Documentos de Académico
Documentos de Profesional
Documentos de Cultura
MARKETING TOOLS
USING
FOR MASTERFUL
CONTENT MARKETING
IN 2016
99 ONLINE
MARKETING TOOLS
YOU WONT BE ABLE
TO LIVE WITHOUT
TOP 10
ANALYTICS:
MARKETING
TIPS
WHEN YOU
HAVE NO
BUDGET
5 DIGITAL
MARKETING
DISRUPT YOUR
BUSINESS
CONTENT
STRATEGY
PRACTICES
SPECIAL:
HOW TO
GET YOUR
A BETTER
9 WAYS TO CONVERT
MARKETER
TO REAL LEADS
CONTENT
SOCIAL MEDIA
FANS/FOLLOWERS
FIRST 1000
FOLLOWERS
ON PINTEREST
DIGITAL
MARKETING TOOLS
Digital Marketing Tools Magazine 2016
Nick Nicholls
theDigitalFactor.net
2850 Shoreline Trail
Suite 56
Rockwall, TX 75032
Website: http://digitalmarketingtools.com
Email: support@DigitalMarketingTools.com
Design and Layout by Lise-Mari Coetzee
www.coetzeepublishing.com
Table Of Contents
Contents
05 EDITORS THOUGHTS
07 COVER STORY
FEATURE STORIES
35 3 CONTENT STRATEGY PRACTICES
That Will Make You a Better Content Marketer
by Joe Pulizzi
79 9 WAYS TO CONVERT
Social Media Fans/Followers To Real Leads
by Melonie Dodaro
Editors Thoughts
Editors Thoughts
Welcome to Digital Marketing Tools!
Thank you to everyone who clicked the
link below and took my quick survey. You
said you wanted more Social Media Tools
and Content Marketing Tips.
My goal is to bring you the latest digital
marketing tools, practical step-by-step
guides and how-to blueprints from the
best digital, social and content marketing
masters on the planet!
That said, here are the latest marketing
strategies, Content Marketing tools and
Social Media blueprints from todays top
digital marketing professionals.
99 ONLINE MARKETING TOOLS YOU
WONT BE ABLE TO LIVE WITHOUT
3 CONTENT STRATEGY PRACTICES
THAT WILL MAKE YOU A BETTER CONTENT MARKETER
5 DIGITAL MARKETING TRENDS THAT
WILL DISRUPT YOUR BUSINESS
TWITTER ANALYTICS: THE ONLY GUIDE
YOULL EVER NEED
USING LINKEDIN FOR MASTERFUL
CONTENT MARKETING IN 2016
Nick
Editor-in-Chief
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Cover Story
n this post, well be rounding up our top 99 online marketing tools. In this list is
(almost!) every tool youll ever need to master (almost!) every aspect of a digital
marketing campaign, from PPC and SEO to social to content and email marketing.
Some tools are very specific, whereas others offer robust, diverse functionality. Some
are free, others are not. Either way, you can check out the whole list, or skip to the section youre most interested in:
PPC Tools
SEO Tools
Social Media Tools
Content Marketing Tools
Analytics and Conversion Rate Optimization Tools
PPC Tools
1. AdWords Editor
If you work on large campaigns or multiple campaigns in Google AdWords on a regular
basis, youll need AdWords Editor.
The recently redesigned interface makes working in AdWords Editor much easier, and
the new suite of tools has almost everything a PPC marketer needs for bulk editing.
Essential.
Cost: FREE
2. Keyword Planner
Googles Keyword Planner is a similarly essential tool. Although you need an AdWords
account to use it, the Keyword Planner isnt just for PPC; it can help identify a wide
range of keywords and associated data for uses in your AdWords campaigns as well
as content marketing and SEO.
Cost: FREE
4. AdWords Scripts
Many PPC marketers have discovered the power and flexibility of AdWords Scripts
to help them automate tasks that would otherwise eat into their precious time. If you
havent checked them out, maybe its time to give them a try!
Cost: FREE
5. AdWords
Performance
Grader
WordStreams
AdWords
Performance Grader (which we
recently improved!) performs
a thorough PPC audit of your
AdWords account in 60 seconds
or less, completely free. See
what youre doing right, and
where you could improve, and
see a greater return on your
AdWords investment.
Cost: FREE
9. Google Trends
Search trend data can be incredibly valuable to PPC marketers so you can adjust
campaigns to match seasonal demand and Google Trends is one of the best free
sources of this information out there.
Cost: FREE
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12. Soovle
Similar to Google Suggest but with a lot more data Soovle lets you see autocomplete
suggestions instantly from not just Google, but several other sites including Wikipedia,
Amazon, and YouTube. Very handy, but its worth noting that Google plans to cut off
access to the autocomplete API in the near future, meaning Soovle will only be able to
provide results for other search engines when this happens.
