DOMINAITE's Posts (15)


First there were influencers. Then came micro-influencers. What next? Nano-influencers?

As the trend carries on and brands get a whiff of influencer marketing, one question haunts many: What makes someone a so-called influencer?

The Cambridge Dictionary defines influencer as “a person or group that has the ability to influence the behavior or opinions of others.” By and large, this isn’t a new thing. For centuries we’ve had philosophers, artists and activists. They were the influencers of the past.


Today, nearly anyone with access to the Internet is claiming to be an influencer. Just add water (in the form of followers) and wait for lucrative corporate sponsorships to roll in: cha-ching!

But there’s more to influence than audience size.

Here’s a shortlist of what brands should look for before sealing deals with influencers.


1. Professional background and knowledge

It’s common practice for businesses to screen potential employees. Influencers shouldn’t be an exception. It’s imperative for brands and businesses to look into an influencer’s education, professional history, industrial acumen, creative competence and likability.

Mickael Romaniello, mobile developer at 2WAO Limited, shares that an influencer to him is a person with “high knowledge of their professional field.” Someone who isn’t only able to attract positive attention but also “someone whose experiences people can learn from.”

In short, influencers should be reliable sources of information.

Influencer knowledge and experience can be tested through interviews or informal chats. Their online profiles and credentials should always be verified and brands can benefit from seeing them as service providers rather than audience hunter-gatherers.

2. Ability to produce and improve creative output

Bringing influencers on board mean employing additional creatives in the marketing team. They should be hired not only to leverage brand exposure but also to bring in expertise to the internal team.

Some influencer sponsored posts on Instagram have text that looks and sounds so promotional, so devoid of imagination, so lacking in personal touch, one wonders if the brand and the influencer bothered to exchange ideas at all.

Samuel O’Brient, recruitment director at Gryphon Capital, shares that influencers should be “the first ones who dare to think outside the box and challenge the way things have always been done.”

Getting audiences to respond to brand messages also depend on how clever, charming and convincing those messages are. “Influence is defined by the action it generates,” says Rachel Miller, influencer marketing manager at TopRank Marketing. These actions should be scalable and must contribute to the brand’s KPIs.

Vanity metrics alone do not define the success of a social post.

Indeed, social media has become a wilder jungle and finding real talent can be tricky for brands with smaller budgets or less experienced marketing teams.

3. Skills in defining, tracking, measuring contribution to the brand’s growth

In math as in marketing, the size of a social media star’s following should be proportionate to the interaction they produce on their social posts. Someone with a following of 34.7K shouldn’t be getting just over 700 likes on a post, with zilch in comments. Numbers not adding up is a red flag. This likely means that that influencer is ineffective or has bought followers -- or both.

JP Hanson, chief executive of Rouser Public & Legal Relations shares that “influence and audience aren't the same thing.”

“Influence isn't about eyeballs -- it's about changing behavior. The most influential people for conversions, for example, are found further down the follower ladder.”

Hanson adds that “it's crucial to identify not only the influencer who will get you what you want but also further strengthen your brand.”

4. Strength of character to weigh in on issues that matter

The opportunity for influencers to take a stand, change the climate of opinion, encourage healthy conversations and drive a positive movement lies before them. Yet rarely does an influencer ever use his or her clout to push for a much needed confrontation on issues that shape today’s communities and societies.

Social movements such as the #MeToo campaign gained momentum because it nudged people into talking about the uncomfortable subject of sexual harassment and assault. Without the influential women who spoke up despite risk of public backlash, this very important conversation would not have happened at such a global scale.

With great following comes great responsibility and a genuine influencer will not squander the opportunity to make the world a better place by making a stand and lending their voice to the disadvantaged.

* * *

What are your thoughts on influencer marketing and what do you think could help improve the influencer culture?

If you want to win the hearts and minds of your customers and drive business growth, connect with me on LinkedIn today.

I cover digital marketing and PR in Asia.  Opinions expressed by Forbes Contributors are their own.

Co-written with freelance Megan Leung


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PR Growth Hacks To Explode Your SEO

If you’re new to SEO or PR, then you might want to step back and review some of your on-site optimization and content assets before digging in here.

However, if you already know that high-quality, contextual backlinks are essential to your SEO strategy and you want to use PR to growth hack your way to the front page of google – then this article is for you.

Without beating you over the head about benefits and reasons for this – here are highly-actionable PR growth hacks to secure those ever-loving SEO backlinks.

Pack Value-Driven Punches In Your Pitches

This is the golden rule for all outreach. No one will want to link to your site or talk about you in any way if you don’t have something valuable to share.  Always think about adding value to the Journalist, not just adding links. When you build up trust with the Journalist you can become a source and this will inevitably lead to more links.

