Tips for Optimizing Social Media Content

 Social Media Content pic
Social Media Content
Image: forbes.com

In his work as a marketing professional, Justin Bumann carefully studies industry trends to understand which are the most timely and effective. Justin Bumann draws on an in-depth knowledge of search engine optimization (SMO) strategies and the techniques involved in growing an online audience.

Since companies have embraced social media as a way of connecting with customers, the amount of content available has increased exponentially. Now there is more information available than readers can possibly consume. This means that online marketers must carefully target those users likely to show interest, while refining content to be as attention-grabbing as possible.

Content should include effective headlines, formulated in line with industry best practices, which include simple language and a straightforward mention of what the reader will get out of the article. The style of the content should be aimed toward the company’s target demographic, while also communicating the personality that the brand wishes to convey. Perhaps most importantly, however, the post should include a call to action that brings the audience back to the company’s website.

The marketer must then turn toward expanding the post’s reach, as having good content is no longer enough to make a company stand out. Experts recommend placing the content before the eyes of those users who are influencers in the company’s field of interest. Similarly, interactions with other network connections can lead those users’ social media friends to follow a comment or like back to the post in question.

Ultimately, the more users a company interacts with, the more reach it has on social media. Combined with strong content and appealing invitations to take action, this connectivity can significantly spread awareness of a brand.

Benefits of Multi-channel Marketing

 

Multi-channel Marketing pic
Multi-channel Marketing
Image: optimove.com

As a longtime marketing and business development professional, Justin Bumann has experience with a variety of media channels. Justin Bumann uses multi-channel marketing to create a diversified consumer outreach strategy.

Today’s consumers expect to be able to interact with a company in multiple ways. No longer satisfied with the passive viewing of commercials, they visit websites, interact through social media, and otherwise engage as active participants. Multi-channel marketing acknowledges this contemporary trend in a way that maximizes positive participation, providing multiple opportunities for engagement.

Multi-channel marketing allows advertisers to target a particular demographic based on that population’s media use. A mobile message, for example, may be more likely to reach a consumer who is ready to make a purchase decision, whereas a traditional web advertisement may target one who is in the process of conducting research and may respond well to an email offer.

Similarly, multi-channel marketing enables a company to utilize particular platforms in ways that match the behavior and expectations of their users. A Twitter ad, for example, can provide a snappy and engaging 140-character message, whereas Facebook provides the opportunity for a user to more deeply explore the company’s character and mind-set by reading an article or following a blog link. Either channel can allow the consumer to re-blog the content and thus create a sense of personal connection with the company.

Furthermore, because many of the most popular marketing channels are highly measurable, advertisers can determine which are the most effective, and customize strategy accordingly. If a particular media channel is not generating conversions, the advertiser can re-allocate the associated costs into a platform that is performing more effectively.

Tracking Return on Investment in Digital Advertising

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Return on Investment
Image: odoo.com

For more than 20 years, Justin Bumann has developed multi-channel marketing plans targeted at generating strong returns on investment. Justin Bumann uses advertisement performance data to inform the continuing development of each advertising plan.

To make a digital advertising strategy successful, a company must first be able to track the success of each media buy. Many advertisers find this easiest to do with more interactive advertisement types, such as display ads. By assessing available data, a company can determine the percentage of viewers that actively engaged with the content, as well as how many navigated from the ad to the company’s website or a purchase site.

Producers of video content may be able to use similar evaluative strategies, particularly if the video invites a user response. Advertisers can assess click-through rates, as well as the percentage of those who watched the video to full or partial completion and the amount of time that viewers spent with the content.

Companies can also track return on investment by evaluating indirect data. One technique is to search for mentions of the company on social media, so that the advertiser can see if positive mentions increased after the advertisement ran. Similarly, some companies check web traffic numbers both before and after the introduction of the advertisement, to see if users are entering the address into search bars rather than clicking through directly.

The same type of assessment can support an accurate ROI evaluation for companies that run native advertising, defined as informational and promotional content presented in the form of an article. Those who purchase banner ads and other programmatic advertising may benefit from similar techniques, whereas investors in pay-per-click and search approaches tend to receive more information from conversions and direct clicks.

Search Engine Optimization – How It Works

Search Engine Optimization pic
Search Engine Optimization
Image: moz.com

As a marketing professional, Justin Bumann draws on an in-depth knowledge of integrated media techniques. Justin Bumann understands the role of search engine optimization as a way of increasing a company’s visibility online.

A working knowledge of search engine optimization (SEO) is essential to any company’s ability to attract its target audience online. SEO is the process by which a search engine selects those websites that it presents first when a user conducts a particular search. The search generates an algorithm that evaluates the data that it has on each website relevant to that search, and this algorithm prioritizes those websites that it views as most worthy of the reader’s attention.

In general, the most important factors in the SEO process are reputability, popularity, and interest. The search engine will prioritize those sites that have unique content as compared to other similar sites, as well as those that have links to reputable websites or positive reviews from consumers. Links can also help a site to drive traffic and thus prove the popularity of the search engine.

The engine discovers all of this information through the use of a web crawler, which explores each site for key elements. These elements include potential search terms and other text elements as well as good working links. The crawler then sends this information to a scoring system, which determines the site’s priority in comparison to others.

Lead Generation for Today’s Generation

Lead Generation pic
Lead Generation
Image: blog.hubspot.com

Justin Bumann serves as a partner in a multi-platform marketing firm. An experienced entrepreneur, he understands the importance of lead generation. Although best practices for implementing a lead generation program have changed over time, Justin Bumann and his team know it remains vital across a broad cross-section of sales-focused industries.

In the past, generating leads involved buying mailing lists, circulating at events in the hope of making person-to-person contact, and placing one cold call after another. But innovations in technology over the past decade and a half have brought lead generation into a new era, one in which digitization of large amounts of customer data makes success easier.

A simple Internet search can produce the names of companies and executives at firms meeting a salesperson’s targeted criteria, saving enormous amounts of time and effort. Many firms maximize these results by employing full-time staff to focus solely on Internet lead generation.

In addition, the richly detailed universe of big data has opened up more opportunities for salespeople to develop new leads. Digital data collection and analytics are able to produce integrated, highly granulated information about potential customers.