On Demand Webinar: Free Online Marketing Tools Every Business Should Use

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In this free, on-demand webinar, we outline several outstanding tools for content marketing. From developing and curating compelling content, to creating strong graphics; scheduling social posts to gauging effectiveness, the tools outlined in this webinar will help make every marketer’s job easier and more effective.

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Video Transcript:

0:00
good afternoon and thank you so much for joining us for today’s webinar got a
0:08
great event planned today we’re gonna be talking about the top social media and
0:13
online marketing tools that just about every marker out there could find value
0:17
in my name is Brad Smith on the CEO and founder of Parker marketing were a
0:21
full-service marketing agency that really focuses in online marketing in
0:25
the digital space we help companies get the most out of their web presence and
0:29
drive people and drive business through online outlets joining me on today’s
0:34
calls Tony we check our director of marketing here at Parker Tony’s worked
0:39
with both big and small corporations bring some great perspective to today’s
0:44
conversation and also on the line is Brad Reilly one of our social media
0:48
marketing advisors Brad works closely with billion-dollar companies and
0:54
startups outsourcing all of their social media marketing efforts so brad is in
0:59
the trenches and doing all this great great social work each and every day’s
1:04
living breathing using these tools and he’s brought some great insight here on
1:08
what’s most effective for everyone on today’s call
1:12
so let’s jump in and take a look at our agenda for today we’re going to look at
1:18
some top online tools and then there’s no shortage of tools out there there’s a
1:24
lot at our disposal
1:26
some are better than others we could have spent probably a whole day covering
1:31
all of the vast array of tools available out there to you but we narrowed this
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down from hundreds to just several we’ve broken it into sections and first and
1:42
foremost have a great online presence you need great content right you need a
1:46
great message you need to get that message in front of the right people
1:50
so we’re going to spend the first part of today’s webinar on creating content
1:55
what’s most important to your audience how to find out what’s working and what
1:59
isn’t and where you go to kind of source this content where to go for ideas then
2:07
we’re going to talk a little bit about creating graphics graphics as you’ll see
2:12
arcs
2:13
dreamily important at driving engagement and building awareness day what we don’t
2:19
want you to do is go out there on google and in other places in steel graphics
2:23
can get in some hot water there are some tools out there that you can use to
2:27
create them for free or for very limited resources but they turn out stunning and
2:34
they look great and they give your social posts so much more visibility
2:39
then we’re going to talk about tools to help you automate some of your social
2:45
media marketing efforts what we often find is that people are engaged on
2:50
social media and engaged online at off hours outside of business hours unless
2:55
you want to be sitting on your couch at night and working feverishly on getting
3:00
your marketing messages out at certain times of of the night
3:04
there’s a better way to do it so we’re going to walk through how to schedule
3:08
posts or going to introduce some of the tools that we use here internally and
3:12
some tools that our clients use and give you some pros and cons then we’re going
3:17
to wrap up its talking about something called remarketing with all been exposed
3:22
to it whether or not we know it but it’s a very impactful tool and approach to
3:28
reaching your audience online that everyone should be using and last but
3:33
not least we’re going to cover email marketing and this is kind of the the
3:37
forgotten to lure the tool that some people have abandoned on unfortunately
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you’ve abandoned it
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you’ve lost a great way to reach a big audience for little to no time at all
3:49
it’s very very effective there’s research that supports it even effective
3:53
for the Millennial audience and then will also answer your questions so when
4:01
you registered for this webinar we always ask what your biggest marketing
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challenge and we we just love to hear from from audience our audience what
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your biggest challenges are when we’re talking with her clients we’re talking
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with local businesses or always asking that question what is your biggest
4:17
business challenge what are your biggest marketing challenges where the
4:21
roadblocks because we’re big proponents in helping companies over
4:26
come those and do things more efficiently so here are some of the
4:30
questions that we got this time around
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are there any analytics tools out there that we can measure results
4:37
where can I go to get good photos and I think this question went on to say that
4:41
don’t cost an arm and a leg because photos can get really expensive we get
4:46
this question all the time we got it here and in we get it all the time on
4:50
can I just go grab an image off of google and use it
4:53
what’s your favorite scheduling tools
4:57
what’s the best day and time to post my updates of my content that’s a biggie
5:01
that we get all the time and then another question is there a tool that I
5:06
can use to look at my online presence and see if I’m doing the right things
5:09
and we’re going to cover all of these in today’s presentation and more so how
5:15
Tony I want to ask you why should people really care about these social media
5:23
tools what are they going to get out of out of using some of these yeah no
5:28
thanks bread
5:29
I think that’s a great question and there’s obviously a lot of information
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we’re going to go over here and and people are going to be listening and
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think well you know what is it going to do for me what is going to form an
5:40
organization and in a nutshell we kind of outlined some of the main highlight
5:46
of of what some of these tools can do for you and it’s it it’s it’s achieving
5:51
professional results it’s it’s you know maybe not being a digital expert so to
5:57
speak but being able to achieve some of the results of other of other people
6:03
other companies of other posts that you see out there through some of these
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tools the tools were going to go over are going to help you facilitate your
6:10
planning of social media posts and digital marketing they’re going to save
6:14
your organization time and money because of the planning aspects because of the
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ability to take someone who’s maybe not an expert in some of these things and
6:26
and have them use these tools and put a professional results and it’s going to
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automate the activity so again as part of that planning purpose you know what
6:36
these tools will do
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it’d help you schedule ahead of time take the free time that you have a