How Do You Add Value?

The answer is create research that adds value to a story!

39% of writers prefer content that contains exclusive research in some form, so if you can provide it in your pitch – you are giving them something that they crave.  Journalists love original research and it’s a great way to get on their radar. Include key influencers in your research to add authority to the article and position yourself as an authority to the Journalist. You want the Journalist to come back to you for their next article also.

The lesson here is become a known and reliable source for awesome insight related to your industry.  Eventually, the journalists will come to you!

Leverage Events To Get Attention

It might seem counterintuitive, but sometimes doing things in the “real world” can provide high-impact results for your online strategies.  People want to feel like they are involved in something – so creating a space where people can come together can be insanely powerful.

While traditional tactics such as guest posting is quite important to our efforts, grassroots marketing is one of our unique approaches.  Setting up events, getting involved with current events, connecting people, and using this to generate unique quality content among strategic partners. Everyone that attends an event is going to be connected to the online world.  The trick is converting that awesome experience into online content and social sharing.

If you are the organizer and host information, photos, or details about the event on your website it will be the go-to link for sharing across the web.  In addition, leveraging partnerships and content creation during the event materializes another killer touch point for getting more exposure and those juicy backlinks when people share it!

Respond to Press Opportunities

This is one of the easiest PR growth hacks out there.

If you are looking to get quoted as an expert, there is no easier way than by connecting with a journalist who is actively asking to talk to one.

There are quite a few free services that connect experts with journalists and if you haven’t heard of them before, then we highly suggest checking them out:

Although it’s quite difficult due to the sheer volume of work you have to do, there are occasionally diamonds in the rough.  They can be used to get in The Times, BBC and the Guardian.  Check out #Journorequest and #prrequest on Twitter to see if they can help.
These services send out requests from journalists, writers, bloggers, and content creators on a daily basis all of whom are looking for a source that could be you!

Of course – this is not a 100% reliable strategy as you can never be sure of what request will be active on any given day, but amazing opportunities do pop up!

Keep in mind, you are not the only one responding to these requests so make your pitch stand out and really answer the query to the best of your ability.

Create Rockstar Content

As a golden rule the weight and value behind your content will determine your success.  There is a constant hunger for new and amazing content on the internet but people are sick of the same ol’ re-hashed content.

This means if you can generate incredible content ideas then you have something valuable to share in a variety of ways.

Put some real thought and effort into your content and pitch the editor on something unique and engaging and you will have much higher response rates. However that content isn’t the time to boast your accolades, growth or company achievements. Focus on creating real value within your content and make sure to pitch editors and journalists fully thought out topics before you go knocking on their doors.

With amazing content ideas in hand you can pitch by:

  • Offering a completed article as a guest post
  • Connecting with other writers to collaborate
  • Grabbing an Editor’s interest and setting yourself up as an expert source

If you’re not getting any replies to your ideas brainstorm some better ones!

Leverage Local Data

If you want to be successful at PR then you need to learn to do more than self-promotion.  You need to become a source of information that makes people want to cite, share, and return to your work. An awesome PR growth hack for this is to tap into data that is accessible to your team.

Using this data turn it into a useful and insightful asset on your website this could be a comparison tool, a whitepaper, an interactive tool and even an animated infographic. Then reach out to reporters, journalists and bloggers in your area letting them know about your asset. Everyone, especially journalists, likes to read and hear about information related to them and the area that they live in and using this technique helps you do just that.  This strategy is 10x more powerful if you own the data but don’t panic if you don’t have the ammunition.

The big lesson here is that there is data available the hard part is turning it into something that is relatable and appealing to people.

If you can master this you will have a sustainable and repeatable PR growth hack at your disposal!

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Small and medium sized business owners are so busy with the ins-and-outs of running their businesses that an overwhelming number of them miss a crucial component to their success – getting their businesses to appear on Google My Business and Google Maps. Appearing on Google My Business adds huge benefits to the business:

• When a customer searches Google for a specific type of business in their area, a list of those types of those businesses appear in the search results
• Having an active Google My Business account improves the businesses Search Engine Optimization (SEO)
• Show customers actionable information about a business – hours of operation, phone number, and directions
• Customize and display photos of the business so can see what makes a business unique
• Happy customers will be able to leave rave reviews about a business bolstering that businesses reputation and legitimacy

How To Get Listed on Google My Business in 4 Easy Steps:

1. Create a Google Account
Visit or to create a Google account and a Gmail email address. If you already have an email address with Google (, log in to your account

2. Visit Google My Business and click the ‘Start Now’ button. If you’re not sure whether or not your business is already listed on Google My Business, search for it by name and address in the search field. If your business appears, click the checkbox “I am authorized to manage this business and I agree to the Terms of Service and continue.

