Category Archives: Digital Media

Terragon Parters with BW Ventures Limited

It has just been announced that our partner, Terragon Environmental Technologies (Terragon), has a new investment partnership with BW Ventures Limited (BWV). This investment is in furtherance of BWV’s Green Marine Capital initiative which invests in businesses that offer products or services that have immediate or future relevance in the maritime sector.

“We are extremely proud of our strategic partnership with Green Marine Capital, which will help us accelerate the commercialization of our technologies and our innovative approach of waste utilization.” Says Dr. Panayotis Tsantrizos, CEO of Terragon.

Green Marine Capital recognizes the potential of Terragon to provide a safer, more environmentally friendly and economically viable waste management alternative in the marine market.

We at Power Ten, Inc. are looking forward to seeing what comes from the great companies of this partnership!

Use the following link to view the whole press release: http://www.greenmarinecapital.com/press-releases-2015.php#terragon-environmental

Digital Media: What is the Right Length for Your Content?

Every so often we get asked, “Can’t I just have anyone take care of my digital media?” Or “I have a worker that is always on Facebook and showing me the latest YouTube videos, I’ll let them send out some posts for the company.” Well that may be good if you are trying to get your family together for the annual family reunion, when it comes to your business, this strategy will land you in a compilation of digital media “Fails.”

Digital media has become a science with studies being conducted on every aspect of marketing with digital media. Topics include times to post, types of content to post, mediums to post on, and length of posts.

Today we will focus on the length of post. Thanks to our friends at Buffer, we have the answers. The following graphic shares the basics for all your posting needs:

Social Media Length

Let’s take a look at two of theses mediums and the best practices for each:

Twitter: The ideal length of a tweet is 100 characters

Whom should you trust when it comes to advice on the ideal length of a tweet? How about Twitter itself?

Twitter’s best practices reference research by Buddy Media about tweet length: 100 characters is the engagement sweet spot for a tweet

“Creativity loves constraints and simplicity is at our core. Tweets are limited to 140 characters so they can be consumed easily anywhere, even via mobile text messages. There’s no magical length for a Tweet, but a recent report by Buddy Media revealed that Tweets shorter than 100 characters get a 17% higher engagement rate.”

The Buddy Media research falls in line with similar research by Track Social in a study of 100 well-known brands that are popular on Twitter. Track Social also found that the perfect Tweet length was right around 100 characters.

Their analysis saw a spike in retweets among those in the 71-100 character range—so-called “medium” length tweets. These medium tweets have enough characters for the original poster to say something of value and for the person retweeting to add commentary as well.

Facebook: The ideal length of a Facebook post is less than 40 characters

Forty characters is not much at all. But 40 is the magic number that Jeff Bullas found was most effective in his study of retail brands on Facebook. He measured engagement of posts, defined by “like” rate and comment rate, and the ultra-short 40-character posts received 86 percent higher engagement than others.

The 40-character group also represented the smallest statistical set in the study (only 5 percent of all posts qualified at this length), so best practices on Facebook also include the next most popular set: Posts with 80 characters or fewer received 66 percent higher engagement.

Many different studies over the years have confirmed that shorter posts are better on Facebook. One such study by BlitzLocal looked at nearly 120 billion Facebook impressions and found that performance tailed off as posts grew longer.

When it comes to digital media there is a science and there is research available to guide you along the way. If you are going to use this powerful medium to engage your customer, it is best to prepare your strategy for the best results.

What lengths have you found work best for you? Share your successes and failures with us on Facebook, Twitter or LinkedIn.

Do you need help with your online content and digital marketing needs, please contact Power Ten, Inc.’s Darren Johnson at darren.johnson@powerteninc.com or 858-432-3190.

Back to News

Back to Home

Portions of this post first appeared on Buffer’s The Ideal Length of Everything Online, Backed by Research.

Digital Media: 5 Tips For Generating Successful Content

Create_Great_ContentNo matter what kind of business you run, your number one job is always: get more customers. As the digital medium continues to grow, companies are continually looking for ways to better reach potential customers. Content creation is one of the best ways to ensure your brand is visible where your customer is looking for you whether in the search engines, social networks or specific industry sites.

The new equation for online marketing is simple: quality content + promotion of content = more customers.

Start with the following 5 tips for successful content marketing and before you know it, you’ll be multiplying customers.

1.     Understand how content works

The best content provides value to your reader. No matter how you package it, if your message isn’t informing or educating, readers most likely are looking elsewhere.

Next, be sure your content fits with the channel you use to share it.