6:42
schedule some of your marketing you know a week or two weeks in advance and and
6:48
make that process simpler more automated and in the end I mean really a nutshell
6:52
you take these four aspects and they’re gonna help you work smarter and not
6:59
harder when it comes to your digital marketing and you know we all have a lot
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on their plates organizations are always trying to get more done with less
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resources some of these tools and some things are going to go over will
7:11
certainly help you achieve those goals
7:15
yeah definitely in digital marketing is a great way to reach a wide audience
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ok this allows you to reach your a your be your senior d prospects all the same
7:24
time you can focus your direct sales efforts in direct marketing efforts on
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those a’s and b’s but these tools will help you get those c’s and d’s further
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into the sales funnel so that you have a higher likelihood of closing those
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people and staying in front of those people with a really professional image
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so first section as i mentioned earlier we’re going to talk about creating
7:46
content for marketing as a whole it’s all about your content it’s all about
7:52
your messaging and does your message resonate with the audience and evoke an
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emotional response so why is creating content so important why is getting that
8:04
message out
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well it’s going to achieve a few things and and i absolutely love this quote and
8:09
starts off with people buy from those that they trust right off the bat
8:16
content if it’s effective and engaging it’s going to help you build trust going
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to give people that warm and fuzzy feeling about you it’s going to make
8:24
them feel like you’re genuine you not just out for their business you’re out
8:28
to make an impact for them great content also builds engagement so the goal of
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marketing isn’t just to get our message in front of people let’s get to get
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people to engage with that content to engage with our brand to take the next
8:45
step in that sales cycle going to make your sales way more effective i
8:49
mentioned earlier it’s a great way to reach the sea
8:51
Andy prospects that you can’t be in front of all the time it’s one too many
8:56
so if you do things correctly if you schedule your activities out if you
9:01
build your network to reach whole wide array of people that you otherwise
9:05
wouldn’t be able to reach with your normal sales outreach efforts and last
9:11
but not least it’s going to help you generate more inbound leads that’s the
9:15
Holy Grail right when it be great if you could just kind of sit back and phone
9:18
ringing off the hook we want to get to that point and we don’t want to abandon
9:24
all other sales marketing efforts but we want to get to a point where those
9:27
inbound leads really supplement everything else that we’re doing and
9:31
keep us moving keep us moving in the right direction
9:34
keep adding revenue to the bottom line keep making things way more profitable
9:38
if you create great content that’s really the core and we’re gonna get that
9:42
out through various marketing channels and mediums but we’re going to position
9:46
ourselves as a vendor that people trust we’re going to build engagement and
9:51
we’re going to drive action and all this can be started with great content in
9:57
order for content to be great
9:59
you have to make sure resonates with your audience so our first few tools are
10:04
really going to help make sure that you’re producing the right kind of
10:07
Content that your message is on track so Brad if you don’t mind walk through some
10:13
of the tools that you use when when you’re going out and you’re developing a
10:17
strategic Content plan or strategy for your clients how do you find out what
10:22
and audiences really interested in and how do you build that that content
10:28
strategy first tool that i really like to look at is into the public and that’s
10:34
available and answer the public comm eventually what it does take the keyword
10:38
string that you put into their search bar you select your country the United
10:42
States and then this gentleman on the screen the seeker goes out shows you all
10:47
of googles related search strings based on your keyword so if your contract in
10:53
the Buffalo area you’re thinking about putting the other blog post like seven
10:57
tips to consider when taking a contractor when finding a contractor
11:02
we’ll find a contractor is a strong keyword you might see on this right-hand
11:06
side where we have some other related searches that were displayed for us
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you might find that finding a framing contractor works better finding up
11:15
finding a bathroom contractor works better you’ll see what other people are
11:18
already searching for on google and then you can prepare content to answer their
11:23
questions you can be a resource for that and audience just because you’re arguing
11:28
what questions are available that that’s great you can just you don’t even have
11:32
to type in a question into this tool you can just type in a keyword whether it’s
11:36
auto cells or whether it’s some radiology or whether it’s whatever
11:40
whatever the term is whatever your business doesn’t in your business offers
11:43
type that term in and see how people are searching for that see what questions
11:48
they’re asking you can answer those questions you’re going to be seen as
11:51
trustworthy you’re gonna be seen as an expert and they’re one of the you’re
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going to be one of the first companies that people reach out to when they’re
11:58
looking to find the answer to those questions
12:04
the second tool that I like to look at what’s already working well for my
12:09
specific audience is google analytics if you don’t have google analytics
12:13
installed on your website it’s a month what you can do with analytics is
12:17
separated by your blog string so whatever your URL to get your blog is
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you can actually see the individual page views on a blog article so you put
12:29
together six-month Content plan and you’re looking at revisiting that after
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six months to see what worked and what didn’t
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the blog post that generated the most traffic you should consider making more
12:39
blog content about those topics the article that didn’t resonate well maybe
12:44
scale back on those in the upcoming six months or maybe rephrase them into
12:49
different a be testing so if it was why not to do something maybe look at why
12:53
you should do something but google analytics is a concrete sign of what
12:59
content was viewed on your website so you can use that to your advantage when
13:03
you go forward and you make common strategies in the future and saying
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spread what were big proponents of continuing testing and looking at data
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and making better more
13:14
