This may be of some interest.
Throughout 2019 social media marketing has continued to be a source of opportunity, change, and contention in the marketing world. We’ve done our best to keep on top of many industry changes as they happen, while also offering helpful insight and research-based strategy.
We’re quite fortunate to a great group of social media marketing professionals contributing to the TopRank Marketing blog, including our CEO Lee Odden, Joshua Nite, Caitlin Burgess, Anne Leuman, and Nick Nelson, among others.
To help our blog community grow its social media marketing knowledge, we’re thrilled to offer this list of our 10 most popular social media posts of 2019.
Our Most Popular Social Media Marketing Posts in 2019:
1. Over 50 Top Social Media Marketing Blogs — Lee Odden
The most popular social media marketing post of 2019 is by our CEO Lee Odden, with the latest version of our all-new BIGLIST, featuring over 50 social media marketing blogs to help marketers find great sources of marketing advice. From trends and strategies to tactics and analytics, the group of blogs curated in Lee’s post explore social media and marketing, including at least a few blogs that are hopefully new to you. Are you following them all? Check out all of Lee’s 2,600+ posts here, and follow him on Twitter.
2. LinkedIn’s List of 24 B2B Marketers You Need to Know — Lane R. Ellis
LinkedIn* published a list of top B2B marketers, and in our second-most popular social media marketing post of the year I dug in and took a look at this group of leading industry professionals, including Ann Handley, Jay Baer, Jason Miller, and our own CEO Lee, among many more. The TopRank Marketing team was privileged to work with the LinkedIn team to identify, engage, and gather fresh insights from these bright marketing minds. Check out all of my posts here, and follow me on Twitter.
The third most popular social media marketing post of 2019 on our blog comes from Senior Content Strategist Nick Nelson, who shared how to use five under-the-radar LinkedIn marketing features, including:
• Robust & Simplified Audience Targeting
• Revamped Analytics
• Content Suggestions
• Site Re-Targeting
• Lead Gen Forms
4. 80+ New Social Media Marketing Statistics for B2B Marketers — Lane R. Ellis
Offering up over 80 social media marketing statistics relevant to B2B marketers and featuring insight from Sprout Social, Hootsuite, Pew Research Center, SME, and other, this post by me was our fourth most popular search marketing piece of the year.
[bctt tweet=”“It’s clear that B2B social media marketing is strong and growing stronger, and it’s also apparent that direction and guidance in where to focus your B2B social efforts is needed now more than ever.” @LaneREllis” username=”toprank”]
5. Why Twitter Lists Are Still a Great Tool for B2B Marketers — Lane R. Ellis
Our fifth most popular social post of 2019 is a look I took at why Twitter lists are still a great tool for B2B marketers, exploring how they offer many engagement, nurturing, and trust-building benefits that smart B2B marketers can’t afford to pass up.
[bctt tweet=”“When it comes to Twitter lists your own creativity and ingenuity are the only boundaries.” @LaneREllis” username=”toprank”]
6. Our Top 10 Social Media Marketing Posts of 2018 — Lane R. Ellis
Our sixth most popular social media marketing post of 2019 was a look at the previous year’s top articles about the subject, each offering helpful insight and research-based strategy.
7. 5 Top B2B Brands Maximizing LinkedIn Engagement — Lane R. Ellis
Showing how five top B2B brands are maximizing their LinkedIn engagement by using showcase pages, expanded group communication and more, in our seventh post popular social media post of 2019 I took a close look at how B2B companies are connecting with audiences through LinkedIn.
8. Where Do Facebook, Twitter, and LinkedIn Stand With B2B Video? — Nick Nelson
Nick earned a second entry on our most popular social media marketing list with his look at where Facebook, Twitter, and LinkedIn stand when it comes to B2B video.
[bctt tweet=”“Modern B2B marketers understand that the key to an effective digital content strategy is meeting customers where they’re at, and giving them what they want.” @NickNelsonMN” username=”toprank”]
9. B2B Social Media Shakeup: 4 Developments That Have Caught Our Eye — Caitlin Burgess
Our Senior Content Marketing Manager Caitlin Burgess earned the number nine spot on our top social media marketing posts of the year list, examining a selection of the biggest changes to arrive on the social scene during the year. Following scandal, criticism, and calls for increased privacy and relevancy, Caitlin looked at how social platforms are working harder to recapture their original allure as safe communities and conversation destinations. Check out all of Caitlin’s posts here, and follow her on Twitter.
10. 5 Top B2B Brands Delivering Exemplary Twitter Engagement — Lane R. Ellis
The final entry on our list of the top social media marketing posts of the years is one I wrote that details how five top B2B brands are making the most of Twitter to increase engagement. With examples implemented creatively by Adobe*, Deloitte, Dun & Bradstreet, GE, and Intel, this article looks at the wide variety of successful methods leading B2B brands are using for building a solid and sustainable Twitter brand strategy.
We can’t thank Lee, Nick, and Caitlin enough for writing and sharing these top ten social media marketing posts of 2019 — congratulations to you all on making the list!
Thanks TopRank Marketing Writers & Readers
We published dozens of articles this year specifically about social media marketing, and plan to bring you even more in 2020, so keep posted for a fresh new year of the latest helpful research and insight.
Please let us know which social media marketing topics and ideas you’d like to see us focus on for 2020 — we’d love to hear your suggestions. Feel free to share your suggestions in the comments section below.
Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.
Thank you for reading.
This may be of some interest.
As a marketer, it’s useful to keep track of social media sites by the numbers. Statistics help organize where to invest your ad dollars in content and which areas to avoid. Whether you’re interested in where to begin the buyer’s journey on Facebook or the cost of paying for ads, find the Facebook statistics you need to know for 2019.
Our Facebook stats are organized into five categories:
1. Facebook has 39,651 employees. (Source: Facebook, 2019)
2. Facebook revenue for twelve months ending in June 2019 was $62 billion. (Source: MacroTrends, 2019)
3. In 2018, Facebook had an annual growth rate of 41%. (Source: MacroTrends, 2019).
4. 56% of people visit Facebook to get information. (Source: Facebook, 2019).
We all know Facebook is big, but let’s look at exactly how expansive it is by employee numbers and growth rate. As a marketer, knowing where Facebook is and where it’s going gives you information about how your brand can fit into the ecosystem and how to best serve your customers on the platform.
