Coca-Cola Sees Content Marketing as Optimal Marketing Strategy

All the marketing blogs are discussing how important content marketing is, but many businesses are still not believers. Well, there is one brand that believes in content marketing and I think most businesses can trust what they have to say, Coca-cola. Looking at how the big brands handle content strategies and targeting is always a good way to gain some insights. Fannit created an infographic based on Coca-cola’s content marketing strategies. Below are four questions/strategies summarized from Coca-cola’s manager of digital communications and social media, Ashley Callahan.

I believe every business needs to examine the 4 questions below closely before they consider creating any form of content marketing – blog posts, videos, articles, infographics, etc. Then, after content creation your team should look at the piece created and ask the 4 questions again. Content marketing can work, but strategy and research are needed first.

Click to expand infographic.


4 Ways to Up Your Testimonials Game

Are you actually using the testimonials and reviews that you already have for your business?

For most of us in business, it is hard to get testimonials from our current and former clients. Some businesses just do not think about getting them and others just do not want to bother clients with it. So once we get them sometimes we don’t put much into the thought process of what to do with them. However, doing thtestimonialsis just means that we have totally wasted a lot of time and energy getting valuable testimonials and reviews.

Website Testimonials

Most of  us have visited a website where the testimonials are tucked away in some far corner of the website to rarely actually be found. We have also seen the reviews left on social media sites and review sites just sitting there dormant. The businesses have often not taken the time to reply to them or get additional feedback regarding the review. This is a mistake, especially if the review is high quality and beneficial to your brand.  Reviews and testimonials are meant to help your brand. People trust what other people say, so great reviews typically influence others to buy from your brand, which helps grow your business.

We know all too well that many reviews are just blah, nothing more than a quick, generic, one-liner; nothing more than to say the person did a review. These often don’t need a response, but if there is a negative review be sure to respond and get feedback.

So the question is, why aren’t we actually utilizing the testimonials that we have currently?

If you want to maximize the benefit of your testimonials and reviews, you are going to have to up your game, to take them to the next level. Let’s take a look at some ways we can do this:

1. Don’t hide them! Feature them on your site in a prominent location.

When people visit your site, they are beginning to check out your product/service, or they may be returning to get more information about your product/service that they are already somewhat familiar with. So of course they will have to overcome many objections while they do the typical debate on whether to invest or not. People have to decide if they really need your product/services or not, if they like the price of your product, and most importantly, if they TRUST you. So in order to combat these objections, you have to be prepared to prove that your brand is worth their trust. This person may have never heard of your company before or may know very little about your brand.

Client testimonialsSo, what better way to earn this trust than to show them what your current and past clients have to say about you and your brand with reviews and testimonials. Don’t tuck them away on a single page of your website to only be stumbled upon by a few people.

After all, this is free trustworthy advertisement for your brand from the people who use or have used it. You should feature at least one on your homepage, pricing pages, product pages, etc. with each testimonial linking to your actual full testimonials page; this allows for maximum exposure. You could also have rotating testimonials so that people see multiple testimonials without having to leave the page that they are on.

Regardless of how you decide to feature them, the most important thing is that the great things people say about your brand are easily visible to anyone who visit your site.

2. Check this out! Place them around clear calls-to-action. (See what I did there)

All businesses should have clear calls-t0-action on their pages. It may be “DOWNLOAD”, “BUY”, or “CALL”; essentially you are directing people to act.  This of course is very important to your brand because it is a conversion. When people are staring as this large button telling them what to do they are often still in the decision-making phase, trying to decide if they should trust your brand. You want them to see your testimonials so that they will trust you and conversion is possible. But do you want to distract them by asking them to leave the page in order to read testimonials? Of course not!

So why not feature a quick testimonial or review near the call-to-action? This feature could also be just a small portion of a larger testimonial from your testimonials page. By going ahead and placing a review near your call-to-action, you are making a bold statement to the potential client. You are putting it all out there by saying to them, “See, you can trust me….others did and look how pleased they are!”