coming decisions and really better business decisions so use all the tools
13:19
use all the data is all the resources available to you so you can be more
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strategic in how you market and what content you produce i’m creating content
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takes time and what you don’t want to do is create content that nobody cares
13:33
about you so use these tools like answer the public like Google Analytics to
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first find out what people are interested in
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ok and then to to make sure that your content is performing well and when you
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do hit on a topic that really performs well as principal build more of those
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types of articles
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why do you want to be doing this why do you want to be blogging why do you want
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to be writing articles
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why do you want to be adding all this content to your website and sharing it
14:03
out through social media and other tools all quite simply it works in this
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example on the left this is a client that were writing content for their
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target audience are speech-language pathologist occupational therapists
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physical therapists school psychologists they’re trying to reach a very educated
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audience they’re trying to reach people who are busy they’re trying to reach
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people who have very specific information that they’re looking for
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we’ve done the research we’ve done the background and we know what that
14:41
audience is interested in because we’ve used some of these tools and constantly
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testing on the right you see this this chart this this is page used to their
14:50
website so in just over a year we’ve been able to create increase overall
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website traffic by three hundred percent more than three hundred percent just by
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generating great content knowing what the target audience is interested in and
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looking at ways to get that message in front of more people . blank this works
15:14
creating content works get in the habit of becoming a Content engine ask your
15:20
clients ask your prospects what they care about what their interests are what
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their biggest challenges are
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build content around solving those problems and you’re going to attract
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them to your site now that the key in content really is original content
15:36
especially if you’re looking to rank well in search engines you need good
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clean
15:41
original content ok but that can be hard to produce time-consuming takes a lot
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now we have a team of 50 writers that write content for our clients so they’ve
15:53
outsourced that but if you’re doing this internally it’s hard to pump out great
15:57
content day after day week after week month after month so what you can also
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do especially in your social media strategy is look at what we call
16:05
curating content as there’s a lot of great content out there you probably run
16:09
across a lot of great articles about your industry or products or services or
16:13
advancements or or even just general business related information that you
16:18
find valuable and your customers and your clients your prospects will
16:22
probably find valuable to the challenges if you’re just going out there looking
16:28
for this stuff and you’re going into google and you’re searching for term it
16:32
can be pretty time-consuming kind of like panning for gold you’re gonna get a
16:36
whole lot of garbage and looking for that one little nugget that’s valuable
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the one little nugget of content information that’s really going to be
16:47
relevant to your audience so don’t go that approach don’t just go to google
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and type in a word and hope that you find something
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there’s better tools that you can use to really source and find that information
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so i’m brad i’m gonna kick it back to you you
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we’ve got to what i think are awesome tools for finding out what’s what’s
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really that good nugget of content that you can share with but you know you can
17:15
be what content is being shared across social media in a very quick efficient
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way to stay on every friday on your Facebook page you want to share some
17:25
localized content you can come into buzz sumo and just search for buffalo new
17:29
york it’s going to show you over the most recent I actually can filter by
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date on the left-hand side there so we filtered by the past year for the
17:38
example
17:38
you can see what content will share the most across Facebook LinkedIn Twitter
17:43
Pinterest Google+ then when you go to repurpose that content you’re sure that
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you’re sharing content that is already working on that specific platform to an
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audience that’s already engaged with that content and like Brad said you’re
17:56
not wasting your time looking for a blog post that people might like you’re a
18:00
part of the conversation you’re sharing good high-quality content that people
18:03
are enjoying their engaging with and they want to continue consuming so
18:09
buzzed suppose an awesome way to look at different locations specific content if
18:14
you want to speak about your specific industry and maybe share some healthcare
18:17
news you can use this tool to really refined what’s working well on social
18:23
and then shared across your own channels great and then you have read a novel
18:27
another one I was just gonna see his feedly start interrupt your fine
18:31
yeah deeply is another great tool and it lets you put an RSS feed
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so every blog has what’s known as an RSS feed you can combine multiple blogs so
18:43
that instead of going to places like from the healthcare industry modern
18:48
healthcare healthcare news or even the healthcare division on forbes instead of
18:52
going to each of those blogs looking for one piece of content that you really
18:55
like you can put them all together into one massive condensed version of those
19:02
blogs you’re looking at one gigantic feet of all that content is a great way
19:07
to put it all into one specific location enough to go out across all those
19:10
channels and look at different content just one really specific place to find