Cost: FREE
13. Convertable
One of the biggest challenges in lead generation campaigns is learning enough about
your leads to qualify them. Convertable makes this easier, offering much more data
than traditional forms allow, providing you with data on everything from the browser
they used and their operating system to the traffic source and the keywords they
entered, as you can see in the screenshot below:
Cost: FREE
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14. UberSuggest
One of the most popular third-party tools for PPC marketers, UberSuggest works
similarly to other suggestion-based tools, but also offers robust foreign language
support and some other nifty functionality. Again, when Google sunsets access to the
autocomplete API, this tool might disappear, but for now, its worth checking out.
Cost: FREE
15. SplitTester
Calculating the CTR of two different ads is easy predicting how theyll perform over the
long term is much harder without running a lengthy A/B test. Perry Marshalls SplitTester
tool allows you to enter numerical CTR data to predict the ongoing performance of the
two ads. Great for estimating statistical significance if you dont have enough time for
a full A/B test.
Cost: FREE
16. WordStream
Landing Page
Grader
Strong landing pages are
essential to the success of
any PPC campaign, and
WordStreams free Landing
Page Grader will show
you how you can improve
your landing pages with
a detailed, personalized
report.
Cost: FREE
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18. iSpionage
While were on the topic of espionage, give iSpionage a try (see what I did there?). This
handy tool also lets you get the lowdown on what other businesses in your space are
up to, allowing you to make informed decisions about your own campaigns.
19. SEMrush
You can never have too much competitive analysis, and the SEMrush suite of tools
is definitely one of the best out there. Search for detailed keyword data by domain or
keyword, and see what everyone else is up to.
Cost: Plans starting at $69.95/month
20. SpyFu
SpyFu is another competitive analysis tool, but it offers some really cool features other
tools lack, such as the ability to download CSV files of competitor keywords and
reporting export functionality. It also has a really nice interface with plenty of important
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21. KeywordSpy
Another keyword research tool that can help you gain a valuable edge over the
competition. KeywordSpy offers the data youd expect from such a tool, as well as ad
copy and keyword combination information, AdWords spend data for entire sites, and
other cool information that can help PPC marketers.
Cost: Plans starting at $79/month
22. WhatRunsWhere
WhatRunsWhere is a powerful tool that offers a wide range of data on display advertising
campaigns. Covering 150,000 display advertisers across more than 90 ad networks
in 15 countries, WhatRunsWhere is essential for companies hoping to get ahead in
(display) advertising.
Cost: Plans starting at $175/month
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24. AdGooroo
One thing we hear time and again about our own tools is how valuable the benchmark
performance data is, and thats one area where AdGooroo shines. As well as the
usual ad spend estimate modeling and other tools, AdGooroo also lets you look at
snapshots of specific brands in your vertical very interesting if youre looking to adjust
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Cost: FREE
SEO Tools
27. Google Suggest
Google Suggest is invaluable when
you need keyword and content
ideas. You might not have given
much thought to how Googles
autocomplete functionality can help
you, but with powerful modifiers
and other tricks, theres more to it
than meets the eye.
Cost: FREE
28. Ahrefs
For SEOs, Ahrefs is a must. This tool offers a wide range of functionality that every SEO
will find useful, from link profile data to content referral information. Essential.
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29. Majestic
With more backlink data than you can shake a proverbial stick at, Majestic remains the
go-to for many SEOs. This robust tool (which offers its own API for working with your
own data sets) is extraordinarily powerful.
Cost: Plans start at $49.99/month
30. Compete
Ever wanted to know how much traffic your favorite blogs really get? Well, now you
can. Compete offers estimated traffic data based on a range of metrics, and you can
plot your results against primary and secondary metrics to customize your reports.
Very handy.
Cost: Offers some free tools; pro plans start at $249/month
31. DeepCrawl
Migrating to a new site is a worrisome time for any SEO. With DeepCrawl, you can
test the impact of changes in a safe environment before pushing them to a live server,
among many other awesome tools. DeepCrawl lets you check your redirects, ensure
your hreflang tags are applied correctly, review canonicalized pages, and more.
Cost: Plans start at $80/month
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36. MozLocal
Moz is every SEOs best friend, and having acquired GetListed in 2012, its no surprise
that Moz is one of the best tools for local SEOs out there. MozLocal helps local
businesses rank competitively in the search engines, making smaller sites as visible as
possible.
Cost: $84/year
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39. Linkstant
Wondering where your new links are coming from and just cant wait for a search
engine report or your Analytics logs to catch up? Then check out Linkstant (as in links
+ instant), a link checking tool that offers immediate results.
Cost: Plans start at $7/month
40. MozCast
Keeping up with changes
to Googles algorithms
can be hard work, which
is why MozCast makes
it easy and fun. MozCast
compares
Google
algorithm updates to the
weather, providing at-aglance updates of how
much the algos have
changed over the past
day or week.
