as marketing automation, is one of the most powerful tools available in Inbound Marketing* for engaging your potential prospects. To know more about how workflows work and when the right time for workflow implementation is, take a look at our previous blog post, The Secrets Of Email Workflows For Lead Conversion.

Let’s take a look at 3 reasons why you should be using workflows for easier and more effective lead management.

  1. Workflows Help You Convert More Leads Into Customers

Using workflows gives you the opportunity to have exceedingly powerful segmentation of your leads. Your leads can be grouped on the basis of different properties and behaviors. This means that you can very closely target your emails to their specific interests and needs, such that each customer’s needs will be achieved by your company, through workflows.

The days of pushing one standardized email to all your leads are long gone. Now is the time for using smarter tools to send your lead content on what they are looking for in particular, rather than general content for all leads, that they will likely be uninterested in. According to a report released by Lenskold Group, 60% of survey respondents who use marketing automation say it has increased the quality of the leads, who get converted to customers eventually.

  1. You Can Customize the Content and Timing of Your Workflows

The specifics of your workflow can be set according to the prospects’ position in the life cycle of your Inbound Marketing funnel. For example, if you have a handful of leads that are much closer to being ready to buy your products than others who are still doing their research, you can set up a workflow to send the former group three to four emails per week, instead of one. If your leads who own small businesses respond better to emails sent on weekends, you can set your workflow for these leads to only trigger emails to send on Saturdays and Sundays. By allowing you to take control over the process details, you can tailor each workflow to work best for your leads, and in return, your company.

  1. Using Workflows Saves Time

Workflows are completely automated in sending emails or offers to leads. Once they are grouped according to their needs and wants in a workflow, your company can assure that the emails will be sent on time to the prospects, without you having to lift a finger. The only thing you need to do is following up from time to time on their activities on your website. This saves up a lot of time for your other projects.

I’m sure there isn’t any good reason not to jump onto the bandwagon and get involved in using workflows now. With the time and effort saved on lead nurturing, you’ll be able to free up loads of resources to focus on other projects.

*  Inbound marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

Top 10 Tips For Producing Quality Visual Content

Top 10 Tips For Producing Quality Visual Content

Imagine having to read through a 50-page report. For most casual readers, that is a load of tedium. Wouldn’t you be more interested if it was produced as a piece of visual content, i.e. infographic? The human brain acts in a way that it processes visuals much faster (60,000 times!) than text alone. Visuals have a higher chance of being recognized and recalled, so Singapore marketers must strive to produce visual content as a habit if they want to tap on more content channels.

“Words are processed by our short-term memory where we can only retain about 7 bits of information (plus or minus 2). This is why, by the way, that we have 7-digit phone numbers. Images, on the other hand, go directly into long-term memory where they are indelibly etched.” (Burmark, 2004)

Besides adding value to your audience by delivering attractive, engaging and memorable information, the use of good visual communication can also in turn spread brand awareness and allow others to recognize your brand at a glance. This immediate recognition is crucial in today’s crowded media environment.

It does not mean that you will automatically gain awareness and recognition with just any image or graphic, not even if you include a lot of them. Having an effective piece of visual content does not only rely on your core message and interesting facts and findings. The key factor that will determine the success of your marketing strategy is to have a good design for your visual communication. A poorly designed or visually bland piece of content will hold little value and not create much impact towards your readers. In the event of incorrect data, confusing graphics and layouts, it may even bring about negativity towards your brand.

To avoid such risky situations, these are 10 best design practices that you should take note of when working with visual communication. Following these points will ensure that they are effective, creative and speak of quality.

1. Typography: All fonts should be legible and readable for what you are trying to bring across.

2. Colours: Use no more than 5 colours in a single layout. Alternatively, you may use different shades of one colour to differentiate.

3. Iconography: Use of icons is good as it allows your readers to better understand the content. However, they need to be simple and easy to understand, and not distracting.

