3 reasons your business should invest in digital marketing

Using digital marketing to grow your business

Investment in marketing is important

There are two ways to look at marketing: paid and owned media. Paid media is when you pay a third party, such as an advertising property like Google or Facebook, to drive traffic back to your site.

Owned media is created by you and doesn’t involve a third party. It could be a blog, social media page, or website.

Two important factors to consider when measuring the effectiveness of any marketing campaign are durability and sustainability. However, if you’re looking for more short-term results, you must be prepared to continue investing in that campaign month after month.

The key is finding a balance between the two extremes. It can be tough to justify investing in marketing and advertising because their return on investment (ROI) is very low. Costs have gone up while profits have decreased, making it hard for businesses to see a positive outcome from any marketing campaign.

However, there are two exceptions to this rule:

  • Ownable media. With ownable media, you’re investing dollars but getting very few leads in return.
  • Honorable media. With honorable media, you’re making an initial investment and then receiving a consistent flow of leads over time as long as you continue the campaign.
business growth

Where businesses should invest

Investments are an important part of any company, and just like in any other investment, there is a certain expectation of what you should get back. For example, if your company has an internal ROI threshold of 15%, that means for every dollar you invest, you should get $1.50 back within six months. But, of course, this also starts generating a return on your investment.

As a result, you need to find a project that will give you the best ROI in the shortest amount of time. There are many different opportunities right now in marketing, but one area where CMOs are seriously investing in research is social media.

CMOs quickly realize they can’t do everything in-house, and it’s not cost-effective to try. In addition, they struggle to find staff who are trained and capable in all aspects of marketing, from content writing to social media management. As a result, you should consider the following solutions:

  • Outsourcing. You can examine each component of the marketing team separately to determine what can be outsourced effectively.

  • Automation. A lot of companies are looking into automation because digital marketing has become increasingly reliant on technology over the last five years. The amount of money you need to spend to keep up with the competition has increased exponentially. So it’s important to be mindful of this when deciding on your marketing strategy.

Trying to build an in-house tech stack can be expensive and time-consuming; instead, it’s often easier to look for external solutions, cobble them together using tools like Zapier, and use that as your tech stack. That way, you can focus on your core business instead of trying to do everything internally. Again, this is an example of making an investment.

digital marketing discussion

Three reasons to invest in digital marketing

With everything digital, from social media to blogging and email marketing, it can be easy to feel overwhelmed. But it’s important to remember that finding the right balance is key.

So don’t let yourself get bogged down — focus on integrating one or two new digital marketing efforts at a time and see how they go. If you’re still not sure whether digital marketing is the right step for your business, here are three key reasons to invest in digital marketing.

Brand recognition

It’s common knowledge that to increase brand awareness, you need to do some amount of brand advertising. The more visible your company is, the easier it becomes for your sales team to sell and close new business. This also means you’ll get more inbound leads because, based on the strength of your brand, people will be interested in what you offer.

Word of mouth

Word-of-mouth marketing is a powerful tool. Referred customers are often more loyal and profitable than other customers, so it’s important to have a system that encourages referrals.

Unfortunately, many companies don’t take advantage of this strategy because they don’t know how to track referrals. But with the right tools, you can easily measure the success of your referral program.

Competitor analysis

Many companies aspire to be the top player in their field but focus only on their direct competitors. While this is a good start, it’s important to remember that you’re also competing with indirect compe

titors. These businesses may not offer the same product or service as you, but they still threaten your success.

It’s crucial to understand who these companies are and what makes them different from yours. This should include evaluating your performance against theirs and identifying their strengths and weaknesses so you can capitalize on any opportunities.

In summary

To succeed in digital marketing, start considering investments in automation and outsourcing. Such measures can help you achieve your objectives quickly. At the same time, building your brand is an example of an investment that will pay off in the long run.

If your company prioritizes programs that generate fast internal returns on investment, you’ll be setting yourself up for long-term success. You can track and measure your success in the short term and make necessary adjustments along the way. 

With Tempesta Media, your investments in digital marketing are safe. Contact us today if you would like to accelerate your success with managed content marketing

 

What megatrends could transform the digital marketing world in 2023?

In the digital marketing world, nothing stays still for long

What changed in 2022

The balance between offline and online digital marketing has shifted in recent years. As a result, many advertisers have switched from offline marketing to digital, which has caused the prices of digital advertising to skyrocket. This is particularly evident in the areas of websites, emails, digital ads, and SEO.

The market’s challenge now is that many people have invested in digital programs because they have become too expensive. Consequently, the return on investment for these programs has decreased significantly. To solve this problem, companies are looking for alternatives.

Incremental dollars can make a big difference for businesses and individuals, so it’s important to be strategic about where you invest them. By the end of 2022, we’ll see even more changes.

Overview of the digital marketing industry in 2022

The digital marketing industry is an oligopoly in which a few major players dominate the market. One example is Google. Companies are becoming increasingly frustrated with advertising on major platforms like Google because they do not see the desired ROI.

People in the 18-34 age range, who used to be the main target for advertising, are no longer attentive. A lot of their time is now being spent on Facebook and Google. This shift means there is a dispersion of usage, with different platforms gaining favor at different times.

To capitalize on the trend, other companies need to start looking into strategies to set them apart from the pack. The pendulum is swinging back toward decentralization. This is good news for media buying companies, as they will see a resurgence in their power and influence.

The current economic situation is challenging for businesses. Stagflation, high inflation, and deceleration are leading many companies to scale back hiring and ad spending. So, during this time, you should work harder to optimize the following areas:

  • Content marketing. You need to keep creating killer content that is relevant and engaging. Keep writing longer content, and make sure you publish it frequently.
  • SEO. You need a good SEO strategy that attracts your audience, creating leads to buy products or services.
  • Email marketing. You can continue communicating with your subscribers or customers through relationship-building or sales.
  • Ad retargeting. You need to work on retargeting to drive higher visibility and brand recognition. Use this tool and be ready to see more conversions from repeat visitors.