3. LIKE this. Share your social media reviews and thank the client.

I have written before about ignoring clients on social media, especially negative comments, but many businesses also ignore positive comments. Wait, what?! People actually ignore POSITIVE comments?! Yes they sure do.

Do NOT ignore them. If you fail to acknowledge someone who has left a positive comment about your brand, you have just missed a major opportunity from not only a social media perspective but also from a review-gathering perspective as well. If someone takes the time to actually leave you a positive comment about your brand, be sure to thank them! For example, on Facebook, you can actually reply to their comment and say “Thank You” and use their name to tag them. This makes the reply more personable and shows the consumer that you care, making them feel special. You can also in turn share their comment post so that others can see just how great your product is. Again, this is helping to build trust and brand awareness. This works particularly well if the person left a long comment or even a photo. If you’re on Twitter, no wait, WHEN you are on Twitter, simply retweet the positive tweet or use the quote tweet feature and add a quick thanks at the beginning.

So, you may be thinking WHY should I partake in all of this? You are showing your positive comments to potential customers to build trust, but you are also showing your current and future clients that you care. You are also telling your current and future clients that you appreciate their business. You are engaging the client in a conversation, which is Social Media 101. Doing this is going to build brand awareness and help your social media presence. By social sharing, you’re providing fan exposure, and giving them a few minutes of glory, if you will.

4. Take one! Shoot video testimonials.

VideoEveryone knows that there is just something about seeing someone’s face that is super convincing. Seeing their face allows you to see just how happy they really are with a product or with their brand experience overall. Hearing the enthusiasm in their voice and just how awesome their experience was is just something that you do not get from written word. You most definitely can, however, get all of this from a video testimonial!

I know what you are saying…video will take time and energy to do. You are absolutely correct. But it will be worth it after converting several potential clients into actual clients because they watched some of your video testimonials. This will take more effort than any of the other tactics mentioned above, but people love video so use this to your advantage.

Another great aspect of video testimonials is that you can utilize them in other areas of the web besides just your website. You can upload them to YouTube, they can be shared on your social media platforms and you can also include them in emails. To add to this tactic, you can have the clients that are featured in the videos share them with their audience as well. This allows you even more reach!

In conclusion, in order to maximize your overall marketing strategy, you have to up your game with the individual parts of your strategy. This includes your reviews and testimonials. Do not just rely on the testimonials to reach out and convince potential clients on their own. Don’t be afraid to get out there and think outside the box. See how much more convincing your testimonials can be by upping your game, taking your reviews to the next level.

Image Credit: Shutterstock faysal and Yuriy Vlasenko.

How to Increase Your Twitter Engagement by 324%

So everyone knows that nowadays Twitter is all the rave in social media. There are literally millions of people using Twitter with more joining each day. According to Neil Patel, there are more than 190,000,000 visitors to Twitter each month. Did you know that there is more Twitter engagement on Saturdays and Sundays? According to the infographic, these are the best days for engagement and the best times are 9 AM, 12 PM, 3 PM, and 6 PM.

With all that noise on Twitter how do you connect and engage with people? Don’t worry! There are some great tips on increasing engagement in the infographic below from Quicksprout. Neil Patel explains, “How to Increase Your Twitter Engagement by 324%”!

Some Quick Facts about WHAT to tweet from the infographic:

  • Engagement is 200% for Tweets with Images
  • People are 21% more likely to respond to questions, so tweet questions!
  • 86% Retweet rate for tweets that contain links
  • Engagement is 17% higher for tweets
  • 92% of engagement with brand tweets come from link clicks



Image Credit:  Quicksprout


Google Webmaster Tools Releases Two Q&A Videos This Week

The first video asks a question about grammar in comments. Some people have wondered why this would even be a concern. Well, Google has made it clear that quality writing and good grammar are important factors. So if you have a blog post and 20 comments with bad grammar it is reasonable to wonder if that “content/text” could hurt the site/page. Watch below to see Matt Cutts answer this question.