  • News release content should be objective, newsworthy, clear and to-the-point.
  • Social media content should be informative and more conversational. It should also be written in ways that make it easily shareable and not overly promotional.
  • Website content should compel readers to act. You’ve gotten them to your site, now what do you want them to do? Sign up for a whitepaper? Register for a newsletter? Tell them!

2. Integrate varying forms of media

Press releases are a fantastic tool to help distribute news. But why not add more interactive options alongside your text?

Consider these options of integrating rich media into your content plan:

  • Video
  • Images
  • Podcasts
  • Recorded Webinars
  • Slide Shares

Adding different content types to your press releases allows the reader more options to interact with your content and more assets for the search engines to crawl and potentially rank within the search engines.

3. Leverage SEO best practices

Creating content is only one piece of the puzzle. In order for the content to be visible within the search engines, it must be optimized. Optimization is the process of integrating target keyword phrases into your content in key places such as title tags, meta descriptions, copy and within hyperlinks.

Content that can optimized include:

  • Website / Landing Pages
  • Press Releases
  • Images
  • Video
  • Podcasts
  • Webinars

4. Keep conversions in mind

Creating content remains one of the most important and effective ways of reaching people online. A study conducted by Pew and Nielsen indicates that 42% of Internet hours are spent viewing content.

What does this mean to companies trying to attract prospects or customers online? It means everything. Creating unique, valuable content is one of the most effective ways to attract an audience and create community. But, we can’t forget that we all have an objective to reach and that’s where conversion optimization must be applied to your content.

Conversion optimization is the application of Call To Action’s (CTA) to existing or new content to ensure we offer the reader the most logical next step. The important thing to remember is to match up the type of content with the appropriate CTA. Having a CTA to ‘buy now’ from an informative blog post might seem a bit out of place.

However, a helpful link to a video, product review or customer testimonial is more in-line with the informative nature of blogs and less likely to be off putting.

5. Go mobile

Consider using “the Fourth Screen” (the latest mass media device after movie, television and the PC) to allow for maximum reach of your content.

According to The Social Media Bible, within the next five years, more than half of all major brands are expected to spend between 5% and 25% of their total marketing budgets on mobile marketing. The key to embracing mobile is ensuring your site renders well on mobile devices.

The key to Internet marketing is that ultimately, quality content prevails. No matter how you prepare it, present it or share it, when you do the math, your best content will always start with the audience in mind. Give them something of value and you’re on-track to creating a stronger online presence and gaining new customers.

Is generating successful content part of your marketing plan?. What is working for you? Share your successes and failures in generating successful content, visit Power Ten, Inc. on Facebook, Twitter or LinkedIn to share your thoughts.

Do you need help with your online content and digital marketing needs, please contact Power Ten, Inc.’s Darren Johnson at darren.johnson@powerteninc.com or 858-432-3190.

Digital Media: Put Creating a Personal Brand on Your To-Do List

Creating an online personal brandJanuary always seems to be a time of reflection and self-improvement. With the idea of a fresh start and New Year’s resolutions in mind, this is the perfect time to take a look at how your professional image is being represented through your “Personal Brand”. Creating a strong personal brand that reflects the right message and image is a powerful tool used by business professionals, athletes, entertainers, government figures, and more. It is a way to set you apart from the crowd and highlight your strengths, values, and personality.

In 2014, this is more important than ever as people are turning to digital media first for a quick overview of a person or a company; therefore, making a good first impression vital for success. There’s no better time that now to use a well-managed personal brand to your advantage.

Here are 3 simple steps to create and improve your personal brand:

Step 1: Choose the foundation for your personal brand – All companies have a specific brand image; these are qualities the brand is known for. Just like a company, you have things you are known for. For some it may be prior military service, others a green energy expert, or maybe you are a technology buff. Choose these attributes that make you unique and interesting and build on two or three of them. Share content and comment on content from these fields online and become a thought leader in those areas.

Step 2: Align your public identity with your brand foundation and be consistent – Decide what online platform will be used and make sure your message is consistent across them. If you claim an identity on one channel, but counteract that with a different identity somewhere else, you lose credibility. Facebook, Twitter, LinkedIn, YouTube, and other digital channels all are used to judge you online. Like it or not, people are going to these sites to determine who you are and if they want to interact with you, so use that as an opportunity to show them your best self.

Step 3: Live your personal brand and have it evolve with you – A personal brand should be more than how you present yourself to the world.  It should also be a true reflection of who you are. Take the time to examine who you are, what you value, and what you want to contribute. Don’t forget to reevaluate your brand every once in awhile to make sure it continues to represent you as you progress.

