Businesses of all sizes have been slow in realizing the potential of social media marketing. And those who do, fail to understand the reason and benefits of marketing on Twitter. The thing about Twitter is that it is not the average social media site where people sign-up to hang out with friends. Twitter is also about information.
You may not realize this, but many people turn to Twitter for information, so there can be no better place on social media for getting your brand message across. In fact, many potential customers may already be searching Twitter to find you. Do you have something for them?
There are as many as 2 billion searches on Twitter every day, and around 645,750,000 active users. Fortune 500 companies and small businesses have accounts on Twitter to interact with their target audience. Along with this marketing potential, Twitter has introduced many features over the years that can be used by online marketers to boost their brand image.
Marketing in 140 characters?
This is the character limit of a tweet; 140 characters has, in essence, become a term of its own and it was a challenge for marketers to get their point across in the shortest amount of words. In all fairness, they managed to do just that, using relevant keywords, Hashtags, links, and tweeting at the best time as revealed by research. However, now you have more enhanced features that will not only help you cross this character limit but also enable you to incorporate various media elements as well.
Best Twitter Marketing Features:
Twitter cards allow you to attach media expressions to Tweets that direct readers to your content. All you need to do is add a few lines of HTML to your website. As a result, every time someone Tweets a link to your content, a card will be added to it that can be viewed by user’s followers. So even if you post a link to your Flickr photo in a Tweet, a card will be created. You can choose between a Summary Card, Photo Card, Gallery Card, App Card, Player Card, and Product Card. Be it price, benefits, or description, everything you need to post about your content can be done using a Twitter card. You can also promote your products using the gallery view and 2 “customizable fields” where further information about the product can be added. Recently, the social network made one more step toward enhanced promoted tweet campaigns by introducing conversion tracking and tailored audiences options.
In the example above, you can see how East India Tea Company successfully promotes a new post on its blog with the help of Twitter cards. Though the message occupies more space, it also gets more engagement, as it is reflected on number of retweets and favorites.
A custom timeline is much like a Twitter list, but here you can choose which Tweets to include in the list. These timelines can be embedded into websites as well. There is a title on top, followed by a 160-character description. New tweets that are added appear at the top of the list. Note that you can only use custom timelines with the TweetDeck app. Once you download the app, you can use timelines to promote your business in several ways. For example, you can have a list of the oldest to the newest products, so that potential customers will be aware of your latest offerings. Secondly, if you use hashtags with your products, you can make a timeline of the best tweets from your customers. The same goes for customer reviews, testimonials, and answers to FAQs. The information will not only be streamlined, but the presentation will be user-friendly as well.
Many users are already aware of this feature where one can download all tweets since day 1 and turn them into an archive. You can use this feature to observe your earlier tweets as well as to see if any improvements need to be made or if some successful formula was used before that you may have forgotten about.
See below how the archive of your tweets will look like if you request it via the Setting tab of your Twitter account.
As mentioned at the outset, Twitter is all about sharing information, and nothing exemplifies this more than the Trending Topics feature. This feature has been constantly updated, and now there are hundreds of cities around the world on the list to help you discover at a glance what’s trending across the globe. You can also receive more specific trends after you select the country or city you are interested in. If you are also using the Twitter features discussed so far, then you have access to comprehensive market research about almost any target audience in the world.
You do not have to be a social media marketing expert to realize the compelling and engaging benefits that photo sharing offers. To further augment visual content shared on the website, Twitter teamed up with Aviary to provide iPhone and Android users with special filters and effects. These range from black & white to vintage, which means there are multiple options to choose from. Hence, you can always find filters and effects that help you tweak your pictures in line with your brand image.
As you can see, the feature looks pretty much like the one on Instagram, so the process of enhancing the photos is going to easy and enjoyable.