The next video is fairly lengthy and Brian Harish asks about what types of things the webspam team at Google deals with. Matt breaks down what is examined by his team and he even tells you about different team roles and processes. All webmasters and marketers should really listen to the specifics Matt mentions and try to gain some insights; how can you look good in the future? Watch the video and see! :)

Why a Business Website Just Isn’t Enough Anymore

digital-marketingOnce upon a time, in a digital land far, far, away, websites for business were an optional idea. Nowadays, however, they are considered a basic requirement when starting any new business. You cannot just HAVE a website to say you have one, and stop there. It is extremely important to note that now what matters is WHAT you have on your business website. You need great content that reaches out to your potential, current and past consumers. You want to engage in a conversation with them about your brand. This builds brand awareness and trust for your brand.

Just having a website setup for your business should not be the end point of your digital marketing efforts. You spent time and money in your website for it to be found in the search engines by potential consumers, but that isn’t enough. So let’s take a look at what else should be included in your digital marketing efforts.

Components of Effective Digital Marketing:

  • Content Marketing
  • Social Media
  • Paid Search Marketing
  • Email Marketing
  • Video Marketing

So you ask yourself, why bother with these other forms of digital marketing? Isn’t just a having a website enough? Nope. First of all, embarking on these other forms of digital marketing will offer additional ways for your potential consumers to discover you. Who doesn’t want maximum exposure, right? Keep in mind that not every single one of your potential consumers are going to just go directly to your website. They may not even find you by traditionally searching in a search engine. By engaging in the other digital marketing efforts mentioned above you can reach your potential consumers where ever they are online, not just when they are particularly looking for you.

As an additional benefit, most of these efforts also help you with the search engines. Content marketing, including blogs and other forms of content,  benefit your search engine optimization efforts, while paid search advertising can also help you when customers are searching for your brand or keywords relating to your brand. You can also utilize paid search advertising to retarget website visitors after they leave your website.

Social media can help you to be seen and found.

When the content from blogs and videos get attention from website visitors, such as social shares, that can signal to search engines that your site is relevant and helpful.  This can help your search engine rankings. Without these signals your website would have to battle on its own with your competition, who are all also including extra efforts in their digital marketing strategies.

Basically, even if you have an amazing website that converts potential customers like crazy, it certainly cannot do as much on its own as an entire digital marketing strategy could.

The Role of Your Website in Your Digital Marketing Strategy

So, where does your website fit into all of this digital marketing you ask?

Well, for starters, it’s the foundation of the rest of your digital marketing efforts and eventually the destination for sales. Each of the aforementioned components should be driving traffic back to your website, where you have optimized it to convert visitors into customers.

Paid search ads including display ads, for example, should direct people back to your website.  Your social media can include links to the blog articles you are posting. Your email mailing list grows from a contact form on your website and your email newsletters should also offer multiple links back to your site. Your website even offers videos a guaranteed home destination, regardless of where else you post and share them. Everyone gets pushed back to your site.

In other words, the focus on your digital marketing efforts should not be about making the sale immediately, but about driving people to your website. If your website is designed and optimized well, it should be primed to make the sale for you, which takes that burden off of your other digital marketing efforts.

Therefore, while it is important to do more with your digital marketing than just a basic website, you also want to make sure that you have optimized your website as much as possible for conversions. Since it is both the foundation and destination of your other online marketing efforts, it needs to perform as well as possible to convert customers.

Once you get your website launched, do not make the mistake of dusting off your hands and say that you are finished with that project. If you want to be truly successful online, you are going to have to do more digital marketing efforts than just a basic website.

