10 Digital Marketing Ideas for Finding a Better Job in 2017

I’m working with a few clients hiring digital campaign marketing managers to improve their top of the funnel attraction rates. The big idea for them is that as digital marketing becomes the de facto standard for finding new customers, those who do it more effectively will wind up with the most new clients.

The best recruiters are now starting to use these same concepts and tools to find and hire stronger candidates.

Job seekers need to rethink their job hunting strategies along the same lines.

Key to Success: Spend More Time with Fewer Companies and the Right People

The central theme of this approach is the need for job seekers to spend more time with fewer companies targeting hiring managers and their functional leaders. Underlying this model is recognition that there are two job markets. The public one where jobs are posted and the hidden one where jobs are filled either via referral or internal promotion. The video describes this concept.

In The Essential Guide for Hiring and Getting Hired I offer advice to job seekers on how to enter into the hidden job market through the backdoor. Some of these points are summarized below. If you’re into digital campaign marketing you’ll see the similarities.

Narrow your focus by first defining your ideal company. Finding a better job starts by identifying companies that need your skills and abilities, those that are hiring people like you and those that might have some problems you can solve. Once you have 15-20 companies like this do your research and find the names of likely hiring managers and department heads. LinkedIn is specifically designed for this purpose.

Make sure your resume and LinkedIn profile can be found. Most recruiters begin to fill jobs by searching resume databases like Indeed.com and LinkedIn. For them this is a better way to find good candidates than posting jobs. This post describes the process we created to help recruiters find top tier candidates using advanced searching techniques. Job seekers need to reverse engineer their resumes accordingly so they can be found more easily.

Use a campaign marketing approach to get the first meeting. This is the essence of digital marketing. Forget about applying unless you’re a perfect skills match, but definitely be sure to follow the company since this will improve your profile search ranking. More important though is a proactive multi-pronged campaign to key decision makers consisting of emails, recommendations, referrals, voice mails, meet-ups and whatever else you can think of to make contact.

Sell an exploratory discussion, not a job interview. Regardless of how you make contact, don’t press for a job. Instead suggest the chance to have a discussion around a problem or opportunity the company is facing that you know you could help solve.

Get recommended. Without question getting referred by a trusted source is the best technique to arrange an exploratory discussion with a decision maker. But note that networking is not about meeting as many people as you can. It’s meeting a few highly-connected people who can vouch for your performance to a few other highly-connected people.

Build a networking map. You need to find some connections to the decision makers to get recommended. One job applicant told me she contacted a sales trainer she had used to get a referral to a company hiring sales managers. Another got referred to a company through a professional engineering society associate.

Mention a higher up. In your messages mention you’re also sending a similar email to other leaders in the company. Mention their names. If your email is provoking, provocative and/or insightful the person reading it will more likely reach out to you directly rather than having to be told to by the higher up.

Offer a sneak peek. One job seeker told me he prepared a competitive analysis of a company’s new product line and sent the first few slides to the VP Marketing. He offered to present the whole program in a short meeting to the marketing team. He got the meeting.

Conduct discovery during the exploratory discussion. As soon as the meeting starts ask about some of the challenges, critical tasks and problems the department is currently focusing on. Then describe some of your most significant accomplishments that best compare. All job seekers should do something similar to ensure they’re properly assessed on their past performance.

Slowly prove your worth. The solution selling process described here involves proving your worth in incremental steps. Each step is called an advance. For job seekers it’s getting another meeting with people who are likely to be hiring someone just like you in the near future. So ask for another meeting if it’s not offered.

Job seekers can take these lessons from digital campaign marketing: narrow the target, maximize the response rate and spend more time with the right people. Done properly the result will be a better job.

SEO: The Beginner’s Guide to SEO (Search Engine Optimization)

The Best Email Marketing Campaigns

The Best Email Marketing Campaigns

Learn how to send more effective emails.

Email NewsletterThe email newsletter is the most effective way to keep your audience updated on your latest company news.

Welcome EmailThe welcome email is the first step in onboarding customers and gives them a warm introduction to your community.

