Mix up your official tweets about specials, discounts, and news with fun, brand-building tweets . Be sure to retweet when a customer has something nice to say about you, and don’t forget to answer people’s questions when possible. Using Twitter as a social media marketing tool revolves around dialog and communication, so be sure to interact as much as possible to nurture and build your following.
Wonderful article! I am developing a financial dashboard for my company. We are an architectural firm with proposals that range from $1500 to $100,000. I have been calculating our conversion rate by $$$ and not my the quantity. I did this because of the severity of the range in figures. We might write 25 proposals for $1500-$15,000 and one for $100,000 in a month. I am tracking all proposals by year they are written to when contracts are accepted in the year and using the dollar figures of $$$accepted/$$$total proposals.
Your website is where the magic happens. This is the place where your audience needs to convert. Whether it is encouraging prospective buyers to sign up for your newsletter or fill out a form for a demo, the key is to optimize your website for converting browsers into actual leads.  Pay attention to forms, Calls-to-Action (CTA), layout, design, and content.

Facebook customer Global Science Research sold information on over 87 million Facebook users to Cambridge Analytica, a political data analysis firm.[353] While approximately 270,000 people used the app, Facebook's API permitted data collection from their friends without their knowledge.[354] At first Facebook downplayed the significance of the breach, and suggested that Cambridge Analytica no longer had access. Facebook then issued a statement expressing alarm and suspended Cambridge Analytica. Review of documents and interviews with former Facebook employees suggested that Cambridge Analytica still possessed the data.[355] This was a violation of Facebook's consent decree with the Federal Trade Commission. This violation potentially carried a penalty of $40,000 per occurrence, totaling trillions of dollars.[356]
It has been criticised a vector for 'fake news', and has been accused of bearing responsibility for the conspiracy theory that the United States created ISIS,[396] false anti-Rohingya posts being used by Myanmar's military to fuel genocide and ethnic cleansing,[397][398] enabling Sandy Hook Elementary School shooting conspiracy theorists,[399] and anti-refugee attacks in Germany.[400][401][402] The government of the Philippines has also used Facebook as a tool to attack its critics.[403]

As we mentioned in the previous section, take the time to thoughtfully fill out the “About” section of your Page. Fill your description with searchable information, but don’t overstuff it with keywords. Include an overview of what your business offers, proper categories, and a link back to your website. Here's HubSpot's "About" section as an example.
LinkedIn, a professional business-related networking site, allows companies to create professional profiles for themselves as well as their business to network and meet others.[41] Through the use of widgets, members can promote their various social networking activities, such as Twitter stream or blog entries of their product pages, onto their LinkedIn profile page.[42] LinkedIn provides its members the opportunity to generate sales leads and business partners.[43] Members can use "Company Pages" similar to Facebook pages to create an area that will allow business owners to promote their products or services and be able to interact with their customers.[44] Due to spread of spam mail sent to job seeker, leading companies prefer to use LinkedIn for employee's recruitment instead using different a job portal. Additionally, companies have voiced a preference for the amount of information that can be gleaned from a LinkedIn profile, versus a limited email.[45]
Your blog is a fantastic place to create trust with your buyers. Readers can stumble upon your blog from all over the web, so you want to make sure it is search-engine optimized. Remember that someone reading the blog may not want to immediately sign up for a demo, so highlight the Calls-to-Action that ask your reader to subscribe to the blog or to follow you on social channels. A well laid out blog will keep your readers interested, coming back for more, and hopefully curious enough to start looking at the rest of your site. Keep your readership up and position your blog as a gateway to conversion.
An important note here: Even if you don’t plan to use Facebook ads right away, it’s a good idea to set yourself up with a Facebook pixel now. This will give you access to important data when you are ready to launch your first campaign. A Facebook pixel is a simple piece of code that you place on your website to track conversions, remarket to people who have already visited your website, and build targeted custom audiences for future ads. The pixel will start collecting data as soon as you place it on your site, so you’ll have remarketing and custom audience information ready when you start your first campaign.
As we mentioned in the previous section, take the time to thoughtfully fill out the “About” section of your Page. Fill your description with searchable information, but don’t overstuff it with keywords. Include an overview of what your business offers, proper categories, and a link back to your website. Here's HubSpot's "About" section as an example.
This will take some trial and error to pin down for your specific business (using engagement data gleaned from Page Insights). But research generally shows that the best time to post is Thursday or Friday from 1 to 3 p.m., so that’s a good place to start. Since it’s important to post consistently, create a content calendar to help balance your mix of content types and keep your posting schedule on track.
Even if you have the most technically advanced fishing equipment, you’ll leave empty handed if there are no fish in the lake. But if you just have a simple net, and the lake is teeming with fish, your chances of a catch are much greater. Where you cast your line is crucial to catching fish … and the same is also true in business. Successful businesses fish where the big fish are. They talk to customers who are familiar with their product or service, or already use it, or have a high probability of using it. Don’t waste your time trying to convince people who don’t need your product or service when there are customers out there who already know they need what you’re selling … and are thus part-sold before they even see you.
The website's primary color is blue as Zuckerberg is red–green colorblind, a realization that occurred after a test undertaken around 2007[211][212] Facebook is built in PHP, compiled with HipHop for PHP, a "source code transformer" built by Facebook engineers that turns PHP into C++.[213] The deployment of HipHop reportedly reduced average CPU consumption on Facebook servers by 50%.[214]