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all the content that matters video
19:17
yeah huge time-saver and internally here for Barker marketing and in for our
19:22
clients we use feedly to put together these just extensive spreadsheets that
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that target specific profiles of customers that were trained a market to
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for our clients so we think about the resources that they look at we look at
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industry trade publications magazine sites news outlets we pull that into one
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central place it makes planning out that content strategy so much easier and so
19:50
much more fat
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give because we’re looking at what articles are already getting the most
19:54
engagement what topics already getting the most engaging what’s resonating so
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too
19:59
awesome tools so thank you read the next tool that we have on the list here is
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Pinterest and before I turn it over to Tony I got to say that I kind of have a
20:09
this this love-hate relationship with Pinterest my wife loves it and I hate it
20:16
the reason i hate those is kind of selfish my on my wife is always out
20:21
there looking for new home decorating tips new fashion new really things that
20:27
she wants to buy a hand she’s tagging those on her pinterest wall so that she
20:31
can remember them later
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it’s actually good for me when when holidays or birthday or anniversary come
20:38
around because on my shopping list is already created for me but it’s an
20:43
interesting way that people are using this tool to really pinpoint what
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they’re interested in and what you should be informed about so Tony sorry
20:56
to interrupt their but walk us through how interest applies here for marketing
21:01
professionals
21:02
yeah I know and that’s a great example in a way to share about your wife I mean
21:07
people on there all the time posting content particularly things that they
21:13
find appealing or I catch and very visual platform and I my guess would be
21:20
you know even if the people on this call have not used pinterest for business
21:26
purposes that they’re all somewhat familiar with the layout or at least
21:30
familiar with interest itself the name itself and i would definitely recommend
21:34
checking it out from a business standpoint and curating content because
21:39
if you look at some of the numbers you know pinterest 276 million registered
21:45
users there’s a there are a billion boards divided among those users and
21:52
there are 50 billion pinterest pins such means a conic content you know we did a
21:58
quick search just for this example here on desserts and you get all kinds of
22:03
amazing images and amazing articles and things that if desserts would apply to
22:09
your business you could certainly you know borrow some of the photos and use
22:14
those as part of your content and you know every day there’s 14 million
22:18
articles pin so you can keep that keep checking back every single day and
22:22
you’re just going to come up with more content and photos that are out there to
22:27
use yes use Pinterest almost always kind of like a search engine so go out there
22:31
and type in what you’re interested in
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see what people what the public is posting it go out and connect with your
22:39
customers if they have a Pinterest account see what they’re posting see
22:43
what they’re interested in is going to give you some real keen insight into
22:46
what their emotional drivers are and then you can use that for your messaging
22:51
for your posting for your content even on sales calls right so instead of just
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picking up and and and you know the cold calling
23:01
ok have some have some nice little banter back and forth about what they’re
23:07
interested in great great tool and another one Tony if you don’t mind
23:11
simply yes simply uh you know the great thing about simply that really allow you
23:19
to share some of that content that you’ve gathered but you’re still able to
23:23
promote yourself your business get links back to your website you know with a
23:29
call to action you know you can see kind of a generic example here on the side
23:33
but call to action that will bring people back to your site which is really
23:37
one of the keys you want to bring them back to the hub of your digital
23:40
marketing which which is your website you do this by overlaying your own logo
23:46
or information or call the action onto a piece of content that you shared and you
23:51
know it’s not anything that you’re saying you own as far as the content but
23:55
you’re able to attach your name to that content and if you’re posting something
24:01
you know obviously the goal post something that your audience wants to
24:05
see and it’s interested in
24:07
well then they are going to associate your brand and your name with that
24:12
content and again hopefully come back
24:15
check out your site see what you have to
24:17
for an associate that with what you’ve posted so there’s a lot of value there
24:21
for your organization that wouldn’t necessarily be there if you were just
24:27
simply sharing links are taking articles from from outside vendors and posting
24:33
them this
24:34
this allows you to attach your name in yourself to that content
24:37
yeah one of the biggest mistakes that we see in social media marketing in an
24:41
online marketing is people sharing other companies content if all I mentioned
24:49
earlier original content is is key but if you’re not producing that original
24:53
content sharing other people’s content without this tool all you’re doing is
24:57
driving traffic somebody else’s website are they ever going to come back and
25:01
find you probably not
25:03
ok so if you are sharing other people’s content you simply as a way to keep your
25:07
brand on top of that content of the call to action on that piece of content is to
25:12
come back to your website not stay at their website so really really cool tool
25:17
tool and bread
25:19
we’ve just started kind of implementing this for a lot of our clients it’s a
25:21
newer tool that we’ve come across there are using so far what’s the experience
25:25
and the experiences is pretty positive we’re seeing that people are coming back
25:30
to the original website to follow that call that at called action displayed at
25:36
the bottom and really if you want to think about an example if you’re an
25:40
independent contractor and you’re sharing information from another blog
25:44
and that’s driving me back to another contractors website
25:48
why would they ever pick up the phone and call you they now have a contact
25:51
form right there they might forget even where they got that content from while
25:56
you’re sharing a great resource and you’re being helpful to people they
25:59
might not remember where they initially found that piece of content so adding in
26:03
something like simply at the bottom where they can now get driven back to
26:06
your homeland is an excellent tool a great way to continue engaging your
26:10
audience but also keeping your branding in the forefront
26:13
awesome thank you alright its content
26:19
key key key to your social media marketing efforts to try to create as
26:24
much original content as possible
26:25