Social media optimization

Main key performance indicators (KPIs) in 2023

To make decisions about whether to invest in outside sales and marketing, you need to take a long-term view of your customers. These are four important KPIs that you should monitor closely:

  • Customer lifetime value. It is the total value of a customer’s business with you throughout their relationship with your company. Considering this metric, think about how much it costs to acquire a new customer. If customer lifetime value has decreased, it’s likely because the cost of customer acquisition has risen.
  • Unique visits. By using data from unique visits, which are an industry-standard metric, you can find out how many people view your content within a given time frame. That way, you can quickly see trends, as this KPI offers a baseline that allows you to compare one type of content to another.
  • Consumption. You need to understand how your visitors are consuming content. Views, downloads, opens, click rates, time spent, and bounce rates are crucial measurements that help you hold on to your customers. Make sure that when they click on your link, they find what they expect. If you have a low bounce rate, you’re doing things right.
  • Engagement. Measure likes, shares, mentions, comments, pins, etc. These tell you whether your audience engages with your content. The more they like it, comment, or share, the more engaged they are.

Where companies are spending money

Companies are removing their less effective marketing programs, such as radio, TV, and paid media. Instead, they’re focusing on content marketing, SEO, email marketing, and ad retargeting.

This shift shows businesses know that great content is essential for a successful online presence. As a result, they will spend money in the next 12-18 months in areas where they are most likely to see success.

How marketing managed services can cut down on costs

Differences between the B2B and B2C markets in 2023

The B2B and B2C markets started down different marketing paths in 2019. B2C started gravitating toward influencer-based marketing, while B2B focused on webinars, events, SEO, and content marketing. 

The B2C side is showing a significant pullback that’s happening specifically in influencer-based marketing and social media marketing because these businesses are struggling to achieve an ROI that corresponds to the expenses they’re incurring. So B2C businesses are becoming very aggressive and renegotiating ad rates, influencer deals, and other paid media contracts. 

The B2B side is better protected and less exposed. Advertisers are B2B companies and are staying true to what works. They’ve done a much better job of quantifying the results that go with that. They will have a drawdown and paid media as well as paid social, but it will be less traumatic than what you see on the B2C side.

What B2B and B2C companies should consider

Many companies have had difficulties attributing their performance to specific marketing channels. So, to begin with, your B2B or B2C company needs to look at a potential partner that can go in and efficiently drive results. Then, with an analytics layer, you can cover all your bases, from content marketing to mobile, social media, and influencer marketing. 

The second step is to rationalize your costs and shift your marketing spending to match market demands.

In summary

Since you are responsible for both the B2B and B2C sides, you need to explore outsourcing some or all of those responsibilities. These could include mobile marketing, which is becoming increasingly important. In addition, whether yours is a B2B or B2C company, it’s important to invest in analytics. 
As a managed content marketing service, Tempesta Media offers a platform with an analytics layer that covers all your bases: content marketing, mobile, social media, and influencer marketing. If you would like your business to keep growing in hard times, contact us today.

Use Custom Content to Grow Your Business’s Important Relationships

Routinely publishing custom content helps you to connect with your audience and grow meaningful relationships as you solidify your brand’s expert knowledge.

Content marketing is about much more than sprinkling a handful of blog posts every so often on your website. It involves creating consistent custom content your audience will find useful, interesting, and valuable.

Understanding the importance of custom content and why it matters to your business

It’s impossible to overstate the importance of using integrated content. Today’s consumers are not interested in generic content; they prefer unique information. Since custom content is branded and specifically tailored for delivery to your established customer base, it’s a powerful strategy for maintaining and growing those valued connections.
  • Consumers crave good content.

Statistics suggest 70% of people prefer to learn about a company through content rather than advertising and 82% “feel more positive” about a company after they read custom content tailored to them. Sixty percent of those readers are inspired to seek out products or services from their custom content experience.

  • Content heightens trust levels.

You’ve probably earned a level of trust with your existing customers, but custom content deepens those feelings of trust. Happy customers tend to give 5-star reviews, share content on social media, and generally express appreciation for their favorite brands. If you can earn this level of trust, your reach increases substantially. In a nutshell, with custom content, you can tap into and connect with a wider audience.

  • Offering something for free builds goodwill.

Offering free information builds goodwill with your existing customers. Focus on what they need. Share your knowledge to offer them solutions. A little free advice can go a long way!

A customer’s journey doesn’t end after a purchase. You want them to return, and custom content is a good mechanism to help keep these relationships blossoming.

Ways custom content drives audience engagement

Custom content offers more benefits than appealing to your audience. It also significantly boosts your website’s SEO, provides links to your pages, and builds a following. All of this helps you improve audience engagement because people know how to find you.
  • Custom content betters your site’s SEO.

The more high-quality content you publish, the stronger your search engine optimization (SEO) will be. Google and other search engines use algorithms to identify content that is useful to readers. Custom content improves your SEO, giving you a much better chance of landing on that coveted first page of Google SERPs which significantly helps drive web traffic to your site.

  • Provides link backs to your website.

Custom-designed blog posts, white papers, and other types of content allow you to integrate links back to your website where you can help customers find your product/service pages and “contact us” page. Rank these pieces of content high enough on search engines and your visibility increases significantly.

  • Increases the number of your social media followers.

Content marketing expands your digital footprint to build brand visibility. When people share your content, you increase your social media outreach. A growing social media following expands your influence, but you have to stay on top of your content game to remain successful. This means consistently delivering engaging and shareable content. If you can do this routinely, you’ll increase your chances for success exponentially.