Email InvitesSend targeted, personalized email invitations that will inspire all of your recipients to attend your events.

Promotional EmailEntice your audience with special offers, deals, and promotions to generate additional revenue back to the business all year long.

Survey EmailWant to know what your customers think? Send an email and ask. Email is the #1 channel for collecting customer feedback.

Product Announcement EmailUnveil your most recent products and company news with effective email campaigns that are sure to excite your audience.

Social Media Tools That Help Optimize Your Time : Social Media Examiner

Social Media Tools That Help Optimize Your Time : Social Media Examiner

social media toolsDo you struggle to keep up with social media tasks?

Are you looking for ways to get more done?

Whether you need help maintaining your social accounts, finding content to curate or monitoring competitors, there are ways to simplify these processes.

In this article I’ll share a number of tools to maximize the time you spend on social media.

opitmize time with social media toolsDiscover how to optimize your time with social media tools.

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#1: Hire Out Social Media Signups

If you don’t have social media profiles and pages set up for your business yet, hire someone or use a service to create them for you. Companies like KnowEm offer a service where for about $85, they will create full business profiles and pages for you on 25 essential networks.

knowem username availabilityGet your profiles and pages set up on the top 25 social networks.

Your name will be reserved on various social networks, and you can build up the profiles at a later date. Once you passed the setup hurdle, it will be much easier to maintain them.

#2: Monitor Your Social Inbox

Stay on top of your interactions on a regular basis. Rather than constantly checking all of your social accounts, use a platform like Sprout Social to monitor your latest notifications from Twitter and Facebook.

sproutsocial inboxSet up a social inbox to make it easier to find and reply to public and private social messages.

After you connect your social profiles to the app, just go to your social inbox to see public mentions, comment replies and private messages from Twitter and Facebook accounts. You’ll still have to visit LinkedIn and Google+ to stay on top of those notifications.

#3: Keep Tabs on Your Reputation Via Email

To find out when people are talking about you, your business, products or services, set up a service such as Mention. You’ll get notified via email anytime someone on social media mentions your business using a branded keyword search.

mention email reportSet it up so you’re alerted to any mentions of your business on social media.

After you receive an alertclick on the links for each mention to view it in your Mention dashboard. You can then choose to reply inside your dashboard or view the original post on social media.

#4: Curate and Share Valuable Content

Posting valuable content from your industry is an excellent way to keep your social media accounts active. Plus, it helps position your business as an excellent source of information.

Use IFTTT (If This Then That), Feedly, Gmail and Buffer to easily share curated content to your social media accounts. IFTTT is a free service that automates actions among different platforms, while Feedly allows you to subscribe to your favorite blogs and Buffer helps schedule updates to Twitter, Facebook, LinkedIn and Google+.

If you don’t already have a Gmail account, grab a free email address and continue.

Here’s how to curate content to keep your social media accounts active.

First, connect your social media accounts to Buffer and set up a schedule for each account.

buffer scheduling set upSet up a schedule on Buffer for all social media accounts.

Next, select all of the accounts you want to post your curated content to as the default. Just check the circle to the left of each chosen profile.

connecting profiles on bufferCheck the circle next to the default social accounts you want to post to on Buffer.

Now, go to Buffer’s How to Email Guide. Leave this page open, so you can grab the custom email address that allows you to schedule updates to Buffer via email for IFTTT.

set up a buffer emailGo to Buffer’s How to Email Guide to grab your secret Buffer email.

Now, use Feedly to subscribe to the best sources of content within your industry. Create a free account and use the search box to look for specific blogs or blogs on relevant topics.

content sources in feedlyFind the best blogs in your industry on Feedly, and then subscribe to them.

Now that you have your favorite blogs and your Buffer info, use IFTTT to put it all together.

Sign up for a free IFTTT account. Then create a recipe that allows you to post any items you save for later in Feedly to the social accounts you selected as default. The recipe will start with Feedly as a trigger channel.

set up recipe trigger in iftttCreate an IFTTT recipe using Feedly as the trigger channel.