If your business does not appear, click ‘None of these match – Add your business’ if there is a list of businesses that are not yours, or ‘I’ve correctly entered the name and address – Let me enter the full business details’ and enter in the following details.

3. Verify Your Location
For security purposes, Google will ask you to verify that you are indeed the owner of the businesses location. The easiest way is to allow them to send you a postcard with a verification code with instructions on where to go to enter it. The postcard typically takes 1-2 weeks to arrive.

4. Design Your Listing
Upload your logo, change your cover image, secure a custom URL, ensure that all of your business and contact information is accurate, and add other images in, of, and about your business. Take it a step further and start adding other people and businesses in your ‘Circles’ and discover communities that are relevant to you and your businesses interests.

That’s all it takes to add a business to Google Maps and Google My Business. It’s quick, easy, and rewarding to get started, so don’t delay!

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The Real Secret to Success

Zero In On Your Passion And Start Getting Paid To Do The Work You Love, Not The Work You've Settled For

Tracy is a mentor with a unique story, a Success Engineer, a Choice Creator, an Expansion Advocate. Tracy is humbly serving and powerfully supporting clients globally to create massive shifts in their life and career while making a positive impact in the world.  

Our system guides our clients in discovering their Passion and in confidently stepping on the path to fulfilling their own mission while getting paid and making a positive impact.  Get rid of 'old baggage' from the past and begin creating a massive and destiny-altering shift in your life and career.  Learn how to capitalize on the time it takes to go from currently working on someone else's dream to working on your own.  Learn how our clients use to take full control and begin handcrafting your destiny, while totally eliminating confusion, indecision, paralysis analysis, fear, and self-doubt. Do all of this while multiplying your value in the marketplace and contributing to the growth and expansion of others!

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How to Use PR To Increase Your SEO


Have you thought about using tactics typically reserved for PR in SEO? For years now, people have focused on the differences between PR and SEO — you’re either an expert in one or the other. But recently we have seen the line between these two industries blur and a common thread emerge. When SEO PR service professionals incorporate PR tactics into their SEO strategy, we see an uptick in positive results.

This should come as no huge surprise — after all, SEO and PR work toward many of the same goals, including brand awareness and credibility.

SEO has also evolved by leaps and bounds since it was first created in the early days of Google. It makes sense that as social media networks and other online tools advance, these technologies would play a larger role in a site’s SEO. And these just happen to be specialties for many PR professionals.

For example, as we will discuss in more detail below, Google is incorporating brand mentions into its algorithms. This means that when someone mentions your company positively on a review site or on social media, it boosts your site’s SEO score. A few years ago, brand mentions were strictly seen as a public relations tool, but we now see the growing importance of it in our SEO PR service.


Top SEO Priorities

According to one study from Clutch and Ignite Visibility, companies, when asked about their top SEO priorities for 2018, cited social media marketing, on-site optimization, and content creation as their top three. These are the very same areas where PR professionals excel.

There ‘s no doubt about: If companies want to succeed with their SEO goals, they need to incorporate PR tactics. Let’s get into just how many of the practices used by PR professionals can work to positively impact SEO results.

4 Tactics That Leverage B2B PR in SEO for Great Results
1. Creating Link-Worthy Content
Links have been an important part of SEO since its early days. But Google’s rules have changed a lot regarding what links boost SEO. Previously, Google didn’t care where you got your links from — the only rule was “the more the better.” This led to many link-stuffing practices that were, shall we say, not on the up-and-up. People got links from anywhere — including sites that had little to no traffic or authority.

Now, however, Google has specified what links make the cut. Links are rated based on quality, user experience, user intent, and the amount of authority that a site has. This means that your cousin’s hobby site for model airplanes is going to have a lot less link value than a highly renowned news site.

How to do it…

So, how do companies get high-quality links back to their site? This is where the skills and tactics of public relations professionals come into play.

A lot of what is involved in getting high-quality links is to first create high-quality content. Craft content that high-authority sites will be happy to post and link back to you, because they know their readers will enjoy it. To do this, you will need content that answers a vital need within your audience. Consult with others within your business to find out what questions potential customers are asking. Once you have a pool of ideas, start creating top-notch content.

Once you have your content ready, and you’re sure that it is a unique piece that fills a need within your industry, it’s time to pitch it to other sites. A key to this process is to provide a clear benefit. Show how your content can help their audience and attract more views.

Once you get your content onto one high-authority site, you can leverage that status with others. Your past exposure offers social proof — if this high-quality site published your content, then it must be worthwhile.

These are steps that B2B PR people take every day to put their clients on the map. From creating stellar content that audiences want to read, to writing the ideal pitch, to securing buy-in from high authority sites, PR pros know how it’s done.

