This may be of some interest.
Want to use more video in your social marketing? Wondering how to get started? To explore how to easily make organic video you can share on social media, I interview Pelpina Trip on the Social Media Marketing Podcast. Pelpina is a video expert who helps businesses grow their visibility with online video. She’s the author […]
The post Social Media Video Made Simple: How to Easily Make Great Videos appeared first on Social Media Examiner | Social Media Marketing.
Thank you for reading.
What if you can make money anytime and anywhere? What if there is an online business opportunity that lets you earn commissions for marketing other people’s products? What if there is a program that can teach you how to do it even if you are a complete newbie? Get to know more about it here.
What is Simple Wifi Profits?
Simple Wifi Profits is an online course that trains you to earn profits from the comforts of your own home even if you have zero experience about making money online! This program makes it easier for you to learn all about affiliate marketing and make you succeed doing it just like the students they have had who are steadily making an income online because of Simple Wifi Profits’ brand new and effective system which you can start in less than 30 minutes a day.
It is a comprehensive training program that is easy to follow that even a complete newbie can do it. This online course uses a unique perspective about affiliate marketing and does not rely on the traditional techniques that everybody knows about, it instead teaches a system that is new but effective and simple but reliable.
Affiliate marketing is a legitimate and popular way to make money online, in fact there has been lots of success stories because of it and you can be the next one. But you have to know, earning an income in affiliate marketing takes time, knowledge and much patience, at least the traditional way of doing it, but here comes Simple Wifi Profits to solve that! It simply made it easier for you to make money in the shortest time possible and with the least effort on your part.
Who Created Simple Wifi Profits?
The brilliant minds behind Simple Wifi Profits are Chris Eom and Andrew Wright who used the same program to transform their lives and wanted to share their techniques on how they were able to make profits and cultivate like minded individuals who want to earn through affiliate marketing using their fresh and easy to use system.
How Does Simple Wifi Profits Work?
The course is composed of various modules that will help you in your affiliate marketing journey. Starting with an in-depth discussion about affiliate marketing which is very helpful for newbies to get to know more about the online business they are getting into. You will also be taught and given the right tools to use, the same tools used by the creators of Simple Wifi Profits to succeed.
You will learn proven techniques including how and when to use them, highlighting on the 4 simple steps which you can use in order to start earning doing affiliate marketing. First is to identify a problem which is like looking for a profitable niche like weight loss. It is not new information that there is an increasing growth for people who are having problems with being overweight and finding it difficult to lose it. The only good thing with a problem is when you can find a solution. That is the second step and you do not even need to have your own product to answer the problem. This is what affiliate marketing is, you can earn by promoting other people’s product. So, third step is to share the product that can be the perfect solution to an existing problem. The fourth one is actually the result of doing the three steps right and that is making profits.
On top of everything, you will get the support and guidance that you need to start your very own money making business whenever and wherever you are.
– A comprehensible and comprehensive online course.
– It provides you with sufficient information, tools, techniques and strategies to hep you start and earn using affiliate marketing.
– Beginner friendly program. You do not need to have a prior knowledge about online marketing or expertise in technology.
– A well-researched training course by credible creators.
– 24/7 support service.
– Offers monthly coaching and private mentorship.
– The program makes it easier for you with done for you tools.
– Your investment is backed with a Money Back Guarantee.
– You can only register online.
– You need internet connection to access the course and of course to be able to do affiliate marketing.
If you have been looking for a legitimate and ethical way to earn money online, affiliate marketing may be for you and you can succeed in it by equipping yourself with the right knowledge, tools and techniques of the trade which you can all learn from Simple Wifi Profits.
This may be of some interest.
Today’s going to be fun.
I’m going to make a bet with you that if you follow the 3 steps below, and you really follow them, you can get 10,000 visitors from Google.
I promise it won’t be hard, but it will take time.
And if you follow my steps and don’t get the results, hit me up and I will personally help you with your marketing.
All I ask is you do it for 3 months straight. You may not get to 10,000 visitors from Google in 3 months as some niches are really tiny, but most of you should get there or be well on your way.