Once you’ve connected your Feedly account to IFTTT, you’ll get to select articles saved for later from the following options as a trigger.

choosing a trigger in iftttCreate a trigger to have new articles saved for later.

Next, select Gmail as the action channel.

choosing an action channel in iftttSet up Gmail as the action channel.

Connect your Gmail account to IFTTT, so you can select Send an Email as an action.

send an email action in iftttUse Send an Email as the action.

Now, configure the email to your secret Buffer email address, the Article Title field as the subject line and the Article URL in the body of the email.

customize email in iftttCustomize your email to tell Buffer what to post to your default social accounts.

Once you’ve saved your recipe, test it by going to your Feedly account and saving an article for later. Just click on the bookmark icon next to a post you like.

save an article in feedlySave articles for later in Feedly.

Now, go back to your IFTTT dashboard and click on the refresh icon to force your recipe to run.

test your feedly ifttt recipeForce your IFTTT recipe to run to test it.

After a few minutes, go to Buffer and you should see the post you saved for later in Feedly in your default social accounts’ queues in Buffer.

review your article in bufferReview your saved article from Feedly in your Buffer dashboard.

This may seem like a long setup. However, once everything is connected, all you have to do is visit Feedly on your desktop or use the Feedly app on your mobile device, and save good articles for later.

All of the social media accounts you marked as default in Buffer will share those articles with your audience at the times you scheduled them.

#5: Research Your Competitors’ Social Media Presence

Another way to assess and reconfigure your social media strategy is to see what others in your industry are doing.

Rival IQ is a powerful competitive research tool that allows you to quickly add your business and your competitors to a landscape. Rival IQ pulls all of their social media data into one dashboard, so you can see how they’re performing compared to you on Twitter, Facebook, LinkedIn, Google+, Instagram and YouTube.

competitor twitter informationView the social dashboard on Rival IQ to see how your social media performance stacks up to your competitors.

You will even receive regular email updates to alert you to top content and performance on social media.

competitor report from rivaliqRead a simple recap of your social media audience growth, activity and engagement.

This report allows small businesses to keep tabs on their (and their competitors’) social media presence without having to use multiple tools or platforms.

#6: Publish Social Media Testimonials

In most cases it’s time-consuming to collect testimonials and recommendations. The need to format them so they display properly on your website even adds to the challenge.

Here’s the good news. If you offer great products and services, you likely already have people who are singing your praises on social media. Easily display positive mentions from Twitter and your Facebook page on your website, using the embed code provided by both networks.

On Twitter, click the three dots under a tweet to get the embed code.

tweet embed codeEasily embed tweets as testimonials on your website.

On Facebook, just click on the timestamp for posts on your Facebook page. You can then click on the drop-down arrow at the top right to get the option to embed the post (sometimes this is under More Options).

facebook embed post optionFind the embed code on Facebook to post testimonials from the platform on your website.

Although LinkedIn doesn’t have an option for embedding their recommendations on your website, there is an easy way to do this. Start by connecting Spectoos to your LinkedIn profile to import all of your recommendations. Then, select the recommendations you want to display.

linkedin recommendations in spectoosSelect LinkedIn recommendations to display on your website.

You’ll receive an easy-to-install embed code that you can add wherever you want your recommendations to show. Get one recommendation at a time for free, or for $10 a month you can add the widget, which will show up to 12 at a time and slowly rotate through the rest.

spectoos widgetAdd an interactive LinkedIn recommendations widget to your website.

Back inside the Spectoos dashboard, you’ll get stats on the recommendations that get the most attention for your business.

recommendation analyticsSee which recommendations resonate best with your customers.

Use testimonials you get from your social media to raise your profile and build your business.

#7: Outsource Routine Social Media Activities

While a social media presence is important for any business, some businesses have absolutely no time to handle their social media. Individuals who manage a business on their own have to focus on the products and services they deliver. Or maybe they just don’t have the time to learn how to do it properly.