4. Callouts: Only use callouts when drawing attention to key information.

5. White space: White space is important. When too much information is cluttered in a restricted layout, messaging becomes incoherent.

6. Illustration: Illustration should match with the content.

7. Layout: Present content in a manner that directs your readers through a logical hierarchy. It helps to maintain consistency.

8. Comparison: Present data in a way that is easy for your readers to compare values.

9. Accuracy: Data and information should be accurate. Inaccurate representations can deceive and confuse your readers.

10. Simplicity: Keep designs simple. Avoid unnecessary illustrations and designs that are impractical and messy.

These 10 tips should get you started if you have never tried supplementing your content with visual stimuli. Get cracking and see your readership skyrocket and your leads pour in!

Discover How To Use Infographics To Generate More Sales Leads.

Introducing LinkedIn’s 2 New Tools For Inbound Marketing

LinkedIn has introduced 2 tools to improve your social media marketing a bit smarter. Content Marketing Score assists you in measuring your company’s success and Trending Content provides insights into what successful content looks like, giving you much more in-depth context.

On top of measuring your success with LinkedIn marketing analytics, these 2 tools offer some additional LinkedIn-specific recommendations that can be coupled and tracked with your existing tools. Wouldn’t it be wonderful to have more data that is actionable and specific?

Let us take a deeper understanding of these tools and look at how you can use them in your marketing campaigns.

Content Marketing Score

LinkedIn’s Content Marketing Score provides the data you need to grow your company’s presence. It measures the members’ engagement with your “Sponsored Updates”, “Company Pages”, “LinkedIn Groups”, “Employee Updates”, and “Influencer Posts” if applicable, and ranks you against your competitors based on these criteria.

You can filter your score results and compare them against others in the same region, seniority, company size, job function, and/or industry. LinkedIn will also give you recommendations for improving your score over time.

The competitor data is a great tool especially for viewing who you are matched up against and how you perform against them, which can be eye-opening.

If your company wants to take a deep dive into optimizing its LinkedIn presence, these metrics will be very helpful in mastering the first step of LinkedIn, which is engaging your followers. If you are interested in getting the full picture of how your LinkedIn marketing drives results, you can supplement your Content Marketing Score with the rest of your marketing analytics.

Trending Content

One crucial aspect of developing an Inbound Marketing* strategy is to be on top of the current happenings in your industry. It is important to know the current issues if you plan on creating compelling content that will generate traffic and leads. Having an RSS feed set up on top websites to get news from is a good start. LinkedIn’s Trending Content is an additional tool for your industry monitoring list.

This interactive tool reveals the most popular content on LinkedIn for each different audience and topic segment, such as automotive, executive, financial services, health and pharmaceuticals, high-tech, IT, marketing, small businesses, students, and venture capitalists. You can pick your segment and view top shared articles and topics from posts and Influencers Channel on LinkedIn.

Aside from LinkedIn, you can boost your marketing efforts with other social media platforms such as Facebook and Twitter! To achieve that, read up on these tools that will help you optimize these channels.

* Inbound marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads.

The Best Time to Post on Facebook

The Best Time To Post On FacebookSocial media marketing is one of the vital components for an Inbound marketing campaign and Inbound marketing is a form of digital marketing that involves SEO, Social Media, blog and landing pages to generate sales leads. This includes the use of social media platforms such as Facebook, in the form of status updates or shared post. To make sure they’re getting seen, you have to pick a good time to post.

But how can we determine what is the best time to post on Facebook?

Focus on understanding your audience’s activities:

  1. Determine who your audience is
  2. Check out when your audience is active on Facebook
  3. Study what they are looking for

Usage of Facebook

Nowadays, most people access Facebook from their mobile devices rather than a desktop. According to Facebook Newsroom, there are 751 million active users each month. Leverage on this by posting an announcement or sharing a campaign on Facebook, a strong tactic of online marketing.