Again, if you prove to me that you followed everything below and you don’t achieve the results, you can get in touch and I will personally help you with your marketing for free.
Step #1: Finding the right keywords
If you pick the wrong keywords, you’ll find yourself with little to no traffic and, even worse, you’ll find yourself with little to no sales.
So, before we get you on your way to more search traffic,
let’s find you the right keywords.
I want you to head to Ubersuggest and type in your
competitor’s domain name.
Now, I want you to click on the “Keywords” navigational
option in the sidebar.
This report will show you all of the keywords that your competition is ranking for.
If you don’t see a list of thousands of keywords, that means you didn’t type in a big enough competitor. And if you don’t know who a big competitor is, just do a Google search for any major term related to your industry. The sites at the top are your major competitors.
I want you to go through the list of keywords and look for all of the keywords that are related to your business and have an SEO Difficulty (SD) score of 40 or less. The higher the number, the harder the keyword is to rank for. The lower the number, the easier it is to rank for.
In addition to an SD score of 40 or lower, I want you to look for keywords that have a volume of 500 or more.
Volume means the number of people that search for the keyword on a monthly basis. The higher the number, the more potential visitors that term will drive once you rank for it.
Next up, I want you to click on “Top Pages” in the
This will bring you to a report that looks like this:
This report shows you the most popular pages on your
Now, under the Est. Visits (Estimated Visits) column, I want you to click on “view all” for the first few results.
Every time you do that it shows you all of the keywords that
drive traffic to that page.
Just like you did with the keywords report, I want you to look at the keywords that have an SD of 40 or lower and a volume of 500 or more.
The one difference though, is that I want you to check out some of the URLs on the Top Pages report.
Click on over to the site so you can see the type of content they are writing. This is important because it will give you an idea of the types of content that Google likes to rank.
When you create similar pages (I will teach you how to do this shortly), it will allow you to get similar results to your competition over time.
Now that you have a handful of keywords, I want you to expand the list and find other related keywords.
In the navigation menu, click on “Keyword Ideas.”
When you type in one of the keywords you are thinking of going after in this report, it will give you a big list of other similar keywords.
This is important because it will show you all of the
closely related terms.
For example, let’s say you came up with a list of keywords of a handful of keywords, such as:
- Dog food
- Cat food
- Dog bed
- How to clean your cat
- What do birds eat
You can’t just take all of those keywords and write one article and shove all the keywords in because they aren’t similar to each other. Someone looking for “dog beds” is probably not interested in reading about what birds eat.
So by typing in a keyword into the Keyword Ideas report, it will show you all of the other similar keywords that you can include in a single article.
When you are on the Keyword Ideas report you’ll notice some tabs: Suggestions, Related, Questions, Prepositions, and Comparisons.
I want you to go through each of those tabs. They will show you a different group of similar keywords that you may be able to include in your article (we will go over how to write the article in step 2).
Just take a look at the Questions tab:
You can see the keywords are drastically different than the Related tab:
Again, you’ll want to look for all keywords that have an SD score of 40 or lower. But this report looks for keywords that have a volume above 200.
I know 200 may seem like a small number, but if you find 100
good keywords that all have a volume of 200 or more, that adds up to 20,000
potential visitors per month. Or better yet, 240,000 per year.
Now it’s rare that you are going to get all of those people
to come to your site, but you can get a portion of them. Even 10% would add up…
especially if you did this with a handful of articles.
Your goal should be to have a list of at least 100 keywords that are very similar. You’ll want to do this at least five times. For example, remember that list of five keywords I mentioned above wasn’t too similar to each other…
- Dog food
- Cat food
- Dog bed
- How to clean your cat
- What do birds eat
You’ll want to make sure that for each main keyword you use the Keyword Ideas report to find another 100 that can accompany each keyword.
Step #2: Write content
At this point, you should have a list of keywords. If your list of keywords isn’t at least 100 keywords per group, go back to step 1 and keep at it.
It’s not that hard to get to 100 similar keywords that you can include in one article. It just takes some time to continually search and find them.