Negative Keyword Targeting
Keywords, when used properly, can do wonders for your business’s online visibility. When misused, they can repulse both your customers and search engines. So your aim should be to appear in relevant search results instead of spamming users with hashtags that they were not looking for. This is where the Negative Keyword Targeting for Promoted Tweets comes into play. This feature ensures that the search terms you use do not appear in tweets and conversations not related directly to the product itself. For instance, if your product name is PurePassion, you can ensure that the product doesn’t turn up in search results for either ‘pure’ or ‘passion’ keywords.
Note that there is a bulk importing tool on Twitter as well, where you can highlight words that you want to match with your keywords. This tool provides you with three different matching options when entering keywords, which are exact match, phrase match, and basic keyword match.
These are some of the best features on Twitter that empower marketers to create a unique selling point on social media. Use a combination of these tools, and engage with the huge audience of Twitter users.
In our last blog post, we discussed optimization strategies for your video content. By providing visitors with compelling titles, descriptions, and tags, you are providing YouTube’s search engines with the triggers to support your optimization efforts. Like the content triggers discussed earlier, there are several engagement factors that are influential in getting your videos to the top of YouTube.
Much attention has been paid to Google’s ranking factors and algorithm and how they impact your positioning on Google. By becoming aware of YouTube’s ranking factors, you could improve your video’s rankings on both YouTube and Google. Here are some critical engagement factors that influence your video’s YouTube ranking:
1. Trust and authority of your YouTube channel
YouTube prefers video producers that routinely produce quality video content. Thus, it looks not only at engagement of individual videos but also at engagement of your video channel overall. Factors such as number of subscribers, number of channel views, and the overall age of your video channel are important in ensuring consistently high ranking videos.
2. Engagement of your videos
While the overall number of views is surely an important factor in a high-ranking video, it is more important for your video to be interesting to those who choose to view it. How long do your videos keep your viewer’s attention? Generally speaking, videos that capture 40% of the viewer’s attention (i.e., over two minutes of a five minute video) will help your video rank higher. YouTube looks at two audience factors – absolute (what percentage of your video is watched) and relative (how does this compare to other videos of similar length?).
3. Social signals
As with traditional SEO, social media links appear to be an increasingly important factor in the overall strength of your content. Factors that indicate video social sharing include embeds, external links, and the strength of the sites the video is being shared on. Particularly strong social sharing sites include Digg, Facebook, Twitter, LinkedIn, and Google+ so be sure to prompt sharing to these and other sites when posting your video.
4. Comments, responses, and reactions
YouTube wants to gauge how much dialogue your video generates. The numbers of comments, likes, and responses are important factors in determining your video’s ranking. Note: video responses in particular are hugely important. After all, YouTube is a video sharing site. If your video is responsible for creating additional video content for YouTube, you’ve hit an SEO home run.
Likes and shares are also factors that determine level of interest in your video. YouTube gives significant weight to the number of shares.
YouTube has determined that engagement is a better measurement of quality and satisfaction than simple views. As Google has given greater importance to Quality Score, YouTube has given greater importance to engagement. In both, the common threads are quality and relevance. If you create quality and relevant content for your readers and viewers, you stand a much better chance of getting to the top of every search engine.
According to the 2013 Jobvite Social Recruiting Survey, 94% of recruiters use or plan to use social media in their recruiting efforts, while 78% of them have made a hire through social media. Thus, it makes sense for recruiters and job hunters alike to utilize social media.
For Job Hunters
1. Review privacy settings – Let’s face it, some of us say EXACTLY what we feel when on Facebook or Twitter. If your posts are in any way controversial, you may want to review your privacy settings to make sure your posts are viewed by friends only. Recent surveys suggest that nearly 40% of employers have prescreened potential hires. Though most are looking to see if candidates are a good fit with their company’s culture, you don’t want to lose a great opportunity because of a misguided Facebook post or tweet.
2. Let your network know you’re job seeking – Facebook and Twitter are first and foremost networking vehicles, allowing you to communicate with a broad group of people quickly. Don’t be shy. It is essential for job seekers to let their networks know they’re in the job market. Tell them the location, industry, and job title you are seeking as well as any other pertinent details that your network can pass along about you.