Ultimately, creating and publishing content that offers consistent value helps set you apart from your competition.

How to see your return on investment with custom content

Generally, it’s five to 10 times more expensive to acquire new customers than to retain existing customers. Those existing customers also tend to spend on average 67% more than new customers. Based on the math alone, it simply makes sense to keep the attention of your existing audience and grow your relationships with them. Focusing on existing customers helps keep your marketing budget down. Not only do you stretch your budget further, but also, if you partner with an experienced content marketing services provider, you can bring your costs down even more. Content marketing costs roughly 60% less than traditional marketing approaches, but generates triple the leads, delivering you a high ROI.

Start your custom content marketing journey today

Paid advertising campaigns are useful, but once your campaign is over, you lose your reach. On the other hand, the benefits associated with content marketing strategies are long-lasting. However, to succeed, you need to provide your audiences with fresh, up-to-date content. Tempesta Media is a content marketing agency that offers a full range of managed services. If you’d like to know more about our content creation services, contact us today.

Pros of Content Development Outsourcing

From increasing your marketing ROI to adopting a more strategic approach to content marketing, content development outsourcing can help you take your online presence to the next level.

Deciding to outsource content writing can transform the way you manage your online presence and shape how customers find you. The following pros should be considered when determining if content development outsourcing makes sense for your needs.

Pro #1: Save money

As many industries face shrinking profit margins, staying in control of costs is more important than ever. One of the areas you should focus on is your workforce.

In June 2021, a private industry employee cost an average of $36.64 an hour, with a little over 70% going towards wage and salary and benefits making up the rest.

In-house content production can be a costly process. A team member has to put several hours of work into writing a piece of content. Another person has to edit it, and a third must optimize it. The rest of the marketing team will then approve the content or send it back for revisions.

With content development outsourcing, you can pay only for what you need. You’ll get transparent pricing and pay per piece of content rather than per hour.

Plus, you’ll have access to a content production process with strategies in place to reduce the need for revisions and prevent costly issues like plagiarism.

Tech is another area where you can save money. Your managed service provider (MSP) will already have a content creation system, digital marketing tools, publishing tools, and more while you might have to purchase some of these things to support in-house content production.

Pro #2: Free up your marketing team

Content creation doesn’t stop at writing. You need to do research, edit content, optimize it, publish it, share it on social media, and more.

It’s a time-consuming process that can put a strain on your internal marketing team. A heavy workload can result in issues with content quality and output. But negative consequences won’t be limited to your content marketing strategy. If your marketing team is under stress for producing content, something major like a product launch or an event that requires their attention might be rushed.

If you outsource content writing, you can have your internal team focus on tasks where their experience, expertise and product knowledge will create the most value.

Pro #3: Work with a strategic partner

Getting a steady stream of content on time and on budget is only one of the advantages of content development outsourcing.

Your MSP marketing vendor will also become a valuable partner who helps you take a strategic approach to content marketing. This vendor will leverage their existing knowledge, experience, and tech stack to put together campaigns that deliver the kind of results you’re looking for.

A content development partner can help you with:

  • Market research. You can have your new partner draw on their existing knowledge of your niche to help you identify and understand your target audience.
  • Industry knowledge. Experienced marketers will be able to identify and implement specific tactics that align with your goals.
  • Latest trends. Whether it’s social media, influencer marketing, or employee advocacy, an MSP can help you keep up with the latest marketing trends and implement the ones that make sense for your goals.

Pro #4: Simplify vendor management

Outsourcing content marketing can result in a complex vendor management process with multiple partners in charge of writing, editing, SEO, and more.

There is a huge pool of talent available, but vetting partners, communicating your expectations, and making sure a piece of content moves smoothly through your process can be complicated.

An MSP can take the stress out of content development outsourcing. You’ll work with a single vendor who understands the ins and outs of what you do. You’ll be able to communicate your requirements and won’t have to worry about one of your partners slowing down your content development process by missing a deadline or not meeting your expectations.

Besides helping you save time and money, working with a single vendor allows you to put content creation on autopilot, a crucial component for scaling production.

Pro# 5: Build a scalable and flexible content development process

Content marketing allows you to establish your business as an industry expert and contribute to important topics that are shaping your niche.

To achieve this, you need a flexible content development strategy. It’s important to have the possibility of scaling up as your business grows and the demand for content increases.

You should also be flexible enough to produce more content to cover an important news topic in your industry, to be the first to write about a new trend, or to publish a response to a popular piece of content.

COVID-19 illustrated the need for flexibility with 82% of marketers making quick changes to their strategy. While an in-house team can be an obstacle to scalability due to size, workload, or the high upfront costs of a new hire, an MSP will allow you to order more content as needed, expand your offerings with new content formats, or cover a trending topic on short notice.

Pro #6: Achieve consistency

The voice and tone of your content matter. These things shape how people perceive your brand.

You need consistency for a successful branding strategy, especially as users consume content across a growing range of channels. Your brand should be immediately identifiable, and your tone should call back to prior experiences to strengthen brand recognition.

Achieving consistency isn’t easy when you work with several vendors or freelancers. It often results in more work for your internal marketing team who has to review everything, ensure it adheres to your specifications, and sometimes do extensive rewrites to achieve the desired tone.

If you outsource content development to an MSP, you’ll work together to define your voice and create clear expectations for the tone of the content. The MSP will use its internal editing process to ensure that content always matches your branding requirements.

Get started with content development outsourcing

Outsourcing content marketing is a popular practice for managing costs, reducing the workload of an internal team, and improving scalability. Plus, you can get help with taking a strategic approach to content marketing and achieving more consistent branding. And with an MSP, you’ll get to work with a single partner for a simple vendor management process.