Fortunately, outsourcing your social media management is another option. Hire someone to keep it alive until you can devote more time and resources to it.

There are lots of great social media consultants and services designed specifically to help small businesses run their social media for less. For example, 99 Dollar Social will update your Facebook, Twitter and Google+ accounts with new content once a day every day of the week (including weekends) for $99 per month.

If you do decide to outsource, take the time to learn how the pros do it, so you can be a part of or take over the social media plan someday.

Conclusion

Granted, some of these tactics may take a little time to set up, but the long-term benefit is worth it.

Social media will enhance your business presence. And it doesn’t have to take all of your time to be effective.

What do you think? How much time and energy do you put into your social media management? What tips and tricks do you use to maximize your time? Have you tried any of these social media tools? Which do you find most effective? Please share your thoughts and recommendations in the comments.

B2B Digital Marketing Strategy [Infographic]

B2B Digital Marketing Strategy [Infographic]

Discussing B2B digital marketing with business owners is frustrating. They think digital marketing is something that works for B2C brands and, even then they only think it works for tech brands and those will an exciting product consumers can get stoked about. Take a look at the infographic from Relevance at the end of this post for some more ideas on how to drive leads using B2B digital marketing.

The truth is that digital marketing works for every brand — regardless of whether their customers are other businesses or consumers and whether their brand is an exciting product or not. I mean, think about Dove. How unexciting can you get — soap and lotion. So, the brand creates digital marketing about something consumers ARE passionate about — body image.

And, B2B brands can do the same thing — develop a B2B digital marketing strategy around something their target audience is passionate about. Maybe your target audience isn’t passionate about your brand and maybe your products compete in a really boring market.

That doesn’t mean you have to talk about your brand in terms of its market. Hit on the social responsibility of your brand and craft a digital marketing strategy around some aspect of that responsibility. Find a social program you’re passionate about and build a digital marketing strategy around that. The options for B2B digital marketing are endless.

Recognize B2B Digital Marketing Opportunities

First, just like B2C marketing, you need to think about digital marketing (or even traditional marketing) in terms of a funnel and develop content appropriate for each stage in the funnel.

As this infographic shows, visitors come to your website from various sources (organic and paid search, backlinks, social, and direct). Visitors view content and either leave or move to the next stage in the funnel. A small change in conversion rate (1%) can increase inquiries by 50%. So, optimizing the funnel is critical for improving performance.

Optimize the B2B funnel

Awareness

Image courtesy of StratoServe

B2B digital marketing is different than when you’re working with consumers. First, your target market is really busy, with people who work interference to keep you from reaching decision-makers. Second, B2B marketing often involves a team (buying center) rather than a single individual — as you see in this image.

Reaching any (or all) of the members of the buying center helps create awareness of your brand. Too often, B2B companies only try to reach the busy decision maker, ignoring much easier to reach members. Appealing to the gatekeeper is also important because they attempt to block the decision maker.

Because business customers are less likely to talk about your brand, you need a greater effort to create awareness. Using owned, earned, and paid media (plus traditional advertising and PR) is critical for creating awareness of your brand.

Despite first impressions, B2B brands can use social media effectively to create awareness especially by using powerful tools to reach only those people who represent potential buyers. It’s here that supporting a cause or being socially responsible can work to your benefit. Remember, even enterprise companies are composed of PEOPLE who use social networks. Reach those people and you’ve created awareness of your brand.

Outreach to other blogs and profiles is very valuable for creating awareness in the B2B space. Consider creating infographics or putting together videos and podcasts that other sites might want to use with their visitors.

And, don’t forget SEO. Search should be a strong piece of your awareness campaign. Understanding how your prospects search for products like yours is the key to crafting a good SEO strategy.

Recommended for YouWebcast, July 19th: The Blueprint to Build Trust in a Digital World

Interest

Your brand becomes interesting when it you show you produce a valuable product and when you earn the trust of buyers.

