Mojo Media Labs is introducing a new series called Mojo Google Hangout! We’re using Google’s Google Hangout feature to bring you the latest, most relevant real-life marketing stories. Experts from a range of industries join us to share how they use digital marketing to drive business results. See our first guest expert, surgeon Sam Lam, and how he utilizes video.

Digital Marketing Takeaways from Sam Lam

“People don’t care how much you know until they know how much you care.” This is my favorite quote from Sam during our interview because he reminds us what marketing is really about. As a facial plastic and hair restoration surgeon, Sam Lam utilizes video to educate and connect to his audience. He says, “Video is the best and perhaps the only way to communicate my philosophy and the patient’s experience.” Check out some of the key takeaways  from the interview below:

• Video helps build rapport with your audience because they can see you as though talking in person
• Video helps ease potential clients’ anxiety when they can see and hear you explain your services or products
• Video is a great way to capture testimonials
• Video is about providing relevant information to your audience
• Video builds a community and makes the target audience feel close and connected
• Video is about getting your message across, so don’t worry about the time

If you’d like to learn how you can leverage video for your business, schedule a free consultation with us!

How Can You Contact Sam Lam?

Feel free to email Sam Lam at drlam@lamfacialplastics.com or check out his forum!

Want to Apply to be on a Mojo Google Hangout?

Fill out the application here!

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Let’s break it down by available digital marketing curriculum.

More and more colleges and universities are adopting digital curriculum and certifications in the digital marketing field, however a much slower push has been made to establish Digital Marketing majors in higher learning, and the marketing, advertising and communications schools are still playing catchup. According to The Princeton Review, a “Digital Marketing” degree doesn’t exist–at any school. However, a simple Google search showed us that the business college at the University of Michigan-Dearborn now offers a degree in Digital Marketing. The illustrious Princeton Review needs to update its database, which reflects only 72 schools with Digital Communications and Media degree offerings, but according to Princeton, this is more a focus in digital graphic design and video, and less about digital marketing.

Other Schools Offering Digital Marketing Degrees and Certifications

Not a lot of choices for the youngsters, right?

Advantage: old people. The Digital Marketing degree is widely unavailable and further, it hasn’t been clearly defined. In its current existence, digital marketing can been found in some courses, offered under advertising, marketing and communications degrees only. This means those of us who have been working in digital for a few years still have an advantage over the bright, young, social media inclined, born mobile generation. I’m all about learning from the millennials, but in this case we have an advantage over these digitally-minded youngsters. And that means job security. And an opportunity to teach them something. The rest of us have learned about digital through applied experience, A/B testing, seminars, webinars, blogs and conferences. We grew up with digital, starting with the first email blasts. Now we are selling our Clients on the benefits of comprehensive search engine marketing and AdWords campaigns. We using geo-targeting, geo-fencing and all things mobile to increase our Client’s digital reach to their customers. We know how to drive targeted visitation to websites, generate leads, even sales, and we can finally show the ROI of social media marketing.

But Don’t Get Too Comfortable Yet

Not all marketing and advertising schools are focused solely only on CRMs and print media. Many of them are offering limited digital curriculum that will put some of these 2013 graduates ahead of traditional marketers and advertising executives. Here are a few of the courses we found that weren’t around “back in the day” (and that we wish we could take now):

• Marketing Web Analytics and Intelligence (Baruch City University of New York) 
• Social Media Marketing and New Ventures
• Online Consumer Behavior (University of Texas – Austin)
• E-tailing and Retailing (University of Michigan – Dearborn)
• Digital Analytics and Content (University of Michigan – Dearborn)
• Viral Marketing and Digital Presence (New England College of Business and Finance)
• Social and Digital Media Analytics (NYU)
• Design and Development of Web and Mobile Applications (NYU)
• Social Media Innovation (University of Temple, PA)

The only missing curriculum seems to be anything related to SEO or PPC. So should agencies be hiring recent graduates in “PPC” or “Paid Search” positions without any direct experience? Probably not. 2013 college graduates however will be highly qualified in the areas of social media marketing. They will be your “Community Managers”, “Social Content Creators” and “Social Media Specialists”–as long as you teach them the importance of speaking to their target audience properly. With a little hand-holding, 2013 college graduates will teach the digital marketing world something new. Agencies just have to be ready to put the time into teaching and nurturing this new class of digital marketers.

