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Posts tagged “Marketing Communications”

The five W’s of building a personal social media brand for business

I have a lot of conversations with clients, prospects and colleagues about how they can more effectively use their personal social media accounts for business purposes. Oftentimes, those same people are charged with owning the social media accounts for their organizations. They spend a lot of time thinking about strategy and execution around their company’s brand, but spend virtually no time thinking about how to maximize the impact of their personal social media brand, particularly in the context of how it can help them professionally.

Think about the FIVE W’s as you formulate your personal social media brand for business:

  • Who – Who are you trying to reach? Or trying to influence? It’s important to know who your desired audience is in order to share content…
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Numbers tell interesting story about Twitter’s tailored audiences (Part Two)

Consider this: Twitter has more than 645 million active users with an average of 58 million tweets per day. In 2013, Twitter boasted an annual advertising revenue of $405 million. So it’s not surprising that its new tailored audiences advertising tool makes this social medium an ideal place for many businesses to advertise. Take a look at who’s been doing it well.

Who’s successfully leveraging tailored audiences?

During testing, Twitter noted that “inbound marketing software platform HubSpot was an early beta tester of tailored audiences. By reaching recent visitors to their web properties with Promoted Tweets, Hubspot saw a lift in engagement rates of 45% with tailored audience campaigns over their historical averages.”

Twitter goes on to report that,…

Continue Reading Numbers tell interesting story about Twitter’s tailored audiences (Part Two)

Twitter’s tailored audiences may be tailor-made for you (Part One)

Retargeting is a well-known practice in the advertising industry, giving advertisers the ability to tag website visitors and target them with a banner ad after they’ve left the website and continue to browse online. Now, Twitter has reworked the concept to fit within the social media realm.

Twitter’s new tailored audiences product provides advertisers with tools to reach their website visitors through Twitter-promoted posts and promoted accounts. Advertisers can easily define groups using the website browsing behaviors of existing and potential customers, then connect with them on Twitter through a targeted ad. That means you can target audiences who have recently visited your site, searched for your product or brand category in a search engine, made a recent…

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What B2B companies can learn from “The Biggest Loser” brand blunder

Building a respected brand is hard. Keeping it is even harder. NBC is learning that lesson the hard way. This week, as it has done for several seasons, it aired a live broadcast of the season finale of its popular weight-loss competition show, The Biggest Loser. But this time was different. This season’s winner lost a staggering 60% of her body weight, going from 260 pounds to 105 pounds. Past winners have been celebrated for their achievements. This winner is being accused of going too far. And it’s the Biggest Loser brand that may come out as… well… the biggest loser.

I won’t get too mired in the controversy around the finale, but I do think it’s worth considering what B2B brands can learn from this debate. Whose hands are your company’s brand in?

Here are a few…

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Making the most of your social media efforts

As we have more and more conversations about how B2B marketers can best leverage social media, I thought this Fast Company piece provided six really great, practical tips. The actionable ideas range from suggestions for timing your posts to growing your follower base.

This is an easy, quick read that can have meaningful impact on your company’s social media efforts, especially if you and your team are just getting started. I’m often surprised how many brands don’t follow tip #1 – the most common mistake to avoid on Twitter.

Which of the ideas shared in this article is your favorite?

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