Create interest in your brand by effectively communicating:

  • unique benefits needed by buyers (USP). Need inspiration? Here’s a post with 10 USPs to spark your imagination.
  • trustworthiness. That’s why many B2B players tout the quality of customers who trust them and display them prominently on their homepage.
  • empathy. Customers (and don’t forget that business buyers are indeed customers) want someone who understands their needs and frustrations.
  • consistency and professionalism. B2B brands need consistent communication with potential buyers because you never know when someone is in the mode to buy. Often, purchases are made a few times a year or by RFP rather than every week like consumers. Email marketing and other contact tools become indispensable parts of B2B digital marketing campaigns. And, these conversations must be professional, which doesn’t mean boring or impersonal. Look at the way Trackmavenuses child-like colors and their cute little dog in promoting a content tracking tool despite working for some of the worlds biggest brands. Professional doesn’t have to be boring.

Notice, I didn’t say you need to do these things. I said you need to communicate them effectively. The two aren’t the same.

That means knowing your target market and testing your content to ensure your message is heard loud and clear. We’ll talk more about measurement later.

Intension

I’ve heard Hubspot and others make the argument that business customers are about 80%-90% of the way to making a purchase before they contact you. They only want pricing from the sales person.

That means you need to provide a depth of information on your brands through vehicles like white papers, case studies, and recommendation from clients.

Let prospects reach out to you for more information without adding pressure to make a decision today. For instance, offer a subscription to a high-quality newsletter to provide useful information. Or let visitors sign up for a webinar or podcast where they can ask questions in addition to getting more information. Be sure to follow-up with recording for folks who couldn’t make the original broadcast time or who want a refresher on what you covered.

Conversion

The conversion funnel doesn’t end with a customer purchase. That’s just the beginning of your relationship with this customer. And, it is a relationship.

  1. You have to follow up with the customer to ensure they received the order in good shape. I remember getting a card with a product order from the person who packed it. It was personal and made me feel like a valuable customer. Sending personalized, hand-written thank you notes to members of the buying center are always a nice touch.
  2. Offer customer service through a variety of channels available 24/7 so customers can get problems solved quickly and easily. A good example is GoDaddy. I’ve called customer support a few times and found their people friendly and helpful. They never make me feel like I asked a stupid question or that I was too unskilled for what I was doing. And, they always have the right answer to help me.
  3. Periodically, invite customers to a special webinar or to visit you at your booth at an industry event so you can meet them in person. The personal touch really helps. Makes buyers feel special and valuable, which they are.
  4. Ask for referrals and recommendations. If buyers are too busy to refer you, ask them if they’ll provide a testimonial to add to your website or include in a newsletter. Also, ask if they have contacts at other companies or divisions of their company who might need your products and be sure it’s ok to use their name when contacting them.
  5. Offer some exclusive content, a discount, or special promotion to customers, especially repeat customers to ensure continued loyalty. Treating customers right can result in evangelism, which really helps your brand.

Analytics in support of B2B digital marketing

Just like anything else in digital marketing, analytics are critical.

Set objectives for your campaigns in terms of awareness, interest, intention, and conversion. Then, establish KPI metrics that measure these objectives. Then, look at the actions contributing at each stage in the conversion funnel and assess performance of these content marketing efforts to answer questions such as:

  • Does content resonate with prospects? (CTR, Engagement, Shares …)
  • Are you publishing content at the right time? (Reach)
  • Are you publishing too much or too little content? (Unsubscribes)

A/B testing is a great tool for understanding what types of content get the most response from prospects.

Author: Angela Hausman, PhD

I manage Hausman and Associates, a full-service marketing firm operating at the intersection of marketing and digital media. We provide a host of digital marketing solutions including content marketing, email marketing, SEO/ SEM, social media marketing, lead generation as well as marketing strategy, branding,, market research, and a variety of… View full profile ›


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10 Digital Marketing Ideas for Finding a Better Job in 2017

10 Digital Marketing Ideas for Finding a Better Job in 2017

I’m working with a few clients hiring digital campaign marketing managers to improve their top of the funnel attraction rates. The big idea for them is that as digital marketing becomes the de facto standard for finding new customers, those who do it more effectively will wind up with the most new clients.