The post 2013 and Beyond: Are Recent College Grads Ready to Work in Digital Marketing? appeared first on Dallas Digital Marketing - Mojo Media Labs.

DFW Social Media is a marketing group that focuses on the latest trends in social media marketing. DFW Social Media facilitates meetings and webinars to share best tips on marketing and lead generation technology through social media and online networking.

DFW Social Media Discussion

Blogging is quickly becoming one of the most powerful tools in successful marketing strategies. Not only does it generate more traffic through search engine optimization (SEO), but it educates your audience so they are able to more readily make a purchasing decision.

This presentation will include:

• Why blogging is the new SEO
• How targeting the correct buyer persona will attract more qualified leads to your website
• How regular blogging can super-charge your social media efforts
• How blogs can be leveraged to reduce time in the sales funnel
• How blogging lays the groundwork for ridiculous digital ROI.

What’s so great about blogging and how can it generate ridiculous results?

Think of it this way. What do you do whenever you want to find information on – well anything? You, like most everyone else, probably go online.

Sources estimate that

• 71% of internet users read blogs.
• 61% of consumers make a purchase off a blog recommendation
• 57% of companies have gained a customer through their blog

To learn more about how you can utilize blogging for your business, register for this event by clicking here.

The post Mojo Media Labs CEO to speak at DFW Social Media appeared first on Dallas Digital Marketing - Mojo Media Labs.

Facebook. Twitter. LinkedIn. YouTube. Instagram. We’ve all heard of the sites, and I can guarantee that most of your potential customers are on at least one of them throughout the day. Businesses know this  and have been utilizing social media tactics more and more with their inbound marketing strategies. In fact, as of 2012, 80% of social network users have preferred connecting with brands through sites such as Facebook, and 83% of marketers view social media as an important part of their inbound marketing strategy success!

If you aren’t utilizing social media for your inbound marketing strategy, your business’ online presence is suffering. Social media offers organizations the perfect outlet for:

• Increasingbrand awareness through targeting a specific demographic
• Providing followers and fans of relevant news and events
• Engaging with potential and current clients
• Fosters a positive company image.

Inbound Marketing to Increase Brand Awareness in Dallas

Social media is the perfect forum for targeting a specific demographic to increase your brand awareness. Let’s say, for example, that you own a company in the Dallas area that targets clients in the Dallas area. Would you advertise for your brand to individuals who live in, say, Anchorage, Alaska?

ABSOLUTELY NOT!

One of the major strategies inbound marketing utilizes in the realm of social media is brand awareness for a targeted audience. Dallas itself has a strong social presence, and its ever-increasing population make it the ideal location for raising brand awareness, especially online through social media. Targeted advertisements for your brand to social users in the area will help bring awareness to your brand.

What’s the 411?

The social media aspect of inbound marketing also provides organizations the opportunity to keep their audience informed of any updates or relevant news. Will your food truck be in the Las Colinas area on Monday? Tweet it! Was your business featured in an article in the Dallas Morning News? Post the article on Facebook!

Not only do social media sites allow you to promote your brand image, it also allows your followers, both potential and current customers, to stay informed of you and your organization. This inbound marketing strategy also allows your message to remain fresh in the minds of your audience.

Talk to Me, Dallas

If your business successfully operates in the Dallas area, people are talking about you! Give people a platform for their voices to be heard. This inbound marketing technique provides your company the perfect opportunity to stimulate engagement with you and your brand and allows them to promote you through the media platforms to their followers and friends as well.

Keeping it Real

Another crucial element to inbound marketing with social media is the creation and maintenance of your brand’s image. The content you post through these social media accounts gives your brand a voice–how do you want your Dallas audience to perceive you? Are you cool and professional? Sassy and witty? Current and informed? You have the power to shape and maintain your image through your social media account.

Inbound Marketing for a Modern Age

With more and more people logging on to social media accounts daily in the Dallas area, the promotion of businesses using the online inbound marketing techniques is crucial bringing success to your business. The Dallas region is filled with people waiting for businesses like you to come along–don’t let them be swept up online by your competitors!