Tempesta Media makes outsourcing easy with an onboarding process that allows us to get to know you better and understand your expectations. Our results-driven approach will help you position your brand as an industry expert while delivering quality content that engages and converts prospects. Are you ready to learn more about content development outsourcing? Contact us today!

What Are the Benefits of Content Development Outsourcing?

Why do so many companies choose to invest in content development outsourcing? There are many benefits to take advantage of.

Today’s online landscape is incredibly competitive. To keep up, companies need to consistently strive to outshine others in their industry. Most companies, small and large, find they need to invest in content development if they want to compete. However, the key to success isn’t just to do your content marketing well. You need to do it better than your competitors, which may mean seeking the help of content development outsourcing services.

How do outsourced marketing services provide a solution for SMBs?

Small- and mid-sized businesses (SMBs) typically have limited budgets. Not to mention, they have little to no access to a robust marketing team. In response, it’s not unusual for SMBs to find content marketing cumbersome.

Their small teams are often too stretched. Or worse, employees perform double duty with other responsibilities and can never devote enough time or energy to any of their tasks to create quality work. As a result, desired results may not materialize. (In fact, undesirable results may surface.)

If you’re already doing content marketing, you know how challenging it can be to consistently create and publish new material. Outsourcing content marketing offers SMBs the solution by taking some of the time, money, and resource considerations off their plate.

How does content development outsourcing benefit large companies?

Outsourcing content development isn’t just a smart investment for SMBs. Large companies can benefit too. They don’t have to onboard full-time experts to handle content creation, which saves money on onboarding, training, and providing resources for more people.

A content marketing partner also offers a fresh perspective and new messaging ideas, both of which can effectively reach deeper into a targeted audience base. Furthermore, an expert partner can offer you a competitive advantage. For instance, they already know what works – and what doesn’t – for your competitors.

Content experts also tend to keep up with marketing trends. This doesn’t always happen in-house when there are a thousand other tasks to complete. Thus, with a dedicated partner, you’ll gain access to cutting-edge strategies as they emerge.

Why does outsourcing content marketing work?

Regardless of a company’s size, outsourcing content marketing offers a multitude of benefits. So, it’s not surprising that 78% of companies have a content team of 1-3 people. However, this small size puts huge pressure on those select individuals.

Aside from removing internal pressures, consider these other tangible benefits that come with outsourcing your content marketing strategy:

  • Quick and easy start. Getting started is key. Simply share your goals with your partner, detail your target audience, and outline your style guide. Your partner will handle the rest and you can see ROI increase.
  • Gain expertise. Gaining access to a team of qualified, experienced, and knowledgeable writers can easily breathe new life into your strategy. Let your partner create industry-centric content.
  • Eliminate internal bias. With an external team to identify areas of improvement, you can make your content even more effective and boost your publishing abilities.
  • Create customer-friendly content. People actively working in an industry tend to speak jargon. This doesn’t always translate well to a customer base. Your partner will ensure that content is written for your target audience and that it solves their pain points in words they can easily understand.
  • Cost savings. With content development outsourcing, you empower your staff and bolster your budget. Freeing up these two assets allows you to focus on core competencies and growth, without pouring money down the drain on stagnant marketing strategies or costly employee resources.

Get help from an expert

Outsourcing content writing to an expert third party is a smart move for many businesses, large and small. If you need help with your content strategy, Tempesta Media’s managed solution offers you 360-degree service. Contact us today for a no-obligation consultation. We’re happy to answer any questions.

What does a B2B marketing agency do and how can it ​​help you grow your business?

A B2B marketing agency is the most advanced marketing solution for business-to-business marketing. It can help boost your company’s revenue with effective content marketing, social media management, and lead generation.

B2B marketing is a complex process involving many departments and individuals in a company. According to a Content Marketing Institute survey, half of all B2B marketing teams outsource at least one of their content marketing activities because business owners feel that their in-house marketing teams are not delivering the results they should. 

In this article, we want to outline the three most popular services among B2B marketing agencies.

Content development

A marketing agency provides businesses with expertise in terms of content marketing development. B2B content marketing involves using relevant and valuable information to attract, acquire and retain a company’s target audiences. 

Content marketing offers numerous benefits, like improving website traffic, increasing your search engine ranking, and improving your brand recognition among the target audience. A B2B marketing agency also creates various types of content for B2B companies, like blog posts, e-books, white papers, and case studies. A good B2B marketing agency has a team of writers who are experts in various industries, plus editors and SEO specialists who will polish each piece of content to achieve the best results for you.

Social media marketing

If you’re looking to grow your business-to-business company online, a B2B marketing agency can help you. When it comes to improving your company’s social media presence, a professional agency can formulate a  social media strategy and social media campaigns specifically for your company to give you the best return on your investment.

The numerous benefits of successful social marketing programs include enhanced traffic generation, more enthusiastic brand engagement, and superior customer service. A B2B marketing agency will create a specific strategy that allows you to capitalize on these benefits.

Lead generation

​​A B2B marketing agency can help your business bring in new clientele. Such an agency typically works by partnering with your business to develop a marketing plan that engages potential clients, raises awareness of your business, and ultimately acquires new clients. 

This is an effective way for companies to promote their brand without the high cost of advertising, especially for smaller businesses trying to make their name in the world. A B2B marketing agency can provide valuable insight and recommendations about the latest trends in digital marketing along with actionable steps, such as methods to effectively reach out to your target audience. Moreover, a B2B marketing agency can implement those steps for you.

Final thoughts

A B2B marketing agency’s main role is to create various marketing strategies for their clients. They make sure their clients enjoy maximum visibility on different marketing platforms. 

Tempesta Media understands that each B2B company has unique needs, and we develop a custom plan for your company using proven marketing practices that increase your ROI. We have the expertise to make it happen. Contact us today to learn more.