In general, as a rule of thumb, I can find 100 keywords in
less than 8 minutes. It may take you a bit longer than me at first, but once
you get the hang of it, it’ll be easy.
With your newly found keywords, I want you to write an article.
All you have to do is follow this tutorial step-by-step to write your first article.
Or, if you prefer a video tutorial, watch this:
As for your keywords, naturally place them into the article when it makes sense.
What you’ll quickly learn is that you probably won’t be able
to “naturally” include all 100 keywords within your article. And that’s fine.
The last thing you want to do is stuff in keywords because you aren’t writing this article for just search engines, you are writing it for people… and the secondary benefit is that search engines will rank it because it contains the right keywords.
Before you make your article live on your site, I want you
to keep a few things in mind:
- Keep your URLs short – Google prefers shorter URLs.
- Include your main keyword in your headline – by having your main keyword in your headline, you’ll be more likely to rank higher.
- Include your three main keywords in your meta tags – whether it is your title tag or meta description, include at least three main keywords in them. You won’t fit as many in your title tag, and that’s fine, but you should be able to within your meta description tag.
There are a lot of other things you can do to optimize your articles for SEO, but my goal is to keep this simple. Again, if you just follow these three steps, you’ll hit the 10,000-visitor mark.
So, for now, let’s just keep things simple and once you hit
your goal, then you can get into the advanced stuff.
Step #3: Promoting your content
Writing content is only half the battle. Even if you include the right keywords in your article, if you don’t promote, it’s unlikely that it would be read or rank on Google.
So how do you make sure your content is read and ranks well?
Well, first you need to get social shares, and second, you need to get backlinks.
Yes, search engines don’t necessarily rank pages higher when
they get more Facebook shares or tweets, but the more eyeballs that see your
page the more likely you are to get backlinks.
And the more backlinks you get, generally, the higher you will rank.
So here’s how you get social shares…
First, I want you to go to Twitter and search for keywords related
to your article.
As you scroll down, you’ll see thousands of people tweeting about stuff related to your keywords. Some of them will just be general updates but look for the members sharing articles.
Now what I want you to do is click on their profile and see if they mention their contact information or their website. If they mention their email you are good to go. If they mention their website, head to it, and try to find their contact information.
You won’t be able to find everyone’s contact information,
but for the people you do, I want you to send them this email:
Subject: [insert the keyword you searched for on Twitter]
Hey [insert their first name],
I saw that you tweeted out [insert the title of the article they tweeted]. I actually have an article that I recently released on that subject.
But mine covers [talk about what your article covers and how it is unique].
[insert link to your article]
If you like it, feel free to share it.
[insert your name]
PS: Let me know if you want me to share anything for you on Twitter or any other social network.
What you’ll find is a large percentage of the people will be willing to share your content because they already are sharing related content and, of course, you offered to share their content, which helps out too.
If you send out 30 to 40 emails like this, you’ll start
getting traction on the social web.
Now that you have social shares, it’s time to build backlinks. Instead of giving you tons of link building methods as there are many that work, I am just going to start you off with one that works very well.
I want you to head back to the Keyword Ideas report on
Once you get there, type in some of the keywords that you are trying to go after.
On the right side of the report, you’ll see a list of sites that rank and the number of backlinks that each of the ranking URLs has.
Click on the “Links” number. For each result, it will take you to the Backlinks report, which looks something like this:
This will give you a list of all the sites linking to your
I want you to go to each of those URLs, find the site owner’s contact information, and shoot them an email that looks like this:
Subject: [name of their website]
Hey [insert their name],
I noticed something off with your website.
You linked to [insert your competitor that they linked to] on this page [insert the page on their site that they are linking to them from].
Now you may not see anything wrong with that, but the article you linked to isn’t helping out your website readers that much because it doesn’t cover:
[insert a few bullet points on how your article is better and different]
You should check out [insert your article] because it will provide a better experience for your readers.
If you enjoyed it, feel free to link to it.
[insert your name]
PS: If I can ever do anything to help you out, please let me know.
I want you to send out 100 of those emails for each article
Yes, it takes work to get 10,000 visitors but once you do it you’ll continually generate traffic and, more importantly, sales.