Cost: FREE
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49. MozBar
Yet another awesome
free tool from our pals at
Moz. The MozBar browser
extension lets you perform
a range of SEO tasks from
your browser, including
keyword ranking data
analysis, schema validation,
and SEO metric reporting.
Cost: FREE
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55. TweetDeck
If you only want to focus on Twitter, TweetDeck will soon become your new best friend.
Dont waste time wrestling with the Twitter.com interface get all the functionality
Twitter should have built in the first place with TweetDeck.
Cost: FREE
56. Buffer
Yes, other social media tools offer scheduling functionality, but Buffer is among the
simplest and most elegant platforms for managing social media accounts. Bonus
points to the Buffer team for running one of the best blogs in the business.
Cost: Free for limited use; pro plans start at $10/month
57. IFTTT
Although not a social media tool in the strictest sense, IFTTT (short for If This, Then
That) lets you connect the apps you use on a regular basis and create logic-driven
workflows for automating routine tasks. An interesting way to create social media
updates and dozens of other nifty uses.
Cost: FREE
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58. BuzzSumo
Another app that falls into several categories, BuzzSumo is just pure awesomeness.
Find out which content is being shared across which networks and by who. Brilliant.
Cost: Plans start at $99/month
59. SocialOomph
Social media management platform SocialOomph does a little bit of everything post
scheduling, keyword tracking, draft management, multiple account connectivity, and
mentions/retweet monitoring. I havent used it myself, but a lot of digital marketers
recommend it.
Cost: Free for limited use; pro plans start at $6.97 per two-week period
60. Tweepi
Another great Twitter management tool Tweepi makes it easy to get your Twitter account
under control. See whos not following you back (and unfollow en masse), clean up
your follower list, and even force undesirable accounts to unfollow you.
Cost: Free for limited use; pro plans start at $7.49/month
62. SocialFlow
SocialFlow doesnt manage your
accounts or make it easier to
handle everyday social media management, but it does analyze millions of data points
Digital Marketing Tools Magazine
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63. LikeAlyzer
Dont let the awkward name fool you LikeAlyzer is really cool. This tool evaluates
the strength of your Facebook page to give you additional insight into areas you can
improve when engaging with followers and fans on Facebook.
Cost: FREE
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66. Crowdbooster
Social media analytics platform Crowdbooster offers some nice-looking reporting
features, export functionality, as well as the scheduling and general-purpose
management functions youd expect from a social media tool.
Cost: Plans start at $9/month
68. Openr
Openr is a really nifty tool that lets you add a call to action to anything you post on
social media, allowing you to harness the power of socials reach and make it even
easier for your audience to take action.
Cost: Plans start at $39/month
69. Bitly
Where would Twitter be without Bitly? The original link shortening tool is still highly useful
as a standalone tool, even after Twitter incorporated Bit.ly functionality into TweetDeck.
Cost: FREE
70. Mediatoolkit
Keeping track of what people are saying about you online is crucial for effective brand
management, and Mediatoolkit makes it easy.
Cost: Plans start at $29/month
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71. Everypost
Social management tool
Everypost does, of course,
offer
scheduling
and
publishing functionality, but
its greatest strength is its
very cool content curation
tools. Curate content from
virtually anywhere, then
publish across your social
accounts. Very cool.
Cost: Free for limited use;
pro plans start at $9.99/
month
72. Discover.ly
Chrome extension Discover.ly lets you explore relationships with influential people
on social media. It provides additional information about people, including previously
unconnected accounts, such as a persons Facebook or LinkedIn profiles from their
Gmail account, and helps you form stronger relationships with industry power users.
Cost: FREE
74. Powtoon
Powtoon lets you create animated elements for your slideshows quickly and easily,
bringing a touch of finesse that most PowerPoints lack.
Cost: Free for limited use; pro plans start at $59/month
Digital Marketing Tools Magazine
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77. Trello
Trello is a godsend for large or distributed content teams working to a shared editorial
calendar by simplifying the editorial workflow process into nice easy boards. Seriously,
check it out.
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78. Feedly
Many a marketer mourned the loss of Google Reader (RIP), but Feedly is just as good
if not better. Stay on top of the days news and must-read content with this awesome
RSS app.
Cost: Free for personal use; pro plans start at $5.41/month
79. CoSchedule
Another scheduling/editorial calendar tool, CoSchedule also offers some nifty free
content tools like its Headline Analyzer. Well worth a look for small teams.
Cost: Plans start at $15/month
81. Polar
Adding interactive elements like online polls can be a great way to make your content
more engaging. Polar makes adding polls to your content a snap, and it has a really
intuitive interface, so you dont need mad coding skills to get started.
Cost: FREE
82. SlideShare
For marketers who do a lot of conference presentations or webinars, SlideShare is the
other social network. Create awesome slide decks, then share them on SlideShare
with your audience simple.
Cost: FREE
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83. PlaceIt
Ever wanted to put screenshots of your product into stock imagery, but lack Photoshop
skills? Now you can with PlaceIt, an easy way to customize images with your own
branding and product stills. It also features video integration, which looks awesome.