Benefit your business with a social media management company

Social media has become a major part of marketing and networking for businesses. With millions of different corporate pages and profiles across all social media platforms, you need to make sure your company has a strong social media presence to capture potential customers. A social media management company that offers custom services can help you save time while successfully managing your social media networks.

Many entrepreneurs are overwhelmed by social media because it is time-consuming to maintain an active presence for their business across channels. Fortunately, there’s a solution that can help you stay on top of all the competition on social media. 

Social media management companies or social media managed service providers can handle all the processes connected with social media activity for you. It’s difficult to assess the numerous advantages that these kinds of services can bring to your company. Social media management companies can provide support starting in the early stages, such as account creation, and stick with you all the way through to setting up paid campaigns for lead generation.

Creating accounts on social media

A good social media management company can help you create and manage your social media accounts and ensure they stay up to date and relevant. But first, it’s necessary to identify the appropriate social media management channel. Professionals who help craft  your social media marketing strategy from scratch know the latest trends and data, which helps them make an appropriate decision.

Based on the latest statistics, Facebook is the most popular social media for B2C as well as B2B. When creating an account, you should consider a lot of factors. But the first questions a social media management company will ask you are:

Just starting with these two questions, an expert group of social media managers will be able to create accounts on the appropriate social media channels for your business and design an original, custom social media marketing strategy, by using the best social media practices.

Depending on the package option you choose with your social media managed service provider, a good social media management company may also train your internal employees on some social media services. The best part is that they’re always available to take care of any updates or changes needed in your account when necessary. 

Social media is an important part of your content marketing strategy. For that reason, you need to ensure your company maintains a strong presence on as many social channels as possible. Understanding how to develop an online presence and advertise on multiple social platforms has become a vital component of every business’s success, with billions of individuals on social media internationally.

Some benefits of having a social media presence

As a brand, you can reach out to millions of people in a matter of seconds through the power of social media. You don’t have to worry about the overhead costs because social media is your best friend when you’re trying to reach a large audience for a low cost. By using social media for even a small part of your marketing strategy, you can gain a lot of visibility for your brand

The beauty of social media is that it’s constantly evolving and offering new features and ways to interact with consumers. With a social media management company as your business partner, you will be able to see the latest social media best practices in action in the most effective way. 

Social media branding

Branding is crucial since it creates a lasting impression on customers and informs them about what to expect from your business. It’s a technique that helps you stand out from the crowd and state exactly what makes you the better option.

Social media is important to your branding efforts. As you design your social media pages, focus on information and images that strengthen your brand. By answering these kinds of questions, a social media company can create a powerful branding strategy to promote your company on social media: 

  • Who are you? 
  • What do you do? 
  • What’s special about you? 
  • Why should I care about you?

To build a strong brand, you need to have a solid social media presence. If you want people to use your products or services, they have to connect with your brand. 

However, building a brand on social media is not as easy as just creating a Facebook page (though you can learn to do it well). You need to understand the type of content people are interested in seeing. If you are just starting out on social media, It can be challenging for you to figure out and take into account all the small pieces, like the type of content you should be posting to pique your audience’s interest.

Branding is necessary to establish an identity and recognition for your products and services. Your followers and consumers are more likely to buy from a brand that they know and trust, and more likely to stay loyal to a brand they have already developed a relationship with. 

Social media SEO 

Social media optimization, or SMO, is about attracting visitors to your social media pages. It is very different from search engine optimization, but has the same goal of increasing traffic to your pages. 

SMO is considered one of the most important components of marketing today. One key difference between SMO and traditional SEO is the fact that unlike search engine results, social media crawling cannot be automated by software. It is updated almost in real time, making it very difficult for robots to determine when they have updated data.

Content creation for social media

Social media content creation is a more complex procedure than it looks. Your team may not be finding success on their own, as it can be time-consuming and difficult to manage. It also requires creativity and constant attention to social media trends.

Many companies struggle with this aspect of marketing for a few reasons. The most common stumbling blocks in social media content creation are:

  1. Not knowing your audience and their problems and interests.
  2. Not knowing the types of content that work best for social media.
  3. Not understanding the focus of a particular social network and how to identify the right type of content for each social media channel.
  4. Not having a social media editorial calendar in place.
  5. Lack of automation of the content planning and posting processes.
  6. Not using hashtags and other tricks to increase the visibility of published social media content.

Best types of social media content

It is important to know what works and what doesn’t when it comes to using the most popular social media platforms. And, since social media use has increased dramatically over the last few years, it’s crucial that your company’s social media content is top-notch. 

If you want your social media content to work for you, then you should create content that will generate interest and boost traffic to your business. Here are some of the best-performing content types for social media:

  • Written posts, articles and e-guides. These kinds of posts can help you gain credibility and improve your reputation by showing your knowledge within the industry.
  • Curated content. By presenting relevant articles and resources from other sources that you trust, you can share the latest industry updates and provide your audience with a piece of valuable information that you haven’t outlined yet in your own blog.
  • Reviews and testimonials. People value other people’s opinions and experiences over what a company claims, so testimonials and reviews are vital.
  • Announcements. Spreading the word about new goods, events, live streams and other significant events can help generate buzz and keep people informed about what’s going on with your company. Audiences adore getting behind-the-scenes information about their favorite stores and companies!
  • Images. Long-form blogs are far less digestible and compelling than visual content. Smartphone cameras can produce breathtaking images, and various applications make it easy to edit them.
  • Infographics. These are used to accompany explanations, data and other written concepts. Infographics are tops at communicating complex ideas.
  • Videos. It’s convenient to record videos, and they’re highly entertaining. How-to tutorials, video tours, and product updates and demos are all examples of fantastic video content that may improve website traffic and revenue.

The importance of hashtags for social media

Hashtags are words or phrases preceded by the pound sign. When you click on a hashtag, you can see all of the posts on that particular subject. Hashtags help connect content to the person seeking it without requiring them to search for it in a specific app. 