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Drip marketing is a communication strategy used by businesses where pre-written messages are sent to a specific audience for a specific goal, whether they are leads, site visitors, or current customers.  These pre-written messages are tailored to each group and are sent relative to a certain time frame, often using multiple messages (or “drips”) sent at specified intervals.

Though drip marketing usually consists of an email marketing campaign, similar tactics could be used to reach a broad audience through social media campaigns.  With social media campaigns, specified targeting is a little more difficult since businesses must tailor their messages to a more diverse audience.

Drip Marketing in Detail

Drip marketing is a form of lead generation

Follow-up emails can:

• Stimulate interest
• Maintain visibility

Drip marketing is a public relations strategy

Messages that can:

• Bolster company image
• Promote a positive reputation

For example, many businesses choose to send out monthly or bi-monthly newsletters containing content that is both relevant to its field and interesting to its audience.  Newsletters strategically foster current customers, influencing them into either return to your website or recommend your products or services to others.

Running the Drip Marketing Race

Developing a drip marketing campaign is, in many ways, similar to running a race.  As in track, there are many different marketing strategies (or “races”) used that vary depending on the end goal.  In terms of lead generation and customer retention, I have grouped the strategies into three basic categories:  Sprint, Medium-Distance, and Long-Distance.

A Sprint Drip Marketing Campaign

Sprints are short races where the runners go full speed for a short distance with little focus on endurance.  As with any race, time is essential to success, but with sprints, it is even more significant due to the short distance the runners have to cover.   A single error that costs a runner even mere milliseconds could cost him the race.

The same goes with the Sprint Drip Marketing Campaign.   The goal is short-term:  generating interest in your website.  Sprint Campaigns are meant to bring site visitors back for a second visit, and will often entice recipients with something that will pique their curiosity.

Content Examples for a Sprint Drip Marketing Campaign:

• A call to action page promoting an eBook
• Promotion of a webinar
• The opportunity to receive a newsletter

A rapid response is necessary to ensure the success of this sort of campaign since users generally expect to receive something soon after providing their information.

A Medium-Distance Drip Marketing Campaign

In medium-distance races, speed and endurance take equal significance, with runners needing to maintain top speed over the course of the entire distance of the race.

With Medium-Distance Marketing Campaigns, the goal is to generate and maintain a lead’s interest in the company.  These drip marketing messages are sent to visitors after a period of time has passed to remind them of the site and company.

These Drip Marketing Campaigns:

• Help push strong leads
• Help convert recurring visitors into customers

A Long-Distance Drip Marketing Campaign

In long-distance races, as with Long-Distance Drip Marketing Campaigns, endurance is the key to success.  For these drip marketing tactics, the audience consists of current customers, those who have already used your services or products in the past.  This particular audience has already used your company, so the purpose of the long-distance drip marketing campaign is to maintain visibility.  The ultimate goal of this campaign is to both turn one-time customers into recurring customers as well as to receive referrals from this group.

As with any race, the key to generating leads and fostering recurring customers lies in the execution of the correct strategy.  With a drip marketing campaign, audience and goal identification is key to constructing a successful communication strategy.

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Marketing in 2013 isn’t easy. In fact, to generate a return on marketing investment marketers have to disregard a lot of traditional marketing practices. Because today’s consumers are able to dodge advertisements by muting commercials and ignoring online paid ads, they instead research online the information they believe relevant to make smart purchasing decisions. This makes it even more crucial for marketers to develop a strong content marketing strategy to communicate with their audience.

What is Content Marketing?

Content marketing is the art form of interacting with your prospects and leads without selling. The goal of a content marketing strategy is to inform potential buyers about the product or service without it coming off as a sales pitch. Businesses that are able to provide consistent, relevant information regarding industry news and best practices establish credibility with their target audience.  In the end, it’s credibility established through a content marketing strategy that  generates the business and loyalty of consumers.

How a Content Marketing Strategy Generates Return on Marketing Investment

Content marketing generates ROI because today’s consumers don’t want to be sold to, but they do want to buy. They want to make purchasing decisions based on the information they’ve gathered on the products or services they need. A content marketing strategy offers content that is written in a way that informs and gives genuine advice.

How to Develop a Content Marketing Strategy

There are a lot of factors that go into developing a content marketing strategy. But I’ve composed the four main factors you’ll need to consider.