Let’s review what the best time to post on Facebook is:

According to countless studies, here are the best and worst times to post:

I hope these Facebook timing statistics have provided you with more insight into the best posting practices, and will help you get your audiences’ awareness. Aside from updating at the right moments, you may also want to optimize your social media channels by taking into consideration factors such as post frequency.

How To Use Google+ To Get More Sales Leads

How To Use Google+ To Get More Sales LeadsDid you know that the +1 button on Google+ is served more than 5 billion times per day? With the vast reach of Google and its various tools, it seems like common sense to want to exploit its benefits and get more sales leads. And yet, only 40% of marketers utilize Google+.

To help you reap the advantages of this powerful tool, here are 5 steps you can follow:

1) Take note of the keywords that get you found on search

Note down the top 3 keywords that lead people to your site. By being aware of how people are finding you, you will be able to build yourself a solid foundation for prospecting.

2) Identify content topics that relate to the popular keywords

Writing content that your target audience can identify with is the key to bringing new prospects in.

3) Search your key phrases on your Google+ account

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4) Identify and follow some people, pages, and communities that could potentially have leads for you

This step can be rather time-consuming, but invest time in being thorough and it will pay off in the future.

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5) Engage the potential prospects you have gained

Using the content you identified earlier, you can:

– Add value to pages and people you’ve followed using comments

– Like any content that’s relevant to your business or industry

– Engage with regular contributors in your communities by answering questions or providing useful content

These are just some steps to get you started. After this, put some effort into continually generating leads using Google+, such as by spending time scanning Google+ posts and commenting on relevant content, or working to build solid relationships with regular contributors by responding to their content.

How To Use Infographics To Generate More Sales Leads

How To Use Infographics To Generate More Sales Leads

Infographics illustrate graphical representations of data and information that can be shared frequently on social media, and have the potential to go more viral than a simple text-only blog post with the same information. By setting up an effective marketing channel and making these graphics easy to share as they point back to this channel, you can increase traffic and generate more sales leads.

Creating an infographic is not complicated if you keep the process simple. Besides having a web designer to create one for you, you can also customize your own simple infographic in PowerPoint by using free templates. There are many free templates online that you can download to create attractive infographics too.

Here are 3 steps to getting your infographics seen online by more people.

1. Choose an offer and present it with an infographic

Take one of your existing offers and think of how you can tease the offer, using:

  • Random bits of trivia
  • Statistics of any sort
  • Interesting bits of information

2. Create a blog post to show off your infographic

A blog post is a great way to show off your infographic. There is no need to write much. It is sufficient to write up a small paragraph as an introduction or explanation above your infographic. Keep in mind to give your blog post an enticing and keyword-rich title. This is significant as people will be able to find your infographic through search engines using your target keywords.

Furthermore, when your post has social sharing buttons, people can share your post on social media. With certain blogging platforms like HubSpot Singapore, social sharing buttons are added to each of your blog posts by default. However, if your blogging platform does not include social sharing buttons, AddThis is a great alternative. Simply sign up for an account, configure your social sharing settings, and add a bit of code to your blog.

3. Add a call-to-action to your blog post leading to your offer

If you already have a professional landing page created for your offer, you should create a call-to-action for this blog post you have created for your infographic. This call-to-action should be hyperlinked to your landing page.

3 Major Best Practices For Optimizing Your Social Media Channels

Best Practices For Optimizing Your Social Media Channels

It has been said about the “butterfly effect” in business context that a small improvement can bring about big results. How would you like to discover better ways to drive traffic, generate leads and engage with your subscribers and followers? Here are some optimizations tips you can implement on your social media channels.

Use the Proper Image Dimensions for Social Profiles and Posts

  • Pay attention to the dimensions of the images you’re uploading and sharing. Follow the recommended image dimensions (in pixels) that the social networks provide.
  • Ensure your social profiles showcase your brand and business in the best possible light.
  • Here’s the list of dimensions for Facebook, Twitter, LinkedIn, Google+, Pinterest and YouTube graphical covers. All dimensions are given as width × height.