To achieve 10,000 visitors, I want you to do the steps above five times. In other words, you will be writing five pieces of new content following the steps above.
It’s actually not that bad because you can just do 1 a week.
So, within 5 weeks you would have done your job.
So, are you going to accept the challenge? If you do everything and don’t see the results over time, you can hit me up and I’ll help.
The post 3 Simple Steps to Get Your First 10,000 Visitors from Google appeared first on Neil Patel.
Thank you for reading.
This may be of some interest.
In this era of self-isolation, business calls are a necessity. Here’s a template that can help.
The best way to build business relationships is to communicate in person. But that has become impossible in this era of self-isolation and remote work. So do the next best thing: schedule a phone call, rather than sending an email or text. Calls are far better ways for you to connect on an interpersonal level. That’s the good news.
Thank you for reading.
This may be of some interest.
Posted by MiriamEllis
Image credit: Visit Lakeland
Reporting fake and duplicate listings to Google sounds hard. Sometimes it can be. But very often, it’s as easy as falling off a log, takes only a modest session of spam fighting and can yield significant local ranking improvements.
If your local business/the local brands your agency markets aren’t using spam fighting as a ranking tactic because you feel you lack the time or skills, please sit down with me for a sec.
What if I told you I spent about an hour yesterday doing something that moved a Home Depot location up 3 spots in a competitive market in Google’s local rankings less than 24 hours later? What if, for you, moving up a spot or two would get you out of Google’s local finder limbo and into the actual local pack limelight?
Today I’m going to show you exactly what I did to fight spam, how fast and easy it was to sweep out junk listings, and how rewarding it can be to see results transform in favor of the legitimate businesses you market.
Washing up the shady world of window blinds
Image credit: Aqua Mechanical
Who knew that shopping for window coverings would lead me into a den of spammers throwing shade all over Google?
The story of Google My Business spam is now more than a decade in the making, with scandalous examples like fake listings for locksmiths and addiction treatment centers proving how unsafe and unacceptable local business platforms can become when left unguarded.
But even in non-YMYL industries, spam listings deceive the public, waste consumers’ time, inhibit legitimate businesses from being discovered, and erode trust in the spam-hosting platform. I saw all of this in action when I was shopping to replace some broken blinds in my home, and it was such a hassle trying to find an actual vendor amid the chaff of broken, duplicate, and lead gen listings, I decided to do something about it.
I selected an SF Bay area branch of Home Depot as my hypothetical “client.” I knew they had a legitimate location in the city of Vallejo, CA — a place I don’t live but sometimes travel to, thereby excluding the influence of proximity from my study. I knew that they were only earning an 8th place ranking in Google’s Local Finder, pushed down by spam. I wanted to see how quickly I could impact Home Depot’s surprisingly bad ranking.
I took the following steps, and encourage you to take them for any local business you’re marketing, too:
Step 1: Search
While located at the place of business you’re marketing, perform a Google search (or have your client perform it) for the keyword phrase for which you most desire improved local rankings. Of course, if you’re already ranking well as you want to for the searchers nearest you, you can still follow this process for investigating somewhat more distant areas within your potential reach where you want to increase visibility.
In the results from your search, click on the “more businesses” link at the bottom of the local pack, and you’ll be taken to the interface commonly called the “Local Finder.”
The Local Finder isn’t typically 100% identical to the local pack in exact ranking order, but it’s the best place I know of to see how things stand beyond the first 3 results that make up Google’s local packs, telling a business which companies they need to surpass to move up towards local pack inclusion.
Step 2: Copy my spreadsheet
Find yourself in the local finder. In my case, the Home Depot location was at position 8. I hope you’re somewhere within the first set of 20 results Google typically gives, but if you’re not, keep paging through until you locate your listing. If you don’t find yourself at all, you may need to troubleshoot whether an eligibility issue, suspension, or filter is at play. But, hopefully that’s not you today.
Next, create a custom spreadsheet to record your findings. Or, much easier, just make a copy of mine!
