Weekend Update – Dec08

espresso-shot-of-coffeeHappy Social Media Saturday! Listed below are links to interesting things I found on the web this week: cool tools, great blog articles, memorable Tweets – anything that stuck out to me and I think is worth sharing. I encourage you to check them out for yourself!

By the way, there are some great conversations going on over at The SchneiderB Bloc Facebook group and the newly launched SchneiderB Tribe Google+ Community.

Blog Post: How Experimentation and Measurement Can Help Win A Little Bet with Facebook Promoted Posts – As part of my work at the Packard Foundation,  I have the honor of working with a cluster of grantees working on children’s healthcare coverage on a networked capacity building project called “Friending the Finish Line.”    designed to help grantees institutionalize social media and networked nonprofit skills and strategies and integrate them into their broader strategy for communications on children’s health.  A networked capacity building project is where a cluster of grantees learn and practice new skills and knowledge together, skills and knowledge that are needed to achieve longer-term program  impact…

Blog Post10 Must Haves for Your 2013 Online Marketing To Do List – Whoa. Can you believe another year has gone by? I know we all say it, but I truly am amazed how quickly the months roll by.

So let’s get prepared for 2013!

What do you want to accomplish with your online marketing in the upcoming year? To get you started, here’s a list of some of the things I think businesses should be considering to add to their marketing mix…

Blog PostHow to use Google+ to engage influencers – Influencer outreach is a popular tactic for mixing with opinion leaders and industry experts who have the ability to influence others to take positive action. Those actions may include sharing content, links or even signing up to newsletters or product demos…

 

Blog PostDo People REALLY Click on the Links in Your Blog Posts?Internal linking is an oft-cited inbound marketing best practice. Why? A couple reasons. First, there’s the SEO value you get from it: If you want to boost a page’s credibility, linking to it from other pages on your site should help Google understand that particular page is important. But there’s also this idea that when you link to other pages in your blog posts, you help move people through your site, giving them opportunities to read more content and perhaps even convert on a landing page.

I totally buy that first one. I’ve never been totally sold on the second.

That’s why I decided to see just how much internal linking actually prompts people to click on links within our blog posts. I mean, is all this time I’m spending hyperlinking stuff actually helping any readers out? Turns out, sometimes it does … and sometimes it’s kind of a wasted effort. Using a free click-tracking product — I used bit.ly, but any of them work just fine if you want to try this out on your own site — I tracked the click results of a few links the first 24 hours after I published a blog post on our site. I did this for a handful of blog posts, and here’s what I found readers clicked on (and didn’t click on all that much) in a few different, and very common, blogging scenarios!

Have fun checking these out and let me know what you think in the comments section below.
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  • cksyme

    In the “10 Must-Haves for 2013 Marketing” post, what do you think about #1? In light of recent data showing photos have less reach but more engagement than text, what advice would you give people?

    • http://www.schneiderb.com/ schneiderb

      @cksyme Great question Chris! I’m still a big fan of including photos in blog posts for a number of reasons including the SEO benefit of photo names as well as the increased benefits of engagement on Facebook, Pinterest, and G+. A great photo can help your post rise above the other “noise” on these social media channels.
       
      I’m also a little less concerned about reach on social media channels because I believe they are more trailing indicators than leading indicators – typically you go to an organizations social media presence after you have a preexisting relationship with them.
       
      Additionally, I also think that a great photo can help complement a blog post and help ‘tell the story’ better than a blog post without a picture.
       
      Hope that all makes sense. What are your thoughts?

      • cksyme

        @schneiderb I concur. Also, I am wondering if there is some benefit to experimenting with the text-reach theory for posts where reach is a higher priority than engagement. Sometimes, you just want to make an announcement that everyone will (hopefully) see.

        • http://www.schneiderb.com/ schneiderb

          @cksyme I completely think it’s worth it. I’m all for experimenting and think that A/B testing is an essential part of inbound marketing.