YouTube is the number one place for creating and sharing video content, and it can also be an incredibly powerful social media marketing tool. Many businesses try to create video content with the aim of having their video “go viral,” but in reality those chances are pretty slim. Instead, focus on creating useful, instructive “how-to” videos. These how-to videos also have the added benefit of ranking on the video search results of Google, so don't under-estimate the power of video content! 

Complementing regular conversations, Messenger lets users make one-to-one[264] and group[265] voice[266] and video calls.[267] Its Android app has integrated support for SMS[268] and "Chat Heads", which are round profile photo icons appearing on-screen regardless of what app is open,[269] while both apps support multiple accounts,[270] conversations with optional end-to-end encryption[271] and "Instant Games".[272] Some features, including sending money[273] and requesting transportation,[274] are limited to the United States.[273] In 2017, Facebook added "Messenger Day", a feature that lets users share photos and videos in a story-format with all their friends with the content disappearing after 24 hours;[275] Reactions, which lets users tap and hold a message to add a reaction through an emoji;[276] and Mentions, which lets users in group conversations type @ to give a particular user a notification.[276]
According to The Guardian both Facebook and Cambridge Analytica threatened to sue the newspaper if it published the story. After publication, Facebook claimed that it had been "lied to". On March 23, 2018, The English High Court granted an application by the Information Commissioner's Office for a warrant to search Cambridge Analytica's London offices, ending a standoff between Facebook and the Information Commissioner over responsibility.[357]
To change your cover photo in the future, hover your mouse over the white camera in the lower right corner of your cover photo and select “Change Cover.” It’s also a good idea to include a sentence of text and a link in the description if you are promoting a specific campaign in your imagery. That way, if your cover photo highlights a new parka, they can seamlessly jump to your winter product line to buy.

Email is a cornerstone and key component of every marketing campaign. Whether you are hosting an event, sending out a new piece of content, promoting a new service offering, or staying in touch with customers, email should be one of your main forms of communication. According to MarketingSherpa, the most used lead generation tactic is email marketing, with 81% of respondents citing it as the most effective channel. By putting your content in front of prospects, you can find people who might not be looking for you.


