How Organic Conversation Affects Web Traffic By BPS Digital Media | Thursday, March 30, 2017

The impact of social media has always been debated. However, the impact of social media on your website or business should not be overlooked and is an important metric to account for impact. What does a share from your brand does compared to share by someone else? What’s is more valuable for your brand: an earned social or an owned social?

Basically, earned social sharing is when someone other than your brand shares your content. It could be a consumer, influencer, or just an everyday person. On the other hand, an owned social is just the content your brand publishes on social media.

According to a recent study by Simply Measured, earned social drives 3.8x more traffic than owned. This is a good opportunity for your brand to measure which content is being shared the most, who is sharing, and where. By reading through the analytics of these metrics, you can easily optimize your strategy for a greater reach and turn that organic conversation on social media to more traffic on your website.

Also, earned social drives higher conversion rates than owned social media, meaning more people get to your website via a link originally shared by someone else. This is the digital equivalent of “word-of-mouth.” Understanding what type of content generates this behavior will help you drive more earned social traffic, so you can focus more on conversion and reach.

If that’s not reason enough to believe earned social is something your business should look at, earned social drives 1.12x more page views per visit than owned social. Earned social also boasts the lowest bounce rate among all social traffic sources.

This proves that social sharing shouldn’t be overlooked. This is the traffic that signals intent for your brand, and it’s crucial for you to follow it and understand it, to implement it in your marketing strategies, and to optimize your efforts.

5 Benefits from Account-Based Marketing By BPS Digital Media | Thursday, March 30, 2017

Account based marketing offers real benefits to organizations looking for a significant return on investment (ROI). The term account-based marketing (ABM) refers to a targeted approach to acquisition that requires the efforts of marketing and sales. It means selecting target accounts and delivering personalized messages and content to move them towards your goal whether that’s an initial sale, cross-sale, up-sell, renewal, or engagement.

Here are the key benefits from implementing an account-based marketing strategy that might make ABM the right choice for your next campaign:

1. Increased ROI

ABM focuses on generating pipelines and growing revenue within the right companies, allowing you to make bigger revenue impact with each program. Compared to other marketing initiatives, ABM delivers the highest return on investment of any B2B marketing strategy or tactic, according to ITSMA.

2. More efficient targeting

With ABM, you can target the accounts that have a real significance for your business. By prioritizing which accounts to target, you will profoundly impact the way you strategize your sales and marketing. Instead of casting a wide net, you can look for ways to target key individuals. By targeting better, you minimize the expenditure of resources.

3. It’s personal

Thanks to the focused targeting tactic, your efforts will go to your targeted audience only. Plus, by personalizing your communication you will achieve a higher engagement rate from users. In fact, according to Aberdeen Group, 75% of customers say they prefer personalized offers. Stop overwhelming your customers with every offer and start tailoring their experience. Targeted customers are more likely to engage with content that talks specifically to them.

5. Improves the customer experience

With ABM you not only gain new customers, it’s also easier to retain and grow them through cross-sale and advocacy programs. With new technologies that support account-based marketing, marketers can focus on building a relationship past the sale to support different objectives. As a matter of fact, 86% of CMOs and Senior Marketing executives believe they will own the end-to-end customer experience by 2020, according to The Economist.

Best 5 Practices for Reporting By BPS Digital Media | Thursday, March 30, 2017

Establishing a good reporting habit can help you build trust and credibility, plus it will help you understand better what’s going on. As a marketer, reports are the summary of your work, of what worked, and what didn’t. However, many believe reporting is only about transcribing analytics into a more concise document.

This is what executives are looking for when they see a report:

1. Trends, not tactics

Instead of getting buried in the details, take a look at the broader trends. Tracking changes over time will help you identify where your audience is moving and how they are responding to your marketing. Explain if the program is working, if you’re doing better or worse, and whether adjustments need to be made as you move forward.

2. Conversion rates

Everyone on your marketing team should be looking at conversion rates. How are you moving people from one stage of the funnel to the next? Conversion rates allow marketers to see what’s not working, and how to fix it. It’s critical to understand your conversion rates, how they compare to other channels, and how your tactics are impacting it.