Cost: FREE
84. Canva
Canva lets you create stylish, striking visuals for social media posts and content projects
with an effortless drag-and-drop interface. You can upload your own assets to work
with (for free), or pay a small fee to use Canvas own library of visual materials.
Cost: Free for limited use; pro plans start at $12.95/month
86. Piktochart
Long gone are the days when you needed to hire an expensive graphic design specialist
to create beautiful infographics. Piktochart is an awesome free tool that lets you start
designing infographics, presentations and more in minutes. Well worth bookmarking.
Cost: FREE
Digital Marketing Tools Magazine
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Cost: FREE
89. Quora
It might not seem like a content marketing tool, but Quora can be invaluable for
crowdsourcing answers to your questions. Many content marketers use Quora to find
quotes, explain complex topics, and other ways to make their content more accessible.
Cost: FREE
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90. OmmWriter
Hate drafting in Word? Need to eliminate distractions while youre blogging? Then give
OmmWriter a try. This minimalist writing environment strips away everything between
you and that all-important first draft, giving you the time and space to get more done.
Cost: FREE
91. Evernote
Personally, I favor the hundreds-of-bookmarks-organized-into-folders approach to
research, but if this sounds like too much hassle, give Evernote a try. This powerful
free app lets you save virtually anything you find online to a personalized folder system
synced across all your devices awesome.
Cost: FREE
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93. CrazyEgg
Heatmaps are immensely useful tools to see how your visitors are really interacting with
your site, and nobody does heatmaps better than CrazyEgg.
A heatmap showing audience eye movement and points of interest on a web page.
Cost: Plans start at $9/month
94. ClickTale
ClickTale lets you review video recordings of real website visitor sessions, revealing
their mouse movements, what they click, and most importantly, where youre losing
them.
Cost: Plans start at $99/month
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95. SubjectLine
Worried your email subject lines arent
as compelling as they could be? Then
test them to see how they measure up
with SubjectLine. For example, I entered
the subject line Want to get more out of
your PPC campaigns? which gave me
the score and breakdown below:
Cost: FREE
96. MixPanel
MixPanel is a powerful analytics tool that lets you work with large datasets without
writing a single line of SQL code. It also boasts a clean, intuitive interface, making
advanced analytics analysis easier than ever.
Cost: Free for limited use; pro plans start at $150/month
97. Formisimo
Analytics tools are all well and good, but finding out why visitors abandon web forms
and checkouts is hard using traditional platforms. Thats what makes Formisimo such
a valuable tool for digital marketers. Find out exactly what visitors are doing or not
doing with your web forms.
Cost: Plans start at $50/month
99. FiveSecondTest
In-depth A/B tests are all well and good, but sometimes, a persons gut reaction to
what they see immediately upon landing on your page can yield surprising insights.
Thats the idea behind FiveSecondTest, a testing platform that shows you what people
see within five seconds of arriving on your page and what they miss.
Cost: Based on a credit system
Digital Marketing Tools Magazine
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3 Content Strategy Practices That Will Make You a Better Content Marketer
35
3 Content Strategy Practices That Will Make You a Better Content Marketer
36
3 Content Strategy Practices That Will Make You a Better Content Marketer
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3 Content Strategy Practices That Will Make You a Better Content Marketer
Something to try: One of the keys to findability is having the right categories/taxonomy in place. In two recent articles,
Marcia Riefer Johnston, managing editor
for Intelligent Content, explains what semantic categories are and why marketers
should care, and follows up with some
specifics on how to use semantic categories for your blog.
The reason people hire content strategists is that people cant find anything.
I have studied the website for This American Life, as it excels at providing an experience that helps readers or listeners
find the right content or discover something they didnt even know they wanted.
Learn more with Put Users at the Center
of Your Content Strategy: A Look at This
American Life.
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Identifying influencers
Identifying global influencers in your
industry or niche is starting to go
mainstream.
I was surprised the other day to find
that technology that sifts through 6
million web properties per day over
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Personalization
Enterprise platforms like Teradata allow companies with 10 million customers like the
Qantas Frequent Flyer Loyalty program to dissect the data. Then they target them with
an email or even that print piece in the snail mail that is relevant and personal.
Expect the smaller end of town to use data more effectively to produce powerful marketing results. Lets look at an example.
When someone registers for a LinkedIn Webinar. Then they are maybe in the market
for a LinkedIn course, lead generation or other relevant training. It should be tagged by
your marketing system and used for future targeted campaigns.
But its not the data that is important
Its what you do with the data
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Return on investment
But what it means is that if you are spending $10 on an Ad you better be sure it is
making money not losing dollars. So measurement of ROI is gaining serious attention.
Google+ tried to disrupt Facebooks social network domination but failed.