1. In 2018, Facebook reported Q4 ad revenue of $16.6 million, a 30% increase from 2017. (Source: Martech Today, 2019)
2. The average price for an ad saw a 2% decrease while ad impressions grew by 34%. (Source: Martech Today, 2019)
3. 94% of ad revenue in Q2 was represented by mobile ads, a 3% increase from Q1. (Source: Facebook, 2019)
4. Facebook’s ad revenue as $16,624 million in Q2. (Source: Facebook, 2019)
5. The U.S. and Canada made up $8,115 million of Facebook’s ad revenue in Q2. (Source: Facebook, 2019)
6. There are 7 million advertisers on Facebook. (Source: Statista, 2019)
7. Facebook video ads have a low CPC, at $1.86. (Source: Fit Small Business, 2019)
8. The potential reach of advertising for Facebook is 1.9 billion. (Source: We Are Social, 2019)
9. The average cost-per-click on Facebook is $1.72. (Source: Wordstream, 2019)
10. Facebook’s total ad revenue is expected to reach $39.4 billion by 2021. (Source: Statista, 2019)
Now that you know Facebook ads by the numbers, how does your brand fit in with long-term ROI? Are you spending too much or too little?
1. 69% of Americans use Facebook. (Source: Pew Research Center, 2019)
2. Facebook is used by 51% of U.S. teens. (Source: Pew Research Center, 2019)
3. 43% of U.S. adults get their news from Facebook. (Source: Pew Research Center, 2019)
4. 74% of U.S. adults visit Facebook every day. (Source: Pew Research Center, 2019)
5. 96% of Facebook users access the app on mobile. (Source: Statista, 2019)
6. Facebook reported that 3-4% of profiles for monthly active users (MAUs) were fake and removed them in 2018’s Q1. That’s 88 million accounts. (Source: Facebook, 2018)
7. Daily active users (DAUs) on average for Q2 were 1.59 billion, an 8% increase year over year. (Source: Facebook, 2019)
8. The number of MAUs for Q2 was 2.41 billion, also an 8% increase year over year. (Source: Facebook, 2019)
9. In 2018, 35% of Facebook’s audience was under 25. (Source: We Are Social, 2019)
10. Facebook users aged 65+ is 41%. (Source: Pew Research Center, 2019)
11. In 2018, it was reported that 1.1 billion Facebook users speak English. (Source: We Are Social, 2019)
12. Facebook’s total number of desktop active users is 1.47 billion. (Source: We Are Social, 2019)
It’s important to know how much of your audience is on Facebook, to position your marketing strategy. If your target audience uses Facebook every day, consider beefing up content for lead generation. Optimizing content for desktop and mobile based on active users will also make your content more attractive to potential customers.
1. Women between the ages of 25-34 make up 13% of Facebook’s global active users. (Source: Statista, 2019)
2. Men between the ages of 25-34 make up the biggest demographic group, at 19%. (Source: Statista, 2019)
3. India is the country with the most Facebook users, with 300 million. (Source: Statista, 2019)
4. Facebook users are 57% male and 43% female. (Source: We Are Social, 2019)
Image Source: We Are Social
5. There are 1 billion users from Asia on Facebook. (Source: Facebook, 2019)
6. There are 385 million Facebook users in Europe. (Source: Facebook, 2019)
7. Over 80% of Facebook’s daily active users (DAUs) come from outside of the US and Canada. (Source: Omnicore Agency, 2019)
8. Facebook has 2.41 billion monthly active users (MAUs). (Source: Facebook, 2019)
Image Source: Facebook
9. 65% of Facebook users are under 35. (Source: Statista, 2019)
Facebook’s monthly average users are climbing. That means more of your audience is continuously checking Facebook, and your potential audience of over 1.8 million is growing. Your content is seen by a multitude of other countries as well, so it’s a good idea to keep that in mind when strategizing campaigns.
1. In 2018, 78% of US consumers made purchases through discoveries on Facebook. (Source: Kleiner Perkins, 2018)
2. 93% of businesses are active on Facebook. (Source: Buffer, 2019)
3. Images make up 18% of Facebook posts. (Source: Buffer, 2019)
4. Link posts receive 76% less engagement than video posts. (Source: Buffer, 2019)
5. The median engagement rate across all industries on Facebook is 0.09%. (Source: Rivaliq, 2019)
6. The average person spends 37 minutes on Facebook. (Source: Marketing Land, 2019)
7. More than 2.7 billion people use Facebook’s family of services every month. (Source: Facebook, 2019)
8. Facebook Stories has 500 million daily viewers. (Source: TechCrunch, 2019)
9. 4.6% of marketers use Facebook video ads. (Source: Buffer, 2019)
10. 35% of marketers report successful influencer campaigns on Facebook. (Source: Buffer, 2019)
These stats provide more direction about where your strategy should head in order to earn more numbers on Facebook. For example, if you have a video of your company’s weekly Waffle Wednesday event, post that instead of the link to your blog post, which you can save for Twitter Cards.
1. In 2018, users aged 18-24 have 75% less of an attention span for video ads than users who are 65+. (Source: Facebook, 2019)
2. 75 million people use Watch at least one minute each day. (Source: TechCrunch, 2019)
3. Users are 1.5 times more likely to watch a video on their phone. (Source: Facebook, 2017)
4. 62% of people have reported being more interested in a product after seeing it on a Facebook video. (Source: Facebook, 2018)
5. Video promotions are equally as important as photo promotions. (Source: Social Bakers, 2019)
6. 81% of businesses prefer video marketing on Facebook. (Source: Buffer, 2019)
7. Facebook is the second most popular video property, behind Google. (Source: Statista, 2019)
8. Politics is the highest category of Facebook Stories, at 36%. (Source: Statista, 2019)
Image Source: Statista
Facebook videos are massively popular and have a large appeal to younger users of the site. If you have products to promote, videos have your back and your target audience.
Keeping up with Facebook is an important factor in planning strategy. Not only because Facebook owns other platforms, like Instagram, but they also influence more than one channel of your planning. For more information on using Facebook in your social media planning, check out our ultimate guide here.
Thank you for reading.
This may be of some interest.
Apple says it’s about hardware, software and services, and gave us some of each one: two new iPhones, an iPad, a watch, and a glimpse into what you’ll be able to get from their video and game streaming services. Catch up here. Read more…
Thank you for reading.
This may be of some interest.
Grabbing — and keeping — your audience’s attention has never been harder. Nowadays, people are bombarded with marketing 24/7, and yet, the average attention span actually dropped in 2015, to a mere eight seconds.
Fortunately, there are fun and unique strategies you can implement to engage your audience — and one of those strategies is an online quiz maker.
Similar to the addictive nature of Jeopardy, online quizzes are a fun way for people to engage with your brand. Additionally, consistent online quizzes can help you stay top-of-mind when your consumer is finally ready to buy.
For you, online quizzes can also help you gain a better understanding of your users, and help you create stronger relationships with them.
But, whether you’re looking for a professional survey tool or a more lighthearted quiz maker, there’s a range to choose from — which one will help drive the best long-term results?
We’ll explore our favorite 16 quiz makers shortly, but first, let’s take a look at the key features of great quiz makers.
Key Features of a Great Quiz Maker
Quiz makers come in all forms. Some are incredibly professional, while others are pretty casual. Some are intended for fun, and others are meant to drive real business growth.