3. “Like” or “follow” any prospective employer’s social media platforms — More and more employers are posting jobs on their social media pages. Make sure you are aware of any potential openings at your target employers. Search for Facebook pages or Twitter accounts devoted specifically to jobs. Many major companies, including Google, Disney, and Microsoft, now have dedicated jobs’ accounts. And, if you can determine the hiring manager of a potential job, their Facebook or Twitter page could give you a sense of their managerial style. Use this knowledge to your advantage during an interview.
4. Use groups and hashtags to your advantage – Whether on Facebook or Twitter, get involved in the conversation. If you become a known contributor in your areas of interest and expertise, you may come across a hiring manager who is seeking the talents you possess. Use your Twitter account as a bridge to your personal blog, portfolio, or resume to provide more details about your knowledge and skills.
1. Show up in organic search – With so many candidates using search and social media in their job search, make sure your Facebook and Twitter pages are optimized. Fill out category, topic, and description sections of your Facebook and Twitter profiles, using terms related to jobs and positions you are looking to fill.
2. Create groups – Whether they are location, industry, or position based, groups are a great way to find individuals who are like-minded and interested in your company.
3. Leverage your employees – Ask employees to tweet or post jobs in their department or location. Chances are good that they have someone in their network seeking employment.
4. Tell everyone how great you are – Retweet when employees and customers say great things about you. Everyone wants to work for great companies doing great things.
5. Engage with candidates – If you are able to make the process as personal as possible, prospective employees are more likely to become actual employees.
Do you have a tip for fellow job hunters or recruiters? Share in the comments below:
Content, content, content. There’s a lot of talk about the importance of content. But does it really make that big of a difference? You better believe it. The right content can attract new customers and help SEO for your site, which results in all the precious leads. According to B2B Infographics, 92% of SEO practitioners say content creation is an effective SEO tactic, and 76% regularly invest in content creation.
Let’s take a step back and start at the beginning. Content is a cycle that helps create brand awareness, website traffic, and leads and build relationships. Your social media presence, blog, email marketing, and paid search work together for consumers to find your business online. All of these activities increase brand awareness. Then, your engaging content sends customers directly to your website, where they can scope out your business.
Content also improves your SEO by helping your website get indexed faster, increasing rankings for search terms, and increasing domain ranking. It’s a win-win. According to iMedia Connection, 71% of marketers say that content marketing has helped improve their site’s ranking in organic search, and 77% say it has increased website traffic.
So we understand why it’s important but how can using content be put into action to generate leads?
1. Create a mix
Develop a mix of both paid and owned content to generate leads. Mixing PPC ads and social media ads along with engaging content will allow new customers to become aware of your business. In combination with your engaging content, customers will never want to leave.
2. Get creative
There are numerous ways to reach customers through engaging content. One way to reach customers and build relationships is through email. For example, after a customer makes a purchase, offer them a discount if they review your product. This will not only show that you care about what customers think but also provides incentives for making another purchase. You just generated another lead through content (Go you!).
3. Drive it back home
Consistently linking content and paid search back to your website will help drive traffic to your website, therefore creating leads. Whether it’s a blog post, mobile app, or a Facebook ad, every piece should have a website link. Provide a contact form on each page, ask for feedback, post customer reviews, and get customer contact information to continually generate leads.
Once you’ve executed your plan, it’s time to analyze your success. Determine the cost per lead by using your PPC amount and the number of leads you received. Use Google Analytics to determine the number of clicks from social to your website. By analyzing the data, you can make informed decisions to decrease your costs and increase your profits.
iMedia Connection found that 70% of marketers say that content marketing has increased their brand awareness,59% believe it supports sales growth, and 45% say it has reduced their advertising costs. After analyzing the data, it’s important to remember that generating leads through engaging content is an ongoing cycle that can play an integral role in your business’ success.
