Tag Archives: Tyler Trainer

Metrics Matter: Techniques to Paid Social Campaign Management

If 10Fold has taught me anything (and it’s taught me a lot!) – it’s that #MetricsMatter. Measuring success is just as important – if not more so – than setting pie-in-the-sky dreams for success and putting the hours (and hours…days…and weeks) into execution. It pays to calculate – with embedded and external social media measuring tools and experts at the ready to help, it’s silly (and unnecessarily stress-inducing) not to keep tabs on progress. Trust me, from a former believer that big ideas alone could power the world, measuring success and following traction along the way is the best option we marketers and PR pros have for ensuring we’ll meet our goals so we can rest easy at night.

Measuring success is critical for your social media campaign. The good news? Paid social campaign tools are built into the platforms through which we all need to work and play (i.e., Facebook, Twitter, LinkedIn). They can help us hone audiences, identify demographics and keywords, set benchmark metrics, do A/B testing on headings and images, and so much more. They are insightful and are well worth the investment with the right strategic frame of mind and a strong and deliberate content development strategy.

I spoke (well, e-spoke, but he’s always available to “real-speak” as well) with 10Fold’s resident social media strategist Tyler Trainer about how he approaches the paid and sponsored social program at 10fold. Because for sure organic growth alone is no longer enough to move the social needle. Here’s what he had to say:

Q: What was the challenge you faced with amplifying 10Fold social content? With approaching paid in particular? What were your goals in building a paid strategy?

A: Reaching your target audience is key. Content success can be achieved,  first and foremost, with great content. Delivering that content consistently and reliably is necessary for continued success. Readers can check out more at Building a Social Media Plan – Content is King

Your paid strategy and ad style should reflect your goal (e.g.., content downloads? Use the website conversion templates on the social platforms to boost your success). Here are some key considerations
NO FOLD ICON 15x15 This varies between platforms, no one-size fits all approach
NO FOLD ICON 15x15 Learn the criteria for each platform; i.e., the differences in targeting technology interests on Twitter vs. LinkedIn, they cover different user behavior
NO FOLD ICON 15x15 Resist ‘follower-look-alike’ set and forget options: This may sound like it’d be a good start, but it’s easy to misdirect your budget without narrowing your search criteria. (Got it – good call!)

Q: What approach did you take and what solution did you come to? What metrics did you set and what were your KPIs? How did you arrive at that and how did it work?

A: Tools like Brandwatch and Followerwonk let you analyze your followers and understand who is responding to your content. You can also use these tools to check out who is following your successful competitors.

Keep in mind that this all depends on your goal. Download a whitepaper or attend a webinar (clicks and conversions), build brand awareness and push social conversations around your product/company (awareness, and engagement in particular, campaigns). Check out How Do I Prioritize Social Media Metrics? for more information. (So thoughtful, so resourceful. Will do!)

Q: What was the ROI on this? Successes realized? Lessons learned / key takeaways?

A: Here are the 10Fold results!
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30% follower gain
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 44% engagement gain
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 Website traffic up over 20%

Pretty impressive! As my Austin-based colleagues at 10Fold would say, “What do y’all think?”

Let us know your thoughts and what challenges you’ve been facing with paid social / what metrics for success might look like for you!

By Katie LeChase 

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The Value of Video in Your Blog

Blogging is a convenient and simple way to utilize the internet to expand and showcase your brand to potential customers. How many times, however, have you wandered across a blog that had little to hold your attention? Most of us bloggers are guilty of this. Perhaps we throw in a picture or infographic on occasion, but the visuals we generally provide to our readers are lackluster in comparison to the potential of video.

Deliver a Clear Message
Using video increases the accessibility of your product. Video creates a pleasant shift from the monotony of text and allows the reader to become visually immersed in your brand. For example, take iQor’s CPX360 Survey campaign video;

Sell More and Boost Engagement
The Online Publishers Association recently reported that after viewing a video 22% of the audience visited the website publishing the video and 26% looked for more information relating to the video content. Generating interest in your product is the key to increasing brand recognition and loyalty, and it works the same way with your blog and content. A LOT of Marketing Execs feel the same way about the value of video, and it’s easy to see why. Taking a look at 10Fold’s own Content Survey, you can see that nearly 40% of content decision makers said that video marketing was a top priority in 2017. If current trends continue, even if you only implement smaller income streams like affiliate marketing or web-advertising, your partners will want to see video.

Optimize SEO
Having trouble with your blogs search engine ranking? Considering that webpages with video content are fifty-five times more likely to end up on the first page of Google than traditional text sites should be an added incentive to invest in it! Nate Elliot from Forrester comments that video is the easiest way to achieve first-page search engine ranking on Google, while giving your content a far greater chance to be seen.

Unlocking the true potential of your blog through video can help create an increasingly expanding influence of your content and brand to vastly more people than regular content.

Looking for video content as well as an extra boost to your B2B Marketing? 10Fold has many specific packages that are crafted to fit your specific needs. Find more information about those here.

This blog first appeared on our video divisions website, ProMotion Studios.

By Tyler Trainer 

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Building a Social Media Plan – Content is King

How often should I Tweet? Is there a best practices strategy for sponsoring posts for maximum effect? Which products and services are best to monitor growth?

These are some of the most common questions I hear from those looking to put together growth-based social media plans. While it is important to consider how to track growth, there is no shortcut to success, especially without the right content.

Content production should be #1 on your agenda
News curation, short-form commentary, and event live-tweeting are great, and certainly necessary for many reasons, especially in the deep tech space. But what will gain you long-term growth in followers (i.e., people who care about consistently seeing your posts) is a focus on providing valuable insights in an original content format. Essentially, your social media strategy should be heavily influenced by your content strategy. It’s pretty intuitive when you think about it. We all understand it’s great to know when to post to maximize engagement, but what are you actually posting? Is this yet another curated news sweep, or are you adding to the conversation?

While it is important to consider how to track growth, there is no shortcut to success, especially without the right content. Click To Tweet

Dig In: How Do I Build an Influencer List?

Blogs

When is the last time you dusted off your blog page and added some of your expertise to the internet? Blogs are a relatively simple and effective way to get out short-form content and transmit your thought leadership in small, bite-size chunks. The idea is to allow people to finish reading in just a few minutes, with a focused post that delivers rich insights. Depending on the topic, the post should be between 450-800 words, otherwise, you will lose your audience, big time. If you use Google Analytics or a similar service and know the average time typically spent on each page, I’d write something to match that length of time. If users are only staying on a post for an average of 45 seconds, your 1200-word essay on influencer marketing probably isn’t going to work too well!

Videos
Video is really the ultimate in your digital marketing strategy. In fact, a recent survey of B2B marketing execs commissioned by 10Fold and conducted by Dimensional Research found that almost 40% of firms prefer video to any other media. This would certainly include webinars that showcase your product to prospective buyers, but beyond that, recording panel discussions where your leadership team presents, customer testimonial videos, and other promotional content. 10Fold’s video division, ProMotion Studios, produces many high-quality examples of this, such as the multi-award winning Silver Springs Year in Review video:

Dig In: Reciprocal Relationships: The Key to Influencer Partnerships that Work

What are best practices for keeping up consistent content?
Maintaining a strong stream of content is the strategy next in line to ensure your goals are met. There are many ways to do this, but we think creating a detailed content calendar is the best way to track and monitor your progress over time. We will dive into this, and other strategies that support a solid social media plan in future blogs. Keep a lookout for this new series, and make sure to subscribe below so the tips go straight to your inbox when they post!

By Tyler Trainer