Whatever your goal, you should always look for the following key features in your quiz maker software.
1. Easy Promotion Options
You’re trying to gather as many responses as possible, right?
So, choosing a service that has built-in sharing options should be a top priority, as it’ll help increase reach.
Make sure your solution has a native sharing option for better social media reach.
2. Data Collection / Analysis
How are you going to collect and use the data?
This is a huge issue. If the data that’s collected is difficult to sort through and doesn’t help you identify key trends, then it’s useless.
Make sure the data you collect can be exported or analyzed in-app in a way that’s easy for you.
3. Lead Capture
In 9 out of 10 instances, you’ll also want your quiz to capture lead data from the user.
Make sure there’s a built-in method to collect more than just respondent’s answers — and ensure it can integrate with your primary CRM or ESP.
Now that we’ve covered that, let’s get into our favorite quiz making solutions.
The 16 Best Online Quiz Makers in 2019
Price: Free | Premium from $25 per month
Survey Anyplace is one of the lesser-known but more advanced tools out there, and is focused on giving the best user experience possible. With fun interactive elements and personalization features, it aims to be the best option for customer engagement. For example, the tool offers the ability for respondents to download a personalized PDF at the end of the survey, based on their answers to the questions.
Price: Free | Premium: From $30 per month
Typeform takes quizzes and makes them intuitive for both the creator and the user. By offering one question at a time and delivering the quiz in an attractive, responsive interface, Typeform has become a leader in the world of online quizzes and surveys.
The platform is easy to use with its drag-and-drop editing tools. It’s also versatile, offering customer surveys, quizzes, lead generation tools, and more. There are numerous templates to choose from which can be customized to your individual needs.
Using Zapier, Typeform can be seamlessly integrated into CRM services like HubSpot. This way, all the data you collect is automatically added to your existing contacts.
However, it’s important to note some people might feel frustrated when receiving questions one at a time, since it can be more time-consuming. Additionally, the free version limits you to collecting only 100 responses per month.
Price: Free | Premium: From $31
With Survey Monkey, you can create basic polls and questionnaires in minutes, and the basic version is free to use. The software features hundreds of templates and questions written by ‘survey methodologists’, and are specifically designed to draw the right information out of respondents.
Although you can customize the design and layout of your quizzes and surveys, a common criticism is that you can’t fully brand the surveys because the Survey Monkey logo remains.
Price: Premium: $39 per month
Fieldbloom surveys and quizzes are particularly aesthetically-pleasing. The templates feature high-quality images and the graphics are excellent. This is a good option for creating quizzes, surveys, and forms with seamless data integration with HubSpot, MailChimp, Google Sheets, and many more.
Advanced features like skip logic and answer piping directs users into pathways based on their answers, making this one of the more advanced tools available.
Price: From $24.99 per month
Qzzr was built by inbound marketers with the specific goal of bringing in qualified leads. It creates fully customizable quizzes and surveys through its simple, elegant interface.
Users can also leverage its comprehensive data analysis of the responses, and use its social sharing integrations to reach a larger audience.
One of the most impressive features is the ability to target offers based on the users’ answers. For example, you can add a ‘Buy Now’ CTA on the results page for a product a user expressed interest.
It’s one of the cheaper options in the list, but lacks the advanced logic features of some of its competitors.
Price: Premium: From $50 per month.
GetFeedback prides itself on its aesthetically-pleasing interface — both customer-facing, and the back-end. It is one of the more advanced options for quiz and survey creation but is still relatively easy to use for the novice. It offers integration into Salesforce CRM software, and detailed analytics so you can put your newfound data to good use.
Offering full customization to your branding and coming very highly-rated, GetFeedback is one of the premium options on the market, ideal for larger teams and companies that really want to drill down into their audience data.
7. Google Forms
Google Forms is a free and easy-to-use form tool that runs within G Suite. The functionality is on the basic side and the interface isn’t the prettiest, but you can make decent forms and create quizzes to capture customer data. Since Google Forms is part of G Suite, you can pull data straight into Google Sheets for analysis.
Price: From $15 per month
Riddle’s Quizmaker is another easy-to-use tool with a focus on capturing email addresses. You can collect data from leads and send it directly to your lists in MailChimp or other software. Riddle’s Quizmaker is particularly good value for small businesses and entrepreneurs.
The tool is available as a WordPress plugin, or quizzes can be embedded into your site via an embed code. The quizzes are fully customizable, so you can stamp your branding all over them.
Full of cheap-looking ads, but absolutely free, Playbuzz is a great option for those who want to jump in and have a go at creating quizzes without the outlay upfront. Try it out, and if it works for you, move onto a premium quiz maker with more features and a better, ad-free interface.
The tool is quick and easy to get started, so it’s a good beginner’s option. Additionally, it’s easy to share your pro-looking quizzes on social media once you’re done.
Price: Free | Premium: From $25 per month
SurveyGizmo is a feature-rich quiz and survey creation tool with a user-friendly interface. There are two versions — one geared towards individuals and small businesses, and another for larger enterprises. The former focuses on ease-of-use, while the latter enables deeper analysis of data and focuses more on customer research.
The free version is limited to three surveys, so you can use it as a test run. The cheapest paid version is on the pricey end of the spectrum, but still offers good value for teams that need a powerful customer survey and quiz making tool.
Price: Free | Premium: From $14.08 per month
A versatile tool for form design, survey creation and quiz making, Wufoo is a cloud-based platform used by some of the biggest names in the industry. Its most notable feature is the advanced form logic and the ease with which you can collect, store, and organize data.
Not as easy to use as some of the more basic tools out there, Wufoo takes a bit of getting used to if you’re using the more advanced features (basic coding may be required!), but for basic form creation, it’s still pretty intuitive.
The free version limits the number of responses, but above that there are a number of price points, so it’s a good option for quickly growing businesses.
12. Ask Nicely
Price: From $375 per month
Ask Nicely is a form and survey creator with a focus on customer feedback and improving your Net Promoter Score (NPS). The software integrates with HubSpot, Salesforce, or Slack and allows you to automate customer follow-up to improve ratings and reviews on sites like Google.
Ask Nicely is more than just a quiz maker — it’s an advanced marketing tool suitable for medium to large companies who really value customer engagement. Pricing is based on your needs, but $375 is a rough idea of how much it will cost you. (It’s not cheap.)
Price: Free | Premium from $19 per month
Brandquiz is a good option for quickly and easily creating fun branded quizzes with a range of templates available. The platform enables integration with major marketing tools like Salesforce, HubSpot, or MailChimp, to make the most of the data collected.
The free version extends to up to 100 participants per month, while a range of paid plans offer value for growing companies.
14. Microsoft Forms
Microsoft Forms, similar to Google forms, was probably developed just so that they were present in the marketplace. The tool has seamless integration with other Microsoft Office software. It’s not the prettiest of interfaces nor the best software on the market, but it’s free to use and is a solid option for creating basic forms and quizzes.