Twitter has its place in paid but it doesnt have Facebooks discrete data. It is more
about creating top of the funnel brand awareness, driving traffic, breaking news and
powering viral content.
Dont ignore this trend.
Targeted social advertising on desktop and mobile is here to stay and some of your
competitors are already using it..
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5 Digital
Marketing
trends - 1
Some more perspective on
the scale of where this is
heading.
73% of Facebooks $14
billion this year comes just
from mobile advertising.
that is over $10.2 billion
from mobile alone.
Facebook also has barely
tapped mobile advertising on its 1 billion users on
WhatsApp, Instagram and
Messenger platforms.
Look for that to change
over the next few years.
45
Maybe those four are enough for mobile. You cannot do everything on mobile that you
can do on a desktop. You need to focus on what is the most important and prfioritize.
5. Visual media
We have been watching it for a few years now but images, photos, embedded video
in social networks and now streaming video (Meerkat and Periscope) is changing the
engagement landscape.
This has happened because of the rapid rise of mobiles with cameras that are fast
rivalling professional Digital SLRs.
This trend will only continue to consolidate as more people move to mobile as their
primary screen as developing countries purchase smartphones. India is predicted to
have more mobiles than the USA in the next couple of years.
Over to you
So what marketing automation platforms are you considering? Is mobile on your radar? Are you already personalizing advertising and using Facebooks targeted Ads?
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TWITTER ANALYTICS:
Youve got it
47
When 140 characters just wont cut it, gifs are helping us express ourselves:
http://t.co/wIWjJQnY1Apic.twitter.com/medoHGVfHX
Hootsuite (@hootsuite) July 25, 2015
If they are not engaging with your content then you either have the wrong content or
the wrong audience.
You start off by figuring out if they are engaging with your content and if this engagement
is moving in the right direction. (As you analyze results and make improvements, you
should see engagement going up.)
When engagement is going up, you can then start drilling down to figure out what type
of content is helping with this.
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I know that engagement is much more important but, if people dont get a chance to
see your tweet, then they cant engage with it!
When you view impressions, you may start spotting trends such as higher impressions
at certain times of the day.
That doesnt mean to say that you dont schedule tweets when there are low impressions,
because this may attract an audience you wont reach at another part of the day.
But you may want to send more tweets at the time when there are higher impressions.
49
Its great to see your follower count going up but, if they all have 10 followers each,
then its not much value to you.
So, youll also want to look at the total follower count of each of your followers and
divide that by the number of followers to get the average number of followers per
follower!
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The App Card allows you to have a download now button to allow people to download
your app, so youll want to track this.
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2. Simply Measured
Simply Measured provides a very comprehensive social media analytics platform,
which includes Twitter. Some of the functionality includes:
Profile analysis
Competitive analysis and benchmarking
Customer-service effectiveness.
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All reports are really nicely designed and the data is exportable to Excel. The following
is an example of the report you can get, showing you the level of Twitter engagement,
reach and actions from the tweets you have sent.
3. Quintly
Quintly displays data in a customizable dashboard. You can select from a range of
customized dashboards related to Twitter. It provides:
Competitive benchmarking
Smart reporting if you change your dashboards, the reports are automatically
updated
Influencer identification find the influencers you should be engaging with
Customized dashboard customize according to your needs
Export all content for further analysis.
Price: Starts at $129 per month with 14-day trial on all packages.
4. RivalIQ
RivalIQ is a competitive landscape tool. You set up all the competitors you want to
track and then monitor your analytics in relation to your competitors.
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This is a great way of getting a snapshot, on a weekly basis, of how you are performing
against your peers and you can then set targets to do better! Some of the functionality
includes:
Compare engagement
Compare follower growth/decline count
Compare activity how many tweets everyone is sending on a daily basis?
Identify the best content shared by you or competitors
Mentions the volume of mentions and who is doing the mentioning!
Price: Starts at $199 per month.
5. Locowise
Locowise provides simple-to-understand graphical reporting that shows you how you
are doing.
It provides information such as:
Engagement
Fan growth and predicted fan growth
Individual tweet analytics.
Price: Starts at $120 per month.
6. Tweet Binder
Tweet Binder provides detailed analytics on a particular hashtag, such as:
Reach/impressions
More engaged users
Key influencers.
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Price: Basic free report, then price starts at $45 per report or $245 per monthly report.
7. Crowdfire
Crowdfire is an excellent tool for managing and growing your followers. Here are 2
excellent features:
Copy followers You enter in the name of a competitor and it will show you the
more active followers for the competitor.
Keyword follow Enter in a keywords and it will come back with a list of relevant
accounts to follow.
There is a good free version and price starts at $10 per month.
Tactics to Improve Results
Now that youve done all your analytics, its time to improve your results.
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b) Share compelling images they also tried sharing animated GIFs and that worked
really well.
Know anyone that is a social media lover? Show them this list of movies: http://t.co/
fsnOweTThS pic.twitter.com/EnyanLgaLV Hootsuite (@hootsuite) July 26, 2015
c) Refine your copy over and over again we found this to be extremely important.