fill in the gaps with some curated content
26:29
now let’s take a step over to graphics and pictures worth a thousand words rate
26:35
so what we find in social and online marketing is that pictures are really
26:42
really important if you want to get your message across
26:46
you want your message to show up in front of more people’s eyes and if you
26:49
want people to engage with your content you need strong compelling images strong
26:54
compelling graphics go along with it Tony you found these statistics and I’ve
26:59
seen hundreds similar to it so walkthrough why images are so important
27:04
yeah and you know generally speaking to some great graphic make your content
27:10
more attractive and more memorable and your audience’s definitely more likely
27:15
to engage with visual content versus non visual and just looking at a couple
27:20
quick statistics here you know anytime you see percentages in the nineties you
27:25
know it’s something that you probably need to pay attention to and the graphic
27:30
on the Left states and ninety percent of information transmitted to the brain is
27:35
visual so when someone comes across when you come across just a stunning photo or
27:41
studying graphic that you can include within your social post that’s going to
27:45
make an impact on somebody when they see that and they’re going to be more likely
27:48
to remember that and to know who it came from and to go back to that site and to
27:54
just engage with that post and then the the statistic on the right
27:59
ninety-four percent content with relevant images get 94 person more views
28:04
than content without and you know people pay attention people see a beautiful
28:09
photo again a great graphic they’re gonna pay more attention they’re going
28:13
to take a look at what you’re trying to say you know a lot of times in and most
28:17
people on this call can probably relate
28:19
maybe you’re looking at your facebook feed or different social media platforms
28:24
and you see something without a graphic it just kind of blend in and you’re more
28:28
likely to skip over and not even really pay attention
28:31
it’s the graphics that catch your eye so we definitely encourage you to to look
28:36
to create and include graphics in your in your post in your marketing you had a
28:41
lot of people when they think about
28:42
graphics think that they have to have a full-time designer on staff they get
28:46
scared away cuz they don’t have photoshop or photoshop skills weren’t
28:50
walk through some tools that anyone can use to create really nice looking
28:55
graphics now will they be a hundred percent as good as somebody that is
29:00
great with photoshop maybe maybe not
29:04
ok but they’re they’re good enough to have make sure that you have a very
29:07
professional look and feel and drive more results from your content so the
29:13
first one Tony one splash yeah splash is great its online photo database that’s
29:20
something that you can join for free and there’s thousands of photos and there
29:24
you can search for based on different subjects whatever you might be looking
29:28
for for your post very high quality and you can use all the photos for free
29:33
without any kind of credit you don’t have to source it or credit it and then
29:38
splash your prides himself on continually adding photos every week or
29:44
so so they they promise at least 10 more high-quality photos every 10 days but
29:48
there’s a there’s quite a lot of nice imagery available on this website and I
29:55
and again you look at these photos that we’ve taken here and these are things
29:58
that aren’t capture your audience’s eye versus just posting a headline with some
30:03
tax you know these are the things that are going to get their attention and
30:07
engage them a little bit more with your brand and I want to scare everybody on
30:11
this call but we get this question or see this all the time or company so i
30:16
just found an image on google and put it up there
30:18
well that’s gonna get into some legal trouble and it’s going to catch up with
30:23
you at one point two big players in the image arena shutterstock and getty
30:31
images are very aggressive at going after companies that are using images
30:36
illegally by going after companies that just pull an image off of google and use
30:42
it for commercial purposes
30:44
we’ve had several companies that we’ve worked with that ran into these issues
30:49
and we’re talking thousands of dollars in
30:52
legal fees fines copyright issues
30:56
don’t do it use a tool like this
30:59
yeah you might be using more limited you might have a more limited access to
31:05
different types of photos but use tools like this where you have rights to use
31:09
the image and you’re not stealing it to keep yourself out of that hot water
31:13
another one another tool that we like is Pablo and Brad you use this one pretty
31:21
frequently Pablo is very similar to on flash in the event that the images that
31:27
are within their database can be used for your social sharing images with read
31:32
the part that you can also add your branding and packaging to that image so
31:37
if you are creating some sort of social sharing image and you want to add a nice
31:41
message to it I think that you should do that you also should add your branding
31:46
every image so that when it is shared your branding is front center Pablo is a
31:50
great tool that’s offered by butter which we’ll get into a little bit and
31:54
it’s completely free and it lets you create a really stunning image with that
31:58
back then branding great thanks
32:01
another one that we like is one called spark post time
32:05
this is actually part of the adobe suite so feud if you do have an adobe creative
32:09
license
32:10
this is part of that there’s also a scaled-back free version and most of the
32:15
tools that we mention here today have both completely free version in a paid
32:20
version and for the purposes on this column get your feet wet the free
32:24
version of all these tools works works just fine for the time being but what
32:28
this does is lets you put text very easily over top of some really really
32:34
nice images so look at that image in the middle 20 cocktail recipes that photo in
32:39
and of itself would be fined post on social just adding that little bit of
32:44
text creates a really professional feel makes it look really good really
32:49
polished so spark post is a really nice tool you can use both on mobile and
32:53
desktop which is nice if you’re doing things from your phone you can you can
32:57
adjust images right there so so really nice tool and then another one Brad for
33:03
Instagram specifically as layout
33:06
with layout i like the fact that you combine multiple photos into one sharing
33:11
image so you have a team builder you have a team event maybe some community
33:15
outreach or maybe your contractor and you put together a before and after
33:20
picture you can combine those into one image that we share on a plate like
33:25
Facebook or Twitter to share both the images but you have one really
33:29
great-looking visual side by side with layout you can combine a bunch of photos
33:34
together as simple as to or you can get up to as menus you want i want to eight
33:38
to ten but the great part about it is it all condenses into one image so when you
33:43
share it’s all one location great and bread we just had a someone comment on a
33:48
tool that they use called pixabay i haven’t used to personally but another
33:53
interesting tool out there to help you create some some really nice graphics
33:57
and do it easily without a creative or designer degree so get a lot of great
34:02
great tools out there
34:05
