Conversations and Sharing Content Marketing

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Inbound E-marketing:Conversations & SharingMary Ann Davis| [email protected] Community College | 2016

Build Relationships

Expert Influencers

&Brand Advocates

+Conversations & Sharing

You want to build relationships by engaging in conversations and sharing value worthy content.

+Building Relationships: Research

Before conversing with people, find out who they are & tailor conversations around them.

+Connecting with Influencers

Identify the experts – search, follow links to find original publishers & view who your competitors follow

Follow them & engage with their content Nurture the relationships

+Nurturing Brand Advocates

Consistently publish valuable shareworthy content

Engage in useful conversations Be authentic Listen & strive to meet their expectations

+Conversations & Content

Valuable

Content

Engaging with Audience Content

ROI

+Conversation & Content

Don’tPublish content then disappear.

DoActively engage to deepen your relationships with your audience & their relationships with your business.

+Conversation Tactics

Attempt to start a conversation Move the conversation in a specific direction

+Steps for Jumpstarting the Dialogue

1. Identify where your audience is online2. Monitor their conversations3. Engage by offering a solution or help4. After building relationship, serve them your

long-form and/or short-form content

+Checklist: Conversing & Sharing Content

Follow audience social media accounts & comment on their posts

Share their short-form content in your social networks

Write blog posts with backlinks to their long-form & short-form content

Provide further insight with links – to your & others’ content

Use keywords/hashtags for visibility

+Conversing & Sharing: Best Practices

Comments should read the way you speak Conversations should be engaging and

interactive Show personality - be authentic Practice consistency – statements & points of

view need to be consistent Expect to mention/tag your audience & share

their content

+Conversing & Sharing:Monitoring Tools Google Alerts - www.google.com/alerts Google Advanced Search -

www.google.com/advanced_search HootSuite – www.hootsuite.com IceRocket - http://www.icerocket.com Mention - https://web.mention.com SocialMention – http://www.socialmention.com Twazzup – www.twazzup.com TweetDeck – www.tweetdeck.com

+Handling Critical Conversations

Flight Fight Flood

The Three F’s

+Handling Critical Conversations

Ignore negative comments from sources who have a very small audience or reputation for constant complaining.

Flight

+Handling Critical Conversations

Respond professionally massaging & nudging conversation in the direction you want them to go.

Responding allows you to state the facts & could lead to valuable dialog

Offer help in solving problems & fixing complaints Move personally specific conversations to private

channels

Fight

+Handling Critical Conversations

Burry negative conversations in search engines by flooding the online space with your amazing, shareworthy content.

Flood

+Where to Converse & Share?

Blogs: Yours & Others Forums

Social Bookmarking Sites

Social Media

+Other Blogs: Best Practices

Write useful comments Stay with the conversation Use an avatar – upload a profile photo; it will

make you seem more human

+Writing Useful Comments

Write concise comments with substance Add details about what you agree or disagree

about the post Link to content that supports your point of

view – don’t necessarily link to your site; only one link per comment

Match the tone and substance with your audience & venue

+Staying in the Conversation

Subscribe to Comments

Subscribe to RSS Feed

+Your Blog: Comment Set-up

Enable a comments field Set up comment moderation – to help ensure

user value & limit SPAM Make it easy to subscribe to comments

+Your Blog: Tips for Getting Comments

Ask questions Get controversial – play devil’s advocate Plant seeds – start the discussion by

commenting with a pseudonym or asking friend & family to comment, but do so sparingly

Respond – acknowledge people & make them feel valued

+Your Blog: Comment Policy

Implement to avoid ugly heated comments & SPAM

Have it reviewed by an attorney/legal adviser

+SPAM Comments Characteristics

Filled with links Misuse of keywords Don’t add value Symbols & text you can’t understand Excessively complimentary

+Social Media: Where to Converse?

Business Pages & Profiles

IndividualProfiles

Groups & Communities

+Social Media: Creative Tips

Private messages – leads to deeper conversations Livestream videos – increases the number of

peoplewho experience & engage in your event

LinkedIn recommendations – good for established relationships with influencers & brand advocates

Twitter chats – generates real-time conversations about a specific subject; requires hashtags

+Twitter: Chat Tools

Schedule & Manage RSVPs Eventbrite – www.eventbrite.com TicketLeap – www.ticketleap.com

Managing Chats TweetChat – www.tweetchat.com

Following Chats TweetDeck – www.tweetdeck.com Twazzup - www.twazzup.com

+Social Bookmarking: Features

Bookmarks short and long-form content Allows people to share & add comments to your

shared links – as this happens relationships form

+Social Bookmarking: Best Practices

Connect with users similar to your audience Frequently comment on user links View user profiles & website link(s) – to identify

how to further connect with users

+Social Bookmarking: Tools

StumbleUpon – www.stumbleupon.com Digg – www.digg.com Delicious – www.dilicious.com Reddit – www.reddit.com Newsvine – www.newsvine.com

+Forums: Features

Gathering place for people to discuss a specific topic

Members publish posts – asking questions or responding to other posts

Can be public or private

+Forums: Tips for Creating Your Account

Set your profile to public Upload a profile photo Enable email notifications Create a signature – make it a CTA link that’s

forum specific

+Forums:Tips for Participating

Review the forum rules Become familiar with the discussions – what are

members talking about; what do they like & dislike

View active member & moderator profiles Then, join the conversation

Mary Ann DavisDigital Marketer & Strategist

Specializing in developing strategic marketing plans using an effective mix of multi-channel approaches

that grow business development.

about.me/[email protected]