How To Manage Your Social Media PR

Are Your Followers Playing Nice?

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Social media is a powerful tool for businesses of all sizes. Connecting and engaging with fans is a great way to humanize your brand and establish trust and loyalty. But what happens when something goes wrong and negative comments start showing up on your businesses Facebook page or Twitter feed? How do you address the issue? In this weeks Attention Show John and Chris talk about social media PR and when and how to address these negative comments.

SOCIAL MEDIA CASE STUDY: How to Engage 22% of an Entire City

We designed a digital contest for Taylor Concrete that resulted in 22% of Watertown, NY residents visiting their website in a span of 1 week.

Good Monster was tasked to build an online contest that would impact an entire city, while creating buzz and long-lasting conversation amongst the community. This was a huge task for us because Taylor Concrete was not sitting on a huge digital audience, which meant we had to go out and find them.

Our approach: We needed to first ensure that we had all our ducks in a row. From mapping out a strategy with our client, to completing all the creative ahead of time, Good Monster packaged everything together tightly. The contest was a photo contest in which the winner was awarded a large amount of money towards a new patio. Once we launched the campaign it was time for 24/7 community management – and boy did we have our work cut out for us! Between rambunctious contestants to voter issues, we had to be on the ball with quick responses and solutions, while maintaining a professional brand voice. This was no cake-walk. But by the end we surpassed every single goal that our client had and literally engaged 22% of the city of Watertown.

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The Winner

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Taylor Concrete Comments

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All in all, the campaign was a huge success! Taylor Concrete was ecstatic, their customers were giddy, and we were over the moon.


Want our help engaging your community? Contact us here

Inbound vs. Outbound Marketing

Sharing is caring and inbound marketing is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound marketing attracts qualified prospects to your business and keeps them coming back for more. As you would think, this is a sharp contrast to outbound marketing (trade shows, TV commercials, radio commercials, print ads).

Marketing

Why is inbound marketing better than outbound marketing?

Being in digital marketing, we’re more partial to the complexities of inbound marketing than the simplicity of outbound marketing. In various meetings we’ve had people keep asking this same question, why is inbound better? Often times, they read different articles and blog posts but the same cookie cutter answer is always given. You’ve probably read it yourself, it goes like this:

Why try to buy customers with traditional “outbound marketing” when consumers aren’t even paying attention?

  • 45% of direct mail never gets opened, 200 million people are on the national Do Not Call Registry
  • 85% of people fast forward through commercials
  • 84% of 25-35 year-olds are likely to click off a website with excessive advertising
  • Banner ads don’t convert

Does that sound about right?

Suffice it to say, inbound marketing is different. Inbound works by earning someone’s attention, rather than buying it. But there’s more to it than this.

The term inbound marketing is relatively new. In the beginning we referred to it as “SEO” and “content marketing” but there really wasn’t a word for the shift marketers were seeing in online marketing. SEO changed, and digital marketing was becoming more and more different from traditional marketing. Digital distribution made analysis extremely measurable and results-based, showing that inbound marketing was actually more successful than outbound marketing. When it’s done the right way.

Not only was traditional distribution much different from digital but the message was evolving too. The more marketers were learning about the message, the better the results got. “Digital marketing” or “traditional marketing” spoke to the distribution of the message, but “inbound marketing” was a new message in itself.

Outbound marketing (traditional marketing) is the marketing my parents grew up with. As time went on, not only did costs increase but competition to reach their audiences did too. Marketers had to change in order to increase conversions. So they dumbed everything down. What’s left? Ads with bright colors, discounts and cute puppies. We’re not that dumb.

Enter the shift the advertising industry had to make.

Interruption Based vs. Permission Based

Outbound marketing is essentially interruption based marketing. I’m sure you know of a couple car dealership owners touting low lease or financing offers. They’re hoping that with some careful planning and looking at the demographics, a percentage of the audience will listen and convert to a customer.

Inbound marketing however is permission based. There are two premises, one being to communicate with mediums in which the audience has given you permission to communicate. The other, answer the questions people are asking and share those answers around the web because chances are, other people have the same question.

Is the audience smaller? Yes. But, because the audience is more engaged and already “leaning forward” this audience converts at a 750% higher rate than outbound marketing. Additionally, your online audience is never ending. By targeting the right keywords, you can answer the questions your prospects might be asking about what you offer. The conversion rates with this are extremely high.

Linear vs. Holistic

So what’s the strategy of outbound marketing? You only have so many mediums like TV and radio to use (there are more). As a result, the strategy is very linear. With this, you simply look at which mediums most accurately address your target market and you start checking off the boxes. You look at which mediums are performing the best, and move a higher percentage of that budget to that particular medium. And then, repeat, repeat, repeat.

With inbound marketing, the strategy is holistic and is more complex. It means using different digital channels, optimizing website landing pages, creating high quality engaging content and finally, using tools to measure it all with.

Everything works together.

In order to carry out an inbound marketing campaign, the website needs to be strong because it’s the website that carries out the messaging, a content marketing strategy and acts as a hub for distribution. It must have a blog, it must be responsive, it needs a call to action strategy, it needs to have micro and macro conversions and an easy to work with CMS. Once all of this is in place, then the content can be created and shared.

When your inbound strategy is firing on all cylinders, you have a solid website, your distribution is amplified and your distribution channels are feeding your website visitors where prospects convert.

Inbound vs. Outbound Marketing

Immeasurable vs. Quantifiable

It’s hard to measure your outbound marketing efforts. You can ask where your prospects heard of you but often times, the results are not reliable. This lack of complexity paves the way to a lack of results.

With inbound marketing, everything is digital and everything is quantifiable. Complex algorithms track everything, from your marketing strategies effectiveness to if it is converting potential customers into full-blown clients. Inbound marketing is all measurable and allows you to analyze everything from the ROI of various distribution channels to whether the size of a call to action button was the right size.

What’s even better is you can track someone as soon as they hit your website. This tells you how they got there and how much time they’re spending on different pages. This in depth analysis allows you to see which pages get the most views, who’s reading what blog posts and lead generation metrics.

Inbound marketing works because it enables you to talk to people who let you talk to them on an organic, holistic approach.

An Instagram Experiment: Game On!

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Have you ever wondered why certain pictures on Instagram get more engagement? What about growing a following from a personal Instagram account versus a business account? John and Chris recently launched an experiment to find out exactly what people are engaging with on Instagram and why. They will go toe to toe to find out the answers so be sure to check out the video to see all the details.

 

The Power of Employees on Social Media

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There are two schools of thought when it comes to having employees on social media. On one side, you love the idea of empowering them and using employees as your best brand advocates. Or, you’re on the other side and you are worried they could be reckless and dilute your brand’s voice. Well, our fearless leaders John and Chris have a few thoughts on this highly debated topic.

The Attention Show: More Website Traffic, the Good Monster Way

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You want more traffic to your website right? There are the traditional ways of gaining traffic, then there are our ways which include content marketing and influencer engagement. In this episode of the Attention Show, John and Chris take you through the ways Good Monster helps client’s see more qualified website traffic.