Hashtags can be used in a variety of ways. They can categorize a post to make it easier for others to search and find. They can be used to add a source or location to a post. For example, when posting from an event, you might add the name of the event to provide context. The above scenario wouldn’t necessarily be classified as a chat tool, but could be if the users add that functionality themselves.

An abundance of companies offer social media management services, but there are two main types. One service makes the most of the platforms by creating content and engaging with customers appropriately. The second service helps with your overall social media strategy, whether its focus is on selling or building a community.

Tempesta Media is the second type of company, with full service. As a part of Tempesta Media’s managed service, a team of professionals can create a comprehensive social media content marketing strategy for you, starting with analyzing your competitors’ environment by providing actionable insights and recommendations for their implementation. Our social media professionals can manage your social media production from the moment of account creation, through every step of production and improvement.

Publishing social media content

The internet is a fast-paced world where content is king. If you always want to be known as an industry leader, you will need to make sure you are publishing useful and evergreen content on your social media accounts. But who has the time to go through all of the information you find, make it interesting for your audience and also make sure it is shared in the right way?

Keeping up with content publishing on social media can be a full-time job. With so many posts to schedule and so much engagement to monitor, it can be completely overwhelming. A social media management company will essentially do all of this for you.

Maintain the right posting frequency

Posting frequency is only one part of the equation when you’re trying to get people to click on your posts, and it’s something you should look into when creating your publishing schedule. 

One of the most important steps a social media management company takes is to develop a posting strategy for social media. In other words, what social media channels will your company post to, and how frequently? It sounds easy enough, but it can actually be a bit tricky if it’s overlooked. 

To help you figure out your social media posting frequency, we’ve put together a list of the most popular social media platforms, along with the best recommendations for publishing frequency: 

  • Facebook: 1-2 posts per day.
  • Twitter: 1-2 times per day, but no more than 3-5 times per day. Be careful.
  • LinkedIn: 1 post per business day, which is 20 posts per month. Companies that post weekly on LinkedIn see a 2x higher engagement rate.

Don’t forget about the time

We all know there can never be just one formula for what works and what doesn’t when it comes to the best time to post on social media. It’s unique to each business and its specific audience. 

So, let’s take a look at some general rules of the best time to post on social media to get the greatest reach for your company’s social media accounts:

  • Facebook: Try to keep your post timing between 9 a.m. and 1 p.m.
  • Twitter: Mornings and late evenings are the best times to post on Twitter. Try publishing between 9 a.m. and 11 a.m. or between 6 p.m. and 9 p.m.
  • LinkedIn: Monday and Tuesday from 8 a.m.–2 p.m. Post on Wednesday from 8–10 a.m. and at noon, on Thursday at 9 a.m. and 1–2 p.m., and on Friday at 9 a.m.

When posting times are used correctly, your social media can help you reach new customers and increase sales. Tempesta Media’s platform, along with its social media solutions, specifically its Simple Social Share™ feature, allow you to use one centralized dashboard to create, schedule, publish and optimize social media posts while getting higher ROI and ROT.

Analyzing your social media program performance

It is important to analyze your social media data to see if there are any ways you can improve your use of social media. If you don’t take the time to analyze the data, you will fail to optimize and scale your social media marketing program

The analysis should include data about your target audience, the type of content, the timeline and other factors that are important for your business. The social media management company will focus on finding out what works and what doesn’t, where improvement can be made and new ideas for social media marketing campaigns.

It will take time to analyze your social media program’s performance from all angles. This includes using analytics not only from your own websites, but also from the social media platforms where you are promoting your business. You can learn a lot about your customers by paying close attention to these statistics. For instance, through analytics, you may find that a certain social media platform is not providing you with nearly as much traffic as you think it should be.

Here are some social media program performance metrics that a social media management company will definitely pay attention to while performing the analysis:

  • Engagement (clicks, likes, shares and comments). The engagement rate is frequently used to determine how active your audience is with your social media content and how effective your brand efforts are. Consumers who are engaged interact with brands through behaviors like “likes,” comments and social sharing.
  • Awareness (impressions and reach). Impressions and reach are both critical metrics to evaluate, especially if your social goals are focused on brand awareness and perception.
  • Share of voice (volume and sentiment). Volume and sentiment are two factors that influence how much of a person’s voice is heard. A measure known as share of voice is frequently employed in public relations as well as in competitive research and paid advertising campaigns. It shows how much of the online world your company is involved in. If you’re a Chicago-based surgery clinic, for example, you can see how many people are talking about your business online in comparison to your competitors.
  • ROI (referrals and conversions). Both sales and marketing goals, as well as major business goals, are linked to social referral traffic and conversions.

Final thoughts

You can benefit your business now by hiring a social media management company. A social media management company can help you promote your business, increase your follower count and enhance your target customer base.​

A social media management company can cover everything from social media strategy and implementation to the daily operations needed to keep a profile running effectively. Most social media management operations take a considerable amount of time. This is time you can better spend focusing on increasing revenue and other important aspects of your business while still developing and maintaining your company’s online presence on various social media sites and reaching out to new and potential customers.

Enlisting the help of a social media management company is one of the best decisions you can make for your business. 

How to Develop an Integrated Content Marketing Strategy That Drives Business Results

Knowing how to develop integrated content is vital. The purpose of this blog is to give you the steps to creating an integrated content marketing strategy for your company. Ultimately, it should help your company stand out from the competition, engage with customers on a deeper level, improve brand awareness, increase web traffic and convert visitors into customers.

What is an integrated content marketing strategy? 

Integrated content marketing is simply a way to use several different marketing channels to ensure that your company is successful at reaching your target market. It is how you create relationships with your customers, and it is a powerful tool to increase brand awareness and customer interest. 

