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posted by Jillian Owens Jul 06,2016 @ 04:33PM

Interacting Out: Channeling the Power of Experience in Social Media

Even the most antisocial introvert requires some sort of interaction in their daily lives. We have to interact with the cashier at Publix, otherwise we don’t get to gnaw shamelessly on a wedge of gouda later that evening. We interact with coworkers, family members, acquaintances and friends. If you stopped to count every time you connected with another human in some way, no matter how miniscule, you’d probably be surprised at how high that number was.

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We recently launched an interactive campaign that challenged fans to declutter a room in their homes and share their successes. By gamifying a tedious chore, we increased engagement and donations for our client, Goodwill Industries of Upstate/Midlands South Carolina.

 

But what percentage of these people do you truly interact with in a meaningful way that you remember for a long time afterwards? It’s probably not that huge of a number (unless you’re just one of those delightful/delighted people that find joy in every connection in which case I envy you and want to know your secret or what meds you’re taking).

All interactions are not created equal in real life, so why would you treat all of your social media interactions as though they were of equal value? The conversation you have with the guy at the deli probably isn’t as meaningful as a heart-to-heart with your best friend.

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The campaign was a success! The client saw a 42% increase in engagement on Facebook & Twitter, and a whopping 270% engagment increase on Instagram (compared to passive content).

 

A new study by Content Marketing Institute reveals that creators of interactive content experiences are shaping the future of digital marketing. And that’s a great thing for our clients and their customers.

In the past, a lot of digital content has been passive. Think of display ads, blog posts, pop up ads, video ads, etc. Like an in-person one-sided conversation, it can be a turnoff. Brands spend at lot of their resources talking at their audience, rather than fostering valuable and memorable experiences for them that lead to brand recognition, loyalty, and ultimately conversions. 

There is a glut of digital content out there and customers are getting fed up with it. They don’t want your content unless it’s helpful, entertaining or both.

Facebook’s recent announcement that it would continue making changes to the news feed ranking to favor updates from people rather than pages has put the importance of referral traffic at an all time high. One of the best ways to do this is by tapping into that part of human nature that wants to interact. We’re kinesthetic. We want to do.

What types of content are interactive though? Quizzes, surveys, calculators, contests, infographics with embedded interactive features (like the CMI one you just clicked on earlier), as well as games are all great examples of how brands can educate and engage with their audience in a meaningful way.

Stats don’t lie.

A conversion study by Demand Metric shows how dramatically more effective interactive content is at educating an audience than passive content.

interactive-content-more-effective-than-passive-content_1.pngI was out for an evening with friends a few weeks ago. When a stranger discovered I was a marketer, he asked me what “the next big thing” is for digital marketing.

My answer?

Brands are going to have to learn how to connect with their customers in increasingly life-improving ways and help them have a little fun by adopting gamifaction strategies in order to remain competitive.

We have be creators of experiences, not just content.

posted by Julie Turner Aug 19,2015 @ 09:00AM

Be a Better Blogger Now

I’ll admit it. Sometimes even writers struggle with writing blog posts. Some days I stare at the monitor as my cursor and brain scream in unison: POST! DUE! TOMORROW!

Nothing 

A carbon copy of my current struggle unfolds at desks all over the globe, all day long, every day of the week. We fashion hard-working blog content strategies that will drive readership. Then, when the rubber meets the road, we jump ship just a few posts in.

Why do we even bother?

Hubspot says blogging boosts ROI, nurtures leads and gets your web pages seen. It’s true and you know it. That’s why you began blogging in the first place. So how can you get your posting schedule — or tomorrow’s post — on track right now?

So Easy a ___________ Can Do it

When it comes to blogging, the Internet giveth, giveth, giveth. Whether you crave inspiration, fill-in-the-blank simplicity, or a down-and-dirty shortcut, they’re everywhere online. Infographics, step-by-step guides, you name it. It’s there and here.

Since your post is due tomorrow, I’ve put a few of my favorite content kickstarts right here:

Put the title before the post.

Talk like a business or don't.

Make it perfect.

Start with a prompt or 500.

Visit Hubspot’s Blog Topic Generator.

Plan ahead so the next post is halfway done before you start.

 

Good luck and godspeed, fellow blogger. Looks like my post is done, too!

posted by Apprentices Apr 16,2015 @ 08:22AM

Inbound Is For Everyone (Even Realtors)

I recently watched a webinar by Inman, a real estate news website, about the power of inbound marketing

Being the daughter and girlfriend of real estate agents, and having an extreme passion for inbound marketing, I knew this was the webinar for me.

This was a great refresher for me and I think the information given can definitely apply to everyone, even realtors.

Here are my key takeaways from The Art Of Inbound Marketing For Real Estate: 6 Steps For Turning Strangers Into Clients

 I hope you enjoyed this as much as I did!

:) Mary Cate Duffy

posted by Keely Saye Sep 19,2014 @ 09:35AM

Key Takeaways from Inbound 2014

The inbound marketing team just got back from Boston after attending Inbound 2014. The four day conference attracted 10,000 inbound marketing professionals from across the world, doubling its attendance record year over year for the past three years. This astounding growth is a clear indication of where the future of marketing is going. Thousands posted social media updates using the hashtag #INBOUND14, so we thought we would offer some highlights from the news feeds in this Storify.

posted by Apprentices Jul 23,2014 @ 08:01AM

Calls are the New Clicks: Seven Secrets to Beating Competitors

MarketingProfs recently held a webinar called Calls are the New Clicks: Seven Secrets to Beating Competitors.

This informative webinar had so many interesting take aways, that we thought we would share.

  • More smartphones means more mobile searches
  • These will pass desktop searches by 2015
  • Tapping on a click-to-call link is easier and faster than filling out a web form on a smartphone
  • Google says 70% of mobile searches have clicked “call button”
  • 61% of mobile searches result in a phone call
  • Clicks are easy to track and manage

Secret #1: Track the Source of Inbound Calls

Track calls back to the exact source that originated them- and through to revenue; works for any marketing source.

Knowing what keywords, PPC ads, and landing page variations lead to calls and sales improves bidding and ROI

Secret #2: Assess your expected traffic for most appropriate segmentation

Evaluate what kind of traffic you are bringing in and by what means

Secret #3: Measure revenue from PPC not just conversions

Not all calls are high-quality sales leads

Optimize campaigns on sales, not clicks

Measure ROI by revenue generated, not raw lead totals

Secret #4: Segment your data to identify key insights about performance

Secret #5: Analyze Clicks and Calls Together in Universal Analytics

You can add mobile analytic data to Google Analytics

Secret #6: Messaging to Improve Call Response

Ad Copy = The gateway to your customers

As you continue with your tests, whether testing your creative or your landing page, segmenting your call traffic allows you to make a fuller comparison of actual call performance.

Secret #7: Marketers Should Control How Calls From Search Are Routed

What are you doing to make the phone ring?

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By the numbers

youtube is 2nd largest search engine