The top 6 ways your online presence is failing your marketing goals ¹

by Lynn Christiansen Esquer • Content creation & marketing, Marketing techniques, Mobile, Search marketing, Social media and content marketing • Tags: backlinks, content, content marketing, engagement, marketing, mobile, mobile first, mobile marketing, online marketing, optimize for mobile, search engine, search engine optimization, SEO, social media, social media channels, social media listening, social media marketing

So much goes into your online presence: Your website functionality and user experience, including its mobility; its ability to be found by search engines; what search engines find when looking for you; and the professionalism (and backlink generation) of your social media and content. If you’re making some of these marketing mistakes, it’s time to fix them — stat! More…

Myths and metrics: How do you measure social media success? ³

by Lynn Christiansen Esquer • Marketing techniques, Social media and content marketing, Social ROI • Tags: analytics, cost-per-conversion, cost-per-lead, marketing, measurement, metrics in social media, return on investment, ROI, social marketing, social media, social media marketing, Social ROI

Social marketing is just marketing. Its fundamentals are not different, and neither should its metrics be. In fact, its ultimate success should be determined the way every other marketing effort should be: by ROI. More…

The great enemy of clear language… (or, why your marketing should use narrative and lose the technobabble) ^Reply

by Lynn Christiansen Esquer • Content creation & marketing, Media relations, Social media and content marketing • Tags: content, content creation, content marketing, marketing, PR, press release

In marketing — whether it’s press releases, web copy, social media posts or video — whoever tells it best can cut through the clutter of people’s lives and really reach them. It means knowing what your value is and being able to convey it in a manner that people will be receptive to. And this means narratives, told in accessible language, accompanied by or made up with relevant and interesting images.
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Your marketing should be about “their” outcomes, and not about “you” ²⁶

by Lynn Christiansen Esquer • Marketing techniques • Tags: content marketing, desired outcomes, marketing, social marketing, social media, social media marketing

Your potential customers just want to know what problems you can solve for them, or what benefits and results you’ll deliver. So in your marketing, tell them exactly what outcomes they can expect from your product or service! Your social media and content marketing should answer these questions. More…