Populate the spreadsheet by cutting and pasting the basic NAP (name, address, phone) for every competitor ranking above you, and include your own listing, too, of course! If you work for an agency, you’ll need to get the client to help you with this step by filling the spreadsheet out based on their search from their place of business.
In my case, I recorded everything in the first 20 results of the Local Finder, because I saw spam both above and below my “client,” and wanted to see the total movement resulting from my work in that result set.
Step 3: Identify obvious spam
We want to catch the easy fish today. You can go down rabbit holes another day, trying to ferret out weirdly woven webs of lead gen sites spanning the nation, but today, we’re just looking to weed out listings that clearly, blatantly don’t belong in the Local Finder.
Go through these five easy steps:
- Look at the Google Streetview image for each business outranking you.
Do you see a business with signage that matches the name on the listing? Move on. But if you see a house, an empty parking lot, or Google is marking the listing as “location approximate”, jot that down in the Notes section of your spreadsheet. For example, I saw a supposed window coverings showroom that Streetview was locating in an empty lot on a military base. Big red flag there.
- Make note of any businesses that share an address, phone number, or very similar name.
Make note of anything with an overly long name that seems more like a string of keywords than a brand. For example, a listing in my set was called: Custom Window Treatments in Fairfield, CA Hunter Douglas Dealer.
- For every business you noted down in steps one and two, get on the phone.
Is the number a working number? If someone answers, do they answer with the name of the business? Note it down. Say, “Hi, where is your shop located?” If the answer is that it’s not a shop, it’s a mobile business, note that down. Finally, If anything seems off, check the Guidelines for representing your business on Google to see what’s allowed in the industry you’re investigating. For example, it’s perfectly okay for a window blinds dealer to operate out of their home, but if they’re operating out of 5 homes in the same city, it’s likely a violation. In my case, just a couple of minutes on the phone identified multiple listings with phone numbers that were no longer in service.
- Visit the iffy websites.
Now that you’re narrowing your spreadsheet down to a set of businesses that are either obviously legitimate or “iffy,” visit the websites of the iffy ones. Does the name on the listing match the name on the website? Does anything else look odd? Note it down.
- Highlight businesses that are clearly spammy.
Your dive hasn’t been deep, but by now, it may have identified one or more listings that you strongly believe don’t belong because they have spammy names, fake addresses, or out-of-service phone numbers. My lightning-quick pass through my data set showed that six of the twenty listings were clearly junk. That’s 30% of Google’s info being worthless! I suggest marking these in red text in your spreadsheet to make the next step fast and easy.
Step 4: Report it!
If you want to become a spam-fighting ace later, you’ll need to become familiar with Google’s Business Redressal Complaint Form which gives you lots of room for sharing your documentation of why a listing should be removed. In fact, if an aggravating spammer remains in the Local Finder despite what we’re doing in this session, this form is where you’d head next for a more concerted effort.
But, today, I promised the easiness of falling off a log, so our first effort at impacting the results will simply focus on the “suggest an edit” function you’ll see on each listing you’re trying to get rid of. This is how you do it:
After you click the “suggest an edit” button on the listing, a popup will appear. If you’re reporting something like a spammy name, click the “change name or other details” option and fill out the form. If you’ve determined a listing represents a non-existent, closed, unreachable, or duplicate entity, choose the “remove this place” option and then select the dropdown entry that most closely matches the problem. You can add a screenshot or other image if you like, but in my quick pass through the data, I didn’t bother.
Record the exact action you took for each spam listing in the “Actions” column of the spreadsheet. In my case, I was reporting a mixture or non-existent buildings, out-of-service phone numbers, and one duplicate listing with a spammy name.
Finally, hit the “send” button and you’re done.
Step 5: Record the results
Within an hour of filing my reports with Google, I received an email like this for 5 of the 6 entries I had flagged:
The only entry I received no email for was the duplicate listing with the spammy name. But I didn’t let this worry me. I went about the rest of my day and checked back in the morning.
I’m not fond of calling out businesses in public. Sometimes, there are good folks who are honestly confused about what’s allowed and what isn’t. Also, I sometimes find screenshots of the local finder overwhelmingly cluttered and endlessly long to look at. Instead, I created a bare-bones representational schematic of the total outcome of my hour of spam-fighting work.