15. Form Crafts
Price: From $15 / month
Although designed for creating simple questionnaires, newsletter sign-ups and the like, Form Crafts supports multi-page forms so it can also be used to make quizzes. With real-time analytics, conditional logic, and easy integration with WordPress via a plugin, it offers a good alternative to the mainstream options.
Pricing is competitive with a range of options to suit any growing business.
Price: From $39.95 / month
ClassMarker is a quiz maker designed for education professionals with custom plans for business users, too. You can create tests and exams online that are accessible to as many users as you like. The test can be customized to your branding and can even include branded certificates. A sophisticated results platform allows you to easily analyze the data and draw your conclusions.
This is a good option for large businesses who need to survey a lot of users. Pricing plans are pretty competitive for the level of functionality and customization available.
Which quiz maker is right for me?
Of course, the best quiz maker for you is largely dependent on your company goals and audience. If you’re looking for the most beautiful quiz maker with seamless integration into the best marketing software, you probably want to go with Typeform.
However, if you’re looking for an advanced and customizable tool that’s great for lead generation, I like Survey Anyplace.
For the most basic free tools out there, choose Google or Microsoft Forms depending on your tribe. However, Fieldbloom and Qzzr are two of the most attractive looking options at mid-range pricing.
Check out our comprehensive guide if you want to find out the best ways to capture more leads with quizzes — and good luck in your quest for the best quizzer on the market.
Thank you for reading.
This may be of some interest.
Whether pop-culture, local or global news, work, or the brands I use and wear, Twitter is a powerful social networking tool and search engine in which I can typically find the latest information about virtually any topic. This also includes updates from the companies and businesses I care about.
Businesses, like HubSpot, are able to market on Twitter to engage users and followers, increase brand awareness, boost conversions, and more (we’ll discuss the “more” shortly). Twitter makes it easy to distribute content. And, there are over 326 million average monthly Twitter users globally for you to share that content with.
The thought of reaching hundreds of millions of leads through a free social media platform sounds intriguing, right? But how do you actually ensure you’re generating fantastic content those people will want to interact with?
In this guide, we’ll answer that question along with some others including what a Twitter marketing strategy is, how you can use Twitter for your business, and what tips and tricks you can implement to help you improve your marketing efforts on the platform.
Let’s get started.
What is a Twitter marketing strategy?
A Twitter marketing strategy is a plan centered around creating, publishing, and distributing content for your buyer personas, audience, and followers through the social media platform. The goal of this type of strategy is to attract new followers and leads, boost conversions, improve brand recognition, and increase sales.
Creating a Twitter marketing strategy will require you to follow the same steps you would if you were creating any other social media marketing strategy.
- Research your buyer personas and audience
- Create unique and engaging content
- Organize a schedule for your posts
- Analyze your impact and results
So, you might be wondering what makes Twitter unique. Why would you want to actually invest the time in creating a profile and content for the platform?
What makes Twitter unique?
Twitter is a great marketing tool for a number of reasons. The platform …
… is free to use.
… allows you to share and promote branded content in seconds.
… expands your reach.
… allows you to provide quick customer service and support.
… works as a search engine tool for you to search for your competitors and their marketing content to see which tactics they’re using.
… can be used as a search engine tool for prospects to find and learn about your company.
… allows you to converse with your followers, share the latest updates about your company, and address your audience.
Now that we’ve reviewed what a Twitter marketing strategy is and what makes the platform unique, let’s cover the ways in which you can use Twitter for your business. These tips will help you boost conversions, create lasting relationships with your followers, and improve your brand awareness.
As you begin using Twitter for your business, there are some steps you’ll want to take to ensure you reach your target audience. Depending on your goals, company size, and industry, you may or may not choose to work through each of the following steps (or you may have already completed some of them), so tailor them to your needs.
1. Customize and brand your profile.
When someone looks at your company’s Twitter profile, you want them to automatically know it’s yours. Meaning you should customize and brand your Twitter profile with your logo, colors, and any other recognizable and memorable details you want to incorporate. There are a few locations in which you can customize your profile.
- Handle: Your Twitter handle is your username (for example, our handle is @hubspot) — this should include your company’s name so your followers, customers, and fans can easily search and find you on the platform. You create your Twitter handle when you sign up for an account.
- Header: The header on your Twitter profile is your background image. You might choose to create a unique image for your header, use your logo, or another branded image.
- Profile picture: Your Twitter profile picture represents your company’s every move, interaction, post, and tweet on the platform. It’s the image that sits above your bio and might include a picture of your logo, company’s initials, or CEO.
- Bio: A Twitter bio provides everyone who visits your profile with a brief synopsis of what they’re about to see in 160 characters or less. It might include your mission statement, a blurb about what your company does, or something humorous and engaging.
- Website URL: Beneath your profile picture and bio, there’s a location where you can include your URL to direct traffic straight to your website.
- Birthday: In the same location as your URL, you can insert your company’s birthday — or the day when the company was founded — so your audience gets to know your business on a more personal level.
2. Create Twitter Lists.
A Twitter List — which any user has the ability to create and view — is an organized group of Twitter accounts you’ve selected and put together in specific categories. For example, at HubSpot, lists include Leadership Experts, Top Marketing Experts, Top Business Podcasters, and more. When you open a Twitter List, you only see tweets posted by the accounts on the list.
Twitter Lists are great if you want to follow only specific accounts. You might segment your lists into groups such as business inspiration, competitors, and target audience so you’re able to easily review their posts, interactions, and content.
You can schedule and host a Twitter chat to engage your followers, discuss a topic, create a sense of community, and ask your audience for their opinions or input on something you’re working on.
To host a Twitter Chat (or TweetChat), you’ll need to choose a topic, set a time and date for the chat to occur, and create a hashtag for the chat. You can share this information with your followers in a tweet, on your website, in your Twitter bio, and wherever else you choose.
Everyone who wants to participate in the Twitter Chat should then be able to view all responses, questions, and comments regarding your topic of choice by searching your unique hashtag, as well as sharing their own comments and thoughts by adding the hashtag to their tweets.
Twitter Chats promote interaction and engagement on your profile and get people talking about your brand. It also creates a more personal experience between your audience members and your business.
4. Advertise on Twitter.
Advertising through Twitter is a great way to reach your audience. This will make your tweets easily discoverable by thousands of people, helping you increase your influence and following. You can do this through promoted tweets or Twitter Ads.
Promoted tweets make your tweets appear in the Twitter streams or Twitter search results of specific users. This is a great option for anyone looking to get more people on a specific webpage. Your business will pay a monthly fee as long as you’re promoting a tweet.
Twitter will put your promoted tweets in a daily campaign targeting the type of audience you want to reach as previously indicated in your settings. All Twitter users have the ability to interact and engage with Twitter Ads the same way they would with your organic content.
