Best Practices For Social Media Publishing
Best Practices For Social Media Publishing |
| Best Practices For Social Media Publishing Posted: 03 Aug 2016 07:28 AM PDT Even though many brands have seen their organic reach decline over the years, and have used paid posts to get their updates in front of their audience, it is more important to understand the basics of social media publishing. But before we get to the best practices, let's look at some stats shall we? Here's just a snippet of the infamous Data Never Sleeps infographics via Domo. Every minute of every day:
As you can clearly see that's a lot of content that is being published and liked, shared and so on. Best Publishing PracticesHere are some best practices and things to remember when it comes to social media publishing. One Size Does Not Fit All You know those studies out there that proclaim to tell you what is the best day and time to post to Facebook or Twitter to achieve maximum engagement? Forget them. You and you alone will know what works best for your audience, especially if you are properly reviewing your social listening data. Your audience may engage the most on weekends. And global companies need to take multiple time zones into account. Cadence Consistency One of the biggest mistakes brands make is not establishing a consistent cadence of publishing. It is vitally important to have a consistent message going out via the social media platforms that work best for you and your brand. See the next section. Platforms Aplenty There is a veritable plethora of social media platforms to use, including the big boys: Facebook, Twitter, and LinkedIn. The key is to know what platforms work best for your audience—what platforms help you achieve your goals. Don’t dive right into Snapchat for example. Test it out. But if it’s not the right fit, it’s not the right fit. Period. Be In Sync With Marketing A huge part of social media publishing is to share content that your company created. And the best way to do that is ensure your social media publishing calendar is aligned with all content and demand generation marketing objectives. Data Metrics and social media can be complicated. But they don’t need to be. Just determine what key performance indicators (KPIs) matter to you most in terms of aligning with your overall goals and go from there. If over time, your KPIs change, fine. Then change them and measure and track accordingly. Mobile, Mobile, and More Mobile According to comScore, 76% of all time spent on social media channels in the US is logged with a mobile device. Canada and the UK are close behind with 70%. This should come as no surprise. Your website and blog should be optimized for mobile, but make sure your share buttons are too. Now let’s look at the reason you are publishing this content in the first place. To generate engagement. There is of course a lot more to the social story i.e. engagement, listening, the content itself and so on. That's why you need to download The Guide to Social Media Marketing — today.
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| What B2B Marketers Need To Know About Video Posted: 02 Aug 2016 10:00 AM PDT In case you hadn’t noticed, video has quickly taken over the Internet, and with it dramatically changed the behaviors of modern buyers. And this is a great thing for modern marketers. Cisco projects that video will comprise 79 percent of all Internet traffic by 2020. Meanwhile, 72 percent of B2B buyers now watch video content throughout their entire path to purchase with nearly half of those viewing 30 minutes or more while researching a company. It makes perfect sense: video is a powerful medium. For viewers, it’s enjoyable to watch and easier to consume and retain. For marketers, it’s the best way to connect with audiences in a personal and emotional way. That makes it powerful not only for brand awareness and advertising but also for educating, engaging and converting audiences. As part of our multichannel marketing strategy, we’ve produced more than 1,000 videos, which now generate roughly 2 million viewing minutes per year. We partner with Vidyard to help us centrally manage our video content, track the viewing activities of each contact within Oracle Eloqua, and analyze the impact of each video. Today, video is one of our highest opportunity influencers, but it took some work to get here. Here’s what we did: Step #1 – Organizing and categorizing our video collectionWe started by categorizing our video assets to get a better handle on what we already had. We split ours by type, including events, webinars, user conferences and a general category to catch everything else. Then we got rid of videos that weren’t helping or were no longer being used. We created a formula accounting for the number of recent views, the value and quality of the content, and the age of the video. Videos that didn’t get a high enough score were archived so we could focus on the content that really mattered.
We adopted a video marketing platform that made it easy to manage, publish, track and measure our video content. This was a key step to building a data-driven video marketing strategy. In addition to making it easier for the team to manage our growing library, we now had access to relevant insights on the performance of each video asset and the engagement patterns of our viewers. By integrating this data into Oracle Eloqua, we could generate new insights on which content was resonating with which segments, and which videos were influencing the most pipeline. Step #3 – Developing a cohesive content strategy for videoWe started with a simple approach. We prioritized our top two buyer personas – developers and operators – and created video content aimed at early- and late-stage buyers in each persona category to help with awareness, interest, education and decision-making. Then we continued to build out our library to ensure that we had video content to address key topics at each stage of the buying journey for each main persona. During this process it’s critical to build a plan, set some dates, and stay focused on content delivery. Step #4 – Finding the balance between generating awareness and generating leadsWe aimed for 80 percent brand awareness and opportunity progression, and 20 percent new lead generation, which helped us determine which content to gate. We distributed different content via email, social channels, landing pages and our core website and made sure all were viewable on any device and available in multiple languages. The ResultsFocusing on the right content while combining our video platform and marketing automation system has led to smarter marketing and better demand generation results. Now we know who watches our videos, which content is most relevant to particular segments and which videos generate ROI. And I’m happy to say that MongoDB is not alone in this journey. Our friends at Vidyard just shared how more than 100 Oracle Eloqua users are now using viewer engagement data and video marketing insights to make smarter decisions and achieve great results. Given the latest market data on the importance of video for both buyers and brands, I have no doubt this trend will only continue. It's All About the LeadsUsing video is a great way to generate leads. However when those leads don’t convert to sales, you can’t afford to abandon those prospects. You need to nurture these leads with information aligned to their stage in the buying process. And to learn just how to do that and more, download the Lead Nurturing Guide for Modern Marketers.
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