2. Engaging Influencers
Influencers are those with a large following on social media. Their audiences often look to them for advice and insight into industry matters.

How can influencers help your SEO? Because of their deep connection to their audience, they have the power to boost both your brand’s visibility and engagement. As your brand garners more attention and your target audience takes notice, both traffic to your website and links back to your site will increase.

How to do it…

There are two principle ways that you can use influencers effectively to boost your SEO. The first way is to have an influencer include a link back to your site within his or her content. The downside to this is that influencers are required to disclose any sponsored links. This could detract from the value of the link if it is sponsored. However, if your content is compelling and benefits the B2B influencer’s audience, the influencer may very well do so without compensation.

The second way is to work with an influencer on a content campaign that will interest their audience. Because their audience is their bread and butter, they often know better than anyone what their audience wants and needs. Create a campaign that fills those needs and builds a bridge back to your brand.

You may also want to check out micro-influencers — individuals who have a smaller following than traditional influencers on social media, with audiences in the 15,000 to 25,000 range. Don’t let their smaller audience size fool you. At times, micro influencers can be much more effective than traditional influencers. This is because their audiences tend to be more engaged (i.e., they comment and share content more).

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Note, however, that influencers should never be used as a one-time fix. Cultivate long-term relationships with influencers that will allow you to work collaboratively with them in the future. PR pros are seasoned at nurturing and maintaining these relationships.

Just imagine what potential benefits you can reap from influencers. If even half of their audience reshares your content or visits your site, it will boost traffic and engagement and lead to stronger SEO.

3. Using Social Media
Social media has risen in the ranks as a must-have element of SEO. As you create valuable content that your audience loves — and most importantly, shares — that creates backlinks to your site and builds up your SEO status.

Google recognizes the power of social proof in people’s lives and in a website’s authority, making it a component of its SEO algorithms.

How to do it…

How can you amp up your SEO even more with social media? A lot of this goes back to content creation. Craft content on your site that is extremely valuable to your audience — this will ensure that people will want to share it on social media.

Another part of your SEO includes your social media presence itself. Beef up your profiles on social media to represent your brand. This builds brand awareness so that when people see your branded content again, they’ll be more likely to recognize and trust it.

Among the social media networks not to underestimate is YouTube. This powerful network puts video at your viewers’ fingertips and is a great boon to SEO. For example, in this very visual world, video helps to keep viewers engaged and on your site longer — giving them ample chance to bond with your brand. YouTube, which has with one of the largest search engines on the internet, can direct new audiences to your videos.

Let’s focus on video for a moment longer. There has been a steady uptick in video use over the years, which has made video into a highly prized tactic across all industries and audiences. You can use it on YouTube, post it to social media, embed it as content on your website, and even incorporate it into your press releases — all of which adds to the power of your SEO.

4. Acquiring Brand Mentions
While the link-strengthening practices mentioned above are a powerful part of using PR in SEO, it’s important to note that brand mentions are also very important.

As Gary Illyes, Google Webmaster Trends Analyst, mentioned at Brighton SEO in September of 2017, “If you publish high-quality content that is highly cited on the internet — and I’m not talking about just links, but also mentions on social networks and people talking about your branding, crap like that. Then you are doing great.”

It is obvious that as we move forward, brand mentions are poised to play a major part in SEO best practices.

While in the past we thought that actual links held the most power, we now see that even the simple action of mentioning your brand on another site can also boost SEO. And it’s not just any mention that will do. Google has made it clear that within its algorithm, sentiment matters — positive mentions will boost SEO scores and negative mentions and reviews will harm SEO scores.

How to do it…

What can help you to get mentioned positively on other sites?

One of the top B2B PR tactics to use is thought leadership. As others recognize your authority and expertise, they will want to talk more about you. Different thought leadership activities, such as speaking at industry events or publishing a book, can also put your brand in the spotlight.

Another way to boost brand mentions is to encourage happy customers to review your brand and share their experiences. Set up your social media networks for customer care — to take care of customer complaints and resolve any issues that come along. This open channel of communication can bolster positive mentions of your brand.

PR professionals also have other ways of positively positioning your brand. From crisis management to product launches, they know how to make your brand look its best and neutralize negative attention.

All of these PR strategies and tactics create positive brand awareness that makes you stand out in your industry. Among other positive results, this leads to more brand mentions and a boost in brand authority, all of which strengthens your SEO.

Key Points to Remember…

Create valuable and informative content that other sites will want to share and link back to you.
Influencer marketing is a great way to reach new audiences and build many links back your site.
Share your content on social media and spruce up your profiles to attract people to your brand and share your content.
Don’t forget the powerful impact that positive brand mentions can have on your SEO.
It is time for PR and SEO to put away their differences and work together toward a common goal: a rockin’ SEO score.