1. Content Writers. A thorough content marketing strategy tells your story. You’re informing your target audience not only about your products and services, but about your history, core values, and what makes you different from the competitors. That’s why you need a strong group of content writers who understand your story.
2. Analytics. You need the proper analytics to know what content your target audience finds relevant and searches. You need to know what sources your traffic comes from so you can better distribute your content, and you also need to know what content converts. Without analytics as part of your content marketing strategy you’ll never be able to monitor where you return on marketing investment is generated.
3. Search Engine Optimization. Besides a strong social media presence, you’ll want to make sure your content is search engine optimized. That means having SEO experts optimizing all the content you distribute. Your content may be amazing, but if people can’t find you online they’ll never be able to read it.
4. Distribution. Distributing your content to the right platforms is crucial. Besides finding your content organically, you’ll want to share your content to consumers through email, social networks, and other websites.

Marketing has evolved to attracting consumers rather than soliciting them. That’s why a strong content marketing strategy is imperative for your return on marketing investment.

The post 3 Content Marketing Strategy Questions Answered appeared first on Dallas Digital Marketing - Mojo Media Labs.

It may be hard to conceptualize in terms of return on marketing investment why your website should be search engine optimized. But truth of the matter is that implementing the proper SEO techniqes to optimize your website is important for three main reasons – all which have return on marketing investment as the bottom line. But before I go there, let me explain the difference between how people view websites and search engines view websites.

The Difference Between People and Search Engines

It’s important to understand that search engines (such as Google, Yahoo, and Bing) read webpages differently than people do. People view websites in terms of their visual aspects, but search engines view websites based on the text and code. For example, while people view pictures as graphics, websites view pictures as code. You need to implement SEO techniques so that the search engine can read what the picture is and find you relevant for that description.

Why Proper SEO Techniques Improves Your Search Rankings

People Search Online. Did you know that 95% of search traffic comes from the first page of search engine results? Meaning if you’re not on the first page of search results then you’re probably losing a high percentage of return on marketing investment. It’s important that your SEO techniques are in line with search engine algorithms because even with exceptional content people won’t be able to find you online if search engines don’t find you relevant. Ways search engines rank you is on your on page SEO and off page SEO strategy.

Think about it. What do you do whenever you want to learn something about a topic? You go online. So although you may use print or media ads, you’re largest opportunity to reach your target audience and generate a return on marketing investment will be online through the right SEO techniques.

Ability to Target Your Audience Online. With the proper SEO techniques in place, your strategy can target your audience. Meaning you utilize the right analytics to their full capacity so you’re learning what keywords your target audience search, what social networks they engage, and what offers that convert them into leads and customers.

Be Found Online. If your website isn’t search engine optimized through proper SEO techniques, there’s a good chance search engines aren’t finding you relevant for your industry. If the search engine doesn’t recognize who you are, that means potential website visitors can’t find you online. You want people to be able to find your website organically (through a search engine) and not only through direct referrals. This generates a steady flow of new traffic and qualified leads.

SEO Techniques: Where to Start

Even with implementing the right SEO techniques, it will still take time to see the results of your SEO efforts. Yes, there are SEO techniques you can start implementing today (on page SEO). But even on page SEO takes extensive research with the proper analytics. That means you need a real professional who can deliver real results in a reasonable time frame. Make sure to find someone with experience in the SEO industry, otherwise you’ll never see a return on marketing investment and would have been better off investing in something else. 

Investing in individuals who can implement the right SEO techniques for your website is well worth it. With the right SEO strategy, you will begin to see conversions and a return on marketing investment you had only dreamed of. Did I mention that online marketing tactics (like SEO techniques) have an average of 62% lower cost per lead? 

What questions or concerns do you have about SEO techniques and return on marketing investment?

Leave a comment and let me know what your thoughts are. Better yet, let’s meet in person. Request a presentation and let us show you how the right SEO techniques will drive your return on marketing investment.

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Drip Marketing Ideas For A Strong Social Media Strategy

I thought I’d take the opportunity to share a social media strategy I recently developed.