In May 2018 at F8, the company announced it would offer its own dating service. Shares in competitor Match Group fell by 22%.[132] Facebook Dating includes privacy features and friends will be unable to view their friends' dating profile.[133] In July, Facebook was charged £500,000 by UK watchdogs for failing to respond to data erasure requests.[134] On July 18, Facebook established a subsidiary named Lianshu Science & Technology in Hangzhou City, China, with $30 million of capital. All its shares are held by Facebook Hong.[135] Approval of the registration of the subsidiary was then withdrawn, due to a disagreement between officials in Zhejiang province and the Cyberspace Administration of China.[136] On July 26, Facebook became the first company to lose over $100 billion worth of market capitalization in one day, dropping from nearly $630 billion to $510 billion after disappointing sales reports.[137][138] On July 31, Facebook said that the company had deleted 17 accounts related to the 2018 American elections. On September 19, Facebook announced that, for news distribution outside the United States, it would work with U.S. funded democracy promotion organizations, International Republican Institute and the National Democratic Institute, which are loosely affiliated with the Republican and Democratic parties.[139] Through the Digital Forensic Research Lab Facebook partners with the Atlantic Council, a NATO-affiliated think tank.[139] In November, Facebook launched smart displays branded Portal and Portal Plus (Portal+). They support Amazon's Alexa (intelligent personal assistant service). The devices include video chat function with Facebook Messenger.[140][141]
Because prospective buyers won’t always end up at your website as they start their purchase journey, it’s important that you establish a presence where they may show up. A great way to deliver high-value content to the correct prospects is through content syndication – a content sharing strategy that can be used to promote your whitepapers, articles, news releases, etc. on other websites for greater reach and engagement. Through content syndication, your content appears on third-party sites and newsletters. And because most content syndicators deliver leads directly to your inbox, it’s a great way to keep leads coming in the door.
When you create your first advertisement, Facebook offers two choices of editors: the Ad Manager and the Power Editor. The Ad Manager is a great choice for most companies, while the Power Editor was created for larger advertisers who need precise control over a variety of campaigns. For these instructions, we’ll use the Ad Manager. To find the Ads Manager from Facebook, go to your homepage and find "Ads Manager" from the left-hand menu.
Beyond tracking your success, it’s important to use the information about what’s working and what’s not to make adjustments to your strategy. The data will show you what you should keep doing, and which tactics you need to tweak. Through this continuous loop of goal-setting, measuring results, and tweaking your strategy, you can improve your performance over time.
On June 12, Facebook announced that it was introducing clickable hashtags to help users follow trending discussions, or search what others are talking about on a topic.[94] San Mateo County, California, became the top wage-earning county in the country after the fourth quarter of 2012 because of Facebook. The Bureau of Labor Statistics reported that the average salary was 107% higher than the previous year, at $168,000 a year, more than 50% higher than the next-highest county, New York County (better known as Manhattan), at roughly $110,000 a year.[95]
Attention scarcity is driving a shift from “rented attention” to “owned attention”. Historically, most marketing has been about renting attention other people have built. An example of this would be if you purchased an ad in a magazine or rented a tradeshow booth. But in the noisy, crowded market that today’s buyers live in, rented attention becomes less effective as attention becomes even scarcer. Of course, this is not an either-or proposition; you will ideally use a mix of rented vs. owned attention for your lead generation efforts to be affective.
In many countries the social networking sites and mobile apps have been blocked temporarily or permanently, including China,[303] Iran,[304] Syria,[305] and North Korea. In May 2018, the government of Papua New Guinea announced that it would ban Facebook for a month while it considered the impact of the website on the country, though no ban has since occurred.[306]
Facebook co-founder Chris Hughes states that CEO Mark Zuckerberg has too much power, that the company is now a monopoly, and that, as a result, it should be split into multiple smaller companies. Hughes called for the breakup of Facebook in an op-ed on The New York Times. Hughes says he's concerned that Zuckerberg has surrounded himself with a team that doesn't challenge him and that as a result, it's the U.S. government's job to hold him accountable and curb his "unchecked power." [465] Hughes also said that "Mark's power is unprecedented and un-American."[466] Several U.S. politicians agree with Hughes.[467] EU Commissioner for Competition Margrethe Vestager has stated that splitting Facebook should only be done as "a remedy of the very last resort", and that splitting Facebook would not solve Facebook's underlying problems.[468]
Engagement with the social web means that customers and stakeholders are active participants rather than passive viewers. An example of these are consumer advocacy groups and groups that criticize companies (e.g., lobby groups or advocacy organizations). Social media use in a business or political context allows all consumers/citizens to express and share an opinion about a company's products, services, business practices, or a government's actions. Each participating customer, non-customer, or citizen who is participating online via social media becomes a part of the marketing department (or a challenge to the marketing effort). Whereas as other customers read their positive or negative comments or reviews. Getting consumers, potential consumers or citizens to be engaged online is fundamental to successful social media marketing.[20] With the advent of social media marketing, it has become increasingly important to gain customer interest in products and services. This can eventually be translated into buying behavior, or voting and donating behavior in a political context. New online marketing concepts of engagement and loyalty have emerged which aim to build customer participation and brand reputation.[21]
In May 2014, Instagram had over 200 million users. The user engagement rate of Instagram was 15 times higher than of Facebook and 25 times higher than that of Twitter.[50] According to Scott Galloway, the founder of L2 and a professor of marketing at New York University's Stern School of Business, latest studies estimate that 93% of prestige brands have an active presence on Instagram and include it in their marketing mix.[51] When it comes to brands and businesses, Instagram's goal is to help companies to reach their respective audiences through captivating imagery in a rich, visual environment.[52] Moreover, Instagram provides a platform where user and company can communicate publicly and directly, making itself an ideal platform for companies to connect with their current and potential customers.[53]