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Web Video Production for Non-Professionals

Download these training articles:

How to Read From a Script for Video Production

How to Use Video Marketing on Facebook

Some Tips for Considering the Environment of Your Videos

The Best Software for Easy Video Production

Top Promotional Uses for Video

Top Tips for Editing Your Video

Top Video Production Mistakes

Top Ways to Create Professional Videos Without a Video Camera

Vlogs Vs Promotional Videos

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What makes you so special? Why should anyone purchase your product or service or listen to your opinion over someone else in the same industry?

The best answer to that question is that you have established yourself as the authority and gone to great lengths to ensure that this is known to every one of your potential clients. You have figuratively, and sometimes literally, written a book on your expertise. That is the power of being an authority influencer.

Establishing yourself as the authority in your industry is how you can "Dominaite" your competition. It positions you above others and opens doors, which is the most important responsibility of any business leader: to acquire and retain customers.

To develop that authority you need a solid presence in each of the following:

Branding. Building a brand isn’t just about building your company’s brand but also your personal brand. For your audience to recall your name, it must be clearly recognizable and associated in their minds. Build your personal brand into what makes you unique. A few key factors will help you discover your unique brand: your personal mission, your philosophy, your journey and your community. Well-known leaders are very clear about who they are.

Content marketing. Content marketing is the means through which you build your dominance. You need to commit to creating a significant amount of high-quality content written specifically for your target audience. It can come in multiple forms: white papers, articles, blog posts, webinars, podcasts and definitely a book. As you create appreciable content, you create a legion of fans who are excited to consume what you create.

Referral marketing. If you’re doing them correctly, referrals should bring in a large number of new clients. In fact, 85 percent of small businesses get customers through word of mouth. You need to encourage your satisfied clients and customers to refer you to others. Client referrals are the most common and are an outcome of great service. But an often-missed opportunity is the referrals from influencers people who are in front of a group of your prospects every day. Research them, meet them. Impress them.

Lead generation. What does authority influencing have to do with lead generation? Everything. It’s far easier to generate leads when you’re seen as an authority. As an authority, you can tell people what they need, and they’ll believe you. If you come at them looking and acting like a salesperson, they’ll ditch you and you will lose credibility.

PR and marketing. People don’t believe what you say about yourself, but generally, they will believe what the media says about you. Whether it's coverage from CNBC or a local radio station, people will assume that you’re an authority; and that’s good for business. It’s irrational, but there’s nothing rational about the general public’s decision-making process.

Speaking. Are you currently speaking to groups that consist of your target audience? If not, you need to be. Speaking, bar none, is the best way to enforce your authority position and generate high-quality leads. If what you say is competent and professional, you will connect with a subset of the audience and build a strong loyal following.

Events. Events are where loyal tribes of customers come together. Be there with them. Or have them come to you. Holding annual events is one of the best ways to upsell, build additional loyalty and expose more people to your authority.  

Be The Rockstar. You want to be famous to the people that matter. You need to be the authority in the industry, in the community, in the marketplace where you and your business live, because you need people who have the ability and willingness to help grow your brand to see you as the authority. 

Donate.  Connect your brand and yourself with giving back to your community and charitable causes.  This should be authentic.  Donate your products and services to create experiences that feel good and create buzz.  Get involved in charitable events that you are passionate about. Use your authority influence to bring awareness and do good.

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Position Yourself as an Authority and "Dominaite"

It is tough building a business today. There is more competition then ever. There are new widgets and gadgets and dissemination of information, that totally confuse potential clients.

Long gone are the days when your customers would just buy because of a good product and a good price. Now they want more! Consumers are looking for an experience or a feeling. Your customers want more then ever for their money. They want to be emotionally stimulated.

Your competitors have already figured it out and they’re stealing your business. Twenty years ago, business owners made it a habit of holding all of their information “close to the chest." It would seem insane for the leader of the business to go out and speak publicly about how they were different, why they were growing so fast or why new customers were flocking to their doors. We use to call this information “trade secrets."

Today, those same leaders and CEOs have realized that sharing the secrets is the key to winning the loyalty of clients and customers. New terms like authority, expert and thought leader have completely changed how people do business today.

Becoming an authority will propel your business onto the world stage. Authority status is worth millions of dollars in advertising and new revenue. Here are good reasons for you to focus on becoming an authority in your industry.

Brings attention to you
You are the leader of the business. This is one case where a little ego will go a long way. Any attention that comes to the founder or CEO of the business will inevitably bring more revenue to the company.