Whats going to catch peoples attention? You need to come up with something
compelling.
d) Double down on content that works use your analytics!
e) Show a little personality Hootsuite found that a bit of sass/humor in the copy
worked well.
You are more likely to get engagement when you have Twitter cards
Digital Marketing Tools Magazine
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b) You upload your presentation to SlideShare. SlideShare has Twitter cards enabled
so people can browse through the slides directly within the tweet.
Action: Read this post on Twitter Cards.
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If Twitter is an important platform for you then its hard to avoid Twitter chats!
b) Hashtags use hashtags selectively in tweets to help increase their reach. One of
the best ways of using hashtags is when you are at a conference, or when a conference
is on and you are not attending!
Include the conferences hashtag and provide relevant information to the attendees of
the conference.
c) Use a marketing automation platform designed for Twitter that allows you to
automate tweets.
Summary
Twitter is very time consuming. If you are spending time on it, you need to get results.
The best way of getting results is through analytics. We quite often ignore analytics but
that is certainly not wise.
What are you going to implement from this article?
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2015 has been a breakout year for LinkedIn, both as a social network and (more importantly) as a content hub and distribution platform.
As of Q3 2015, LinkedIn had over 400 million active users and 37% year-over-year
growth. Much of this growth is being fueled by LinkedIns doubling down on content
hosting and distribution.
In an ever-crowded content marketing landscape, finding new avenues to reach consumers and build your audience is a high priority, and LinkedIn represents an underused (yet highly promising) opportunity to drive the quality visibility and engagement
youre looking for.
To help you glean the finer points of the platform Ive tracked down ten of my favorite
LinkedIn experts (and in digital marketing as a whole) and asked them to answer one
deceptively simple question:
Digital Marketing Tools Magazine
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Whats one way brands can better master content marketing on LinkedIn in 2016?
Below are their insightful, actionable and engaging answers.
Ritika Puri is a content strategist and co-founder of Storyhackers. Her recommendation not only highlights some interesting, often overlooked LinkedIn features, but also
shows how they can be used to strengthen your networking connections.
According to Ritika, Over the last few years, marketers have found it harder and harder to drive web traffic to their content. In 2016, the task of reaching (and converting)
new audience will beyou guessed iteven more challenging.
The remedy to the ever-increasing difficulty of grabbing peoples attention is up-andcoming distribution hubs and content ecosystems.
LinkedIn, is exactly the kind of platform that suits the evolving needs of content marketers and the increasing diffusion of consumer attention. Not only is LinkedIn home to
a highly qualified and sophisticated audience, but it presents lots of opportunities to
connect, engage, and re-engage with audiences based on [your audiences] interests.
This post will highlight many of these unique opportunities, but Ritikas answer is very
important because it calls attention to the fact that these opportunities exist in the first
place.
Follow Ritika
Twitter | LinkedIn
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Pam Moore is the founder, CEO of Marketing Nutz, a Social Media, Digital Marketing,
Experiential Branding Agency. Her answer is a great springboard off of Ritikas, because once you realize that LinkedIn as a platform has potential, then the next step is
to maximize that potential.
Pam points out that the central concern for marketers using any platform is to understand their audience and their needs. The next step for LinkedIn marketers then is to
understand how their audience is using LinkedIn.
Once that is done, the final step is to develop a strategy and plan that aligns to the
needs of the audience and utilizes the LinkedIn features that will help them reach, inspire, engage and activate their audience.
There are so many offerings from LinkedIn, as well as from third parties, that can help
you truly match the needs of your audience and engage them directly. Pam urges marketers not to be afraid to test out new features, schedule content at optimum times
via automation tools such as Buffer and publish content on personal profiles as well as
brand and showcase pages.
Follow Pam
Twitter | LinkedIn
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Rebekah Radice is currently the CMO of Post Planner and has an incredible trackrecord as an independent consultant for social and content strategy as well.
Her advice centers around identifying the core high-level approach that brands should
take when they are attempting to establish a presence on LinkedIn.
Simply put viewing LinkedIn as a static site to house yet another company profile is a
mistake. Rebekah notes just how common this problem is and then offers advice on
how to fix the issue.
Whether its networking, recruiting or schmoozing that brings you to LinkedIn, content
is the connector that will create those opportunities for you.
The core of LinkedIns new direction is their rapidly expanding Pulse publishing platform. Rebekah urges marketers to treat this new avenue for content delivery very seriously.
Stay top of mind by consistently sharing relevant content to your LinkedIn page and
taking advantage of expanded reach through LinkedIn Pulse. And dont forget to crosspromote within your LinkedIn Groups and via your personal profile.
Follow Rebekah
Twitter | LinkedIn
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Aaron Lee holds the colorful title of Grand Master of Customer Delight at Post Planner and also self-publishes social insights on his excellent blog AskAaronLee.com.