Image credit: Shutterstock Maksim Kabakou

Beware of Your Digital Agency

BewareThat sounds like a totally crazy thought right? The reason you hired a digital marketing agency was to grow your business. You want to increase your sales and build your brand awareness. So how could a digital agency actually be giving you the exact opposite results? It could be lack of effort, lack of expertise, or even both!


Digital marketing agencies come in all shapes and sizes from the small, boutique agency to the large corporate agencies. One thing they know how to do is sell themselves by telling you how awesome they are. After all, they have case studies to back up their supposed results right? In the end the equation goes like this: you pay us money and we give you miraculous results. We have all seen this.


For a small business owner, you are trying to grow your company. So the digital agency comes in and gives you analysis. They tell you that we need to get you a new website design. It needs to be optimized. You need a “fresh, new look”. Doing this is going to explode your business and put you at the top of the search engines in no time. You are going to get more leads with your sales sky-rocketing.

Truth About BAD Agencies

Now let’s look at what is actually happens in this scenario. The agency will indeed build you a new website. This process will drag out over a few months for a basic website but one thing is for sure, they will not drag out the process of getting you an invoice each month. Then after a few months the new site will launch which is great news right? Unfortunately not. After the site launches, you will not hear much if anything at all from the agency.

Are they building your brand awareness as agreed? What about your search rankings results? If you’re lucky you MAY get an automated report from them every couple months. There has never been any strategy written–no actionable items listed anywhere. Everyone is going into this battle completely blind. Wow, now THAT is a winning strategy. What are they doing on your account each month? You have NO IDEA. So now what do you do about all this?

Hold Your Digital Agency Accountable

it-is-your-moneyWhile refreshing your brand and getting a new website design is great, it is not enough. This is just the beginning of the process. After this is done the digital agency should be executing a full-blown strategy for you including inbound marketing and a content marketing strategy. It may also include paid search strategy as well as social media strategy, depending on what all you agreed on.

The ultimate goal of all this is to bring in more customers to your business increasing your sales and revenue. No doubt about it, the customers are out there. It is a matter of your digital agency getting the customers to you. Let’s take a look at some crucial areas you need to consider before choosing a digital marketing agency.

1. Inbound Marketing 101

Giving an old website an overhaul or a totally new website does not guarantee success with any business. No matter how cutting edge your site design with all the bells and whistles, if people can’t find your site that is all just a waste of time and money.

Having an effective inbound marketing strategy will help your business to be found by potential customers. This holds true no matter if your business to B2B to B2C. There are several tactical parts of an inbound strategy. You have to create effective content that is relevant to your potentials customers, meaning content that they find useful and that helps them. This content can be delivered across several different channels in various forms. It could be blogs, ebooks, white papers, case studies, videos, infographics, webinars, Google Hangouts On Air, etc. It can also be via social media platforms like Facebook, Twitter, Google+, Instagram, Vine, SnapChat, etc. The most crucial point to remember is that the content that is delivered has to be useful for the potential customer. It must address their needs with clear calls-to-action to easily convert the customer from a potential customer to an actual customer.

Here is a clear warning sign: Beware of any agency who does not lay out a clear content marketing plan that will begin once the new website or redesigned website is launched. Also, be leery of any digital agency who is unwilling or unable to dig deep with you strategically. They should be asking hard questions on the front end of a project that force you to define your point of difference and value proposition to customers. It’s not enough for an agency to understand what you do, they need to know and understand who you are—because that gets at your brand essence. That is what defines you from the your competition and makes your business unique through the eyes of the customer.

2. Ongoing Content

The keyword mentioned above is ongoing, as in a continuous flow of content. Not just a one hit wonder. Now that you have attracted potential new customers to your site, you have begun a conversation that is designed to be everlasting. You cannot just turn on the stream of information then shut it off. If you do, if you are erratic in the consistency or quality of information you deliver, those potential/current customers will leave, or at least abandon your site.