The red markers are legit businesses. The grey ones are spam. The green one is the Home Depot I was trying to positively impact. I attributed a letter of the alphabet to each listing, to better help me see how the order changed from day one to day two. The lines show the movement over the course of the 24 hours.
The results were that:
- A stayed the same, and B and C swapping positions was unlikely due to my work; local rankings can fluctuate like this from hour to hour.
- Five out of six spam listings I reported disappeared. The keyword-stuffed duplicate listing which was initially at position K was replaced by the brand’s legitimate listing one spot lower than it had been.
- The majority of the legitimate businesses enjoyed upward movement, with the exception of position I which went down, and M and R which disappeared. Perhaps new businesses moving into the Local Finder triggered a filter, or perhaps it was just the endless tide of position changes and they’ll be back tomorrow.
- Seven new listings made it into the top 20. Unfortunately, at a glance, it looked to me like 3 of these new listings were new spam. Dang, Google!
- Most rewardingly, my hypothetical client, Home Depot, moved up 3 spots. What a super easy win!
Fill out the final column in your spreadsheet with your results.
What we’ve learned
You battle upstream every day for your business or clients. You twist yourself like a paperclip complying with Google’s guidelines, seeking new link and unstructured citation opportunities, straining your brain to shake out new content, monitoring reviews like a chef trying to keep a cream sauce from separating. You do all this in the struggle for better, broader visibility, hoping that each effort will incrementally improve reputation, rankings, traffic, and conversions.
Catch your breath. Not everything in life has to be so hard. The river of work ahead is always wide, but don’t overlook the simplest stepping stones. Saunter past the spam listings without breaking a sweat and enjoy the easy upward progress!
I’d like to close today with three meditations:
1. Google is in over their heads with spam
Google is in over their heads with spam. My single local search for a single keyword phrase yielded 30% worthless data in their top local results. Google says they process 63,000 searches per second and that as much as 50% of mobile queries have a local intent. I don’t know any other way to look at Google than as having become an under-regulated public utility at this point.
Expert local SEOs can spot spam listings in query after query, industry after industry, but Google has yet to staff a workforce or design an algorithm sufficient to address bad data that has direct, real-world impacts on businesses and customers. I don’t know if they lack the skills or the will to take responsibility for this enormous problem they’ve created, but the problem is plain. Until Google steps up, my best advice is to do the smart and civic work of watchdogging the results that most affect the local community you serve. It’s a positive not just for your brand, but for every legitimate business and every neighbor near you.
2. You may get in over your head with spam
You may get in over your head with spam. Today’s session was as simple as possible, but GMB spam can stem from complex, global networks. The Home Depot location I randomly rewarded with a 3-place jump in Local Finder rankings clearly isn’t dedicating sufficient resources to spam fighting or they would’ve done this work themselves.
But the extent of spam is severe. If your market is one that’s heavily spammed, you can quickly become overwhelmed by the problem. In such cases, I recommend that you:
- Read this excellent recent article by Jessie Low on the many forms spam can take, plus some great tips for more strenuous fighting than we’ve covered today.
- Follow Joy Hawkins, Mike Blumenthal, and Jason Brown, all of whom publish ongoing information on this subject. If you wade into a spam network, I recommend reporting it to one or more of these experts on Twitter, and, if you wish to become a skilled spam fighter yourself, you will learn a lot from what these three have published.
- If you don’t want to fight spam yourself, hire an agency that has the smarts to be offering this as a service.
- You can also report listing spam to the Google My Business Community Forum, but it’s a crowded place and it can sometimes be hard to get your issue seen.
- Finally, if the effect of spam in your market is egregious enough, your ability to publicize it may be your greatest hope. Major media have now repeatedly featured broadcasts and stories on this topic, and shame will sometimes move Google to action when no other motivation appears to.
3. Try to build a local anti-spam movement
What if you built a local movement? What if you and your friendlier competitors joined forces to knock spam out of Google together? Imagine all of the florists, hair salons, or medical practitioners in a town coming together to watch the local SERPs in shifts so that everyone in their market could benefit from bad actors being reported.