His advice can best be summarized by one of my favorite Pablo Picasso quotes good
artists imitate, great artists steal.
Aaron points to a recent report published by LinkedIn profiling the ten most successful
brands on the platform.
Aarons advice is to take the lead from the biggest brands and then usefully extract two
core insights.
Tip 1: Have employees share and post your content: Your employees are your biggest
advocates. Get them to help your brand in your content marketing efforts on Linkedin.
99% of the top global brands had employees share to their networks.
Tip 2: Update your company page regularly: According to Linkedin, 99% of top brands
post an average of 12.6 updates per week on their Company Page.
Cant get more actionable and straightforward than that.
Follow Aaron
Twitter | LinkedIn
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Sabel Harris is currently the Director of Demand Generation at Contactually and has
previously worked at several big digital players such as TrackMaven and General Assembly.
Sabels advice directs our attention to an incredibly unrealized avenue for LinkedIn influence your employees and coworkers.
After all, LinkedIn is nothing but a network of professionals, and particularly well-connected individuals within your organization can help maximize the profile of your organization as a whole.
One of the great things about LinkedIn now is that anyone can publish on its platform
and you can use this to your advantage. This aspect of LinkedIn enables companies
to leverage the connections of individual employees and open themselves up to entirely new audiences.
If you already have a strong sense of what your audience wants then See who has
the most connections and then combine it with a topic your audience wants to read.
If you do this, youll have a lethal and powerful content marketing post.
Follow Sabel
Twitter | LinkedIn
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Anita Newton is the VP of Marketing at one of the leading digital advertising companies
in video and social, Adknowledge. She has worked in the sales and marketing industries for 20 years and has had an illustrious career to say the least.
Anita gets right to the point in diagnosing the key challenge marketers will face on
LinkedIn in 2016. Namely, that as more marketers flock to the platform, it will become
more and more cluttered with every kind of content imaginable good, bad (and yes)
the ugly.
To get noticed and stay top of mind she admonishes brands to skip the click bait,
and opt for substance. She importantly reminds us that it is better to have a piece of
quality content read by few readers than a puff piece ready by many.
The next logical question is how to self-evaluate your own content, to see if its truly
worth pursuing. She provides a three-step checklist:
1. Will this make my members of my network smarter?
2. Is this a positive reflection of my personal brand?
3. Would I be proud to have my (boss, mentor, recruiter) read this article?
If after performing this exercise you honestly answered yes to all three questions
post and publish!
Follow Anita
Twitter | LinkedIn
(Disclosure: Adknowledge is a Honigman Media client.)
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Dave Kerpen is a stalwart within the world of digital marketing and is the founder and
CEO of Likeable Local.
Daves advice is something that I have publicly espoused on this blog many times
repurposing content is key.
Since there is so much content out there, and so much of it goes unnoticed, brands
cant expect to post a piece of content once just hoping itll go viral.
In 2016, brands can better master content marketing on LinkedIn by realizing that,
just like on Facebook and Twitter, most content on LinkedIn goes unnoticed. In order
to have even your best content get seen, consider reusing it, posting at least 10 times
on different days and times and with different creative and copy.
Beyond persistent and tailored promotional strategy, Dave also urges brands to recycle content by repurposing it into various forms of content. For example turning a blog
post into a webinar into an ebook, for example.
The beauty of doing this is highlighted perfectly in the last line of his answer: One piece
of great content can turn into a huge opportunity, as long as you reuse and recycle.
Follow Dave
Twitter | LinkedIn
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Peg Fitzpatrick has an outsized reputation as a social media consultant and has most
recently generated a ton of positive attention after co-authoring the book The Art of
Social Media with the famed Guy Kawasaki.
In much the same way that Dave Kerpens comments mirrored previous posts of mine,
Peg Fitzpatricks answer also serves to reinforce an idea I have championed passionately on this site. This idea is that in order for content to reach its maximum potential,
it must be accompanied by strong visuals.
Peg notes something that should be common sense to most marketers, but is clearly
not the case for many: blog articles need to be tested to see what it looks like when
the content is shared.
I find this to be a particularly insightful comment in regards to LinkedIn, where many
people are not constructing the content natively for sharing and many company updates have images that are formatted strangely or incorrectly.
LinkedIn is a professional platform, but even professionals are going to be swayed by
quality visuals if they are accompanied by substantive content.
Pegs answer serves to remind content marketers (on any platform) that if people
wont look good sharing your content to their audience, they wont share it.
Follow Peg
Twitter | LinkedIn
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Dennis Shiao is the Director of Content Marketing at DNN and a contributor author to
the book 42 Rules of Product Marketing.
Dennis gives a two-pronged recommendation and each half of his answer is equally
important.
First of all, brands need to promote their content on LinkedIn and promote aggressively.