alright now we’re going to transition a little bit to scheduling so we’ve talked
34:09
about creating great content we’ve talked about tying a really strong great
34:14
image to that and branding that image to your company now we need to look at
34:18
scheduling and when and where it makes sense in and really why do it i mean
34:24
there are literally hundreds of places that you can post this content
34:29
ok by using a scheduling tool you’re going to be able to kind of organize all
34:34
of this and in Tony we use this for a lot of our clients first kind of explain
34:41
why and and talk about some of the advantages of using a scheduling tool as
34:45
opposed to just doing this all manually in real time
34:50
well you know too the key that we stress far social media marketing are frequent
34:57
and consistent posting but I’m what that is your full focus of your job it’s hard
35:05
to always find the time to do and it’s hard to stay regular and and keep it as
35:09
its top priority it deserves to be so the scheduling software what it really
35:15
does is it allows you to take those windows of time that you may have over
35:19
the course
35:19
to the week you know 12 to three times per week you can sit down and schedule
35:24
posts for a few days in advance
35:26
I you know it’s perfect for weekend post so you know even if this is socially
35:32
your full-time job and and you’re going away for the weekend we just don’t have
35:37
time saturday and sunday you can sit down on friday and schedule some posts
35:41
to your company they go out over the course of the weekend so that you stay
35:44
in front of your target audience you know and on that same thinking it’s
35:49
great for holiday post it’s great for late-night posts so depending on when
35:54
your audience is out there and engaging with your brand you can sit down during
35:59
the course your day when you have time and schedule the post to make sure that
36:03
they are in front of your audience at the best time and if you had the the
36:08
chance to listen to our last webinar on social media we talked a lot about
36:14
scheduling and what the best time and day and everything else is and really
36:17
how to find that off your business but what we found is that for most
36:20
businesses the best time of day to post on Facebook is usually between eight and
36:25
ten at night so much you want to be sitting on your couch posting things
36:29
manually choose one of these scheduling tools it’s going to make your life so
36:33
much better it’s really going to allow you to optimize your social posts to hit
36:38
when your audience is most active so very important and Tony the two that we
36:43
we generally run across our buffer and sweet talk about you know what what you
36:48
prefer
36:49
yeah I you know it’s far the tool use them both and it really depends i would
36:56
say you know as far as which one someone my tooth you to really depends on the
37:00
purposes behind wider using that buffer is great as more of a simple content
37:07
publisher and schedule scheduler if you’re looking to put things out you
37:11
know a few days in advance you got some good content you want to keep it flowing
37:15
offers great
37:16
whose suite is a little more in-depth it’s more of a kind of an overall social
37:21
management tool where you can do a little bit more with with your profile
37:25
you can get more involved in and followers and likes and doing all the
37:28
things that are you know that take place within your social media management
37:33
so it kind of depends on what your main purpose for it is and what you expect to
37:38
you before but there are two great tools that are worth checking out if you’re
37:43
looking to start getting into scheduling some your post great and again with both
37:48
of these is free version there’s paid version paid version of opens up more
37:52
opportunity but the free version is as great as well so i’m personally I like
37:57
buffer just because it’s in if interface is just so clean and easy and simple to
38:03
use HootSuite is great too but again I like the simplicity of buffer
38:07
alright so those are those are some of the scheduling tools that we like now I
38:12
want to focus on some some other tools or tactics that really drive home
38:18
results almost immediately and the first I want to discuss is called remarketing
38:24
or retargeting and basically it’s a way to be way more strategic with how you
38:31
spend your online advertising dollars so the way that this works and i mentioned
38:37
earlier that we’ve probably all been a victim or been involved in in
38:41
remarketing by a company without necessarily knowing how or why
38:45
so the way it works is a visitor comes to your website comes to your business
38:50
may be flips through a few pages on your website doesn’t complete a complete in
38:56
order doesn’t get your contact page to reach out to doesn’t convert what that
39:02
visitor leaves ok if you did nothing else and they didn’t actively come back
39:07
to your website a lost opportunity you’re not staying in front of those
39:11
people because you have no way to stay in front of them you don’t know exactly
39:14
who it was with remarketing that visitor comes your website they land on your
39:19
website a little cookie or a tracking token is placed on their machine now we
39:25
know who they are now we can begin marketing to them and we do this through
39:30
google’s ad network and also through facebook so using Google’s ad network
39:35
there are publishers all across the internet that serve up google ads to
39:39
make money
39:40
these are newspaper sites like Buffalo News New York Times they’re very
39:45
reputable sites like
39:46
forbes magazine they’re very niche sites so websites all across the internet
39:52
serve up google ads you can begin making sure that your brand stays in front of
39:59
your prospects so you spend all these time and resources and energy driving
40:04
people to your website they don’t convert the first time you use
40:07
remarketing to consistently stay in front of them we do this internally here
40:12
for ourselves for Parker marketing so as you’re out on the internet if you’ve
40:16
come to our website before and and most of you probably have you’ll begin seeing
40:21
our brand in front of people and we use it as is purely a branding tool
40:26
ok we’re not using this as a direct sales tool we just want to remind you
40:30
that we’re here or partner if you need anything if you need some marketing
40:34
support we’re happy to help but we’re keeping our brand and our message in
40:38
front of an audience that already expressed an interest in us this is a
40:43
great great great way to stay in front of those C&D prospects and get them into
40:49
that a and B category it’s great way to get those amb prospects to pull the
40:53
trigger and convert and do business with you
40:56
so really effective have companies that are spending maybe two hundred dollars a
41:00
month and they’re reaching 20 or 30,000 people each and every month that have
41:05
already expressed an interest in their business and here’s an example of where
41:08
some something show up
41:10
ok so in the back their facebook advertising you see some ads on the
41:14
left-hand column this is showing up Tony pulled these screenshots for us this is
41:18
showing up because he was on amazon and he was looking at ladders in this
41:23
specific ladder to so now this is showing up in his facebook advertising
41:29
on the left on the right it’s showing up directly in his facebook feed its
41:33
showing up on other websites all around the internet and it’s increasing
41:36
likelihood that he’s going to purchase that ladder because it’s in front of him
41:40
all the time
41:42
