Meni Lavie
One of my many hats as a serial entrepreneur is to be the Brand ambassador.
I was lucky to experience the content marketing evolution growing as the bar of creating your own online content is getting lower.
The importance of content was never in question, and some things will never change in content marketing:
You need to provide value to your audience [and to Google] constantly, and soon enough I found out that while creating content can be exciting at first,
content creation is a hard, neverending job, containing 2 main challenges:
- Generating the content and getting it ready for publishing.
- Content Curation – Making sure that your public profile is only showing what you wanted it to show when you first started your marketing strategy.
[Click here if you wish to know more about how to hire a content curation manager]
Working with several startup companies taught me a very important lesson:
once the marketing cannot maintain publishing and curating:
- The company product(s) appearance starts to downgrade
- The company is losing its MVP
- Entering the pivot spin
- Shooting content all over the place
- Finding new investors, or die
You don’t hear too many success stories of companies that keep public old, irrelevant content on their website,
Very much in the same way you don’t get to meet too many successful individuals that have a habit of appearing in public with food stuck in between their teeth.
Content in big data era
Seems like despite promises made about computers ruling the world by 2018, generating and maintaining content curation is still done by humans.
The bad news: Content is [still] the king
The good news: There is plenty of content out there you can leverage
Quick reminder – Marketing teams usually create content in order to get leads.
Now, How much content does a company have to create in order to get to those leads?
Spoiler alert – not much
Let’s start from the beginning:
Playing with dinosaurs
When I created my first brand I was all about SEO, I had to:
- Write a TON of content
- Place every word in its right position, turning the YOAST lights green
- Keep making Google happy but can’t help but feel that I am constantly fighting for the keywords and their rank.
It was fairly exhausting, and I thought to myself that Google had forced site owners to pitch their content the Google way:
Instead of learning to read content, and was amazed by this great power and found it amusing that their branding is the exact opposite for anyone who is not a site owner.
Getting Social
Then came Facebook, and I have decided to use it for creating another brand.
These guys were not playing, and from a marketing perspective, it made branding a lot easier
by providing great tools for reaching the target audience and engage them to interact with each other while creating content.
It was going well from day one and was fun while it lasted, but then FB got bigger, and the fun was getting.. Well.. kind of sticky.
Looking for the right brand ambassador
I think it was Snapchat that broke me, and with tears in my eyes, I realized that maybe I am not cut out for this content creation contest. I mean, despite all the marketing automation going on, someone still has to write good content in order for this entire show of publishing your NEW content in all of your channels CONSTANTLY.
Then it hit me. The content already exists – Leverage it!
And so, after researching way too many tools to talk about,
trying my luck with every emerging social network out there and studying the pros and cons of every paid platform for marketing,
I have decided to focus on Twitter.
To be honest, I have also kind of had it with Google AdWords.
Why Twitter
- Segmentation
Imagine a world in which your customer tags himself online for you with a #Hashtag, allowing you to engage any customer according to his persona. - Segmentation
Yes, this one appears twice, it’s just that important!
Clean and simple, in fact, it was the main reason. - Great platform for business owners
Well, better segmentation means getting to the relevant individuals effectively and with minimum cost.
Have you heard the story of the startup company that was bought advertising in the Super Bowl commercials? Me neither. - Changing the game from generating content to pointing at good content
Interesting content is created at all times, the only thing I have to do is ride it, utilize the influencers and show my audience the content that interests them.
- Commun.it – my new brand ambassador
My secret tool, allowing me to hire that content curation manager I always wanted without really hiring him!
allow me to elaborate:
How to set your own automated Twitter brand ambassador in 5 quick steps using Commun.it:
Step 1 – Set KPI’s
Take a look at the following examples:
- Engage with 100 influencers in my field every week for 4 weeks and get at least 10 influencers that will expose me to my target audience
- Get at least 10 positive mentions
- Get at least 5 negative mentions – it is not the same, but also important
Step 2 – Measure KPI’s
When setting KPI’s it is crucial to see how you measure it,
The Commun.it Dashboard offers high end reporting for the KPI’s you set
Step 3 – Choose the Keywords you wish to target
Much like SEO, choose whichever hashtags and words are relevant to your audience
Let’s start with an example:
We are the GeekKB and that we wish to find leads in the DevOps consulting world, We Add the relevant keywords for our audience
How to add a Keyword in Commun.it? it’s Easy:
Go to Leads [on the top panel] >> Click the “Add Keyword” on the left tab
Step 4 – Engage your leads – choose a strategy
Commun.it provides a semi-automated engagement machine, focusing your attention on the influencers you wish to contact
So for Example:
One strategy can include reaching all sizes of influencers and trying to engage with influencers of all sizes – from monsters to micro influencers with 400 followers
Each one of these requires a different approach, depending on your business, your current branding status and what you are trying to sell.
This means that getting reaching your leads just got easier – you can engage with users to find new opportunities, clients, freelancers or whatever you seek
Step 5 – Monitor your online status using the Commun.it business intelligence report
Above all, a good brand ambassador always knows which way the wind blows, and so should your business!
Commun.it is offering sentiment analysis on your twitter mentions –
As a result, you can READ, REPLY and LEARN what your audience has to say about your brand more efficiently!
This also means that while you manually search for your mentions, Commun.it does it for you, and points out the public opinion about your strength and weaknesses
In conclusion
Reaching your audience is getting simpler, and so all you need is to use the right tools.
Finally, if you think you deserve to work with the best brand ambassador in Twitter – Try us 🙂
– Commun.it
