What You Don’t Know Can Hurt You

What You Don’t Know Can Hurt You

This month has been the month of audits as almost every project I have worked on this month seems to involve some sort of audit (content audits, page audits, landing page audits, etc.).

My auditing procedure begins with gathering the data I need—analytics, keywords, conversion rates, etc. Additionally, I ask clients for four pieces of information on their target audience:

  • Who is the target audience?
  • What is the challenge they are trying to solve?
  • What are their pain points concerning their goal?
  • How do we help target users achieve their goal and overcome these challenges?List Item

I am amazed at the number of times I hear that this information is not available. Without these four pieces of information, the content recommendations switch from being highly customized to more general in nature.

Instead of highly targeted content that speaks directly to the user and explains why product X meets their needs, the content focuses more on features and benefits. Although that kind of content offers useful information, it lacks the hook—the story that draws users in and makes them take the next step.

The most common reason I hear why companies have not developed buyer personas is because developing them is time-consuming. While it is true that generating really good buyer personas does take time and effort, the benefit is that content that is developed with specific users in mind will result in higher engagement and conversions than content that is not. Without buyer personas, companies are losing the opportunity for more business.

Do you have your buyer personas? Contact us today, so we can help you discover your audience and pitch to them directly!

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Braveheart Digital Moves To Manchester NH

Manchester NH

Braveheart Digital Moves To Manchester NH

We are happy to announce that Braveheart Digital has a new home. We have moved our offices from the Alpha Loft incubation and acceleration space in Downtown Manchester NH to the Red Oaks Offices on 66 Hanover Street, still in downtown Manchester.

Our NEW address is
Red Oaks Offices
66 Hanover St
Suite 200
Manchester · NH · 03101

Being located in the heart of downtown Manchester will allow us to attract the SEO content writers and email marketers we need to help our clients grow their traffic, increase leads and drive new revenue.

Braveheart Digital is an SEO Company bringing together cutting edge, organic search engine optimization (SEO) techniques, marketing savvy and a solid methodology to help businesses achieve their growth objectives.

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Three Lessons from 2015’s Social Media Benchmarks Report

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When it comes to social media and business, 2015 Social Media Benchmarks Report is an incredible source of information. Showing social data from over 7,000 businesses across 9 industries, the report grants insight into how other similarly sized companies, within your market, are succeeding with social media.

While there is much to learn from the vast amount of data within the report, these three lessons are the ones you’ll really want to hang onto: .

Quality Tops Quantity

The common belief is that by increasing the number of social media posts you publish per week, you have a greater positive effect on overall engagement levels. The HubSpot report shows that that is not true.

According to the report, there is no discernible correlation between the average number of posts companies publish per week and the average number of interactions (e.g., likes, retweets, etc.) each of those posts receives.

Demonstrated in the graph below, there is no clear correlation between posts published per week (blue) and interactions per post (orange). If there were a correlation, the dotted blue and orange lines would follow a similar pattern.

By the data shown in this graph, it seems more reasonable that the quality of each post is a greater determinant of positive engagement than the number of posts shared.

Size Matters

Quantity is important (with quality in tow) when it comes to social media followings. The below data demonstrates that the larger the following of a person, company, or brand, the more engagement they will have with their consumers.

Mathematically—and logically, this data makes sense. If a business has a huge social following, they’ll naturally receive more likes, retweets, shares, etc. per post than a business with a tiny following. It’s a matter of probability: a business with a huge following has more people it can potentially engage, so the odds of getting someone to engage are better.

The Number of Posts Vary According to Industry and Company Size

The final takeaway from the HubSpot Social Media Benchmark Report reveals that the frequency of social media postings varies by industry and company size.

The average number of social media posts that companies publish per week across all of their social networks is shown in the two graphs below.

The first graph illustrates the average number of posts published per week by industry.

The second graph shows the average number of posts published per week by company size. HubSpot divided companies by size into the following buckets: 1-10, 11-50, 51-200 and 201+.

Because there is no one size fits all when it comes to social media marketing, it’s important to understand your market and develop a social media marketing strategy before you begin actively posting.

To discover how to optimize your social media posts with a strategy customized for your company, please fill out the form below:

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What is geofencing?

What Is Geofencing?

What is Geofencing? Geofencing marketing is location-based ads where a user’s location is recorded via the internet, and advertisements are only shown to people in

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Only Twenty-Three Percent of B2C Marketers Are Successful at Tracking Content Marketing ROI

Content Marketing

Only Twenty-Three Percent of B2C Marketers Are Successful at Tracking Content Marketing ROI

A new study from the Content Marketing Institute/MarketingProf called B2C Content Marketing 2015: Benchmarks, Budgets, and Trends—North America, sponsored by EnVeritas Group, shows that only 23% of B2C marketers are successful at tracking the ROI of their content marketing efforts.

