How to Maximize Your Social Media Presence with Minimal Effort

It’s a reality of life that from time to time only the people who work in a company’s marketing section actually ever know what’s going with the company’s marketing plan. New thoughts get implemented with the rest of the company being none the wiser. And if your association is like many others, internal social media strategy trickled in a small at a time, seeping through the cracks, but never quite fully soaking in.

This often spells missed opportunity for in-house marketers to leverage the many channels available to them throughout the company to help them reach their goals.

I, myself, am in the beginning stages of performing a company wide analysis of potential missed opportunities in the way of social media promotion. We want to take full advantage of all the communications and channels we have available to us to let people know that we also want to connect on our Facebook, Twitter & YouTube accounts, and of course, our blog.

In this post, I’ll tell you how I plan to tackle the research and make little adjustments that can have impact on our social media exposure in the coming year.

Analyze Internal Communications

A great first step is sitting down with each of the departments in your company (and you can simply do this with individual employees if your company is smaller), to find out who they talk to and how they communicate every day.

Then brainstorm ideas on missed opportunities for directing those people to social media channels. Everyone in the company has a chance to touch someone important to your business, including:

• Sales
• Customer service
• Account management
• Technical staff
• Creative staff
• Accounting (yes, vendors are an important alliance, too)
• Executive staff

This is not a one-size-fits-all approach. Depending on how each department or individual operates, the social media promotion will fit in differently.

For example, the sales department might start directing more traffic to your company blog for more information on your business’ area of expertise, or perhaps they’ll hand select articles that your company has written on a particular problem the prospect is currently facing. This is both helpful to the prospect and the sales funnel.

On the other hand, your customer service people who handle calls all day can take those opportunities to plug any promotions or contests that your company might be having on any given social medium.
The point being, if you’re an in-house marketer, it’s important to know where these missed opportunities exist companywide, and to secure wins with minimal efforts that integrate seamlessly into the activities these employees are already performing.

Assess Outward Communications

Take stock of every device and piece of collateral (digital or print) your department creates. Then do the same for every department and/or staff member (if a smaller company). Where are your missed opportunities to promote your social media?
This includes things like:

• Print collateral
• Web pages
• Power point presentations
• Newsletters
• Business cards
• Emails
• Press releases
• Multimedia like podcasts or videos
• Client documents and deliverables
• Social media (yes, promote your various social media through your social media!)

This is just journey of your “t”s and dotting your “i”s on your company’s day-to-day communications. Then you have to ensure that each new campaign you initiate also ties the social media into it. For example, if your company is heavily involved in industry conferences or tradeshows like we are, you have to think about how to work in your social media exposure into that marketing plan.

Well, those are my quick-and-dirty tips for optimizing your company for social media promotion. I’m sure we all have missed opportunities that can be seized with little to no impact on our daily routines. What are your ideas?
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A/B Testing In Google AdWords

There are many of techniques in SEO to boost your popularity and branding, pay per click (PPC) offers easy ways to test and prove different marketing messages. While SEO and social media can have use different testing methods, PPC has the benefit of giving clean, trackable results.

According to Wikipedia, A/B testing is a technique of marketing testing by which a baseline control sample is compared to a variety of single-variable test samples in order to get better response rates. In Google AdWords, the testing process allows you to test the performance of two entirely different versions of an ad. Here’s how it works.

Let’s say you sell android tablet Your ad might look something like this:

Best Android tablet
Check out LG Android Series powered
by Android. Choose your Android Now

After you have created that ad (our control ad), the alternative ad might look like this:

LG Android Phones @ Cheap rates
Check out LG Android Series powered
by Android. Choose your Android Now

As you can see, the ads are very close to being the same, but you want to test if the word “Best” attracts more people than the word “LG.” This test would provide valuable information about your customers’ interests. If more shoppers clicked on the “Best” ad and made a purchase on your website, then you would then delete the “LG” ad and try something else, for example:

Best Android tablet @ cheap rates
Check out LG Android Series powered
by Android. Choose your Android Now

This second test ad would determine if your visitors are more interested in Best instead of LG than try to combine both as mentioned above.

This is a very basic view of A/B testing with Google AdWords. Leaps and bounds in visitor testing can really be made by making changes to your ad’s landing page. These tests can include changes in your ad copy, call-to-action, page color, headers, and many other tweaks.The truth is that website and ad testing is never complete. It is a continuous process for the best click through rate and the highest conversion percentage.

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