Infographic: Is That All? What a Social Media Manager Does

Snap pics, shoot a video and add 140 characters of clever. While you’re at it, like the likes that liked what your previous posts. At this rate, your energy will be zapped before you get into the office! After all, it’s only social media. While many outsiders find it hard to believe that you get paid to do something everybody is doing in their spare time, for free, you know the real deal.

Being a social media manager is the iceberg of marketing and communications. Your goals are set by the entire company, from HR to the CEO to the Sales team, and everyone in between. Your day is dictated by left and right brain demands, internal and external constituencies, creative campaigns and analytical assignments, simultaneously.

While your colleagues think you have it easy, more often than not, as a social media manager, your day is far from a day at the beach and more closely resembles the film, Groundhog Day.

With businesses now investing in a social business model, the social media manager is more important than ever. The scope of their work touches all aspect of what comprises a modern organisation. This infographic details how much work social media managers contribute to the work of a company in their drive to fulfil business goals.

social media manager infographic

Share this infographic with your favourite social media manager. To learn more about what it takes to drive a social business, read our e-book, Social to Scale: How to Build a Serious Social Media Program.

Social Media Program

The 7 Simple SEO Mistakes That Are Killing Your Content Marketing Strategy

High-quality, informative content is one of the most important success factors in B2B marketing.

In fact, research shows that 89% of B2B marketers are using content as the main channel in their marketing strategy. With that said only 19% rate their organisation’s efforts as successful and only 41% are clear on what an effective or successful content marketing strategy even looks like.

Though there is indeed an impressive growth in the use of content as an essential tool in their marketing strategy, B2B companies and marketers are still making SEO mistakes that are simply killing their content quality and marketing efforts. This post will teach you the core SEO mistakes that are killing your content strategy.

SEO and B2B Content Marketing

The B2B space has its own unique requirements and considerations, and it differs from B2C in some core aspects:

  • Product/Service Value

Most B2B products/services usually cost more than B2C products (a pair of jeans profit potential in most cases is up to about $100 while a SaaS (Software As A Service) solution can be $1000 a month).

  • Decision Makers

In B2C, it’s usually a single shopper who makes the purchase decision. In a B2B company, there are various decision makers involved.

  • Buyer’s Journey/Buying Cycle

For both B2B and B2C, the buyer’s journey usually goes as follows:

  • Awareness Stage: Problem or need identification.
  • Consideration Stage: Possible solutions research, comparing between the different products available.
  • Decision Stage: Reaching a decision and making the purchase

A B2B content marketing strategy usually deals with many sets of keywords and search terms to target buyer personas who are decision makers at the different stages of their buyer’s journey.

Search engines are a great way to get in front of these prospects at earlier stages of their research process, but all too often, marketers themselves are the reason search engines hold your content back from prominent positions in their search results pages (SERPs).

Although they are usually treated separately, content marketing and SEO goes together like cereals and milk. SEO is all about keywords, backlinks, and great onsite optimisation.

The best way to get backlinks is by publishing killer content and letting the masses link back to it.

Now that we’ve established the connection between B2B content marketing and SEO, we can start laying down the SEO mistakes that are killing your content marketing strategy:

1. Creating short content: Google loves long, in-depth, informative content that satisfies the searcher’s needs. Generally, the more in-depth the content is, the more likely it solves the searcher’s intent or question. As opposed to that, what Google hates the most is when searchers click a link on a SERP, sees that it’s not what they were looking for, and immediately bounces off by hitting the back button. This is called Pogo Sticking.

Pgo stick SEO Mistakes

This doesn’t mean you should be writing long for the sake of long (it also doesn’t grant you permission to be boring or paste large batches of text that are unscannable and tiring, but more on that later on). Do however make sure your content is comprehensive enough to answer searchers’ questions. A good strategy would be to determine the main keyword phrase and google it, to see how long the content in the 3 top SERPs is and make sure yours is longer, more concise and more in-depth. Make sure to add something to that content that others didn’t to make it more valuable to the readers (and the search engines).

2. Using too long paragraphs: Without refuting the above, a good way to lose your reader’s attention is using long paragraphs. Most people SCAN, not read. Short paragraphs encourage reading by being easier on the eyes and are easier to understand.

3. Not making content breaks: In the age of smartphones, the average reader’s attention span became even shorter than that of a goldfish. The importance of recapturing the reader’s attention continuously throughout an article became even bigger. Breaking up the text, using subheads, lists, and images will help you keep the readers on the page (and get noticed by search engines).

SEO Mistakes goldfish

4. Misspellings in content: According to Google’s Matt Cutts, while misspellings are not used as a direct signal in Google’s (over 200 different) rating factors, “reputable sites does tend to spell better than sites with low page rank”. While probably not hurting your ranking, misspellings can hurt your credibility in the eyes of the readers and chances of getting linked to.

5. Not doing optimisation: Your content is part of your website. Like the latter, every single piece of content should be optimised both for search engines and readers. You can, and should, optimise your content’s meta information like you do for your site. Write unique meta titles and descriptions for each of your content. Same goes for optimising images and using CTAs. This will increase visibility on SERP and shareability on social networks.