One of my largest issues when creating a social media strategy is finding a way to maximize on the original content that I’m creating. When you’re posting 3-4 times a day per client on social media, you start finding ways to use content ideas more efficiently. Idea creation can easily become one of the most time-consuming activities, and keeping research time to a minimum can prove difficult. In this blog post, I’ll cue you into my strategy for maximizing content ideas to provide the most engagement with your audience (in less time).

Social Media Strategy Step One: Determine a Blog Proposal

One of the reasons I’ve found this social media strategy so successful is that I’ve managed to combine the research portion of my blog and social media creation. Let me lay out an example for you:

One of my clients is a real estate company. Say I’ve determined that I’m going to write a blog post called “The Top 5 Indicators of the Recovering Housing Market“. When I’m doing research for my blog topic, I will inevitably run across articles that are a great read, but don’t end up hyperlinked in my blog post. So, after half an hour of searching I may have found 3-4 pieces of “anchor content” which will constitute the research for my blog post. Along with those, I will also run across 4-8 pieces that address the subject of “housing market recovery” but don’t provide the direction I am looking for in my blog post.

These extra pieces of content are where you’ll find gold in a social media strategy.

Social Media Strategy Step Two: Apply Drip Marketing Ideas

I’m going to make some college professors cringe, but here is how Wikipedia defines drip marketing ideas-

Drip marketing is a communication strategy that sends, or “drips,” a pre-written set of messages to customers or prospects over time… Drip marketing is distinct… in two ways: (1) the timing of the messages follow a pre-determined course; (2) the messages are dripped in a series applicable to a specific behavior or status of the recipient.

Here’s what you should pull from this: Drip marketing is the idea that you have a lot of information focused towards one goal- targeting a specific group or message.  You use drip emails as a way to keep the company’s image in the mind of a prospective customer. In the context of blog posts, you use less relevant articles as a lead-in to your “anchor” content. This strategy dramatically extends the life of your content ideas, and provides an effective way to fill gaps in your social media calendar.

So, for my social media strategy, I employ this concept to the content I have curated from around the web.

Social Media Strategy Step Three: Employ Drip Marketing

So with the example blog post “The Top 5 Indicators of the Recovering Housing Market”, say I decide to post it on a Thursday. In conjunction, I will publish the extra content I gathered during the research process. Here’s an example social media strategy for how I could employ this extra content I found:

• Monday: the cool infographic talking about the past and present status of the housing recovery
• Wednesday: repost the article written by a local newspaper concerning the impact of home foreclosures
• Thursday: Post the blog
• Friday: “Here’s a followup to the blog post we published yesterday- it talks about 3 reasons the market hasn’t recovered [link]“

It’s easy to see the different ways you can engage your audience around this new content. More links in your posts, more pictures associated with your brand name, and more ways to engage with your audience. Pay special attention to the Friday example- it would be easy to foster a debate on Twitter or Facebook by providing a source which challenges your blog post.

Benefit to Experimentation and Research

Besides the obvious benefit of guaranteed, consistent content, there are many others you gain from employing this drip marketing technique in your social media strategy.

You can use this social media strategy to:

• gauge the level of interest your blog post will generate
• determine what type of content your viewers click
• figure out what days are most effective for your drip strategy
• develop a writing style which effectively links your blog posts and curated content
• shape your engagement style and material

Overall, the largest benefit to this social media strategy is saving time by using your research more effectively.

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Off page SEO refers to what you do off your website to improve its search engine optimization ranking.  In many ways, you can see many off page SEO techniques as something similar to the offensive strategies used by a basketball team.  Both have similar goals:  an increase of traffic, although with basketball, traffic is meant to be pushed away from one side of the court as opposed to off page SEO, where traffic is meant to be pushed to the website.

Offensive Off Page SEO Strategies

Pick and Roll:  For basketball teams, speed can often be a player’s best assets.  The pick and roll offensive strategy utilizes the speed and agility of team members to create a continual movement of the ball down the court, moving the ball down the court through rapidly switching ball handlers.  This idea can be applied to your off page SEO strategy through the utilization of social media.

Creating and maintaining your organization’s social media accounts is one way to utilize your pick and roll off page SEO strategy to draw traffic to your website.  Active participation and interaction with your audience through sites such as Facebook, LinkedIn, and Twitter is not only a good off page SEO practice but also an excellent networking opportunity for your organization.  Answering a tweeted question from one of your followers on Twitter, for example, is one way to show your followers you genuinely care about their concerns and also allows you to be seen on their Twitter page by their followers.