Every time you are introduced as an authority, the first thing said after your name is the name of your company. The more you are speaking on stage, being interviewed or giving an opinion, the more people are going to learn about your business. You will be building authority and relationships.

Brings new customers to your business
Consumers always want to be associated with the best-in-class product. If you have ever tried to launch a new product in a crowded space where there is a true market-leader, you understand how difficult it actually is. What is most frustrating is when you know that the reigning “best-in-class” is an inferior product. The only thing that trumps the best-in-class spending habits of consumers is a new product being launched by the leading authority in the space.

Increases loyalty in your customers.
Authority Influencers are incredibly passionate about the industry. You can become an authority influencer by publishing articles and content regularly. Interact with other influencers and you will build a loyal customer base.the importance of authority positioning. It is becoming harder and harder to win the hearts of new customers, so you need to do everything you can to keep the ones you have. Positioning yourself as an authority and communicating with your customers, through every means possible, will increase their loyalty. Customers want to follow the Rockstar.


Be the Authority and "Dominaite" Your Industry!

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The phrase “influencer marketing” is pretty familiar to most marketers. The basic concept is easy to grasp, utilize the existing popularity and authority of “influencers” to build a reputation and visibility for your own brand.

But influencer marketing isn’t a “hack” or a get-rich-quick scheme; like any other marketing strategy, it demands a nuanced approach to be successful, and is packed with far more variables than it appears to have on the surface.  Here are some ways using authority influencers can help you "Dominaite" your industry.

Inbound links.

Inbound links are necessary for any kind of SEO campaign. Links are what pass “authority” from one site to another, essentially making them points of validation that convince search engines your site is authoritative and trustworthy enough to earn higher rankings. It’s becoming more and more difficult to get inbound links, but one way to get them is to build a relationship with a known authority influencer; they’ll often link to your site if you give them good reason to. For example, if you have a relationship with an influencer and let them know about some recent original research you recently published, that influencer might comment on it and link to your research, which, presumably, is hosted on your website. You’ll gain a boost in authority from the link, but just as importantly, the presence of that link will result in click-through traffic from other readers as well as increase its visibility so that other authors can reference it (with a link) it in their work as well.

Content visibility.

You can also leverage your influencer’s audience to expand the visibility of your best content. Social influencers typically have tens of thousands to millions of followers, so getting an influencer to share one of your best pieces of content could instantly multiply its visibility. More readers alone won’t necessarily boost your rankings, but it’s a nice gateway to future points of value. For example, if your content circulates with an audience 10 times larger than what you could muster on your own, you’ll likely earn 10 times as many links overall and that’s not even mentioning the reputation benefits your brand will earn.

Audience building.

Networking with influencers is also a fast way to grow your social media audience (as well as recurring traffic to your site). Social media runs on a “tree falling in the forest” system; no matter how good your content is, people will only follow you and continue reading your material if they know it exists in the first place. Getting an influencer to share that material could introduce a new audience to you. Again, this alone won’t increase your search rankings, but over time, a larger audience means each of your published pieces will have instantaneously better value when you syndicate them.

Collaborative content.

Don’t discount the potential for working together with authority influencers on mutual content projects. This probably won’t be an option to you in the early stages of your influencer relationships, but once you have an ongoing, mutually beneficial setup, this may become a natural element of your partnership. Working together, you might pool your resources to create and distribute an industry report, or you could conduct an interview series or create a podcast in which you exchange thoughts and opinions on a popular topic. Either way, you’ll both get the benefit of borrowing from each other’s authority, you’ll earn more visibility than you would alone, and you’ll both earn a host of new links pointing to your respective domains. This is a long-term partnership, so the payoffs have no upper limit here.

Publishing opportunities.

Even though you’ll likely earn some links naturally with your content and influencer marketing campaigns, the best way to build links consistently over the long term is through highly valuable content on external, authoritative publisher sites. The problem is, these publisher sites have extremely high standards for content, and are selective about who they let write. Networking with influencers can, over time, open up doors that would otherwise be closed to you. One of your influencers might be close with the editor for a national publisher and could get you an introductory opportunity to make a guest post. Sometimes, a foot in the door is all it takes to start building a bigger online footprint.

Finding the Right Influencer

Much of your success in influencer marketing will be finding the right influencer and starting your relationship on the right foot. The best influencers are ones who are active constantly, with big followings, and an interest in engaging with others. We refer to these as Authority Influencers.  When you reach out, make sure you remain conscious of the fact that they’re busy people with their own goals and priorities and make an offer before making a request. Then, prioritize achieving the goals listed above, always making the relationship mutually beneficial, and doing what you can to preserve your dynamic. 

