North America will attract more dollars in social network advertising than any other region in the world over the next two years, according to eMarketer.
This global digital analysis company projects that North American advertisers will invest $33 on social network advertising per social network user this year, up 27 percent from last year. That's more than double per-user spending estimated in Western Europe, as well as more than ten times higher than the projected spending in Asia-Pacific.
In his book Tweet Naked, online marketing expert and Social Media Firm CEO Scott Levy provides the critical information entrepreneurs need to craft a social media strategy that will boost their brand and their business. In this edited excerpt, the author offers tips that can help you figure out how you want the world to view your brand.
While some large, national companies, like McDonald's, are happy to have followers from anywhere and everywhere, smaller, niche businesses can benefit greatly from reaching people and growing a following in their own industry. A small business in a specific town, city or region, such as a spa that can only serve 50 people a week, may benefit more from a select local following than a mass following of 100,000 people from all over the world that it could never accommodate.
You need to decide whether your strategy is to build local leads, a national following, or international branding and visibility. It's important to keep a few things in mind when building a following:
Content marketing. Lead nurturing. Email marketing. In 2013, when I discussed marketing goals for the year, a good amount of time was spent talking about all of those tactics. However, as is commonplace in marketing these days, things changed quickly. In just one year, the conversation changed from how often you should blogto how good a blog post should be. Discussions about segmenting those B2B contact lists and how to use those lists for better communication became the norm. And continuous improvement of lead nurturing campaigns became a standard practice.
So what’s next for your inbound marketing program? No matter what size company you’re working for, here are five marketing goals you should strive to achieve in the next 12 months:
1. Target Your Content
Inbound marketing used to be about filling the top of your funnel with as many leads as possible. But whitepapers, eBooks, infographics and videos shouldn’t be used to attract every possible buyer. Each buyer has his or her own needs.
Get serious about finding out what specific problems each potential buyer has through interviews with customers, internal stakeholders and even lost opportunities. Then spend the time creating content you can utilize in targeted demand generation programs. This brings me to goal number two…
Last week, popular private-messaging service Snapchat was publicly warned that its app contained two critical security vulnerabilities, but the company did little to fix the flaws and dismissed the warning as "theoretical."
Yesterday (Jan. 1), someone used the vulnerabilities to collect more than 4.6 million user accounts and cellphone numbers from Snapchat's database.
If your username and cellphone number were exposed in this data breach, then all other online accounts that use the same username are also at risk. Change your passwords — and the usernames, if you can — on those other accounts.
The user data, briefly posted on a website called SnapchatDB.com, consists of usernames and matched cellphone numbers. The last two digits of every number are crossed out, although SnapchatDB's anonymous creators said they might reveal full cellphone numbers in the future.
The creators of SnapchatDB claim the data include the "vast majority" of Snapchat's users, but they appear to be exaggerating; Snapchat's userbase is allegedly three times the size of the data breach.
A group of Reddit users analyzed the data and found that it consisted only of North American phone numbers, with only 76 of the United States' 322 area codes, and only two Canadian area codes, represented.
SnapchatDB.com, which appears to be hosted in Latvia, has since gone offline, but copies of the data continue to circulate on other websites.
If you are like most digitally minded people, you are probably aware that LinkedIn is the social network of choice for working professionals looking to make connections. Many tech-savvy business professionals, possibly even a majority of the business workforce, have profiles on LinkedIn and are connected to the social network a majority of the time through their computer or mobile device.
Since there is every indication that more and more business will be moving to social media, taking advantage of the free exposure provided by a network like LinkedIn simply makes sense. Check out the following advantages of taking an active role in managing your company’s LinkedIn profile, and then get to work!
1. B2B Networking
Finding vendors, suppliers, manufacturers, and other third party resources is a breeze with LinkedIn. The platform is designed to connect people and companies with like interests, after all, and your chances of finding a partner you can trust are greatly increased with the power of the network. Rather than combing through a phone book and comparison price shopping for days or even weeks before choosing a vendor, you can send a couple InMails and be done in just a few hours. In addition, seeing the vendor’s online presence gives a more complete picture of a company than just speaking to someone on the phone might, so you can see if other businesses have had good experiences working with the vendor.
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