More Social Marketing Tools to Propel Your Company into 2014
Last time, we talked about how tools get phased out over time and are replaced by more efficient products. Better tools, however, do not necessarily result in better craft. It takes time, training, and a lot of patience. Analytics, content curation, and inbound marketing will be the most important social marketing tools to develop during 2014 as you look to create a better digital presence.
Analytics: Wishing You Had Ordered IKEA Furniture Pre-Assembled
Marketing without analytics should be synonymous with assembling Ikea furniture for the first time; the concept looks great, but the finished product leans a little to the right, may or may not be unstable, and will probably result in disappointment (or injury). Using analytics helps measure the effectiveness of the tests and tactics you are employing. Without it, marketing becomes much more abstract and cloudy (like Ikea furniture instructions), which can turn away current and potential customers. Here are some social marketing tools you can use to pull your strategies together and save yourself time, energy, and a whole lot of stress: *Google Analytics paired with Google Webmaster tools is a good way to start but we’ve listed some more advanced options below. For A/B testing: Optimizely, Unbounce For funnel metric tracking: MixPanel, KISSmetrics User feedback tools: Qualaroo, SurveyMonkey
Content: Curation vs. Creation (nails vs. screws)
Nails and screws are, and have been, an essential asset for builders. Another essential asset for builders is the knowledge to know when to use one or the other. They need to know when nails are necessary and when screws are necessary. If you came home and find the guy who is supposed to be fixing your deck white-knuckling a drill while he attempts to screw a nail into the side of your house, you might look into hiring a new contractor. The same concept applies to your presentation of curated content; consumers want information to be relevant to them. Relevance sits at the core of content development and led to the ascension of both Buzzfeed and Upworthy in 2013.
Inbound Marketing: A Building Strategy for the 21st Century
Alright, so you’ve progressed from building Ikea furniture to building decks. Some people may be content, but this is America: the land of go big or go home! And we’re going…well, kind of big. You need to build a structure big enough to make people aware of your skills, cool enough to convert customers, and you need something grand enough to get people talking. While it might be cool to build the world’s largest frying pan or the world’s largest pineapple, it’s the 21st century. People have access to computers, and the internet offers probably the greatest avenue of access to potential customers. Inbound marketing will achieve all of the aforementioned goals in three separate ways. For starters, it provides value in the form of information. Second, it makes information findable via search through SEO. Also, by distributing information through social channels, customers will be driven to your brand through their interests, thereby garnering greater support. Inbound marketing takes practice, but skilled practitioners will know just how to reach their clients and significantly expand their digital presence. We hope these skills and the social marketing tools mentioned in the previous post help clarify any misconceptions and help launch your company’s marketing strategy into 2014. Here’s to a great year!