Maybe you’re already in a local business association with many hands that could lighten the work of protecting a whole community from unethical business practices. Maybe your town could then join up with the nearest major city, and that city could begin putting pressure on legislators. Maybe legislators would begin to realize the extent of the impacts when legitimate businesses face competition from fake entities and illegal practices. Maybe new anti-trust and communications regulations would ensue.
Now, I promised you “simple,” and this isn’t it, is it? But every time I see a fake listing, I know I’m looking at a single pebble and I’m beginning to think it may take an avalanche to bring about change great enough to protect both local brands and consumers. Google is now 15 years into this dynamic with no serious commitment in sight to resolve it.
At least in your own backyard, in your own community, you can be one small part of the solution with the easy tactics I’ve shared today, but maybe it’s time for local commerce to begin both doing more and expecting more in the way of protections.
I’m ready for that. And you?
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
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This may be of some interest.
Whether you’re working on a team project or defining goals for an entire company, it’s critical your employees are on the same page when it comes to terminology.
“Goals” and “Objectives” often seem like two interchangeable phrases. “We have ambitious goals for 2019,” you might tell your marketing team, following up with, “Our objectives are aggressive, but entirely possible.”
When used in a marketing context, it’s easy to misconstrue goals and objectives. To ensure efficiency and unity, then, it’s vital your employees are up-to-date on the two terms you likely use when outlining your quarterly and yearly strategy.
Goals are undoubtedly critical to your business’s success. Ultimately, your company’s goals need to align with your vision and purpose, and propel each employee’s individual actions and decisions.
For instance, let’s say this year your leadership team has outlined three broad goals for your company:
1. Create a more inclusive workplace culture
2. Grow international brand awareness
3. Increase customer retention by 40%
Great … now what?
Here’s where objectives come into play — objectives are essentially the measurable actions you can take to achieve your overall goals. Typically, you’d use the S.M.A.R.T. criteria to define and measure specific objectives.
“Create a more inclusive workplace culture” is an admirable and important goal to have, but it’s vague and too broad to measure — does “more inclusive” mean one diversity and inclusion panel discussion, or does it mean a 10% increase in women in leadership positions?
Ultimately, your objectives will help your employees understand exactly what you expect from them.
For instance, let’s say you inform your marketing department that your overall goal is to “grow international brand awareness”.
Now, when your social media marketing manager is crafting her quarterly video campaign, she’ll think to herself — Hmm. How can I increase international brand awareness?
She can cater her objectives to fit company goals, as well as her own personal vision. Perhaps she decides, “To demonstrate my success at increasing international brand awareness, my objectives for my video marketing campaign will be a) 10% of all form submissions come from outside the U.S., and b) an increase in engagement from Spanish-speaking Facebook fans by 5%.”
Your social media marketing manager can then use her unique objectives to measure whether or not she’s contributing to the larger company goal of increasing international brand awareness.
As you can see, objectives can be uniquely tailored to fit each departments’ needs, and allow for a large amount of autonomy. By instilling clear and firm company goals, you can feel confident that your employees are all working in the same direction, but taking largely different steps (e.g. objectives) to end up at the same finish line.
There’s one more term differentiation you need to know — objectives versus strategy.
Referencing our example above, let’s say your social media marketing manager decides one of her objectives will be “an increase in engagement from Spanish-speaking Facebook fans by 5%”.
This is aligned with your company’s goal to increase international brand awareness.
A strategy, then, tells your employee or team how she can accomplish her objectives. For instance, your social media marketing manager might decide to focus her paid efforts on Spanish-speaking countries, using Facebook’s location targeting features. Alternatively, maybe she decides to cultivate partnerships with international companies, and posts videos in Spanish on Facebook specifically highlighting the work of those international organizations.
Both of these options are examples of strategies.
Her strategy might change over time. She might decide her paid efforts aren’t working, and try something else. Ultimately, however, her objective (increase engagement from Spanish-speaking Facebook fans by 5%) should remain the same.
Thank you for reading.
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