The impact of content marketing can fall short without adequate promotion, so make
sure you leverage all of LinkedIns tools for promotion; such as Company Updates,
Sponsored Updates, LinkedIn Groups and LinkedIn Elevate (an employee advocacy
product the company launched in 2015).
The second half of Dennis recommendation is to use LinkedIn to explore what types
of content and subjects your audience might be interested in. Learn about challenges
faced by users in LinkedIn Group discussions, then develop content to solve those
challenges. Review popular posts on LinkedIn Pulse to understand what topics are
trending, then create content related to those topics.
These are just a few ideas, but the most important thing to takeaway is the high-level
potential LinkedIn has for both bolstering your existing content and informing your future content.
Follow Dennis
Twitter | LinkedIn
(Disclosure: DNN Corp. is a Honigman Media client.)
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Jason Miller is the Head of Global Content Marketing for LinkedIn, which lends a whole
degree of weight to his advice, and he certainly doesnt disappoint.
The first thing Jason points out is that focusing on creating content is meaningless if
you are not constantly optimizing that content for maximum reach.
One often overlooked LinkedIn product that can help marketers do this is LinkedIn
Direct Sponsored Content. This tool allows marketers [to] A/B test creative and copy,
personalize content in the feed, and control what content you publish on your company page.
Jason and his team used DSC to promote their The Sophisticated Marketers Guide
to LinkedIn eBook to personalize the message and target different job functions. His
team was able to tweak the copy and creative to speak to the C-suites, Marketing
Directors and Practitioners in their own language.
The use of the tool helped to create broad appeal for this top-of-funnel piece of content since it could be suited to a variety of personas active on LinkedIn.
Follow Jason
Twitter | LinkedIn
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Using
UsingLinkedIn
LinkedInfor
forMasterful
MasterfulContent
ContentMarketing
Marketinginin2016
2016
With so many features, and so much forward momentum, LinkedIn is no longer just
a professional social network it is a content-creation and distribution platform that
should be top-of-mind for your content strategy come the new year.
I hope this article has inspired you to take a renewed look at LinkedIn and given you
many ideas on how to go about leveraging this highly promising platform in 2016.
Lastly, here are these same LinkedIn marketing tips in a ready to pin infographic!
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s a small business owner, CHEAP is great, but FREE is always best! This post
will walk you through 10 free Facebook marketing tips and how to use them
in your business. Please add your best tips in the comments below!
You dont have to hire a professional designer to create a stunning and engaging cover
photo. There are many great FREE tools you can use to create or edit your images.
One of my absolute favorites is Canva. They offer layouts specifically for Facebook
covers; meaning you dont have to guess if your image is the right size or format. And if
Digital Marketing Tools Magazine
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you cant find what youre looking for in their wide selection of free templates, you can
choose from many, many others that will still only cost you a buck!
76
I like to think of Facebook Insights as my own personal Facebook advisor. You dont
need to guess at which types of posts are getting the most engagement with your
audience! Regularly consult your Insights to see which post types and topics are resonating with your audienceand then post these more often!
Tired of posting content that gets no traction? Use a free tool like Buzzsumo to find
the most popular content for a given subject. Plug in a relevant topic, and Buzzsumo
will give you a list of the most popular content on that topic, based on the number of
social shares.
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also create a Facebook offer from your page for free; I like to use offers to promote a
free infoproduct like an eBook. This is a great way to move your fans into your online
marketing funnel! (see #2 above).
78
re you using social media for business but struggling to convert leads
to customers?
79
Remember to treat your email subscribers like gold. Dont treat them like just another
person on your list. Consistently provide awesome value via helpful content in your
newsletter or email series. By the time you do offer something for sale, their decision to
buy from you is easy because youve already built trust and credibility.
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CONTRIBUTOR BIOS
Larry Kim
83
Brian Honigman
84
Ian Cleary
founder of RazorSocial
Ian Cleary is the founder of RazorSocial, one of the worlds
leading sites for social media tools and technology. Ian
speaks internationally on social media, writes for some of
the leading social media blogs
in the world and is often quoted in media such as the New
York Times. As an award-winning tech blogger, Ian has also
been published on Social Media Examiner, Huffington Post
and Businesses Grow.
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Jeff Bullas
86
Joe Pulizzi
87
Kim Garst
88
Melonie Dodaro
89
Neil Patel
90
Nick Nicholls
91
lthough there isnt much talk about Pinterest these days, it doesnt mean you
should ignore it. Its actually one of the highest converting social sites on the
web especially for e-commerce related products.
But how do you get started on Pinterest? Well, to get you off and running, Ive decided
to create an infographic that breaks down how to get your first 1,000 followers on Pinterest.
If you arent on Pinterest, you are missing out. Brands are spending big money to advertise their products on Pinterest, and if you can grow your accounts, youll be able to
cash in on some of that ad spend.
More importantly, if you have your own business, Pinterest is a great place to promote
it, especially if you are selling tangible goods.
How else can you get your first 1,000 followers?
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