Fast Break:  After a team is in possession of the ball, getting that ball down to the other side of the court as soon as possible is essential.  A fast break offensive strategy does just that.  Another way to increase your off page SEO through generating traffic to your website is through using the fast break strategy.  This involves actively going onto forums and commenting, posting your content link as a means of clarification or to answer a posted question.  LinkedIn, for example, has many opportunities for users to post and make comments through individual group forums.  Keeping up to date on the latest questions and discussions posed will help you identify where you can share your content.

Open Post:  In basketball, an open post offense utilizes the team’s strengths to overpower the opposing team’s defense.  For websites, blogging is an excellent way to utilize the knowledge and experience you and your staff have gained to create informed and interesting content.

Once you have established a reputation as an informed blogger in your field, one excellent off page SEO strategy you can use is guest blogging.  When you come across a non-competing blogger from a similar field, guest blogging with them (through either posting your content on their page or vice versa) increases traffic to both your sites, increasing your readership and your off page SEO rankings.

Off Page SEO Defense Through On Page Content

The quality of your content will determine whether or not people will pay attention to you, whether it be through your posts on Facebook or the questions you answer on forums.  There are countless websites out there competing for an increased search engine rank, so it is important to produce high quality content to set yourself apart from your competitors.

In basketball, building a solid offense alone won’t win the game.  As in basketball, an off page SEO strategy needs more than traffic-building activities, it also needs content.  Think of this as your off page SEO defensive strategy:  gaining traffic is important, yes, but defending your site through engaging and informative content will keep your visitors coming back for more.

Enjoying the Sports’ Analogies?

This post on off page SEO is part of a four part series! Make sure to catch up on previous posts and read 3 Strikes of Online Marketing and Scoring a Goal with Your On Page SEO Digital Strategy.

The post Make Your Off Page SEO Strategy A Slam Dunk appeared first on Dallas Digital Marketing - Mojo Media Labs.

Lead nurturing campaigns are a critical part of any digital marketing strategy. As you know, to generate a return on marketing investment there needs to be conversions (websites visitors to leads and leads to customers). I’m going to share with you three lead nurturing campaigns that, with the right strategy, have great potential to convert your qualified marketing leads and generate a lucrative return on marketing investment.

Lead Nurturing Campaigns that Convert Leads Online

1. Offers. With complex marketing systems such as HubSpot your online offers can reflect the website page viewers’ interest. Your company probably provides more than one product or service. If a website visitor is browsing your site for cameras, you want to provide that visitor with other offers based on that interest rather than an unrelated product. Companies that implement lead nurturing campaigns well can see landing pages convert anywhere from 20% to 40% of webpage visitors. Sometimes even more for those who keep improving their strategy.
2. Drip marketing. One way we see companies generate a generous return on marketing investment is through the implementation of a strong drip marketing strategy. Especially with the rise in use of mobile devices, emails have become more critical than ever for converting leads online. That’s why it’s imperative that when a website visitor becomes a lead through one of your offers, your emails are tailored to their interests.
3. Social media. Updates are not a one fits all with social networks. People interact differently with each social network and in most cases only utilize a few networks versus all of them. That’s why it’s important to monitor your sources of traffic so you can know which social networks are actually bringing in that return on marketing investment and are worth utilizing in lead nurturing campaigns.

Lead Nurturing Campaigns’ Analytics

A return on marketing investment is unlikely for those who don’t monitor the efforts of their lead nurturing campaigns. You have to understand your audience and know what offers at what times make the highest conversions. That’s why I’m stressing the importance of using an analytics software.

Return on Marketing Investment Tips

The learning curve on this type of software is intensive. Even though I’m sure you’re eager to start monitoring your lead nurturing campaigns to verify you’re implementing the right strategy, I suggest before making any purchases that you make sure you have the right people to use the software and develop your lead nurturing campaigns. You can lose a tremendous amount of return on marketing investment through not using the software to its full capacity. You need to make sure whoever is responsible for monitoring your lead nurturing campaigns is a subject matter expert. Otherwise their salary will eat up any return on marketing investment you had hoped your lead nurturing campaigns would generate.

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