Compelling website content is the key to engaging with your audience. It needs be unique, shareable, and useful for the reader, as well as optimized to help attract/influence search engines… Let’s go back to the basics with 10 tips to writing engaging, optimized content:
1. Headline – When it comes to creating content, a headline needs to be compelling. Why? Simply because it is the first thing readers look at. When trying to write a headline, keep in mind that it should draw in readers and give them (and search engines) a very concise idea of what your content will be about.
2. Show and Tell – Write your article as if you were writing your English papers back in college. Back up your points with reliable sources (links when possible) as this will make your content more credible. Also consider using graphics to reinforce key points (see below for more on this).
3. The 5 W’s – Try to answer the “who, what, when, where, and why” questions as concisely as possible. When each of these questions are answered, your content becomes more useful and more likely to be shared.
4. KISS (“Keep It Simple Stupid”) – Most of the time, content that is to the point keeps readers interested and more likely to read through the whole article; put away those thesauruses and avoid using jargon!
5. Meta Description – Like the headline, the meta description is what search engines use in their results listing to let your readers know exactly what your content is about. Try to be as specific as possible so as to capture your reader’s attention.
6. Optimize with Keywords – A very easy way for your content to be easily searched and receive higher traffic is by implementing the use of keywords. Focus on a single keyword or keyword phrase for each piece of content. Include several “natural/conversational” keyword mentions but don’t overdo it. Remember, it’s always quality over quantity.
7. Images – Like keywords, images are what draw readers to your content. Remember, search engine bots don’t see pictures, so be sure to optimize your images. This can be done by including a descriptive file name, alt text, and a caption for your images.
8. Summary – As a conclusion to your content, always recap what you are trying to say in the article. For some readers, the conclusion is where they draw most of the information, or at least tidbits of the information. It’s also a good place to encourage feedback from your readers.
9. Revision – When you believe you have finished writing your article, think again. Always revise and edit until you cannot revise anymore. Then don’t be afraid to make more changes to the content if it’s not getting the readership you expected.
10. Social Sharing – Finally, include social sharing features on each page of your website. When people share your content through social, it can help your website rankings.
Try out different tips to see what works for you and what doesn’t. Always experiment until you’ve come to the right recipe for drawing readers to your website.
Do you have a tip for writing engaging, optimized content? Share in the comments below:
Consumers live in social media so it only makes sense for you to establish your company there as well. Businesses have spent the last few years trying to figure out how to effectively use social media as a customer acquisition channel. A recent study showed that 77% of B2C companies and 43% of B2B companies have acquired customers from Facebook, so there is evidence that you can successfully turn fans into real-life customers.
As an efficient platform for engagement and community building, Facebook allows businesses to share information within seconds and stay linked with their fan base. It is important to establish a connection and interact with customers through this channel for entertainment, branding, and customer support purposes.
“Building a solid community from your loyal customer base is the best way to attract quality prospects that can be converted,” says Debra Ellis, a business consultant and author of 31 Ways to Supercharge Your Email Marketing. “The people who use your products and services are the ones who are most likely to have friends and family that would like your company too.”
Here are 5 ways your company can turn Facebook fans into paying customers:
Sweepstakes and Contests – Promotionsare a great way to increase traffic to a website and develop sales leads. Traffic to a website is important because traffic increases the opportunity to make sales. Running a giveaway not only keeps your customers engaged and sharing your brand but it’s also a useful way to grow your email listings. Whether you are starting with 100 or 100,000 fans on your Facebook page, giveaways have been proven to increase that number. A basic enter-to-win sweepstakes with a lower barrier to entry often proves the best option.
Facebook Ads – Take advantage of Facebook ads and direct traffic to your website. Facebook ads aren’t simply more established on the site, they are actually more efficient. You can entice your audience with special offers and sales. The advantage of using Facebook ads is you can target your customers by location, age, gender, and even interest. Facebook ads also allow you to remarket your ads, so if a customer searches for your product or a similar product outside of Facebook, they can be reached when they return based on their search information.