Twitter Ads is a great option if you’re using different types of tweets to achieve one goal for your business. It’s ideal if you’re looking to grow your base of followers and brand awareness significantly through the platform.
Your business can decide between different objectives when it comes to your Twitter ads including app installs, video views, and website conversions, as well as audience targeting for your campaigns. This decision will impact the price you’ll need to pay to run your ad.
5. Drive traffic to your website.
Twitter can help you direct traffic to your website — there are a number of ways to include your website’s URL on your profile as well as add links to your web pages and blogs in your tweets. Here are some ways you can use the platform to direct traffic to your website to help you increase your conversions and sales.
- Add your website URL beneath your bio on your Twitter profile.
- Incorporate links to your website in your tweets.
- Retweet any content that includes direct links to your website and/ or blogs other people have shared.
- Embed tweets on your website with a Twitter Timeline.
- Set up Twitter Ads to drive users to a specific landing page on your site.
6. Use Twitter Moments.
Twitter Moments are collections of tweets about a specific topic or event. They’re like a “best of” collection of tweets regarding your topic of choice. For example, Twitter’s Moments section includes “Today”, “News”, “Entertainment”, and “Fun.”
You can also create your own section of Moments for your followers to view on your profile.
You might organize your Twitter Moments into groups of tweets to help you market your business’ events and campaigns or related industry news. They also help with your marketing tactics by providing your business with an engaging way to promote the discussion of specific topics and/ or events that matter to your company to help you share your brand image with audience members.
7. Get verified on Twitter.
You might choose to apply to get your Twitter profile verified depending on the size of your company and your industry. Twitter states they typically only accept requests for account verification if you’re in “music, acting, fashion, government, politics, religion, journalism, media, sports, business, and other key interest areas.” If Twitter accepts your application and verifies your profile, a badge with a blue checkmark inside of it will appear next to your handle. This symbolizes an authentic account.
Being verified prevents your audience members from following and being confused by impersonator accounts or accounts with similar content, usernames, and handles to yours. A verified account also makes your business look more legitimate and trustworthy.
8. Focus on building your follower count.
Needless to say, the more Twitter followers you have, the more people there are looking at and interacting with your content. You’ll have a better chance to improve brand awareness and direct more traffic to your website when you build your follower count on Twitter.
There are a number of ways you can increase your follower count on Twitter — here are some to get you started:
- Ensure your content is shareable.
- Use unique hashtags.
- Create engaging content (giveaways, contests, questions, surveys).
- Enlist the help of Twitter (social media) influencers.
- Include links to your Twitter profile on your website.
- Interact with your current followers and retweet their content so they’re more likely to do the same for you.
Now that we’ve reviewed how to use Twitter for business, let’s cover some tips and tricks you can apply to your profile to improve your marketing efforts on the platform.
The following Twitter marketing tips are universal, meaning they’re applicable to any type of business, in every industry..
1. Use keyword targeting in your Twitter Ads.
Keyword targeting on Twitter is component of Twitter Ads. Keyword targeting allows you to engage Twitter users through the different words and phrases you’ve included in your content and they’ve searched for on the platform. This means you’re able to reach your target audience at the exact time your business, content, and services are most relevant to them.
On Twitter, there are two types of keyword targeting you can use including search and timeline.
Search Keyword Targeting
Search keyword targeting allows you to make your tweets show up for users who are searching for the topics that you determined relate to your business. For example, if you sell gluten free cookies, you can target users searching for tweets about baking, cookies, gluten intolerance, or Celiac Disease.
Timeline Keyword Targeting
Timeline keyword targeting allows you to act on users’ specific feelings, thoughts, actions, and emotions they’ve tweeted about. For example, if you’re a running gear company, you might target keywords and phrases users tweet about such as, “running a race”, “race day tips”, or “training for a marathon”.
2. Implement hashtags.
Did you know tweets with hashtags receive two-times as much engagement as tweets without them?
Adding hashtags to your tweets is a great way to expand your influence on Twitter. However, there are some guidelines you’ll want to stick to when using hashtags to ensure that you reach the largest number of people possible.
- Create a hashtag that’s unique to your business so your followers and target audience can easily find you and your content.
- Create relevant and memorable hashtags for other groups of tweets such as ones related to a specific campaign you’re running.
- Use Twitter Analytics to review your most successful hashtags so you can ensure their use in future tweets.
- Don’t overuse hashtags — this may feel and look spammy to your audience (not to mention it isn’t aesthetically pleasing). Also, tweets with more than two hashtags see a 17% decrease in engagement than those with one or two hashtags.
3. Organize a content sharing schedule.
As you grow your base of followers, you’ll need to post on a regular basis to ensure they stay engaged with your business and content. Not only do you want to tweet regularly, but you also want to tweet at the right times of the day. Here are some details about the best times (on average) for businesses to share their Twitter content:
- Between 8–10 AM and 6–9 PM (in correlation with commuter schedules) on weekdays
- Around noon or between 5–6 PM on any day of the week
- For B2C companies, the best days to tweet are weekends
- For B2B companies, the best days to tweet are weekdays
In terms of how often you should post your content on Twitter, there’s no real rule — it’s more about ensuring the content you’re sharing has a purpose and meaning. You can also review Twitter Analytics to take a deep dive into what your engagement looks like on the days you post more or less content to determine what’s working well for your specific audience.
Once you’ve determined when and how often you’re going to post your content, you can enlist the help of a social media management tool. This will allow you to both create your tweets and schedule them in advance so you can focus on other tasks you have to complete.
- Sprout Social provides you with a range of features to help you reach your target audience and buyer personas through Twitter including platform analytics, engagement tools, scheduling capabilities, and details about the type of content your audience wants.
- Twitter Analytics allows you to analyze your tweets, understand which content is helping your business grow, and learn about your followers.
- HubSpot has a social tool which allows you to schedule posts in advance, connect directly with your audience, and understand how your Twitter interactions are helping your business’ bottom line.
4. Create a Twitter campaign.
Social media marketing campaigns of any kind are a great way to reach your audience, drive sales, and increase your website traffic. You can create a social media marketing campaign specifically for Twitter to target users and increase your base of followers all while raising your brand awareness through the platform.
To create a Twitter marketing campaign, you’ll want to follow the same steps you would with any type of social media marketing campaign.
- Research your competition
- Determine how you’ll appeal to your target audience
- Choose the type of content you’ll create
- Share and promote your content
- Analyze your results
5. Write a strong profile bio.
Writing a strong and memorable bio for your Twitter profile is crucial. This is because your Twitter bio is the first thing a profile visitor will read about your company — it’s your written introduction and should briefly explain what visitors can expect from your page and content. You only have 160 characters to do this, so choose your words wisely to ensure your bio successfully represents your brand and reflects who you are as a company.
