Getting Started With Social Media Marketing

Social media marketing offers unique opportunities to build brand exposure and awareness, as well as listen to feedback from customers and learn more about them. In this guide, we'll cover everything from how to build a positive social media presence, to when you should publish, to driving traffic and sales with social media marketing.

Chapters

Getting Started With Social Media For Your Business

Nearly half of the world’s population uses social media, and the number of users is only projected to rise. With such a large and diverse pool of people, it’s no wonder that organizations of all sizes are using social media to increase exposure, build traffic, and generate more leads. This guide will walk you through how to set up and run social media channels for your organization, so your business can join the thousands of others that are reaping the rewards of social media. Read more

Creating and Publishing Content for Social Media

Your social posts are some of the shortest writing projects you'll encounter in business, but they can be surprisingly complicated. In this chapter of our social media series, we'll show how to take your social media strategy from concept to the final draft. Read more

Managing Your Social Media Accounts

For marketers, social media means serious business. There's a huge well of potential customers out there...if only you can reach them, engage with them, and hopefully convert them to leads (and then customers). But managing your social media doesn't have to be overwhelming. Pair your social media tool of choice with the strategies included in this article, and you'll have a big head start. Read more

Analytics and ROI: How to Track Your Social Media Progress

Social media marketing can get your business in front of new eyes and generate word of mouth buzz, leads, and sales—as long as you use the right approach. It's not enough to share good content. You need to be tracking your efforts and their results, so you can fine-tune your social media strategy over time. Find out how: Read more

How to Market on Twitter

Twitter is a great social network for marketers to focus on. While setting up an account is simple, the challenge is building it into something that will help you grow your presence online and generate leads for your organization. Read this guide to learn how. Read more

How to Market on LinkedIn

More than any other platform, people come to LinkedIn expecting to see professional content and build professional connections. As it turns out, it’s a great place to do both of these things. There are over 700 million users on the platform, and LinkedIn has been rated the top social network for lead generation. It's host to a huge community of businesses and people who interact with them, which is a potential gold mine for anyone who wants to improve their marketing game. Read more

How to Market on Facebook

No matter who your business is trying to reach, they're probably on Facebook. So, how exactly should you go about marketing your business on the platform? And, given that almost every brand you can think of is also on Facebook, how do you make yours stand out? Let's start from the beginning. Read more

How to Market on Instagram

Each month, over 1 billion people post on Instagram. That’s more than the userbases of both Pinterest and Snapchat combined. All told, more than 500 million daily active users populate the app today, making Instagram an ideal platform for boosting your brand's online presence. Find out how to make the most of those users with our guide. Read more

How to Market on YouTube

Getting noticed on YouTube is incredibly valuable for any business, especially given the steep rise in global popularity of video content. But it won't be easy. With millions of creators trying to capture people's interest, you'll have to come up with fantastic content and understand the platform well before you can come up with a good YouTube marketing plan. Learn how to get started: Read more

Marketing Automation 101

Want to learn more about marketing automation, but aren't sure where to start? Our 101 guide will show you how to use marketing automation to save time and resources, engage leads, and increase conversions. Read more

How to Create an Actionable Marketing Automation Plan

It's tempting to jump into marketing automation headfirst, but you'll get much better results if you create a strategy first. Follow our tips to learn how. Read more

8 Marketing Automation Examples & Workflows

Learn what a marketing automation workflow looks like and how you can use them in your business to get and retain more customers, regardless of how big your business or marketing team is. Read more

Marketing Channels: Cross-Channel Marketing Strategies and Examples

What, exactly, is a marketing channel? How many should you be using? And which ones should you focus on? Learn all of this and more in our guide to using multiple channels as part of your marketing automation strategy. Read more

How to Audit Your Marketing Results

Learn how to audit your marketing data so that you can know your customers better, create more effective marketing, and move towards a data-based strategy. Read more

5 Strategies for More Effective Email Marketing

Email marketing isn't as easy as simply sending out an email. There's a lot to learn if you want to keep up with the competition. But educating yourself doesn't have to be difficult. With this article, we're shedding some light on the ins and outs of email marketing through 5 different data-backed strategies. Read more