Outreach With Email – While social media platforms are instant and easy to share, the best way to acquire and retain customers is through email marketing. Use every opportunity to encourage customers to join your mailing list. As mentioned earlier, promotions are a great way to build your email list. Include a checkbox in sweepstakes forms for participants to sign up for promotional deals, or consider linking your signup form to your Facebook page with an app. Offer incentives for participation with a special discount.
“Fan-Only” Coupons – Having a Facebook fan base gives you the ability to stay in contact with your current customers and reach potential customers. Coupons are a great way to bridge the gap between fan and customer. Many of your fans already use your products so take advantage of that. Coupons aren’t pushy, but act more as an invitation to browse your products. If a fan “likes” your page, they are already showing interest in your brand. For those who like your page but have never purchased your product, a “Fan-Only” coupon will entice them to make a first purchase. In fact, a recent study by ExactTarget and CoTweet found that 40% of people who liked a Facebook page did it initially to receive a discount or coupon. Coupons give you the opportunity to take the conversation off your Facebook page and into your store. Using a variety of coupon campaign applications, you can easily create a coupon that customers can print out and redeem in store. If you want to build your email list, you can have your customers enter their email address to receive coupons. Also, making the coupon “Fan-Only” can drive more clicks because of the exclusivity.
Post Testimonials – We all know that Word-of-Mouth is the best form of advertising, and this holds true online. Post customer testimonials to let your fans see what real people are saying about your products. Don’t just have testimonials that say your products are great; post testimonials that discuss how the product solved a common problem, too. A great example of this is weight-loss products that show photos and post testimonials from people who have used them. They don’t sell; they tell a story about their product.
It is possible to turn Facebook fans into paying customers but you need to do it in ways that are much different than traditional advertising. People go on Facebook to read stories, not to look at products. Tell a story, engage with your audience, solve a problem, and then you will get new paying customers.
As Google continues to crack down on link building practices many site owners are left unsure of how to proceed. Could one bad link upset the algorithm? How much influence is their link building past having on their present day success? Could another update come down the pipeline that changes the game again? This fear of what may be has a lot of site owners running scared from link building. And when you couple this crack down on links with the growing influence of social signals and author authority many are starting to wonder—could social activity replace traditional link building someday? Is a Tweet worth more than a link?
I’d prefer a text link but I’d accept a tweet though, because I do think that good social signals can raise a site up in the rankings even if it’s temporary, and the traffic is good. I imagine you can get better traffic from a good tweet than you can by many links on sites that no one goes to.
I think Julie makes a great point—links are still very much the bread and butter of SEO, but social links from Facebook, Twitter, LinkedIn, Google+ and so forth can send a phenomenal amount of targeted traffic over to your site. And at the end of the day which would you rather have? A decent link or 10 more unique visitors? In a perfect world every link you built would be relevant and authoritative (the kind Google loves to reward) AND it would deliver a noticeable amount of targeted traffic. But we don’t live in a perfect SEO world; some of our inbound links are less than great, and plenty of quality links on quality sites send next to no traffic. In my opinion, a strong SEO campaign needs to balance referral links that can drive traffic (but maybe aren’t on the strongest sites) with links on incredibly valuable and trusted websites that add a lot of credibility to your link portfolio.
For instance, you could write a guest blog post on a relatively small site but if it has as strong social presence and a small, but dedicated, network of followers that post could get a lot of social love and send a decent amount of traffic your way. On the other hand you could write for a site with a higher domain authority (meaning a more authoritative link) but perhaps because it’s bigger and there is more content going live everyday your individual post doesn’t get as much social love and attention as the feature post on the smaller blog. There are pros and cons to writing for both sites—one creates more valuable links, the other creates more social pull and traffic. Does that mean one site is intrinsically better than the other? Not necessarily—my advice would actually be to try and write for both sites and cover your SEO from every angle.