3. Keep it consumable

Executives only want to see a snapshot of what’s happening on the site. Instead of creating a long document listing every single detail of the marketing, pick out the key points and highlight the areas that make the most impact on business. If there’s a big change, highlight it and explain why, always in an easy-to-consume way.

4. Own your losses

99 percent of the time, no one is going to hold it against you if you tried something and didn’t work. Own your losses. Data helps you explain a miss, and addresses what you can do to fix it. Use the misses to build a better campaign, come back stronger, and hit it out of the park next time.

5. Always have an action plan

Creating a report is a great way to know where you’re at, but it’s important to show what are you planning to do with this information. Analysis are only useful when you do something with them. Once you have the report, add an action-oriented plan that shows what’s next and how these results affect your next steps.

6 Tips for Social Media Advertising By BPS Digital Media | Thursday, March 30, 2017

As with any ad format, the effectiveness of social media advertising falls on using the medium correctly. In the case of social media, it means knowing your audience and engaging them with an idea or a conversation. In general, people are more receptive to social media ads that provide value to them. Plus, they look for ads that are highly visual, emotional and shareable.

Here are some tips to make the most out of your social media ads:

1. Design your ads with smartphones in mind

Twitter users spend 86 percent of their time on the service on mobile. Facebook users aren’t far behind at 68 percent. Most of social media is consumed on mobile devices. This means most ads are being viewed on mobile devices. Make sure your messages are optimized for viewing on small mobile screens.

2. Use free social media to beta-test your paid social ads

Odds are you’re sending out multiple messages every day to your different accounts. Some of those messages will likely resonate with your followers; others won’t. Track which ones are being clicked, shared and commented on. These high-performing messages make the best candidates for native social ads. Facebook and Instagram, for example, will let you know when one of your posts is performing better than others.

3. Understand how ads are sold

Different networks sell their ads in different ways. While twitter focuses on engagement, LinkedIn and Facebook focus on impressions. Use this knowledge to design your ads strategically; the goal is to drive genuine prospects to your site, not merely to attract views. Change the ad options to track the change you want.

4. Rotate, rotate, rotate

In today’s fast-paced world, ad fatigue is very much common. Regularly rotate your ads to avoid penalizations or lower clicks. Rotate your ads every three to five days to keep your content fresh and engaging.

5. Target

Probably the best asset social media advertising can offer is effective targeting. Take advantage of this very useful targeting for more efficiency in advertising. It also gives you the opportunity to retarget your audience, so you can explore with different spectators and grow your market.

6. A/B test your social ads

With social ads, you can have instant feedback. You can argue the effectiveness of a post in minutes, and follow up with advanced analytics reports. Thanks to the vast data available, you can easily send out several “test” ads to small audiences, tracking the results, and then push the winning ads to larger groups. This makes ad testing less expensive and more effective.

5 Reasons Your Business Needs a Blog By BPS Digital Media | Monday, March 13, 2017

Your blog is a powerful marketing tool, your website is more likely to appear higher in the search engine result pages if you have a blog where you can write intelligent, insightful, informative content.

Blogging helps your business compete

There are so many businesses out there that provide the same products or services you do. However, no two companies are truly identical, so it’s important to emphasize what your company is unique. Blogging helps show the personality, information and experience your business have!

Blogging helps businesses

Blogging helps you build brand awareness and shows your expertise. Custom content warms prospective customers up to your business, businesses that blog generate more leads and many marketers say blogging is their best SEO tactic.

Blogs offer insight into your audience

The more you know about your audience the better. Blog analytics, provide you feedback on the blog, and comments on social media posts will help you learn about what content is most interesting to your target audience.

Blogs can improve your SEO

A blog can help you increase your search engine rankings. A business blog won’t get you on the first search page overnight, however, it will significantly enhance your SEO rankings over time. This is mainly because search engines reward you for producing fresh content, using relevant keywords, and meeting the needs of online searchers.

Blog Posts Provide Social Media Content

The information contained within a single post can be repurposed in many ways, to develop several social media posts. Not only will your audience appreciate informative and easy tidbits, it will also help you maintain a consistent and valuable presence, which is incredibly important in social media.


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