Introduction to Market Research: What It Is and Why You Need It

The term "market research" describes the whole collection of strategies used to gather information about your target market, your industry, and your business: It answers virtually every question you might ask concerning these things. Learn in detail what it entails, what its benefits are, and when to conduct it.  Read more

Introduction to Market Research: When and How to Start

Welcome back to our introduction to market research! As you probably remember, we first introduced the idea of market research by comparing it to solving... Read more

Conducting a Situation Analysis: The SWOT Analysis

A SWOT analysis is a type of situation analysis that asks you to identify your business' strengths, weaknesses, opportunities, and threats—giving you a broad sense of where you stand, and ultimately, helping you home in on a topic for your market research. Learn how to conduct a powerful SWOT. Read more

Using Your SWOT Analysis to Drive Your Market Research

The term "market research" research describes the whole collection of strategies used to gather information about your target market, your industry, and your business: It answers virtually every question you might ask concerning these things. Learn in detail what it entails, what its benefits are, and when to conduct it. Read more

Conducting Competitor Research 

You know as well as we do how crucial it is to know your competition intimately: How can you make decisions without understanding the broader realm in which your business operates? Learn how to identify both direct and indirect competitors... and where to go to find out as much as you can about how they operate. Read more

Resource List for Secondary Market Research

Secondary market research is already-existing market data compiled by entities such as trade associations, government agencies, and chambers of commerce. It will help you discover things like market saturation, consumer behavior, demographic characteristics, economic conditions, and much more. Know where to look. Read more

Conducting Primary Market Research

Now it's time to drill down into your particular offering, and your particular market segment. Primary market research is a group of methods that let you get information directly from the source: your prospects and customers. Learn the leading methods, how to choose which one is right for you, and how to select the right participants. Read more

Creating a Killer Market Research Survey

We don't have to tell you that consumers have strong opinions. Market research surveys give them a formal channel through which to express them. Learn about available channels for survey distribution, the difference between qualitative and quantitative questions, best practices for surveys, and how to analyze the results. Read more

Using In-Depth Interviews and Focus Groups for Your Market Research

While surveys are primarily useful for quantitative research, interviews and focus groups will get you deep, qualitative insights about your market—the juicy, subjective, emotional "data." Learn the advantages of these two methodologies, when to choose an interview (and when to choose focus group), and how to prepare for them. Read more

Best Practices for Moderating and Analyzing Interviews and Focus Groups

When conducting interviews and focus groups for your market research, you'll be working within a time constraint. How do you make the most of that brief—but crucial—encounter with representatives of your target market? Here are strategies for facilitating the conversation and for analyzing the experience afterward. Read more

Conducting Observational Research for Your Business

Observational research refers to the wide range of methods used to collect information on your market by "watching" consumers act in natural or contrived environments. It measures behavioral data directly and unobtrusively. Learn about the available types of observational research to determine the best method for your business. Read more

Introducing Brand Positioning

A brand's position is a collaborative creation: It's everything a company does to create a unique impression of itself for consumers, plus all the ways its market perceives those efforts. To improve market perception, you've got to know the elements of a successful positioning strategy. Read more

Discovering How Your Brand is Currently Perceived

You can't dive fully into a positioning (or repositioning) strategy without knowing how your market currently perceives you. This means knowing the most useful questions to ask about prospect and customer perception, where to go to find the answers to those questions, and what tools and resources will help you measure consumer sentiment. Read more

Understanding Your Competitors’ Brand Positioning

Positioning strategies are always relative: Your company isn't fast; it's faster. You must know your competitors intimately if you plan on standing out from them. This means gauging both their positioning strategies and their markets' perceptions of those strategies. Where are they successful, where are they failing, and where are the gaps you can fill? Read more

Strategies for Differentiating Your Brand

Now it's time to articulate the primary value that sets you apart from your competition. Your differentiator must be unique, relevant to your target market, and something you can deliver over the long term. There are a variety of differentiation styles you can use to highlight your competitive advantage and the value you offer your market. Read more