The best recruiters are now starting to use these same concepts and tools to find and hire stronger candidates.

Job seekers need to rethink their job hunting strategies along the same lines.

Key to Success: Spend More Time with Fewer Companies and the Right People

The central theme of this approach is the need for job seekers to spend more time with fewer companies targeting hiring managers and their functional leaders. Underlying this model is recognition that there are two job markets. The public one where jobs are posted and the hidden one where jobs are filled either via referral or internal promotion. The video describes this concept.

In The Essential Guide for Hiring and Getting Hired I offer advice to job seekers on how to enter into the hidden job market through the backdoor. Some of these points are summarized below. If you’re into digital campaign marketing you’ll see the similarities.

Narrow your focus by first defining your ideal company. Finding a better job starts by identifying companies that need your skills and abilities, those that are hiring people like you and those that might have some problems you can solve. Once you have 15-20 companies like this do your research and find the names of likely hiring managers and department heads. LinkedIn is specifically designed for this purpose.

Make sure your resume and LinkedIn profile can be found. Most recruiters begin to fill jobs by searching resume databases like Indeed.com and LinkedIn. For them this is a better way to find good candidates than posting jobs. This post describes the process we created to help recruiters find top tier candidates using advanced searching techniques. Job seekers need to reverse engineer their resumes accordingly so they can be found more easily.

Use a campaign marketing approach to get the first meeting. This is the essence of digital marketing. Forget about applying unless you’re a perfect skills match, but definitely be sure to follow the company since this will improve your profile search ranking. More important though is a proactive multi-pronged campaign to key decision makers consisting of emails, recommendations, referrals, voice mails, meet-ups and whatever else you can think of to make contact.

Sell an exploratory discussion, not a job interview. Regardless of how you make contact, don’t press for a job. Instead suggest the chance to have a discussion around a problem or opportunity the company is facing that you know you could help solve.

Get recommended. Without question getting referred by a trusted source is the best technique to arrange an exploratory discussion with a decision maker. But note that networking is not about meeting as many people as you can. It’s meeting a few highly-connected people who can vouch for your performance to a few other highly-connected people.

Build a networking map. You need to find some connections to the decision makers to get recommended. One job applicant told me she contacted a sales trainer she had used to get a referral to a company hiring sales managers. Another got referred to a company through a professional engineering society associate.

Mention a higher up. In your messages mention you’re also sending a similar email to other leaders in the company. Mention their names. If your email is provoking, provocative and/or insightful the person reading it will more likely reach out to you directly rather than having to be told to by the higher up.

Offer a sneak peek. One job seeker told me he prepared a competitive analysis of a company’s new product line and sent the first few slides to the VP Marketing. He offered to present the whole program in a short meeting to the marketing team. He got the meeting.

Conduct discovery during the exploratory discussion. As soon as the meeting starts ask about some of the challenges, critical tasks and problems the department is currently focusing on. Then describe some of your most significant accomplishments that best compare. All job seekers should do something similar to ensure they’re properly assessed on their past performance.

Slowly prove your worth. The solution selling process described here involves proving your worth in incremental steps. Each step is called an advance. For job seekers it’s getting another meeting with people who are likely to be hiring someone just like you in the near future. So ask for another meeting if it’s not offered.

Job seekers can take these lessons from digital campaign marketing: narrow the target, maximize the response rate and spend more time with the right people. Done properly the result will be a better job.

____________________________________

Lou Adler (@LouA) is the CEO of The Adler Group, a consulting and training firm helping companies implement Performance-based Hiring. He’s also a regular columnist for Inc. Magazine, SHRM and BusinessInsider. His new Performance-based Hiring micro-course is now available on Lynda.com. His latest book, The Essential Guide for Hiring & Getting Hired (Workbench, 2013), provides hands-on advice for job-seekers, hiring managers and recruiters on how to find the best job and hire the best people.

via 10 Digital Marketing Ideas for Finding a Better Job in 2017