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Social ROI: Challenges and Solutions

Social ROI: Challenges and Solutions

Social media marketing can be a big driver for marketing growth, since it is one of the newest marketing channels. As this article by Taylor Pearson points out,

In 1994, a display ad might get a 70% click-through rate. Display ad click-through rates are now in the neighborhood of 0.05%…So we starting sending more email. Marketers in the late ’90’s regularly saw 99% of their emails get opened. However, the more emails that got sent in an attempt to prove that people like to open their email, the less people liked to open their email. Open rates for email today are around 15–25%.

Social marketing is the new frontier. Just think about where email marketing was 10-15 years ago, and where it is today. Email marketing is still important and always will be, but it no longer has the growth potential that social does. Even my VP of Marketing sees the value in social.

Social’s role in the customer journey is changing and evolving. Let’s compare social benefits from 2017 with 2012. You can see the change from brand awareness to impact on sales (AKA revenue).

Source: Introduction to Full-Funnel Social Analytics

Older marketing channels, such as email and display advertising, have been successful because you can measure their effect on revenue. So how can you link social activity to conversion metrics like visits, purchases, and revenue?

The Challenges

Social poses some unique challenges. Converting fans and followers into paying customers can seem impossible both to implement and to track. In fact, one of the key findings from our annual State of Social Marketing Report was that social is definitively a marketing function, and ROI is definitively our #1 challenge. 

The percentage of social media teams that live within the marketing organization has grown from 49% in 2015, to 63.2% in 2016, to remaining relatively stable at 64.7% in 2017. Meanwhile, 61% of social marketers grapple with determining ROI in 2017—the same percentage as 2016.

Source: 2017 State of Social Marketing Report

We asked marketers from around the world to reveal their biggest social media challenges in 2017. A majority of brands and agencies said measuring ROI was their greatest challenge.

Marketing departments own social media by and large, but are failing to understand how it contributes to the bottom line. Social is a newer marketing channel, but it is evolving at an impressive rate. Why are analytics and tracking mechanisms not evolving? Measurement looks nearly the same from 2013 to 2017.

Why Is ROI So Difficult?

Determining ROI is difficult for three reasons:

  1. You aren’t clear on what your goals are. Are you supposed to be focused only on building a strong community on social, or are you responsible for driving a certain number of leads/purchases/revenue? Who sets these goals—you? Your boss? Without firm, role-defining goals, it is hard to track towards said goals. 
  2. You don’t have the right tools to track the metrics that will help you map towards the goals you’ve set. Usually this means that you don’t have access to the software you need.
  3. You’re missing the big picture. The ability to see what happens past UTMs and different tracking codes becomes very difficult through channels like private messaging (things like Facebook messenger, text messages, emails, Slack, and Whats App).

All this communication does not pass a referrer, which means Google Analytics counts this traffic as “direct.” This is more commonly known as dark social. By understanding how people engage with your content via private channels and learning which social channels and pieces of content are driving actual web visits and purchases, you and your social team can finally prove the real ROI of your campaigns.

The Solutions

By seeing how all of your social content is being consumed, you can learn which content is driving which type of behavior, and optimize for it. For example, Lucy learned that Twitter drives traffic, but dark social drives goal completions.

Relate your current metrics you track and go down-funnel to tell the entire story; always mention revenue. Shamless plug: conversion tracking will speak in terms of revenue for you. Make a total social impact scorecard that tracks things like total engagements, site visits, page views, conversions, purchases, and revenue from purchases.

Measure and optimize your campaigns based on revenue. This way you can speak the same language as your CMO, which is key in order to get budget and show ROI.

First, let your campaigns run for a period of time before making any changes. This way you have a true baseline to test against. This will also inform you about what type of posts and content are driving conversions and revenue compared to visits and page views.

Now it’s time to learn and test. Test different messaging, images, and even channels to see which has the largest impact on revenue. This information will then drive your strategy going forward. You will know what type of content and messaging will work best depending on your goal (engagement, traffic, conversion).

You might be thinking, “This sounds great if I am a retailer or sell something directly from my website, but what if I don’t?” No worries. This is perfect for retailers or eCommerce, but can also work if you don’t directly sell on your website. You can assign a form fill, email sign-up, or goal completion a monetary value (based on your business) and learn how social is impacting your top conversion goals.

I’ve been taught to always end with a punch, something that means something to your audience.

Garmentory, a leading online retailer for emerging and contemporary fashion, saw a 79% increase in revenue from purchases driven by social in the first 90 days of using Social Analytics, Content Share Tracking, and Conversion Tracking.

That is a great conversation to have with your boss. You can show that you have a scorecard and how you are improving social to optimize for multiple metrics, especially revenue. This is what your executive team has been waiting to see from social.

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Is organic Reach going away completely for Facebook Pages??