Much like a personal relationship, your business relationship with customers is an evolving process. There is a very tangible life cycle to each and every customer; and they are all at different stages. You need to hear the customers, knowing their needs and desires. You need to understand these needs, as soon as they arise, or even before they arise. Otherwise, your business will not be able to provide real solutions at every particular point during the sales cycle- from the minute they seek you out to the engagement process,and then to the actual conversion.

Contrary to some schools of thought, the process does not end with the sale; it accelerates. Once you have captured a new customer, once they have purchased, the task is to continue the conversation.  You have to make sure their experience is positive, or gain insight as to how it might even be better. From there, your goal is to satisfy and delight your customers with anticipatory service, continued relevant information, and authentic gestures of appreciation so that they ultimately will become brand advocates for you.

More agency warning signs: Be very aware of a digital agency that does not think or talk about your long-term goals. They should not just talk about the short-term, “quick fix” goals. Digital agencies have a way of swooping in, demanding a bunch of money on the front end to cover the intensive “design and build phase,” and then they disappear like a thief in the night.

Typically, agencies like this will lay out a three- to six-month period of work that abruptly stops. The assumption being that you will have everything you need after that time period, so you can simply sit back and count your money as the sales flood in. The reality is just the opposite, the agency should work just as hard or harder after you go live to ensure qualified prospects are finding you and entering a very nurturing sales process.

3. The Search Engine Optimization (SEO) Factor

It used to be that businesses had to be wary of digital agencies that did not fully grasp the concept of Search Engine Optimization (SEO) or Search Engine Marketing (SEM). The challenge was to separate the self proclaimed “gurus” from those who were actually legit and delivered effective, results-driven data to support both their paid search and organic search recommendations.

Today, you still have to be wary because the biggest concern now is to be on the lookout for digital agencies that overpromise with SEO, especially as the rules of the game are shifting. Why? Because Google has systematically implemented key changes to their algorithms to prevent companies from manipulating search engines. Instead, they want them having a conversation directly with actual consumer, giving them what they want.

Also, with the recent Hummingbird Algorithm, Google has literally encrypted data for SEO practitioners with the infamous “not provided”. Again, this is all in an effort on Google’s part to ensure that brands are giving their living-breathing customers the type useful information they are wanting/needing/craving, and NOT trying to “write for search engines” in order to improve page rank and better results. Those days are ove and likely are not coming back. So the function of SEO should be to optimize customer-facing content that has been created for actual prospects and customers. It should support and inform the customer experience and the story the brand is telling as it relates to real customer needs and expectations.

bewareofsnakesYet again, another warning sign: Search Engine Optimization is not a science, it is an art (some say it is both). And, the canvas is forever shifting, thanks to Google, who has declared war on sleazy opportunists who employ black-hat tactics such as duplicate content, keyword stuffing, and spammy link-building schemes. So be on the lookout for any SEO company that promises cheap, quick, easy solutions. We’d all like to believe that’s how it works, but reality is quite different, especially in light of Google’s recent algorithm updates. Also, make sure whomever you work with is Google-certified, follows best practices, and most of all, is transparent. Any vendor who is unwilling to “show you the guts” of his or her research, data and methodology is probably up to something shady, or at least ineffective.

In conclusion, ask strategic, long-term questions to make sure you have the right team or agency to help your company build brand awareness, drive leads and ultimately gain market share. There are a number of legitimate, highly skilled agencies around who not only know what they are doing, but have your best interest in mind. But, there are many more who do not. Every brand needs to, on every agency, examine whether or not an agency understands marketing strategy and if they are capable of providing solid strategies before signing a partnership.

Consider well the three areas discussed above—Inbound Marketing, Content Strategy, SEO Plan—so you can spot any of the warning signs mentioned above. By asking the right questions, you should be able to identify an agency partner that is right for you and, like a good marriage, will continue happily ever after and not have to end in a nasty divorce.


Image Credits: Shuttertock, Aapthamithra, VT750 , crossstudio