6. Use images and videos.
When possible, try to include quality videos and photos in your tweets. It’s been proven that tweets with images outperform tweets strictly made of text. Photos and images provide an eye-catching and engaging element in your content as Twitter users scroll through their feeds. Videos are proven to actually outperform tweets with images as well. In fact, tweets with videos are likely to get an average of six times the amount of engagement than tweets without them.
Videos and images are a great way to show your audience your product line or how to use an item you sell as well as make your content feel more personal. Plus, images and videos in tweets are proven to help you increase your engagement — and who wouldn’t want that?
7. Interact with your followers.
Remembering to engage with your followers as your business grows and Twitter follower count increases is crucial. This will help you create experiences for your followers and audience members that feel personal and keep them coming back to your profile all while fostering a sense of brand loyalty. For example, if someone retweets your post or comments on your tweet, you can “Like” that person’s interaction or even tweet back to them with a response.
8. Share media mentions.
If your business is mentioned in the media, share the article, video, URL, or image on Twitter. It’ll make your business feel more legitimate to anyone checking out your profile as well as show prospective followers how many other people already know about your company and are enjoying your products and services.
This is an exciting way to broadcast your success to your audience. It also provides you with a way to incorporate backlinks in your tweets which, when clicked, take your audience members to the original source of the mention. Meaning you’ll also drive traffic to the website of the media outlet that mentioned you, likely boosting their follower count and/ or brand recognition. This could potentially help you become mentioned, shared, or featured in one of their pieces of content again in the future.
9. Keep an eye on your competitors’ Twitter accounts.
Twitter is a great way to keep an eye on your competitors’ marketing efforts. You can follow them or simply search them to see what they’re posting. You can also view basic details about their engagement such as their number of retweets, comments, and responses. This is a simple way to see some of the Twitter marketing strategies your competitors are implementing and whether or not they’re working.
10. Focus on followers’ interests and needs when creating content.
If you want to reach your audience members and ensure your content resonates with them, you’ll need to focus on their interests and needs— whether that’s in relation to the way you share content, what you share, or how you present it.
When you meet the needs of your target audience and buyer personas, they’ll be more likely to continue to follow and interact with your company. As you study your buyer personas and target audience, you’ll be able to determine the type of content they’re likely looking for you to share. Additionally, you can always tweet questions, send out surveys, ask for feedback, or even create a Twitter Chat to get more ideas about the type of content your audience is looking for from your business and Twitter profile.
11. Promote your events.
Twitter is a great way to promote your business’ events. Similar to the way you might for a Twitter campaign, you can create a unique hashtag for various events (such as launch parties, giveaways, and contests) or schedule a variety of tweets (using one of your social media management tools) to promote any special occasion your company is hosting. This way, audience members — whether or not they’re your followers — will have the opportunity to learn about your event and get all of the details they need to sign up, be in attendance, or participate.
12. Check your direct messages regularly.
Like other social media platforms, Twitter provides users with a Direct Message inbox where they can contact you in a private message regarding any questions, concerns, or comments they have. So, be sure to check your inbox regularly as this can contribute to the type of customer service and support your business is known for, as well as the type of care you provide your followers and customers.
13. Keep track of your analytics.
With all of the work you’re putting into your business’ Twitter marketing, you’ll want to ensure your efforts are successful in reaching your goals whether they’re related to directing more traffic to your website, increasing conversions, or improving brand awareness.
You can determine your Twitter marketing success in these areas (and many more) by analyzing your work. To do this, you’ll want to consider which metrics matter to you and then determine how you’re going to track them.
Which Metrics to Track on Twitter
Due to every business being unique and having different goals, you might not be interested in tracking all of the following Twitter metrics (or you might be looking to track additional metrics). However, we’ve compiled the following list of possible metrics for you to consider to get you started.
- Engagement: Look at the number of retweets, follows, replies, favorites, and click-throughs your tweets get (including all hashtags and links they include).
- Impressions: Review the number of times your tweets appeared on one of your audience members’ timelines (whether or not they’re actually following you).
- Hashtags: Look at which of your hashtags are being used most frequently by your audience and followers.
- Top tweets: Review your tweets with the most engagement.
- Contributors: Keep up with the level of success each of your contributors — the people you give admin access to on your account — are having with their tweets so you can implement some of their tactics more regularly or remove them completely.
How to Track Twitter Analytics
There are a number of social media management tools, such as Sprout Social, HubSpot, and Hootsuite, with analytics features automatically built in. This is convenient for those of you who were already planning on choosing a management tool to assist with the scheduling of your posts. However, one of the most common analytics tools for Twitter is the one created specifically for the platform: Twitter Analytics.
Twitter Analytics helps you understand how your content impacts your audience and the ways in which your activity on the platform can help you grow your business. The tool is free, accessible to all users, and includes information about your Twitter engagement rate, impressions, tweet activity, and information about your followers.
Depending on your business’ needs, you have the ability to incorporate Twitter Ads (if you pay for the option) data in Twitter Analytics as well. Lastly, there are a number of other third-party resources and apps you can download and use along with Twitter Analytics to take a deeper look at specific types of data such as detailed hashtag performance information or how other Twitter handles in your industry are doing.
Start Marketing on Twitter
Twitter is a powerful marketing tool and social media platform any business can take advantage of. It has the ability to help you direct more traffic to your website, improve brand awareness, engage your audience, create personal relationships with your followers and customers, boost conversions, and increase your sales. So, consider the Twitter for business tactics as well as the marketing tips and tricks mentioned above and get started sharing content on Twitter to help you grow your business today.
Thank you for reading.
This may be of some interest.
Let’s be honest. No one wants to send a support email only to receive a (possibly automated) response 48 hours later. Similarly, no one wants to be put on hold for 30+ minutes while being told they’re the next caller in line. We live in a world of instant gratification. Your customers are busy and they want to speak to you on their own terms.
Live chat can provide a more immediate, personalized support system for your customers and prospects, even when you aren’t personally there to answer immediately.
Whether you use it for customer service or to close sales, live chat gives your customers the real-time interaction they crave, boosts your conversion rates, and improves customer satisfaction.
But with a fairly crowded live chat tool landscape, it can be difficult to know which tool should you select. In this article, we’ll take a look at 13 of the best WordPress live chat plugins to consider.
Best WordPress Live Chat Plugins
- HubSpot All-In-One Marketing
- Tawk.To Live Chat
- Zendesk Chat
- Pure Chat
- Tidio Live Chat
- Live Chat by Formilla
- WP Live Chat Support
- Facebook Chat for WordPress
- Casengo Live Chat Support
HubSpot’s All-In-One Marketing plugin offers various marketing tools for your website, including live chat.
HubSpot’s live chat tool lets you set up targeted messages for different pages or segments of your audience. If no one can respond immediately, you can enable an email capture form so your visitors can still get in touch. You can also set up a chatbot to personalize your conversations at scale.