Percentage of B2C Marketers Who Have a Content Marketing Strategy

What Are Successful Marketers Tracking?

The survey showed that the top metric that B2C marketers use to measure the ROI of their content marketing efforts is website traffic. Regardless of company size or effectiveness and whether or not the company has a documented strategy or not, measuring content’s ROI by tracking traffic proves most successful.

Metrics for B2C Content Marketing Success

Fewer than 30% of B2C marketers said that they use the following metrics to measure ROI: Customer Renewal Rates (26%), Inbound Links (23%), Benchmark Lift of Company Awareness (23%), Benchmark Lift of Product/Service Awareness (21%), Sales Lead Quality (16%), Cost Savings(15%), and Sales Lead Quantity (15%).

What Percentage of Marketers Have a Content Marketing Strategy?

While study after study shows that marketers will invest more money in content marketing in 2015, only 27% of B2C marketers have written their strategy down, meaning that the majority of marketers do not document their strategies (as illustrated in the bar graph below).

The 50% of B2C marketers who say that their agreement regarding their content marketing strategy is expressed verbally are less likely to track ROI successfully than those B2C marketers who process and document their strategies. Of the B2C marketers with a documented content marketing strategy, 43% say they are successful at tracking ROI (compared with the 23% cited for the total sample).

How Is Content Distributed?

Despite all the negative press in 2014 about the decrease in organic reach on Facebook, Facebook remains the primary channel for content distribution by B2C marketers.

B2C Content Marketing Social Media Platform Usage
B2C marketers are now using an average of seven social media platforms to distribute content as opposed to last year when the average was six. All social media platforms have experienced some level of increase this year (except for LinkedIn, which has stayed the same). The biggest increase this year has been with Instagram (up 17 points) followed by Google+ (up 13 percentage points).

Conclusion

In conclusion, the data regarding B2C Marketers and their content marketing strategies demonstrate that successful B2C Marketers:
  • Measure the ROI of their content marketing efforts by tracking website traffic.
  • Iterate their content marketing strategy in writing.
  • Use social media platforms to the advantage of their strategy.

Are you ready to run a successful content marketing campaign? Contact us today to get started!

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How We Growth Hacked Our Twitter Account To Over 89,000 Followers

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How We Grew Our Twitter Accounts To Over 400k Followers

Twitter is out of favor with investors and Wall Street but I continue to find it is the best social media channel for the sports websites we manage. Unlike Facebook, Twitter allows us to have a continuous interaction with fans and followers throughout the day, especially on days when a game is being played.

Tweeting 10-20 times while a game is being played is common, and one of the lessons we have learnt over the last five years is that you need to find a social platform that matches your actions.

Posting that many times over a 4 hour period on Facebook would probably get us banned, but on Twitter that is viewed as normal, Making it the perfect social platform to reach sports fans.

We are not the only ones who think this. The 2019 Social Media Benchmark report from Rival IQ shows that sports teams are posting more on Twitter than any other platform.

Average Twitter Posts Per Day By Sports Teams

Value Achieved:

  • * We grew our Twitter account from 2,000 followers to over 93,000 followers.
  • * Our Inter Milan Twitter account is ranked in the top 65,000 of all Twitter accounts worldwide. (Source: Twittercounter.com).
  • * Ranked 15th for all twitter accounts in Milan, the team’s home base (Source: twitaholic).

So how did our Twitter account become one of the 15 biggest accounts in Milan Italy? By executing the following four steps:

1. Create a voice and tone that resonates with your audience

In order to connect with the Inter Milan fans worldwide, we created a Twitter account for fans by fans. We shared the ups, downs and joys of supporting a team. The more “real” we became, the more fans started to follow us.

2. Seed the Twitter feed with high quality content

I knew that in order to grow this account we would need more than just content from our site. I wanted to create such high quality content that if you were going to follow one Inter Milan account, it would be this one.

We included content from other websites and Twitter accounts, creating a consistent stream of engaging content, for fans, by fans.

3. Engage in conversation and interaction with followers

The downside of seeding content is that the Twitter account starts to look impersonal. Conversation and interaction with followers is so important to personalize the experience, especially around games and big news events when everyone wanted to talk about the team.

Whenever we tweeted during a game we would see more people become followers. The more we interacted and RT’d our followers the more fans started to follow us as they could we were a real account, and not a bot.

4. Make becoming a follower important to fans

We cross-promoted the Twitter account on the website and within our emails to increase awareness. We ran Twitter only promotions and giveaways that we highlighted in our other channels as a way to encourage fans to engage with us in multiple locations.

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