Frontline Perspectives

A fellow marketer asked me why we didn’t automatically link our updates to Facebook, Twitter and other social media accounts, pushing our content out to all of our social media networks with one click.

My answer was simple. Although this seems like the most efficient process, I’ve found that linking different sites actually stunts your social media growth because it also links your timing. Each social media tool has a different best practice in terms of the numbers of posts, status updates or tweets per hour and should be scheduled accordingly. Posting on your sites at the same time, every time is not in your best interest.

For example, Twitter is more effective the more you use it. The more you tweet, the more followers you gain. The exception to this rule? The average click through rate per hour decreases after 2 links – meaning, if you want someone to click through to your valuable thought leadership, that should be your only tweet for an hour. If you’re syndicating general information that you don’t necessarily own, tweet as often as you like.

Facebook is different. To get your posts liked on Facebook, only post once every other day. Unlike Twitter, which by nature is a constant stream of updates, Facebook users are more easily bombarded by information and less likely to like your information if you send it too frequently.

Each social media tool has a different best practice in terms of the time of day that posts, status updates and tweets are most effective. For Twitter, late in the day and later in the week are the most retweetable times. But for Facebook, weekends are the best time for sharing.

So what’s the best solution? Focus your content.

Start by publishing a blog and post it on Facebook once every other day. Re-purpose that post for Twitter and tweet throughout the day with additional information about the same topic – even repost the same blog with different lead-ins multiple times. Then, mix in other timely stories and post as often as possible. If it helps, make an editorial calendar with the number of posts per day for each social media tool.

If you’re farther a long with your social media following, try an integration solution like Hootsuite. This tool is more than a simple social media tool that sends one post to multiple sites at the same time. It allows the user to send updates to multiple places at various times and also allows for scheduled postings in advance.

What schedule works best for you?

Most marketers know that having a database is important to their organization’s marketing efforts. But creating one, maintaining it and using it effectively are much easier said than done. To ensure you’re getting the most sales from your lead generation efforts, here are seven tactical things every marketer should do right now with their marketing database…followed by one piece of advice on strategy. Read more »

Unlike other content on your website, most of the information in videos cannot be read by Google or other search engines. Although it can index some of your video content, like a title and a description, anything within the video itself cannot be read and therefore won’t help your video rank well in organic search.

However, there are some steps you can take to optimize the information around your videos and maximize their visibility in search. Read more »

The new rules of social media series.

While on vacation this past week, I had the chance to finish Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and more) that Engage Customers and Ignite Your Business. As a long-time fan of Anne Handley of Marketing Profs, I was looking forward to hearing what she had to say about  maximizing your online presence. Read more »

+1 Basics
A couple of weeks ago, Google officially announced its long-rumored “+1” program. Comparable to the Facebook “like” button, it allows searchers with Google profiles to recommend specific search results. Other Google members will be able to see how many pluses a listing received and who among their Google contacts (from Gmail, Buzz, etc.) have recommended it. Those without Google accounts will be able to see aggregated plus information. Read more »

The recent penalties Google has doled out to JCPenney, Forbes and Overstock.com for participation in unacceptable link building and link selling schemes serve as signals that a new era in link building has arrived. Read more »

I think every marketing person needs this written on a T-shirt to remind them what their customers are really thinking. Read more »

Much like a new-year fitness regimen, search engine optimization (SEO) will take some sweat and dedication, but you’ll love the results! Now is a great time to begin a serious SEO strategy, because MarketSense has just released a new white paper that puts a fun spin on the topic. The Dating Guide to SEO is designed to help B2B organizations develop a more fulfilling relationship with SEO. Read more »

The latest trend in engaging customers via the web is the gaming culture.

Facebook and mobile apps have given rise to a pretty vast mainstream adult game playing culture. It’s incredibly popular and wildly addictive. It’s Tetris gone social. Read more »

As global sales continue to rise for most of our clients, the need to translate (and localize) has become increasingly important. It seems like a daunting and expensive venture. As with most marketing efforts, walking before you run will help you make the right decisions and keep information about your company’s solutions from getting lost in translation.

First, what do your international customers look like? It is not uncommon to find that the size of the company, the titles and functional responsibilities of decision maker(s), and the buying cycles are different from your customers in the U.S. You can’t effectively target new business without understanding who’s buying.

Read more »