Author Archives: Lorrie Thomas

Lorrie Thomas
Measuring Social Media Marketing Success

social media marketing successWhen I hear people talk about measuring social media marketing success in myopic terms like growing followers, or getting direct sales, I feel like a marketing intervention needs to be staged. Social media absolutely supports sales, but it’s a piece of the overall marketing puzzle. You can’t expect one social media post will make you money honey! For any of you wondering how to measure social media marketing success, here is what you need to know.

#1 – Start By Understanding the Five Factors for Social Media Marketing Success.
There are five factors for social marketing success: credibility, usability, visibility, salability, and scalability. Sales do not happen unless all factors are attended to. Knowing and managing these five factors will help get you know what to focus on, what needs to be optimized and where your strengths and weakness lie.

Credibility is believability. Social media marketing helps people know, like, and trust you. Are you sharing content that really matters? Are your cover photos designed to be on brand? Are you consistently posting content that benefits your target audience?

Usability is how easy your social media assets are to use. This can include the ease of being able to easily navigate or search your blog, having the right share widgets installed on your blog and optimized properly, or having the right Facebook template installed so your page is well organized.

Visibility is how well you are found on social media. You can be the most qualified expert or company, but if nobody knows about you, then you have a problem. Visibility can come from boosting Facebook posts, increasing your social media posts by using great tools like Hootsuite.com and being more mindful of using hashtags when you post. Blogging and social media content can also help boost your search engine visibility, so determine the right phrases to include in your posts.

Sellability is how well you help people understand your value. Every social media profile description needs to clearly communicate who you are, what you do and whom you serve. This includes your LinkedIn summary, Twitter description, Instagram description, Facebook about area and more.

Scalability is how solid your social media foundation is. When you create great content and you commit to creating content for social media regularly, this content is an investment! It builds and compounds over time like a great stock investment. I love how I am able to reference old blog posts by simply searching the blog toolbox. I have content to share for my company and my clients companies for a lifetime thanks to the continual development of quality content!

#2 – Measure Social Media Success Against Your Social Media Strategy 

We do not plan to fail, we fail to plan. What is your social media marketing strategy? Don’t have one? If you need help, know that your social media marketing needs to be bigger than you or your organization. Have an overarching theme – think broadly about the topics you will address. Learn more about this by reading my post on keeping social media strong. Part of your planning needs to include deciding who is responsible for managing your brand’s social media efforts. Neglected social media creates a poor impression of a business, just like an abandoned storefront. Ensure your social media cover photos are consistent with your brand, when you write posts, use phrases in your text or hashtags that you want to be searched and found on, and plan for outreach. Many brands build into their social media marketing plan a budget for Facebook ads, Instagram ads and sometimes initially search ads to drive traffic to a site or blog.

#3 – If You Don’t Think Your Social Media Marketing is Paying Off, Revisit Your Approach

It’s not uncommon to feel like your social media isn’t “successful”. When I was interviewed by Intuit’s Small Business blog for an article called, Why Social Media Isn’t Paying Off for Your Business, I outlined tips businesses can do to make their investment work. If you don’t feel like things are not working out for you with social media, follow these tips for social media marketing success:

  • Plan your social media marketing journey
  • Be conversational – this is social media after all!
  • Teach and educate, I call this markeding (marketing and education)
  • Make social connections
  • Have fun!

Social media marketing is a journey, NOT a destination. Success is about building trust, serving customers, supporting sales, increasing engagement, building your brand, boosting awareness and communicating news.

If you feel like you need social media support, don’t hesitate to reach out.
Virtual marketing hugs,

 

Lorrie Thomas
Blog Writing Optimization Tip: Cut Time Out of Text

Follow this simple tip to optimize your blog writing and reduce social media marketing stress:
When possible, cut dates and time references from your blog posts.

