Inbound Marketing Company Blog

Social Media: 12 tips to prevent problem posts

Posted by Keith Errington

If you’ve been following this blog, you’ll see that we’ve been taking you through the steps required for the successful use of social media, from developing a strategy through to the nuts and bolts of making a post.

So we’re ready to post some stuff – right? Nope. There’s one very important thing left to do – think!

Social media not only has the unfortunate capacity to remember your ill-thought out post, but also to spread it far and wide. Post something problematic and the Internet will ensure it’s preserved forever to haunt your dreams and remind you of that fateful day.

So it’s vitally important you do everything you can to mitigate that risk.

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Five big marketing ideas for 2015

Posted by Keith Errington

At this time of year it is traditional for bloggers to look back over the previous year or make predictions about the coming year.

Well, predictions may or may not come true, and many seem to originate from one specialist’s particular point of view – so their usefulness is often questionable.

So instead of making predictions or reviewing the year, in this post I’m going to look at five big marketing ideas for 2015 – five things to think about, five ideas to inspire and to influence your thinking. Five big, useful, ideas.

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Social Media Posting Best Practice Insights

Posted by Keith Errington

In previous posts we have looked at strategy, monitoring, engagement and content; in this week’s post we are looking at the actual business of social media posting – insights into best practice along with tips and tricks related to the practical issues of how and when.

First, let's look at some generic advice for all social networks:

Complete your profile

Whatever social media network you are posting on, take time to complete your profile. A brief description is essential – make sure it tells potential followers what subjects you are going to cover and give them good reasons to follow you.

Include a good image of yourself or a corporate logo – depending on whether you are taking an individual or corporate approach. If there is scope for a banner image – make sure it’s a quality image and one that conveys a message – either subtly or explicitly.

Include links to an appropriate page on your web site and contact details. Don’t miss these last items out as many people will find your social media profile in a search engine when looking to contact (= potentially buy from) you.

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Two minute guide to curating content

Posted by Keith Errington

Social media can be used as a platform to establish authority and enhance your standing with clients. One of the key ways to do this is to share content that is useful or inspiring.

Some of this content you can create and publish yourself of course, but it is also great to highlight stories, news, and blog posts from the web that you think would strike a chord with your audience. So how do you find them? And more importantly, how do you find them without it taking every waking hour?

Here are a few tools to help you with curating content.

Alltop

Alltop was created by Guy Kawasaki to help discover what’s happening in areas that interest you. It is similar to a search engine but is more focused on fresh and authoritative content like blogs grouped into categories and sorted by the most popular posts of the moment that are being viewed and shared by others.

Arguably Guy has done a significant part of the curating job for you and it is now up to you to collect the right sections from the platform and compile your own personal ‘Alltop’ from which to draw inspiration. Highly recommended!

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Mastering social media: the rules of engagement

Posted by Keith Errington

Social media is a two way street – a platform for conversations. It is possible to post, blog, tweet and publish without engagement of course, but that kind of misses the point.

So how do you engage? When do you engage? When is it best not to engage? And how do you encourage engagement?

Encouraging engagement

Let’s deal with that last one first. Nobody seems to be engaging with your wonderful posts – how can we change that?

Sometimes fans and followers just need a little help.

Questions & Polls

People like showing off their knowledge and they also like to feel they make a difference, so serious market research style questions can not only encourage engagement but they may also provide valuable insights into what the market wants.

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6 valuable web monitoring tips for effective social listening

Posted by Keith Errington


The first task of any social media day – whether it’s your first step into social media or you are an old hand – should always be listening – monitoring the conversation.

Now there are many choices of software for monitoring social networks, blogs and news – from simple free tools, to highly sophisticated and highly expensive intelligence gathering systems – but they all share one thing in common; they are so often used just to spot simple mentions of a brand, product or organisation.

This is a criminal waste of software and fails to make use of the huge business intelligence resource that the Internet represents.

Here are six web monitoring tips to improve your social listening:

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B2B Social Media – 10 lessons from a space mission

Posted by Keith Errington

Unless you have been living in a cave recently, you cannot help but know about the outstanding achievement of the European Space Agency (ESA) in landing a probe on a comet speeding through space, more than 300 million miles from Earth.

The Rosetta mission is the result of collaboration between teams of 50 contractors in from 14 European countries and the US, and British high-tech space industry companies* were used to build many of Rosetta’s systems.

Rosetta is a ten year mission which launched in 2004, and was woken from hibernation mode earlier this year. Then in the past week it’s lander – Philae – left Rosetta and landed on the target comet 67P/Churyumov–Gerasimenko.

You may have heard it in the news, in the papers or in social media – or in all of these. And although it is a major news story, the depth of impact and the nature of the story that’s being told is the result of a great marketing campaign.

So how does a box of high-tech hardware grab the World’s attention? Here are ten B2B social media lessons we can draw from this success:

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What's your social media strategy?

Posted by Keith Errington

Social media is used by people for many things; some tweet about the music they are playing, some post to Facebook about what meal they just ate, bloggers write about the smallest of plot details in an obscure TV series, and Pinterest users post recipes containing beetroot.

What has this got to do with business you ask? Absolutely nothing. And that’s really my point. You can tweet, post, blog and pin about anything under the sun, so what you really need is a plan, a direction – a strategy – to ensure your social media activity serves the business and delivers real return on investment.

Marketing strategy

It should not be surprising that your social media strategy should fit with your overall marketing strategy.

The best strategies are integrated strategies – almost all the big successful campaigns of recent years have been integrated across many different communication channels. One of the biggest, and most famous is the Compare the Meerkat campaign – wonderfully integrating, TV, radio, posters, social media, PR and sales promotion to great effect.

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Has professional services marketing changed forever?

Posted by Jeremy Knight

It’s not so long ago that most professional services work was won through referrals. Not just from client recommendations, but also from hours of networking invested over the years, building relationships with introducers and intermediaries.

Referrals still work of course but, for most firms, fewer clients are won in this way today. In fact, tougher regulation in various sectors has made referral for new business almost impossible. Tighter controls recently imposed on the legal sector are testament to that.

Maybe therefore your firm is not growing at the same rate as it used to.

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WANTED: Social Media Superhero

Posted by Keith Errington

Social Media is a unique communications channel. In previous posts I’ve talked about it being more than just marketing – a combination of marketing, PR, customer service, research and more.

I suggested that an organisation has to recognise the multi-dimensional impact of Social Media on its business.

And I recommended that an organisation should employ a multi-discipline, Social Media Manager.

So who is this extraordinary person and what qualities, skills, competencies and knowledge should such a superhero possess?

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