Because it’s built on top of the free HubSpot CRM, you’ll know exactly who you’re chatting with and what pages they viewed on your website, be it a prospect, long time customer, or new contact. This makes for an excellent customer experience. You can take notes, send emails, make calls, schedule follow-up tasks, and create support tickets in one place, making following up an absolute breeze for your team
If you’re on the move a lot, HubSpot’s mobile CRM app lets you respond to chats on the go.
Live Chat is included with the Free HubSpot CRM. However, you can upgrade to a paid account to get access to more advanced functionalities such as if/then workflows and transferring chats to different team members.
SnapEngage is an omni-channel chat, meaning you can interact with your prospects and customers wherever they are, whether that is Facebook, Twitter, WeChat, or Zalo. Visitors can reach you via text message thanks to the SMS-to-Chat feature.
This tool also lets you see what your visitors are typing before they hit send, which allows for quicker responses. Users can also have one of your agents call them via the “Call Me” feature.
Plans start at $16 per user/month, with a minimum of 3 users. They also offer a free 7-day trial.
Tawk.To is completely free, so you get all the features without having to pay. Rather than charging for the live chat tool itself, Tawk.To provides a service so you can hire their agents to respond to chats on your behalf.
This plugin offers a lot of features that normally come with a paid account with other products, such as automated triggers, canned responses for common questions, and file uploads.
You also get unlimited agents and active chats, ticketing, as well as integrations with translation plugins so you can chat with your visitors in their language of choice.
The plugin is free. You can purchase an add-on for $15 per month to remove the Tawk.To branding and you can hire their agents for $1 per hour.
4. Zendesk Chat
Zendesk Chat offers beautiful, stylish customizable layouts and themes for your chat boxes.
Zendesk Chat lets you track your chat performance via powerful analytics and customer satisfaction data. You also get access to many chat triggers. For example, if a visitor is stuck on a page for longer than a minute, your chat window will pop up with an automated greeting, making it easier to engage with your prospects. You also get an AI bot to automate the process when your chat is offline.
For the most basic functionality, you can get started with the Lite plan for free. For larger teams, premium plans start at $14 per user/month.
5. Pure Chat
Pure Chat has a super friendly user interface. You can customize your chat box with an endless range of colors, animations, and custom images. Its proactive chat triggers allow you to automatically start the conversation with your visitors and target them based on the pages they’ve viewed or the amount of time spent on them.
The Engagement Hub lets visitors choose from several contact options — live chat, email, phone, Twitter, etc. You can also set canned responses for frequent questions.
The free version includes three users and grants you access to full customization, the Engagement Hub, and unlimited chat history. Upgrades start at $39/month.
Drift is a popular option if your goal is to engage with prospects to close a sale, rather than offer customer support.
Target users and initiate the conversation based on specific actions they’ve taken. For example, you can set an automatic greeting when a user has visited your pricing page multiple times. And when your chat is offline, prospects can send you an email so you don’t miss out on those leads.
Other features include automated sales sequences, account-based marketing, and an AI-powered bot for when you’re too busy to reply.
Drift comes with a dedicated iOS and Android app so that you can manage your chats from your phone.
The free plan is ideal for the most basic chat capabilities. For the more advanced features, paid plans start at $50/month.
Tidio’s live chat plugin is easy to set up. Simply activate the plugin and your chat box is live. Choose from a range of three different designs and customize the colors to fit your branding. On top of managing your live chats, you can also manage your emails and Facebook Messenger responses in the same interface.
Tidio gives you the ability to improve your team’s efficiency with the use of automatic messages and chatbots. And when a visitor leaves the chat, you can continue the conversation via email.
If a lot of your visitors are non-English speakers, you won’t need to look for a translation plugin as Tidio supports many languages so you can talk to your visitors in the language of their choice.
Start free with up to three users and gain access to key features like email and Messenger integration and unlimited tracking. For more functionality, upgrades start at $15/month.
LiveChat is one of the most veteran players in the WordPress live chat space. It has a very high focus on customer service and support.
Add surveys before or after your chat to collect user feedback and have visitors rate their agent so to improve your customer service. This plugin also lets your visitors submit support tickets during your offline hours. On top of initiating conversations and automatic greetings,you can transfer chats to other agents, set up canned responses, share files, and see what your users are typing in real time.
You can try out this product with a 30-day free trial. After that, you will need to select a plan, starting at $16 per user/month.
Olark easily integrates with your WordPress website through a simple copy/paste code snippet.
This product offers data reports, measuring chat frequency, operator responsiveness, and customer satisfaction. It lets you assign chats to specific departments and even group operators by team (for example, sales team or support team) for easier management.
Olark offers many common features like automatic messages, but a differentiating attribute is that it lets you view visitor data, including what items the visitor has in their shopping cart, to allow you to give faster and more informed responses.
There is no free version for this product (though you do get a two-week free trial). Plans start at $17 per agent/month.
This live chat tool starts you off with a free version which lets you install your chat box on one website but with only one agent. If you’re looking for a chat that can handle high user volumes, you will most likely need to upgrade, as the free version only lets you have 30 chats per month.
The paid plans give you access to dedicated mobile apps for both iOS and Android so you can reply to users straight from your phone. You get real-time visitor monitoring, chat queues for when operators are busy handling other queries, and an autoresponder to collect contact details.
Stay organized by prioritizing your chats, assigning tickets, and transferring them over to other agents when needed. You can also set up an email form for when your chat is offline. As most other plugins in this list, you get canned responses and have the option to initiate the conversation with your prospect. You also get multilingual support, so no need to install an additional plugin for that.
You can get started with the free plan, but for more functionality, premium plans start at $11.99 per user/month.
WP Live Chat Support comes with six pre-defined chat box skins, which can be further customized and lets you manage everything directly from your WordPress dashboard.
With WP Live Chat Support, you get unlimited free chats, user targeting, as well as surveys and polls to collect user feedback before and after a chat. For a one-time fee, you can upgrade and get access to more features like real-time typing, proactive chats, analytics, and canned responses.
WP Live Chat Support is free, but you can pay a one-off fee of $49.95 for additional features.
If your website or business is hugely reliant on social media, this plugin might just be the solution you’re looking for. Facebook Live Chat Plugin for WordPress lets you bring the Facebook live chat features over to your WordPress website so that your users can conveniently reach out to you using their Facebook contact information. You can customize the colors, so you won’t be limited to using the classic Facebook blue color.
This plugin gives you user profiles and has a Facebook “like” button to boost your social media following.
You can purchase a regular license for $25, which gives you six months of support from NinjaTeam.
Last but not least, Casengo easily integrates with Facebook, Twitter, and WhatsApp so you can meet your users where they are. You can create your own knowledge base, a feature similar to canned responses, for your team to look up answers when replying to customers.
Stay aware of which customers are still waiting for an answer with intuitive case management tags and stay on top of your performance with analytic reports measuring your total resolved cases and average handle time.