6. Not creating outbound links: The most unfortunate misconception in the SEO industry, is that a page/site will lose Authority/Page Rank/Trust if directing users to external sites with outbound links, this is utter BS. If your content is only “me talking” and does not link to other content, why would readers and search engines find it credible and authoritative enough to link to you (and rank you higher)? Content that is more well-researched usually cites sources by linking to it. Google also recognises this as a signal for that site/page credibility and users will more likely trust and share (and link to) this content.

7. Not promoting your content: Your content being better than anyone else’s doesn’t mean it will instantly go viral and reach No. 1 ranking on SERPs. Though it’s a more cost-effective way of promoting your content, a great (white hat) SEO strategy takes time. Today, marketers can’t afford to neglect any type of owned, paid or earned media in their strategy. Combining the three will help you attract, convert, nurture and close leads. Find what mix works for you by focusing on your overall marketing goals. Each goal will require a different combination of media, finding the right mix and constantly evaluating and measuring it against set KPIs will help you reach your marketing goals.

Conclusion

Ensure your content marketing success by applying these SEO techniques in its implementation. Implementing these techniques properly will lower marketing costs and help boost the results of your content marketing efforts.

If you found this useful, learn more about leveraging your marketing efforts by implementing a rigorous SEO strategy.

This article originally appeared in Bold Digital, it was written by Barak Hajaj from Business2Community, and legally licensed through the NewsCred publisher network. Please direct all licensing questions to legal@newscred.com.

SMARTER Metrics: Effective KPIs for Marketing and PR pros

With an ever-growing emphasis placed on connecting marketing actions to outcomes, measurement matters more than ever. Rapid advances in digital technology allow for marketers and PR professionals to measure performance across all activities; however, with the vast array of tools and platforms, the task is daunting. Although accessibility is at an all-time high, without guidance, it’s easy to fumble when it comes to monitoring, reporting, and improving overall performance.

While measurement is a critical component of any PR or marketing program, it’s manageable if you start with an understanding of which KPIs are essential in attaining your organisation’s strategic goals.

What is a KPI?

A Key Performance Indicator (KPI) is a measurable value that exhibits how effectively an organisation achieves its strategic objectives. Essentially, an effective KPI is an actionable metric that keeps your strategy on track. Organisations use KPIs to efficiently manage, control, and achieve desired business targets, but what constitutes a good KPI?

KPIs are only effective if they help marketing and PR teams understand and evaluate how their actions contribute to overall organisational goals. Organisations don’t need to choose too many KPIs to be successful, but the quality of each KPI is key—determine which metrics are most important to the organisation, which are also dynamic and measurable.

Marketing Metrics vs. KPIs

The terms ‘marketing metrics’ and ‘KPIs’ are used interchangeably; however, there are distinct differences. For example, metrics refers to the measurement of marketing activity whereas KPIs measure performance aligned with a broader business strategy. In sum, KPIs embody strategic objectives—they measure marketing performance against a predetermined organisation goal.

Defining Strategic Goals and Establishing KPIs

As indicated above, you need to define your organisation’s strategic goals before you can effectively establish KPIs. What are you hoping to achieve through your marketing actions? What is the desired result?

Begin thinking about goals in overarching umbrella terms that capture the totality of your marketing activities. Consider: building brand awareness, increased social engagement, lead generation, improved leads to sales conversion, greater customer advocacy, and loyalty. These are just a few examples of goals specific to a PR and/or marketing team that also have clear and defined actions feeding into them.

KPIs are best established by asking, “how do we achieve our goals?.” For example, what are the specific actions needed to build brand awareness, increase social engagement, further generate leads, etc.? If your strategic direction is clear, it’s easy to construct KPIs that get you there. For example, if the goal were lead generation, the corresponding KPI would be the total amount of leads. While it’s okay to begin by thinking in broad terms, ultimately the specificity of your KPIs set you up for greater success. Therefore, it pays to get SMART.

Get SMART

Given that marketing departments operate across multiple channels, the type of metrics you want to track will vary for different marketing roles. Regardless of your role, however, effective KPIs all take root by being SMART.

The term SMART has been entrenched in the management and goal-setting vernacular since 1981 when George Doran first introduced the acronym. The five SMART conditions help to establish clear and actionable KPIs, offering a consistent guideline for success:

Specific – Is the KPI clearly defined and identified?

Measurable – Is the KPI quantifiable? How do you measure progress?

Attainable – Is the desired outcome realistically achievable?

Relevant – Is it relevant to broader organisational goals?

Timely – Is it measurable on a consistent monthly or quarterly basis? What is the time-frame?

Think SMARTER

While fulfilling the five conditions of SMART make for a good starting point, a well-rounded KPI needs to be continually evaluated and modified over. That’s why it never hurts to think SMARTER. According to the KPI Library, the additions of Explainable and Relative create a more relevant and well-rounded KPI. These additional steps are important as its vital that your KPIs are communicable and digestible, particularly to stakeholders and decision-makers. Additionally, it’s imperative that your KPIs are still applicable and measurable as your business, volume, or objectives grow.

Although KPIs will vary across departments and responsibilities, the process of creating KPIs remains consistent. If PR and marketing teams understand how their activities contribute to the larger organisational goals, ultimately KPIs will help us work SMARTER and propel our organisations towards efficiency and effectiveness.