I imagine that Facebook and Twitter are wildly protective of their data when it comes to sharing with Google, but the search giant is assuredly taping into Google+ to see what kind of linking and sharing is going on. While there is no proof, I’d wager that Google+ activity is being weighted by the algorithm in some way, shape, or form. If Google sees a particular blog post on a quality site (with a few links back to your site) AND that post is getting heavily shared on Google+ it helps legitimize those inbound links as something more than just an attempt to bolster your link profile.
Perhaps Google will never replace traditional links with social activity, but as Erin Everhart pointed out “Links will always matter, but links without social signals could easily be coming under scrutiny.” It’s entirely possible that SEO is moving into a realm where inbound links are still wildly important, but those links need to be backed up by social authority and activity in order to “count” in your favor. In my opinion, Google wants to encourage transparency and above-the-board link building practices and one of the best ways to encourage legitimacy is to rewards those sites that use real people to help market their brand. It’s much harder to spam when your name, face, and reputation are on the line.
What do you think? Is traditional link building on the out?
About the Author
Nick Stamoulis is the President of Boston search marketing firm Brick Marketing. With over 13 years of industry experience Nick Stamoulis shares his SEO knowledge by writing in the Brick Marketing Blog, as well as guest blogging for numerous top SEO industry sites.
With hundreds of thousands of new accounts created each day, Twitter is arguably one of the most powerful tools for increasing brand awareness. As the second-largest social network, it reaches millions of people every second with 400 million tweets a day.
To increase brand awareness and promote your brand on this platform, consider these simple approaches to monitoring and managing your account:`
1. Stay In Touch With Hashtags
Have you ever considered the impact of a hashtag on your company’s brand buzz? In a survey conducted by RadiumOne, an online advertising firm, 71% of the respondents used hashtags on a regular basis and 34% of them used hashtags to search for and follow brands they are interested in. With the help of hashtags, Twitter allows companies to easily track how active they are in the Twitter community. Be sure to consistently monitor Twitter for mentions of your company. Hashtags have become so popular that American Express announced a new program, Amex Sync, that will allow cardholders make purchased by using hashstags.
2. Reach Out And Engage – Being mentioned is one thing, but responding to those who are talking about your brand is another. Research indicates 56% of customer tweets to companies are being ignored. This is a missed opportunity. It is important to ask questions, answers questions, and acknowledge tweets regarding your company. By building a presence on Twitter, your customers will make a personal connection with your brand; this will lend to your business’s credibility and trustworthiness. One company that has mastered customer service on Twitter is JetBlue. We all know how frustrating flight delays and cancellations can be, so JetBlue acknowledged this and made it a priority not only engage with happy customers but to respond to and help frustrated customers as quickly as possible.
3. Quality Over Quantity – Use Twitter to give instant updates and insights regarding your brand, but be sure not to flood your followers with the same tedious messages. It is important to mix things up. There must be a real etiquette to your approach. Take a look at Nike for example. Nike engages its followers with interesting tweets and retweets. It pulls in its audience with messages directly related to its product but also counter-balances with tweets unrelated with its sales efforts. Nike also does a great job of showcasing future products and retweets their followers’ opinions on them. The company also has individual accounts for its subsidiary brands, including golf, running, football, and basketball. This is used to keep the messages tailored to each individual audience.
4. Incorporate Twitter into Promotions – Just like with Facebook, you can run promotions on Twitter and increase awareness using Promoted Trends and Promoted Tweets. For example, Ciroc Ultra-Premium wanted to engaged Twitter users over the age of 21 to build its brand awareness and did so by creating a New Year’s Eve campaign that combined Twitter’s age screening technology with a Promoted Trend and Promoted Tweets to connect with their targeted audience. By incorporating the hashtag #CirocTheNewYear, the company launched the campaign that had the highest Promoted Trend engagement in 2012 by an alcohol brand and a 369% increase in positive brand mentions. Promoted Trends and Tweets are a great way to increase brand awareness because they will be placed where your audience can easily see them and can be targeted by keywords, interest, gender, and location.