A great example of implementing successful integrated marketing is the “Compare the Meerkat” campaign by Compare the Market, which has been ongoing for almost 8 years. It combines a variety of channels, such as social media, search, television, and other media, as well as genuine meerkat dolls as gifts, to maintain the market’s brand awareness constant.

Step 1: Set realistic goals for your integrated content marketing strategy

The first step in creating an integrated content marketing strategy is goal-setting. Determine the goals for your content marketing and how you will measure them.

One way to do this is to set up a content marketing funnel with a goal for each stage. A content marketing funnel is a process used to turn prospects into customers. It is designed to help businesses use content to attract their prospects, convert them, and retain them. To create a content marketing funnel, you will need to:

  • Identify your target customers and segment them. One of the most popular methods is the customer segmentation method. It categorizes customers into groups based on their characteristics, which are then used to develop marketing strategies. For example, the customer segmentation strategy could involve dividing customers into groups based on their age, income, occupation or other factors. This allows you to create the marketing strategy that would be most effective for each group of people. 
  • Find their pain points. You can discover what customers want to see changed in a number of ways: use a survey, ask your current customers directly, or start a business blog and post a survey link. 

If you decide to use a survey, make it short and simple. Ask three questions: what they want, what they need, and what they would love to have.

  • Create content that addresses those pain points. It might be an interesting blog post or an informative video. Whatever it is, remember that you should provide them with a solution they can’t find elsewhere.

Use the content you create to attract new prospects and convert them to customers, and then use customer retention strategies to keep them coming back. 

Step 2: Build your persona and construct their buyer journey

The second step in developing a great integrated content marketing strategy is to build a target persona and understand their buyer journey. This will empower you to create content that resonates with your buyer.

Awareness stage

Once you have a persona in place, you can create integrated content that addresses pain points and fears associated with the purchase. By doing so, you will fulfill their needs at the awareness stage. It’s important to attract your readers in this stage by solving their problems with educational content.

The ideal channels to distribute the content for this funnel stage are:

  • Blogging (through educational content).
  • Social media marketing.
  • Search engine marketing.

Consideration stage

At this stage of the buyer journey, you will want to show your target customer your services or products while demonstrating how well they meet the customer’s needs and the benefits they offer. It’s important to build trust between your brand and audience.

For the consideration channel, we recommend taking a closer look at these settings:

  • Blogging (e.g., a showcase).
  • Social media.
  • Remarketing.

Decision stage

The decision stage is the final stage of the buyer’s journey. When you have made it this far and it is time for your target customer to decide whether to buy your product or service, you will want to let her explore all the available information and answer any final questions that may arise. 

We think these are the perfect channels for the consideration stage:

  • Knowledge base. 
  • Email marketing.
  • Remarketing.
  • Live chat.

Last but not least, you may consider the buyer journey not as a linear process, but as a wheel. This means you can target multiple stages across all of your chosen channels simultaneously. 

Step 3: Identify the ideal communication methods 

Some of the best ways to communicate with your audience are email, social media, and blogging. 

Email campaigns

Email marketing is the best way to reach out to your customers and prospects. It is highly effective, economical, easy to use, and flexible. You can target your prospects based on their location, interests, and other details. One of the greatest advantages of email marketing is that it’s cost-effective. You don’t need to invest much money in it to see results.

Social media marketing

Social media is a great way to communicate with customers, particularly to find out what their concerns are. If they are not happy with something, you can address it quickly. 

It also allows you to show customers what you are doing and reach out proactively. You can share events, new product launches, or even feedback through social media. You can post photos, videos, and other content they may be interested in. It gives you an opportunity to tell your story and let customers look into your business.

Blogging

As many as 95% of B2B product and service customers say looking at content is a great way to evaluate any business. Content creation is an excellent opportunity to answer your audience’s questions and present yourself as a thought leader.

The best way to create an integrated content marketing strategy is to develop an editorial calendar. An editorial calendar helps you plan each piece of content you will publish, on what channel and when. Using this tool, you’ll be able to stay on track, grow your audience and increase your chances of success.

Step 4: Define key promotional channels

Another crucial step in creating and developing an integrated content marketing strategy is defining what promotional channels to use. You’ll also want to define your goals for each channel and the steps you need to take to achieve them. 

Successful integrated marketing allows each individual to сhoose the time and channel to consume desired information. Here are the most common promotional channels:

  • Direct marketing: This type of marketing can deliver a customized message to your audience through online adverts, database marketing and emails. 
  • Email marketing: The benefits of email marketing include being able to reach a targeted audience in a less expensive way with a high conversion rate.
  • PR: PR is a great way to get more exposure for your brand, and as a result to reach new potential customers.
  • Digital marketing: Digital marketing helps you connect, convert and retain customers with the help of the internet and online technology such as web pages, email, apps and social media.
  • Social media: This channel lets you promote your content while engaging with your audience. By using social media to communicate, you can share your content and promote it on your own social media pages (paid options also available) as well as in related groups. 

It’s crucial to your integrated content marketing strategy that you choose the right channels. Remember: only by targeting the right digital channels will you be able to generate significant results.

Step 5: Take advantage of other valuable resources

If you want your content to be read and shared, you need to produce high-quality, valuable information within it. But you might find this time-consuming and realize it requires a skilled team of content producers. You also need the right SEO strategies to make sure your content will be discovered by potential customers. 

For an integrated content marketing strategy that performs well, you may need to enlist the help of a valuable outsourced partner. Tempesta Media’s managed service solution offers full digital marketing services as well as access to an expert writing team. These benefits will streamline your content production.