the other thing that we’re doing is remarketing directly in people’s news
41:47
feeds so let’s say you have a customer database list or you had you you
41:54
purchased required an email database from some lists company you can actually
41:58
upload that in
41:59
to facebook and begin targeting just those people on that list a facebook
42:05
will cross-reference their internal database scrape those email addresses
42:09
and then you can begin marketing to people at home when their defenses are
42:14
down and stay in front of them all the time
42:16
the key is to not be too salesy but if you look on the right here we did this
42:21
for our own webinar here
42:23
ok we have a great list of business professionals that we want to do
42:27
business with upload that into facebook and we just stay top-of-mind with people
42:31
and increase the likelihood that they’re going to reach out to us my adhered
42:36
reached almost 1,200 people wanna say spent maybe five dollars if that very
42:42
very very effective and now Tony mentioned earlier email marketing its
42:48
kind of that the Forgotten child but one that is extremely effective
42:55
yeah and in fact if you know anyone on this and the comments and check out the
43:00
Barkers that we have a lot of blog articles regarding email marketing and
43:05
there’s really a simple reading for that it it’s very effect is no not dead
43:11
despite what some of you may have heard and and really the staff and some of the
43:16
items here on this graphic definitely back that up and some of the things that
43:20
we see here you seventy-four percent of adults that are online prefer email as
43:26
their main method of communication so over you know over facebook Messenger
43:32
and over Twitter they prefer to get their communication via their email
43:37
seventy-two percent of of adults check their email six or more times per day so
43:44
people are on their people are still anxious or i should say eager and
43:49
excited when when new messages come into their inbox and if you are an
43:55
organization that sending out emails then you can have that excitement on
43:59
there and when you send something to them as well now i hear you know a lot
44:03
of people at what Millennials Millennials are young adults
44:08
we’ve also seen studies one study by a destra particular so that’s
44:13
seventy-three percent of monomials choose email at their preferred
44:17
communication when hearing from a business so email is far from dead and
44:23
with the popularity of it with the Millennial group it’s going to continue
44:27
being effective tool going forward so it’s something that we definitely
44:30
recommend you take a look at for your marching couple of the tools that are
44:36
out there
44:36
mailchimp and then we offer one called Barker mail so just like the other areas
44:45
that we’ve got these are great tools that can help automate your email
44:51
marketing programs they really make it easy for you you know in the case of
44:55
barking male we provide the content we manage the articles we can track all the
45:00
results for you and then we can change the way we’re doing things obviously
45:05
based on the results in the analytics mailchimp you know it’s great self
45:10
service standpoint you can go and use the templates to create your emails
45:14
upload your list schedule your send and again you can track some of the
45:19
statistics there as far as opens clicks unsubscribed it’s cetera so again what
45:24
email marketing as well there are tools out there is make your life easier and
45:27
make your digital marketing you know more automated and like we said before
45:32
help you work smarter not harder
45:34
yeah what’s great about email marketing is everything is tracked so somebody’s
45:38
clicking on an article for clicking on an offer to clicking on a product you
45:43
know exactly who clicked on it and you can be way more targeted here follow-up
45:47
cell’s activities so really really great tool we use it internally here our
45:52
clients that use it
45:54
find great success in using it in reaching engaging with your audience so
46:00
today we outlined a bunch of tools that you can use many of them free most of
46:05
them free that you can use internally there to have a great marketing plan
46:12
great marketing strategy great marketing tactics the challenge that many of our
46:18
clients run into though is that they’re limited on time they’re limited on
46:22
resources they know that they can do this but they just don’t have time to
46:26
get everything done or distracts from other activities that are more core to
46:32
their to their job function so while we love sharing information on how to do it
46:37
yourself we also want to remind you that we’re here to help we can do everything
46:43
that we’ve just covered for you
46:45
we offer several different programs in which will write and generate content
46:50
mentioned earlier working with though we have 50 different writers who work with
46:54
our clients on coming up with the right messaging with the right articles with
46:58
the right content that original content we have some clients that we create and
47:04
maintain all of their social profiles from building their audience to actually
47:09
engaging with their audience and sharing content so we offer services as hole or
47:15
a la carte to really pitch in and help where you need it and as you saw that
47:22
chart that I showed earlier we get great results we track all this report on key
47:28
conversions and we stay on top of all of this so that we adjust your strategy and
47:33
your plan to get the best results
47:35
alright that’s that’s my big sales pitch there i do want to invite you to join us
47:41
on our next webinar and we’re going to open it up for questions here in a
47:45
minute we had a lot of questions come in but my our next webinar is going to
47:49
offer 25 innovative sales and marketing ideas for your business and these are 25
47:54
things that either
47:55
we’ve run across that other businesses are doing or we’re doing for our clients
47:59
that we don’t see a lot of people doing in the market that are really really
48:03
effective at generating visibility generating engagement and driving
48:09
results driving sales so be sure to join in there you can sign up at mark.com
48:15
forward slash webinars we also have recordings of all of our past webinars
48:19
there so if you missed one in the past or gonna go check out that social media
48:23
webinar that i mentioned earlier you can find that recording there in the
48:28
recording of today’s webinar will be posted there in just a few days as well
48:32
now with that said I wanted to jump over dance
48:36
some questions both the came in before the presentation and the came in during
48:39
the presentation if you if you have questions feel free to enter those in
48:44
the question box to the right or reach out to us individually and be happy to
48:48
answer those but let’s dig into some of these so the first one what analytics
48:53
tool do you prefer
48:54
Brad I’m going to pitch this one over to you you mentioned in the presentation
48:58
already i think google analytics is essential if you’re posting content on
49:03
your blog and featuring different types of articles and resources across your
49:07
website you need to have analytic on your site to not only understand how
49:10
people are getting to that content but also understand what they’re doing after
49:14
they consume that content so hands now Google Analytics is the best tool to
49:19
measure results
49:21
terrific thanks and I’m going to combine these next two so can i use photos that
49:25
i find by a google nope don’t do it don’t put yourself in for the potential
49:32
to get sued or have a legal litigation we mentioned some of those tools out