Facebook

  • Cover photo: 851 × 315
  • Profile picture: 160 × 160 (upload as 180 × 180)
  • App icons: 111 × 74
  • Timeline: 504 × height is up to you (shared image), 484 × 252 (shared link)
  • News feed: 470 × 394 (shared image), 470 × 246 (shared link)

Twitter

  • Header image: 1252 × 626, 1500 × 500 (redesign)
  • Profile picture: 250 × 250
  • Image in feed: 1024 × 512

LinkedIn

  • Banner image: 624 × 220
  • Logo: 100 × 60
  • Link Thumbnail: 100 × 100

Google+

  • Cover photo: 1010 × 608 (recommended), 480 × 270 (minimum), 2120 × 1192 (maximum)
  • Profile picture: 250 × 250
  • Image post: 4:3 aspect ratio (800 × 600 minimum)

Pinterest

  • Board cover: 217 × 147
  • Preview image: 51 × 51

YouTube

  • Banner image: 2560 × 1440 (TV), 2560 × 423 (desktop), 1546 × 423 (mobile)

Test Post Frequency to Find Your Sweet Spot for Each Network

Dan Zarrella, a fellow HubSpotter, used 2 years worth of data to figure out the optimal post frequencies for Facebook and Twitter. The data showed that for Facebook, posting once every two days was the optimal frequency for generating ‘Likes’. As for Twitter, tweeting between 1 and 4 times per hour proved to be the most effective frequency as determined by the average click-through rates of tweeted links.

Keep in mind that your ideal posting frequency will depend on how many overall posts are filling the feeds of your social followers and subscribers.

Here’s a simple approach for determining your optimal post frequencies. First, for each network you’re testing, schedule your posts apart by 2 hours and stick to that posting frequency for a week. At this point, ensure to keep an eye on your key social metrics (likes, shares, click-through rates, leads generated, etc.).

The following week, reduce the buffer time between your posts to an hour and a half, and see if (and how) that reduction in post frequency affects your metrics. Continue to reduce the buffer time between your scheduled posts week over week. Through some simple analysis, you can improve on the post frequencies that maximize the metrics you want to optimize for.

Figure Out The Best Times To Post

Besides testing your post frequency, it is essential to do some testing to figure out your ideal posting times.

For a start, open up your social media publishing tool and sort your past posts by the number of clicks they have received. By scrolling through this list, you should be able to identify any prominent trends related to post timing. For example, if you see that seven of your top ten most-clicked LinkedIn posts were shared between 1 p.m. and 2 p.m., that’s a good indication that 1 p.m. – 2 p.m. is your LinkedIn posting “sweet spot”.

However, keep in mind that clicks don’t equal customers. To understand the impact of your post timing, you will need a social media publishing tool that can communicate directly to your database of contacts. This connection between your publishing tool and your database will allow you to focus your efforts and figure out ideal post times for engaging existing leads and customers, and not just your audience at large.

Integrate Social Media With Your Other Marketing Channels

  1. Add Google Authorship to your blog

Google Authorship ties your Google+ profile to your blog posts, which allows Google to display information (e.g. your name, profile image, and the number of circles you are in) next to your posts when they appear in search engine results pages (SERPs). Many marketers have found it has a positive effect on click-through rates and page views.

  1. Incorporate social sharing and follow buttons into your emails and “thank you” pages

By incorporating social buttons into your emails, you can help drive more opens, click-throughs, and conversions. You can make it clear to your contacts that there are other places where they can engage with you on the web (e.g. Facebook, Twitter, LinkedIn etc.).

“Thank you” pages are another easy-to-overlook location where adding social buttons can make a difference. These are the pages where people actually download or access your content after filling out one of your landing pages.

With these tips, revise your online marketing practices and see if there is a way to improve them so as to generate more leads! On top of optimizing your social media channels, you can also incorporate the use of social media management tools.