Lead Generation Software Tools: This free tool from HubSpot includes lead capture and contact insights features, which will scrape any pre-existing forms you have on your website and add those contacts to your existing contact database. It also lets you create pop-ups, hello bars, or slide-ins — called "lead flows" — that'll help you turn website visitors into leads immediately.


With Pay-per-Click (PPC ) ads you pay for each click on your ad which is displayed on a search engine such as Google, Yahoo, or Bing, or on a website. For PPC on search engines, your ads show up as sponsored results on the top and side of the organic search terms. PPC ads are a terrific way to draw attention to your latest content or service offerings. They are also highly targeted so they can generate very high quality leads.  Advertisers bid on keyword phrases relevant to their target markets and your ads will display when a keyword query matches your chosen keyword list.
If either your product or your proposal are weak, your chances of a sale are slim to non-existent. If you normally send out single page “quotes,” you’re asking your buyers to make a leap of faith when they buy from you because they really have no idea if they’ll be getting a great service or a lousy one … and you’re inviting comparison with your competitors. If you focus instead on educating your buyers to understand the true value of your product or service by explaining how it solves their major concerns, telling them exactly what you do for them at each step, they KNOW it’ll be great. This will help you to win more tenders, charge what you’re truly worth and increase your conversion rate. 

Because search engines equate high-quality content with a high-quality website, creating content with value is very important. Conduct a content audit to see how many of your assets fall into the thought leadership vs. promotional category. That means making sure that your thought leadership content has substance to it. Lots of companies are jumping on the content bandwagon, so do it right: focus on quality over quantity, and on providing useful – not promotional – information.
Engagement with the social web means that customers and stakeholders are active participants rather than passive viewers. An example of these are consumer advocacy groups and groups that criticize companies (e.g., lobby groups or advocacy organizations). Social media use in a business or political context allows all consumers/citizens to express and share an opinion about a company's products, services, business practices, or a government's actions. Each participating customer, non-customer, or citizen who is participating online via social media becomes a part of the marketing department (or a challenge to the marketing effort). Whereas as other customers read their positive or negative comments or reviews. Getting consumers, potential consumers or citizens to be engaged online is fundamental to successful social media marketing.[20] With the advent of social media marketing, it has become increasingly important to gain customer interest in products and services. This can eventually be translated into buying behavior, or voting and donating behavior in a political context. New online marketing concepts of engagement and loyalty have emerged which aim to build customer participation and brand reputation.[21]
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