Step 6: Analyze the results and improve

Another action to take when you’re looking to create an integrated content marketing strategy is to figure out the best way to analyze your own results. This way, you can determine what you need to work on to improve. You’ll want to focus on the metrics that matter the most to your company. A potent way to measure your results is to use key performance indicators (KPIs)

You can use these metrics to measure everything from how many  sales you’ve generated in a specific time period to the number of website visitors or social media followers you’ve gained. It’s important to take into account what has worked and what has not and adjust your integrated content marketing strategy accordingly.

In summary 

A clearly defined strategy is one of the most important elements of a successful content marketing campaign. In this article, we provided a step-by-step plan to create an integrated marketing campaign that generates the best possible results. 

Tempesta Media can design and execute an integrated content marketing campaign that is customized to your business and delivers the results you want. If you need help creating and developing an integrated marketing strategy, contact us.

How to optimize content and avoid Google penalty?

Undoubtedly every business has faced an issue with Google guidelines, which is why “How can you avoid being penalized by Google?” is such a common search. When you work hard on SEO optimization to rank at the top of search results, you don’t want to be penalized for unclear reasons. To avoid this unappealing scenario, let’s explore the issue further and learn about some best practices to optimize content marketing that will help you avoid penalties.

Why do Google penalties happen, and what do they mean for you?

Google often penalizes a website due to viewing it as a low-quality site that is not trustworthy. Google also penalizes a site if it detects that it has violated any of the guidelines. For example, if your site is not mobile-friendly, then Google will penalize it. As a result, your site will never rank as high as it did before, and you’ll see a significant drop in traffic. These penalties can be brutal to overcome, depending on the severity of the violation. The issue may be temporary, but it can also lead to a permanent ban from the Google index. Follow the rules below in order to optimize content marketing and avoid Google restrictions.

1. Avoid duplicate content

One option to avoid duplicate content is to use supporting tools. For example, by using the duplicate content filter in the Google Search Console, you can identify content that appears more than once on your site to optimize content marketing. You can then choose to eliminate it or consolidate it with another page. If you remove the duplicate content, try to make sure the remaining content answers the user’s query and provides excellent value.

2. Be wary of keyword stuffing

The most common cause of penalties is keyword stuffing. In the past, if you typed in a keyword, it would show up in all of your content. For example, if you typed in the word “car,” it would show up in your article about cars, on your About Us page and on your Contact page. Google has been cracking down on this and has penalized websites for including excessive instances of keywords.

You can still include a few keywords without penalty to optimize content marketing, but you should avoid overuse. It’s better to use LSI (Latent Semantic Indexing) keywords, which are conceptually related terms and are used by search engines to fully comprehend material on a webpage.

3. The most important step in good SEO practices for optimized content marketing

Nothing is more crucial than developing content that is optimized for the reader in the first place. And don’t forget to check the constant Google Algorithm updates.

There are a handful of ways to avoid Google penalties, and the best SEO practices are the ones you can keep up with. If you don’t know how to optimize your content marketing correctly to boost your ranking while navigating all the guidelines to avoid penalties, Tempesta Media’s managed solution will help. With our outstanding knowledge of best practices, we’ll help you create or expand your content strategy. Contact us today and start benefiting from expert SEO strategy. 

New Feature: Estimated reading time improves content marketing results and engagement

Effective content marketing is designed to engage your readers. With so much content available online today, readers need to know what kind of time commitment is required to consume your content, and an estimated reading time provides that information.

Customers are constantly looking for ways to improve their content marketing so they can engage with their target audience more effectively. That’s why we added a brand new feature to our platform – “Estimated Reading Time.”

Understanding consumer online reading habits

Way back in 2006, Neilsen Norman Group published a study of how people consume information online. It was the first time marketers learned about the “F-shaped” pattern of someone’s eyes as they scanned the page.

That was also some of the earliest insights into how content consumption online differed from reading things like books, magazines, and newspapers — the content vehicles that consumers used before the internet came around. Follow-up studies in 2019 revealed that there are multiple scanning patterns, but the reason for scanning is the same: Consumers want to be efficient with their time. They don’t have time to read every word, so they look for the most useful information on the page.

Shorter content is not the answer

As the volume of content online grows, the efficiency bias of customers only increases. However, that doesn’t mean that you should be writing shorter content. Another prominent study from Microsoft in 2015 declared that consumers now have attention spans of just eight seconds. That’s a full second shorter than a goldfish, according to the article, and that comparison is now valid in the minds of marketing teams everywhere.

The problem with this comparison and this information is that data about high-performing content tells us just the opposite. In fact, some of the best-performing content online is long, 3,000 words” target=”_blank” rel=”noopener”>clocking in at over 3,000 words.

Setting reader expectations upfront

So, how do marketing teams balance the consumer’s desire for efficiency with the need to create informative blog posts, web pages, and other online content? By managing expectations.

Consumers want information, and the internet is currently the best place to get it. People are willing to invest time and effort into consuming useful and informative content, but they need to know upfront what they are getting into.

That’s why Tempesta Media includes the estimated reading time on all of the content we produce for marketing teams and businesses who use our managed content services platform. It’s a simple tool to help your readers know how long they need to plan to get through a piece of content on your site. We include the reading time at the top of the article, right below the title, so users can quickly and easily determine the time commitment. This feature is included in these content types:

  • Blog posts.
  • SEO content.
  • News commentaries.
  • Informative articles.
  • Thought leadership pieces.

While it’s not a guarantee that they will read every word, our own research reveals that it will dramatically increase engagement and time spent on the site while reducing bounce rates. Improving these metrics gives you more time and more opportunities to push consumers to a call to action to take the next step, boosting engagement as well as conversions.

Content development to improve your SEO and website performance

We found that by adding this feature to content, it dramatically increases engagement, time spent on site, and bounce rates.

Learn more by checking out our 3-part series about estimated reading times: Do You Need Estimated Reading Times, Part 1: What Are Estimated Reading Times?