5. Promote a Twitter Chat – Twitter chats are an excellent way to establish your company as an influencer on a given industry. They allow you to establish rapport with your audience and offer you valuable opinions. TipIt, an app that organizes your travel plans in one place, holds a monthly chat on Twitter where it discusses new topics and gives away prizes to participants. Creating a Twitter chat isn’t hard. You simply decide on a relevant Twitter hashtag and tweet about the topic at a set time and date. The key is to encourage other people to join the conversation and allow them to offer input. Post the Twitter chat on each of your social platforms and your website. You can find daily Twitter chats on different topics by visiting TweetReports.com.
What other ways have you used Twitter to promote your client or business? Tell us about your successes in the comments below.
Google’s recent Penguin 2.0 update affected 2.3% of English language queries. Despite significant foreshadowing during the weeks leading up to the rollout, a large number of affected websites obviously were not able clean up their link profile in time and were hit with an algorithmic link spam penalty. This is what happens when you can’t act rapidly.
Web marketing is a rapidly changing field. It’s important to have a process that allows for rapid adjustments and focuses on rapid iteration. Basically, systems are needed where experiments can be implemented and measured at the speed at which the research methodology and environment changes. As web marketing professionals in a constantly changing landscape, we can’t have processes that need to be re-done constantly while we adapt to a rapidly changing environment. For this reason, agile/lean startup methodologies are super hot topics in marketing communities right now. For those of you who are unfamiliar, I will give a quick overview, but I highly recommend watching this Whiteboard Friday video by Jonathan Coleman that gives a quick rundown of agile marketing.
Agile started out as an offshoot of extreme programming that put the developer at the forefront of development work (shocking right?). If you are interested in the origins of agile you should check out the “Manifesto for Agile Software Development.” Meanwhile, The Lean Startup, a book written by Eric Ries, combines some of the methodologies of agile with customer development as well as some of the tenets of lean manufacturing. I highly recommend reading The Lean Startup as well as checking out Jim Ewel’s website.
One quick concept before we start:
Do you persevere or do you pivot? This is a core concept to know when it comes to lean startup methodologies. The basic point of agile/lean is to ensure you are in a feedback loop where you are constantly working to iterate on your existing projects or develop new ones. Ries calls this the ‘Build-Measure-Learn’ cycle. After the learning component, you have to decide if you are going to continue to iterate down your existing path, aka persevere, or if you are going to alter your tactics and strategy because you aren’t seeing the results you would like: a pivot.
Prerequisite: It’s Okay to Fail
In fact, this is probably the most important part of implementing agile/lean and may require a major cultural shift within your organization (or for your clients). Sometimes we end up on “Failure Road,” and that’s okay, as long as there is knowledge gained from the failure that propels you towards success. However, very few managers want to tell their people that it is okay to fail. If you are in this position, then you must advocate for this change. Luckily, there is some correlation between telling people it’s okay to fail and subsequent success that you can share with people. In my experience, the resistance to this concept is based around the misconception that you are encouraging failure. This is not true. What SHOULD BE encouraged is people putting their best ideas forward, to think experimentally, and to try risky things. If people are worried about failure, they will only put forward sure things, which MAY succeed more often, but generally won’t be huge successes. When people believe they won’t be punished for failure, they will contribute more. Remember, you don’t have to succeed at first, as long as your efforts help to iterate or pivot toward the success you want.
Tip # 1: Establishing Metrics
You may think this is obvious, but I am always shocked when I hear people talk about the metrics they put in place before launching/changing a marketing campaign or altering something on their website. In today’s online marketing climate, data is pervasive and should be used to determine not only relevant success metrics (KPIs) but also metrics that may help determine if it’s time to pivot. This is particularly important for the current wave of search marketing, where data are already being used to drive decisions. Marketo has a useful guide on marketing metrics, and Joanna Lord has a great post about marketing analytics that I highly recommend. If you need more help, the amazing Avinash Kaushik lays out his best web metrics for you in this blog post. The best piece of advice I can give here is both tried and true: stay away from vanity metrics.