Organic reach continues to decline and Facebook just announced that it’s going to go down even further. But there are strategies that businesses can use on Facebook to reach their customers.

Facebook Reach Changes

You may have noticed Facebook Reach declining?  

Mark Zuckerberg announced that he wants to focus on connecting people more (and Pages less).  Here’s a quote from his update:

But recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other. – Mark Zuckerberg

And here is the quote from the Facebook Newsroom article about how they are responding:

As we make these updates, Pages may see their reach, video watch time and referral traffic decrease. The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it. Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.

They go on to say that reach won’t disappear completely and people can still use the “See First” feature for Pages that are important to them.

To use this feature, you go to the Page, click Following and then select See First.  You can let your following know about this and you may get some people who use this feature but more than likely the majority of your Fans won’t.

So what should marketers do?  Abandon their Pages completely? Not completely but the recommendation is not worrying as much about content on your Page.

What marketers should do about the decreased Facebook reach

I think we are seeing the beginning of the end for Facebook Pages being a vehicle for businesses to reach their customers organically.  In the future Facebook is going to be only an ads platform.

1. Continue to count on Facebook Live video and focus more energy on video for organic reach
2. Facebook Ads are still critical and still effective for reaching your targeted audience
3. Think about using a Facebook Group for your business

Facebook Groups aren’t necessarily a good fit for every business because they take more time and more moderation. 

Make sure you are using strategies and tactics to grow your email list from Facebook so if this platform doesn’t work for you anymore, you have ways to connect with your community.

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2017 State of Digital Marketing [Infographic]

Digital marketing is one of those areas that's become, in a way, all-encompassing. There's social media, there's SEO, and there are the analytics that come with both. And with the rapid pace at which digital marketing evolves, it can be difficult and confusing to prioritize which parts deserve your attention.

That's why the Search Engine Journal launched the 2017 State of Digital Marketing.
To find out where digital marketers focus their time and budgets, and how they set parameters of success, over 200 industry professionals were surveyed, filling roles within SEO, paid search, and content marketing. 

Some of the most interesting findings were broken down into the handy infographic below. Among them were statistics on PPC spending -- which ranges from $50 to $5,000 -- and data showing that Facebook is still the preferred social media channel for 62% of marketers.

Want to know where things stand in other areas of digital marketing? 



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Free Haunted Halloween Stock Images

Don't let your social media marketing go dark this Halloween. Trick-or-treat yourself to these haunted Halloween stock images and photos. Don't ghost your prospects and customers this Halloween, scare up some business with a "BooGo" sale or a scary good deal.

When posting on Halloween-related content on Twitter, don't forget to use the #Halloween hashtag. Using hashtags relevant to holidays and events have always been an easy way to get into the mix with relevant conversations and reach more people.

According to Twitter, in 2016 there were 26.3 million Tweets about Halloween.

To use, simply click on the desired thumbnail below, then right-click and save the image to your device.

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SWOT - How Do You Measure Up?


Know Thyself to Monetize Thyself

Do you know what your unique gifts and talents are and how they can be used to grow your business? We often talk about the “business of being a brand” and how you can get paid for who you are versus what you do. But before you can begin to develop the business model for being a brand, you must accurately identify where your strengths are so you can use them to elevate your image, grow your audience, and develop your business model around them.

One common method of examination is to do a personal SWOT analysis examining both internal and external factors.


Write different aspects of your internal factors (personality, skills, gifts, talents, or specialized knowledge) that are strong in one list and those that are weak in another.

Strengths could be:

  • Verbal skills
  • Artistic ability
  • Physically strong
  • Computer knowledge
  • Writing skills

Weaknesses could be:

  • Limited social media knowledge
  • Afraid to speak in public
  • Not techy
  • Lack knowledge of marketing
  • Afraid to fly


Write different aspects of your external factors (relationships, assets, network, influences) that are weaknesses in one list and threats in another.

Opportunities could be:

  • Your connections
  • Membership in mastermind group
  • Facebook fanbase and audience is high
  • Email list is large
  • Thriving business

Threats could be:

  • Competition
  • Limiting mindset and beliefs
  • Changing industry trends
  • Lack of funding
  • Lack of family support

Are you a Rockstar Professional?

Rockstar Professionals are those business owners, influencers, and entrepreneurs with the attitude, expertise and drive to thrive in life using their unique gifts, following their true passion and serving a higher purpose. When it comes to becoming a Rockstar Professional, there are two types of people in the world: those that wander around aimlessly and the very, very, very few that choose and commit to living a BOLD Vision. Your life is what you make of it. If you won’t make your dream happen, who will? If not now, when? You are in the performance of your lifetime right now… make it count!

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