You can get started with a 14-day trial before moving on to paid plans, which start at €29 per user/month (that’s approximately $33 USD).
The live chat plugin you choose will largely depend on your company needs.
If you’re looking for a quick and easy way to connect with your leads and build better relationships with your customers, check out HubSpot’s free WordPress plugin.
With HubSpot, all your chats are automatically stored in a universal inbox enriched with data from HubSpot’s free CRM, providing everyone on your team with the context they need to craft the perfect responses.
Thank you for reading.
This may be of some interest.
In the content marketing industry, setting objectives can be a double-edged sword. On the one hand, constantly raising the bar can incentivize your team to sustain your growth rate over long periods of time. But on the other hand, it can also incentivize your team to prioritize your company’s needs over your customers’ needs.
You might be thinking that this is the nature of content marketing today — in order to grow, you need to stay laser-focused on hitting your numbers. And, sometimes, to hit your numbers, you need to do what’s best for the business, even if it’s not the best move for your customers.
But contrary to popular belief, solely focusing on the results doesn’t actually produce results. Focusing on serving your customers is what produces results. Tim Cook, Apple’s CEO, is famous for sparking this customer-centric movement. In 2015, he spoke at Goldman Sach’s Technology and Internet Conference in San Francisco, and a reporter asked him what were some of Apple’s biggest accomplishments from the past year. He responded, “We’re not focused on the numbers. We’re focused on the things that produce the numbers.”
In content marketing, one of the most influential things that produce the numbers is a passion for your craft. But, sometimes, we can get so obsessed with optimizing for results that we forget what actually generates the views and leads we desperately desire — compelling content.
In this blog post, we’ll show you how to set realistic marketing objectives that will help you craft audience-centric content, prioritize your customers’ needs, and hit your numbers, all at the same time. Read on to learn how to identify your marketing objectives’ purpose and process and why it’s just as important as the numbers you aim to hit.
What are marketing objectives?
Marketing objectives are the goals your team wants to achieve during a certain period of time. They’re usually a hard number or metric that serve as metaphorical finish line for your team to sprint towards. However, setting marketing objectives isn’t just limited to determining what you want to achieve. You also need to specify how you’re going to reach your goals and why you want to reach them.
In his insightful blog post about setting goals, Jay Acunzo, the founder of Unthinkable Media, reveals a subtle yet potent problem that has pervaded the content marketing industry over the years — traditional goal setting lets you measure what you do, but it doesn’t lend itself to gauging how you do it or why, which is what ultimately gives your work meaning and pushes you to hone your craft.
In marketing, you obviously need to aim for concrete targets. But, like we said earlier, only focusing on the results can sometimes incentivize you to take a course of action that prioritizes your organization’s needs over your customers’ needs.
To help you focus more on your purpose and process instead of just your results, Jay recommends considering two other things when setting a marketing objective — your hunger and aspirational anchor.
Your hunger is your current dissatisfaction with your work today or why you want to achieve your goal. Your aspirational anchor is your vision of your work in the future or how you’ll achieve your goal. These two things drive your motivation and keep you on track to create work that better serves your customers. And when you add your goal to the equation, you’ll be able to simultaneously produce customer-centric work and hit your numbers.
To learn how to set objectives that help you focus on the “why” and “how” behind your marketing initiative, check out the following example.
Marketing Objective Example
Hunger (Why) – Our blog educates our audience well but it doesn’t resonate emotionally with them enough.
Aspirational Anchor (How) – Run a blog that consistently resonates with our audience and that people look forward to reading every time they receive our email digest.
Goal (What) – Increase blog subscribers by 25% month over month this year.
With this goal setting framework, you can see how the “why” and “how” behind a goal incentivizes behavior that better serves customers and hits numbers at the same time.
For instance, in the example above, this blog team refuses to just do whatever it takes to boost their blog subscription. They want to craft emotionally resonant stories that their audience actually values, or content that’s worth subscribing to, and this is what will lead to their growth in subscribers and create long-term value for their business.
If this blog team didn’t identify their hunger or set an aspirational anchor, however, the only thing that would guide them toward the finish line is the finish line itself. And that could incentivize short-sighted behavior that helps them achieve their goal at the expense of prioritizing their audience’s needs over their own.
Setting Realistic Marketing Objectives With the SMART Goal Framework
Now that we understand the “why” and the “how” behind setting marketing objectives, let’s go over how you can root the “what” in reality with the SMART goal framework.
SMART goals are realistic, quantifiable, and focused targets that you can easily aim for. If you’re wondering what SMART means, it’s an acronym that helps you clearly define your goals. Check out the framework below to learn more.
In terms of marketing, you should choose the particular metric you want to improve upon, like visitors, leads, or customers. You should also determine what each team members will work on, the resources they’ll have, and their plan of action.
If you want to gauge your team’s progress, you need to quantify your goals, like achieving an X percentage increase in visitors, leads, or customers.
Make sure that X-percentage increase is achievable in your specific situation. If your blog traffic increased by 5% last month, try to increase it by 8-10% this month, not 30%. It’s crucial to base your goals off of your own analytics, not industry benchmarks, or else you might bite off more than you can chew.
Your goal needs to relate to your company’s overall goal and account for current trends in your industry. For instance, will growing your Facebook following lead to more revenue? And is it actually possible for you to significantly boost your organic reach on Facebook after their most recent algorithm change? If you’re aware of these factors, you’ll be more likely to set goals that are realistic, achievable, and beneficial to your company.
Attaching deadlines to your goals puts pressure on your team to accomplish them. And this helps you make consistent and significant progress in the long-term. If you don’t give yourself a deadline, accomplishing your goal will take too long to achieve long-term success. For example, which would you prefer? Increasing leads by 5% every month, leading to a 30-35% increase in half a year? Or trying to increase leads by 15% with no deadline and achieving that goal in a year?
Blending Hunger, Aspirational Anchors, and SMART Goals
By analyzing two different goal setting frameworks, we’ve learned how to identify the “why”, “how”, and “what” behind your marketing objectives . Now, we can blend the two frameworks to set a realistic goal that fulfills our customers needs first and helps us hit our numbers at the same time. Check out this example for more detail.
Specific (Include your hunger and aspiration)
Our blog educates our audience well, but it doesn’t resonate emotionally with them enough. Let’s start running a blog that can consistently resonate with our audience, that people look forward to reading every time they receive our email digest, and can attract more subscribers.
Increase month-over-month blog subscribers by 25% this year.
Last year, we increased month-over-month blog subscribers by 15%.
Relevant (Include your hunger and aspiration)
If we can craft emotionally resonant stories that our audience actually values, we can build deeper relationships with them, attract more subscribers who we can also build deep relationships with, and hopefully do business with them in the future.
By crafting stories that consistently resonate with our audience and is worth subscribing to, we can increase our month-to-month subscribers by 25% this year.
Thank you for reading.