Tip # 2: Bias towards Action
Don’t let the focus on metrics and data bog you down with analysis paralysis. A key component of agile/lean is continual development, so it’s important to constantly try new ideas out, measuring them and pivoting/persevering based on the success of the strategy. Keep in mind, having a bias toward action is not the same as regularly throwing stuff at the wall to see what sticks. The latter is not a strategy; it is a tactic that results from a lack of a strategy. A tactic I have used to help create a bias toward action is “Unless I Heard Differently.” This technique is based on putting your best hypothesis forward and explaining the reasoning behind it, while at the same time preparing to implement it in accordance with your internal agile/lean processes if you don’t hear back from key principles. I understand that all teams are different, so your mileage may vary, but I would urge you to check out the website linked above and give the technique a test drive.
Tip # 3 Use a Canvas
Canvases stemmed from some of the problems surrounding business plans, project plans, and product requirement documents. They are one-pagers that generally take less than an hour to create and are designed for constant updating and manipulation. There are tons of lean and agile canvases out there. Seriously, there are lots. My personal favorite is the Lean Startup Machine’s Validation Board. It can be used for search marketing with very little adaptation. Another good choice is Jim Ewel’s marketing model canvas. Whatever canvas you chose, the important thing is to treat your canvas like a living document. This is important because the decision to pivot can be a tough one, and when you have an easy-to-consume document that contains all the relevant data, getting buy-in for that decision will be much easier.
Tip # 4 The 5 Why’s
A tactic Eric Ries talks about in The Lean Startup I have found to be incredibly useful is asking “why” five times to get to the root cause of an issue. Here is a great article about the tactic. Not only does this process help to get to the root cause of problems, but it helps break down transparency barriers and teach people that failure is okay as long as you work rapidly to correct the problem and drive toward success. This is one of the most successful tactics I have implemented to get to the bottom of issues surrounding poor performing campaigns, or a lack of proper training.
Tip #5 Using an Agile Board
Don’t try to manage projects in a spreadsheet or worse, Microsoft Project. An agile board is the preferred project management system for agile/lean and for good reason. It is designed to work best in an environment where there is constant iteration. It is different than a canvas, at least in the way I use them, because the canvas is very high level while the board is for project management. You can use a wall and a bunch of sticky notes or you can use a software program. Trello is a free agile project management web application that is pretty amazing. At Relevant Ads we use LeanKit, but there are a lot more available for choosing if you find either of those options lacking. Personally, I would recommend Trello. Speaking of which, Miranda Rensch gave a fantastic presentation on agile at MozCon 2013 and created this work sheet for creating your own agile board using Trello.
What it Looks Like When You Are Doing it Right
A great example of having a bias toward action is Oreo’s Super Bowl tweet. In case you haven’t heard about this, there was a blackout during Super Bowl XLVII that delayed the biggest American sporting event of the year. While the stadium was still dark Oreo put out this tweet:
They developed messaging to a real-time event, had creative designed, copy written, and went live. The result of this rapid development process for their marketing campaign speaks for itself.
Look at all the top tier sites that have embedded this tweet! This tweet was retweeted by 11% of Oreo’s followers. Granted they are not all Oreo followers but we are going to use that number, retweets divided by followers, to normalize disparate follow counts and act as a proxy for reach. For example, it was retweeted 101 more times than this post by Rand Fishkin announcing the rebrand of SEOmoz to Moz.
Those 157 retweets only represent .09% of Rand’s “reach.” On the other end of the spectrum, the following tweet by Barack Obama announcing victory in the 2012 presidential election is the most retweeted post in the history of Twitter. It was retweeted 50 more times than Oreo’s post, but it accounts for only 2% of his “reach.”
It takes time to get your agile/lean processes to the point at which you want them. Post-mortem reviews are critical because it takes a while before hitting your stride. This allows applying the same methods applied to campaigns and tactics to be applied to your agile/lean process and allows you to get to where you want to be quicker.
Do you implement agile/lean in your company? I would love to hear from you regarding successes and/or horror stories in the comments below.