This Week’s Top Tweets (September 10)

Welcome to a belated Top Tweets! TT went on hiatus for the holiday but makes its triumphant return today. Here are the posts our followers enjoyed the most as summer unofficially came to a close.

1. Content Strategy: Harness Emotion, Authenticity with Your Words
by Marisa Peacock on CMSWire

This article speaks to a fundamental marketing truth – no matter how good you are at what you do, there is no substitute for making an emotional connection with your customers. When you’re crafting content, it’s important to remember how much words truly matter in persuading customers to buy, donate, or take any form of action in favor of your cause or brand.

Takeaway: In the B2B world, particularly on the tech services side, it’s easy to forget the importance of emotional connection in favor of trying to appeal to consumers’ common sense. While common sense certainly has its place in the decision making process, it’s important to infuse your website and social media content with personality and emotion. You do have real people working for your company right? Make sure that shines through in the way you market your product or service.

2. How to tell if your Company is Advanced: 10 Criteria Of Social Business Maturity
by Jeremiah Owyang on Web Strategy by Jeremiah Owyang

Jeremiah Owyang’s posts are always popular and with his extensive knowledge of social media and overall web strategy, it’s easy to understand why. In this article, Owyang addresses the fact that leveraging social media in the business world is about way more than “hanging a shingle” with a Facebook page or Twitter account. The differences between businesses with a social media presence and truly social businesses are many, and Owyang’s 10-point checklist is a helpful guide.

Takeaway: While many of these criteria are most applicable to businesses a t the enterprise level, I want to draw particular attention to number one: Clear understanding of customers’ socialgraphics. We’ve talked a lot on Top Tweets about the importance of knowing your audience in all of your marketing efforts, but one of the primary reasons that many organizations get social media wrong is that they focus more on platforms than on meeting audience needs.

No matter your industry or size, the most important first step in the social media game is to know your audience – where they are, which behaviors they use, who they trust for information, and how they influence their peers. Too many businesses end up spinning their wheels with the wrong channels because they can’t answer these fundamental questions.

3. The Four P’s of (Search) Marketing
on Search Engine Journal

If you’ve ever taken a marketing class you’re familiar with the concept of the “Marketing Mix” or “Four P’s”: product, place, price and promotion. Since search marketing isn’t all that different from its older cousin (traditional marketing), the Marketing Mix is highly relevant to the way businesses promote their services online. In this article, SEJ explains how.

Takeaway: The literal interpretation of the Four P’s from Marketing 101 doesn’t quite work, but if you delve deeper, the concepts of product, place, price and promotion hold a lot of weight in the SEO/SEM worlds.  To summarize:

  • Product = the end result, or the website you want people to come to as a result of your SEO and SEM efforts. Don’t waste money on either if the website itself isn’t up to par.
  • Place = market coverage. How are people getting to your site? Are you using irrelevant keywords?
  • Price = how much you’re spending on search marketing efforts. Is it on par with, above or below what your competition is spending?
  • Promotion = meta descriptions and title tags. They matter, so don’t ignore them.

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