I’m a big believer in using old content to make new social media posts. Without dates and time references, your blog posts are more likely to remain timeless, which makes them easily re-share-able!

time content marketingTo keep old (but great) content current, remove the date stamp in your blog posts. A blog post that shows it was written years ago is often considered to a reader to be dated. By taking the dates off, you instantly remove this issue. I love being able to share great content my clients wrote that is years old, seeing one great effort getting more marketing mileage makes me so happy!

The other simple blog writing optimization tip is to avoid time references in text. For example, words like “recently” or “today” or “this week” as in no time at all the post will not be recent, today or the week you write it.

Blogging is one of the best things you can do to brand, build and boost business. If you are going to take the time to write a great blog post, recycle it. Cutting time references helps make content repurposing seamless!

Happy, healthy marketing!

 

Lorrie Thomas
Easy Content Creation Ideas – Healthy Hashtag Help

Do you ever have those “what the heck should I post to social media?!” moments? We get it, we’ve been there. Spare unnecessary social media marketing stress – schedule posts in advance with a little help from some healthy hashtags.

The hashtags below are ones that can help guide your post creation. You don’t have to post to all of these every week (be natural!), these are simply suggestions when you have social media content writing block 🙂

Mondays:

      • #MusicMonday – Share what you are listening to.
        Example post: Focus time at @WebMarketing_RX. Headphones on, listening to Classical For Studying station on @pandoramusic. #MusicMonday
      • #motivationmonday – Post content that is motivational to your audience. Images are content too ya know!
        Example post: Why dream of success when you can wake up and work for it? #mondaymotivation #wildwebwomen

Tuesdays: 

          • #TravelTuesday – Where are you working from today? Share where and tag the location if that works for you!
          • #TuesdayTreat – What are you treating yourself to today? Also a great opportunity to tag other brands for more connection
          • #TipTuesday – We love this one. Giving your audience tips is a healthy way to keep people happy!
            Example post: Don’t stress about content marketing! Use this simple #contentmarketing tip! #TipTuesday http://ow.ly/jewH30aVg7c

Wednesdays:

          • #WisdomWednesday – Share quotes or wise advice. Images work really well for this one!
            Example post: “Do or do not; there is no try.” -Yoda #wisdomwednesday
          • #WomanCrushWednesday – We also run a women’s coaching and community site called WildWebWomen.com so we looove sharing women who inspire us with this one!
          • #WellnessWednesday. Self-explanatory.
            Example Post: Stop Business Stress and Anxiety – Start with Exercise https://shar.es/1QPVzY via @WebMarketing_RX  #WellnessWednesday

Thursdays: 

          • #ThankfulThursday -Share reasons to be thankful. For us, we are thankful for our work from home jobs. You can also share things you are thankful for, people you are thankful for.
          • #ThursdayFunday – Post fun finds!

Fridays:

      • #FollowFriday – This is a fun one to give love to people you like! #FF is also used for Follow Friday.
      • #FridayFunday – like #ThursdayFunDay, share fun things!
      • #FridayReads – Give a shout out for great blog posts/books to share!

If this post was helpful, click to tweet it! Happy Content Marketing!

Lorrie Thomas
Marketing Is About Relationships, Not Sales

Marketing is not just a means to make sales. Marketing creates and cultivates and relationships.

There is a big difference between a transaction and a relationship. A one time sale has to be replaced with another one to keep a business alive. You have to start the process over and over again to get one result. A relationship can grow and refer you to other relationships. Marketing that matters will get you the results you want.

The next time you wonder if it’s worth your time to blog, post to social media, send a personal thank you card or go the extra mile to offer great customer service, remember that all of this is part of the marketing puzzle.

While the world of web marketing is highly techy, remember that being high on personal touch will set you apart from the competition.

 

Lorrie Thomas
Do You Have The Keys to Your Website?

Whether you make your own website updates or not, you still need the keys to your website.

Do you have the FTP Login? Blog Login and Hosting Login details?

I’m not saying that you have to make your own website updates, you just need to have the keys to your site. Shoot, I don’t cut my own hair or do my own auto repairs – I go to professionals for that!