This is a simple plan to help you create your online personal brand. What is working for you? Share your successes and failures in creating your personal brand, visit Power Ten, Inc. on Facebook, Twitter or LinkedIn to share your thoughts.

Do you need help with your online personal brand and digital marketing needs, please contact Power Ten, Inc.’s Darren Johnson at darren.johnson@powerteninc.com or 858-432-3190.

What Your Web Presence Should Be Doing For You: Digital Marketing’s Return on Investment for Business-to-Business Companies

There are some questions that I hear on a near daily basis: “Is Facebook really good for Business-to-Business (B2B) companies?” “How can I use LinkedIn to generate leads?” and “How do I use Twitter to sell or connect with those people I need to?”

digital_roiAlthough social media is seen in all facets of Business to Consumer (B2C) public relations and marketing, the place still exists in B2B for a social media plan when done right. Growth and interaction may be slow, but the benefits of building a community from the ground up can be outstanding.

To help you out, I’ve listed three key tactics that you can start using to ensure social media marketing success and a good return on investment:

1.     Use Social Media as a ‘Way In’

Too many B2B communicators and marketers make the mistake of treating social media as a closing tool. This is not the best way to use this medium. Social media is best used as a ‘way in’ – an opening tool. Social media networks offer a great way to meet a lot of people in a very short space of time.

For a large number of B2B businesses, Facebook and Twitter campaigns will be a slow and exhausting effort. With recent changes to LinkedIn, LI is positioning itself to remain the go-to player for B2B. They have taken some of the best of the mega-social sites and provided it to businesses in a way that helps them meet their needs while remaining flexible and easy to use.

2.     Join Some Groups

Take advantage of the groups on LinkedIn. Just search the groups directory for keywords associated with your industry and you’re bound to find plenty of relevant groups. But don’t be a silent member, share your content, engage with other members, and talk.  Many people view LinkedIn as little more than an online resume but the groups give this network an additional dimension. Take advantage of this!

Don’t be afraid to host Twitter chats for your industry. These are a great way to position your company as a “thought leader” and an organization that is one for others to look to. Always be aware that the overall goal of your Twitter activity is to encourage people to ask more about you and seek out information from your website.

One word of warning – make sure you behave yourself! Don’t be overly self-promotional. Unlike in the B2C world, people are not coming to you just to find out about your latest product. Just take the opportunity to interact, be helpful and engage with prospective clients. Being social is not a one-way street, sharing your experiences and finding common issues and solutions helps build that working relationship for the future.

Posts should be representative of the company’s business philosophy, but not self-promotional. They should be relevant about something followers need to know, educational about something they don’t know, or informational about an event or service. A company can share blog posts or drive followers to new information on its website. Once the follower has arrived at your website, the sharing of more information and the selling can begin.

Twitter can also be useful for engaging followers in a conversation and building relationships. Be interactive with others so they will comment back and start a dialogue. Since the next step is to do something with these leads from a sales perspective, the sales team should be involved in the planning and development process, but not the main contributor. Working with your sales team to establish goals and targets will provide a measurable ROI analytic for each campaign. Use the premise of sharing accurate and correct information as the key to build trust with your audience.

3.     Have all the Answers

There’s one easy way to make sure you’re social media’s hottest thing – make sure you have all the answers. At any given moment of any day, millions of people are “Googling it”. We all think of the Internet as the source to answer our questions. If you’re one of the people answering the questions, it’s an easy way to build a great online reputation for yourself and your brand.

So, make sure that you share all your information freely. Pay attention to your keywords and SEO considerations to make sure that your prospects can easily find your words of wisdom online.

So What is Hard About B2B Social Media?

I’ve just made it sound easy, but a successful digital marketing and social media campaign for B2B marketers is a challenge. You need a lot of patience and commitment. In most cases, social media enables you to set up a future sale – not close a deal immediately.  Another thing to consider is that in the communications fields, it is not all about selling. Name recognition, thought leadership, and subject matter expertise are all ways to place you business or organization in front of the people who need to see it. However, if you do it right and have a little patience, the rewards will come flooding in.

What is working for you? Share your successes and failures, visit Power Ten, Inc. on Facebook, Twitter or LinkedIn to share your thoughts.

Do you need help with your digital marketing needs, please contact Power Ten, Inc.’s communications specialist Darren Johnson at darren.johnson@powerteninc.com or 858-432-3190.

Back to News

Back to Home

Building Your Social Community

21 February 2013

Building Your Social Community

Building a social media presence from scratch can be a daunting task. At a recent seminar, one of the presenters said she felt sorry for community managers who had less than 1000 followers. Her reasoning was that these managers spent so much time worrying about gaining or losing a follower that they were not able to manage their communities. These statements made me want to stand up and walk out of the presentation right then and there. Looking back at this event, I must say that building new communities can certainly be a challenge, but the opportunities provided by a small audience can also give the community manager a greater opportunity to engage directly with those who care most about what the company is doing.

