The decline in organic reach for brand pages on Facebook is nothing new, but brands must be prepared for organic reach to decline further to near-zero levels. A study conducted by social@Ogilvy in February 2014 found that the organic reach of 100 brand-owned Facebook pages was about 6%, a 49% decline from October 2013.

To reach audiences, brands need to be investing in social advertising. Facebook ads in particular present a great opportunity for brands to keep their message in the news feed, deliver that message to the correct audience and in turn help control the quality of new fans it brings to the page. Specific ad formats, like claimable offers, can help drive specific consumer actions and provide a clear ROI. Most importantly though, Facebook ads allow brands to use their time more efficiently and create less content while still driving engagement.

Late last year, we worked with a car dealership in California to incorporate Facebook ads into their social strategy. (read more…)

By now, you’re probably well aware of the benefits producing consistent and informative content can have for your firm. Between improving your SEO, increasing your firm’s visibility, establishing your credibility, and reinforcing your brand, few people can argue that content marketing isn’t a worthwhile endeavor.

The difficulty is that, regardless of how beneficial it might be, content creation is time consuming. For firms with a small marketing staff or limited access to designers and copywriters, keeping up a content schedule can be overwhelming. Even if your firm is well prepared to take on a content marketing campaign, you still likely don’t have much time to spare.

Luckily, with just a few tweaks in your approach, you can

  • Get more out of your current content
  • Spend less time generating new content
  • Still provide your audiences with the educational resources they’re looking for

Here are five ways your firm can extend the life of its content:

1. (read more…)

While we’ve all seen dozens of trends come and go already in 2014, one thing has been consistent in these lists is the role of video in content marketing. And while there will always be an audience that prefers reading article after article, at this time in tech history, video has become a major player in a business’s content marketing strategy. Thanks to the rise of on-demand television, more and more people are using their mobile devices and tablets to keep up with their favorite shows and watch the most popular YouTube videos.

So what does this mean for your business? Because consumers now have a way of viewing video content quickly, marketers are being driven to develop more creative strategies in order to break through these popular video channels to reach their target audience.

While video content is naturally engaging, it’s going to take a lot more than posting funny cat videos and inspirational quotes to get that kind of attention. (read more…)

In today’s socially connected world, it isn’t enough to just do the right thing. You have to proactively give people a reason to have confidence in your brand. That’s why Don Peppers, co-author of “Extreme Trust: Honesty as a Competitive Advantage,” says brands have to focus on the quality of their customer experience.

In his presentation at SocialMedia.org’s Brands-Only Summit, Peppers talks about making transparency a priority for social media managers. He says with the way word travels through social media, the slightest bit of shadiness can trigger a massive decline in trust.

Here are some other key takeaways from his talk:

  • Provide objective advice. While it may seem counterintuitive, Peppers encourages companies to recommend a competitor’s product if they know it will be more suitable than their own. This builds a reputation of credibility and authenticity.
  • Your employees want to help. People want to work for a trustworthy brand.
  • (read more…)

Onsite and offsite SEO are incredibly important components to improving your website’s ability to organically rank on search engines.

Mix_8-18Onsite SEO uses keywords to optimize your website, while offsite SEO uses press releases, content publication and guest blogging to help your site rank. Through the proper mix of onsite and offsite SEO, your website could be on the first or second page of Google, instead of the 10th.

Onsite and offsite SEO are important tools to any inbound marketing campaign. Both of these are effective separately, but to get the most out of SEO, you should use onsite and offsite together.

Onsite SEO

A crucial piece to onsite SEO is keywords. If you use the wrong keywords, you run the risk of driving the wrong people to your website. You might be optimizing your website based on keywords you think people are searching, but those keywords might not be the ones people are actually using. (read more…)