The keys are KEY in case something goes wrong. For example, we got a 911 call from a client – his site was down. We built the site but a small, independent web firm was hosting it (which we did not recommend, but the client wanted to support the business owner, a friend of his). When the site went down, his friend was MIA for over 24 hours. Because we had the access to his domain registrar and the keys to his site, we were able to get him to professional GoDaddy hosting in a matter of an hour.

Savvy companies have savvy marketing support on their side, but they aren’t handcuffed 🙂

It’s a healthy exercise to make sure you have in your files updated FTP, blog and hosting logins.

If you don’t have access to your site, blog or social media and your web marketing people won’t give it to you, that’s a problem…..

We can talk you off the ledge if that’s the case….

Lorrie Thomas
Content Marketing That Multitasks – The How-To Hire Article

One of my favorite content marketing pieces that I advise my service-based business clients to create (or create for them) is the “how to hire” article. No matter what industry you are in, there are things that you know potential clients should ask when interviewing service providers, but may not know to. These questions and the answers can help a lead see you as the right choice faster and spare them from hiring the wrong company. The How-To Hire Article multitasks in three main ways.

Visibility. The title of a “how to hire” article usually has your profession name in it and sometimes your geographic location, helping to pull in searches. Title examples:

  • How to Hire The Right CPA
  • Hiring an Austin CPA for Your Business
  • Questions to Ask Before Hiring a Stylist
  • Ask These Three Questions Before Hiring a Wardrobe Stylist
  • What to Ask Before Hiring An Atlanta Web Marketing Company

Little easy titles, simple post to write, big online marketing asset. These questions kick off your article and when used in in the meta title and the url and the body of the text, the content might be picked up by a potential client searching for your services too. We call this “pull marketing” since the content pulls a prospective client in versus having to “push” ads to help generate visibility.

This content marketing piece can also be something you post to social media from time. We are big on reposting great content! Recycling is great for the planet and it’s awesome for your content marketing too!

Credibility. A client of ours has been creating content for a third-party industry publication that is very well known in his niche. He emailed us saying he had a huge potential client lead and that client was interviewing other people before they made a decision, a smart thing for a consumer to do. When he sent the after-meeting follow email, he included a line in the follow up email along the lines of:

As you interview other ________s, my recent article on titled How To Hire A __________ will serve as a great reference. It includes what to look for, questions to ask and more.

Any service professional can be an expert…you become the authority a client wants to hire by owning your awesomeness…owning your awesome is accelerated when you author content. In the word authority is the word author!

When my team and I are supporting Web Marketing Therapy and Wild Web Women clients, our work includes online PR, pitching our clients to journalists who are looking for expert advice to fill an article they are working on. My clients who do active content marketing make the cut 90% more than a non-content creating client does. Why? Simple. We can either pitch the writer referencing content that is already on the website (how’s that for multitasking marketing?) or if the client gives expert advice, we can turn that advice into content (yay, way to repurpose effort) and lastly, we can say ________ writes extensively on the topic of ______ as you can see on her website and blog (include link) which shows the client can talk the talk, but also walks the walk.

Sellability. When you actually SHOW what you KNOW it can help reinforce someone’s decision to hire you. Anyone can say they are the best choice, but when you actually document what you know, it reinforces this knowledge to the potential customer and to yourself.  

I coined the term MarkEDing® with my clients to help convey an ethical, effective and an easier approach to marketing. In a short 7 minute talk, I explained the concept of MarkEDing, how it works in today’s influence economy and how it can give everyone regardless of income, size or experience the power to have a place in business. (It’s worth a watch, fun and funny but will make a mark on your marketing brain!)

The wonderful, wild web world has taken the elitism out of marketing and allows service and product providers to market in a way that could never have been done before. MarkEDing is not about touting your products and services, it is about educating your current and prospective customer.

Take the time to write that “How to Hire” article. It will be a therapeutic exercise to reinforce your distinction, selling power, knowledge and will multitask for your marketing for years and years!

The fabulous thing about content marketing online is that the effort builds and compounds over time…a good investment for your visibility, credibility and sellability!

Virtual marketing hugs!