49:37
there to get those online photos go out and get them to go you can use google
49:43
search and if you adjust in only search for Creative Commons and photos that are
49:49
licensed for commercial reuse you can find those through google and and those
49:54
are our free to use internally here we do pay for photo subscriptions we pay
50:01
quite handsomely for that but the benefit is that our clients get access
50:05
to those photo library so and by access i mean if we’re posting content on your
50:10
behalf we can use all those photos and it’s not costing you anything more
50:15
so we go through and we use a variety of images from from getty images from
50:23
istock photos.com so there’s a lot of great great images we do like I stock it
50:30
has some really nice images and there’s some other resources out there to adobe
50:35
has a photo library where many of the images are a dollar
50:39
there’s a website out there called canva canv a design tool and a photo library
50:47
many of those images are a dollar
50:49
some great resources out there friend Tony if you can think of any others you
50:54
know shelters out
50:55
Fotolia is another example give them good imagery there for a pre price and
51:02
that’s Fotolia that’s fot OU l io right I a perfect
51:08
okay thanks you got you get the F at the beginning was closed in it and I was
51:14
going to reiterate and printers because I think that’s a great tool for getting
51:19
getting content getting from graphic then you mentioned canvas on that is one
51:23
that I use quite a bit and yeah i do think that that’s a great place to go
51:28
perfect we mentioned earlier what’s your favorite scheduling tool think the
51:32
consensus across the board here is buffer we we really like it easy simple
51:37
to use
51:38
just great tools got this great plugin that you can attach to your internet
51:43
browser Chrome browser where when you want to share a piece of content sharing
51:47
page just click that button it automatically opens up your buffer
51:50
account feeds it in just just really really nice tool the next question here
51:57
is what uh what is the best and this actually came in during our presentation
52:00
here too
52:01
what’s the best day and time to post to social outlets and the answer is it
52:07
depends there isn’t a specific one time it’s all for every platform out there
52:14
that’s going to work for it
52:15
what we suggest doing is looking at each of your social platforms so look at
52:21
facebook and twitter look at LinkedIn Facebook in particular has a great
52:26
feature called insights
52:28
so if you have a facebook page click on insights and then from there you can
52:32
find out when your audience people to follow you are most active it’ll give it
52:37
will show you by day and it will show you buy time if I was to give you a
52:41
blanket time on on facebook like i mentioned earlier during the week from
52:45
that eight to ten p.m. . is usually we usually see the highest activity
52:51
ok so use those scheduling tools like buffer to make sure that your posts
52:55
publish at those T times
52:57
twitter is a little bit different i would suggest doing there is publishing
53:01
at several times
53:02
throughout the day today and on different days seeing what resonates see
53:06
if you can find anything with linkedin what we have found is that most people
53:12
are active on Linkedin more during business hours especially in the
53:16
mornings so even even 7229 i would get in the habit of of posting them can test
53:22
tried tried different times but that seems to work really well and also we
53:27
found on linkedin you’re doing b2b sales perfect
53:30
what you don’t want to do is post too often to linkedin because what happens
53:35
is the more that you post your kind of superseding your previous post so we
53:41
were in the habit of posting few times a day or several times a week once day
53:45
what we’re finding is that we’re getting less overall impressions for each post
53:49
because we’re stealing impressions from our last post so generally what we do on
53:53
linkedin is post at the most every other day
53:57
mom’s there’s just a real quick tip for it
54:01
another question that we got and something that kinda came in throughout
54:05
the presentation similar question is now how do i go about finding whether or not
54:10
my website is performing well somebody asks how do i go about finding it if my
54:15
SEO is up to speed and then another question came in about the setup of
54:21
their facebook page now all of these kind of fall into evaluating and
54:28
analyzing and looking at your overall online marketing strategy job so I’m
54:34
going to throw tool tool tools out there for you
54:37
one is called website greater . com
54:41
it’s a tool analysis tool that hubspot on a web platform company marketing
54:48
automation platform company put out its really nice at getting a holistic look
54:54
at how things are going
54:56
the drawback to it is that you’re going to get a lot of information that you’re
55:00
not going to know what to do with and the other thing is a lot of times these
55:06
tools will use scare tactics so we’ll go out and we’ll find any tiny little
55:11
detail that’s wrong or could be improved with your strategy and make it look like
55:15
the big issue don’t get scared off by these ok there’s no website out there
55:20
that’s going to score a hundred in fact most of them score 50 or lower so if you
55:27
use these tools you see that score don’t let it be a scare tactic don’t get too
55:30
scared but sit down with somebody that knows and look at it and then see what
55:37
really is an issue what really does need to get fixed and in the other tool that
55:44
i wanted to mention is marker marketing and not some self-serving but we do this
55:49
constantly for our clients and constantly for our prospects and we have
55:53
a free standing offer out there were happy to sit down with you and run a
55:58
report using a variety of different tools we have here and give you feedback
56:03
on what’s working and what isn’t working
56:07
share ideas and things that you could be doing on your own things that we could
56:10
help supplement with and give you the cost and then you can decide what you
56:14
want to do with it but I think running those reports at least twice a year
56:19
makes a ton of sense it’s going to highlight areas where you can improve
56:22
its going to highlight areas and what you’re doing good and you should be
56:26
doing more of its going to give you a real nice look at how your business is
56:30
performing online so if you’re interested in that free analysis free
56:35
estimate three child and let us know you can send an email through to info at
56:42
Parker com parq air and we’ll be sure to run one of those reports and and
56:49
honestly will probably be myself Tony or brand that’s going to run that report
56:53
and we’ll even if you want on schedule time to kind of walk you through it to
56:58
show you what makes sense
57:00
addressing and what doesn’t to make sure that your marketing dollars in time and
57:05
your internal resources are spent appropriately so again thank you thank
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you so much for joining us for today we hope that you can join us next month for
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25 great ideas for your business and don’t be shy
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there’s anything that we can help with such support your internal efforts there
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please please let us know thanks again and we’ll talk to you soon!

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