Here are three advantages for building your community from the ground up:

    1. Your company will have a vested audience – Too often we hear businesses saying, “Is my social media investment worth it?” When starting from the ground up and building you audience, you will have a solid core of vested brand ambassadors, people who believe in your company or product. These ambassadors will be some of your best promoters, give them a voice and your message will be heard by people you want to reach.

 

    1. CommunityEngagement is about building a relationship – Social Media can become a platform to preach from when your audience grows too big too rapidly. The name social implies interaction and engagement; it is much easier to establish your community as a place to interact with your fans, clients, and customers from the beginning. Trying to change the theme or vibe of a community in mid-stream is much more difficult, if not impossible, than building it that way from the beginning.

 

  1. Customizing your community according to your followers – Not all people respond the same to all social networks. A company community on Facebook, will be vastly different from that same company’s community on Twitter, LinkedIn, Google+, or Pinterest. By knowing the audience that is attracted to each of your communities from the beginning, your business will be able to customize content according to the benefits of each social network, while making it an engaging and attractive community for your fans and followers.

Is it nice to have a ready-made community with thousands of followers waiting for you to start sharing with them? Most certainly it provides the community manager with great numbers to brag about, but in the long run, building a community from the ground up will give you a more committed group to help share your message.

 

Are you building a community from the ground up? We want to hear about your experience with starting a new community.

What is working for you? Share your successes and failures, visit Power Ten, Inc. on Facebook or Twitter to share your thoughts.

Need more information on Social Media for your business? Download our Social Media Offering (PDF Format)

 

Tips for LinkedIn Targeted Posts

6 February 2013

LinkedIn

Change can be both good and bad, but there is no question, recent changes made to LinkedIn are all good. In fact, when the new tool can provide a targeted approach to help you meet your audience, the only question that should arise is, “How can I use this?” LinkedIn has recently made a number of changes available to company page managers and these improvements are putting the power into your hands.

In one of our last posts, 4 Tips to Take Advantage of LinkedIn’s Changes, we discussed the ins-and-outs of getting your company page primed to present to your audience. Your company page provides you with a platform to interact with the people who want to know you. The keyword is “interact”. Here are 3 reasons for using targeted posts for LinkedIn Company Pages:

  1. Targeted posts allow you to reach specific industries – One of the best features of the targeted audience post is that you can provide news and information to those who want it. Not everyone wants to hear about the event you are having for only one segment of your industry. LinkedIn allows you to target your post for followers in one or multiple specific industries (e.g. Defense, Technology, Government, etc.)
  2. LinkedInTargeted posts allow you to reach businesses of a specific size – Choosing the size of business that a product or technology is geared for has long been a key to the marketing strategy of any company. Is my product something that is useful to all businesses or is there a size demographic that will be most interested in my new product or information? Too often we receive company posts that are great for a company with thousands of employees, but just clutter my feed as a small business leader.
  3. Targeted posts allow you to reach people by region – This is one of the most overlooked features of the targeted post feature. When you or your team are traveling to a city and will be available to meet with potential clients or customers, you can let the people who are there know that you will be available. This can also be a very useful tool for reaching you media and customer contacts for demonstrations and product/service arrivals.

These are 3 great ways to embrace the changes LinkedIn has provided users of their company pages. Choose to embrace the changes and make the most of them in order to have great social interaction with your audience.

 

What are your favorite ways to use the “targeted post” feature on LinkedIn? What is working for you? Share your successes and failures, visit Power Ten, Inc. on Facebook or Twitter to share your thoughts.

Need more information on Social Media for your business? Download our Social Media Offering (PDF Format)

 

4 Tips to Take Advantage of LinkedIn’s Changes

23 January 2013

LinkedIn

Being in front of your audience has always been important to business leaders and their companies. For the past few years now, LinkedIn has been seen as the premier network for professionals to connect with one another to network, share ideas, and see what their competition is doing. Through a series of upgrades to the network, LinkedIn has positioned itself to continue to be a great place for you to be. One often overlooked advantage of LinkedIn as a social network is the ability for companies to introduce their products and services, as well as the company, to a broad audience through the use of “Company Pages”.

In one of our previous posts, Are You and Your Company LinkedIn?, we discussed some of the benefits of a company page. Here are 4 tips based on LinkedIn’s new updates that can help you optimize your company page:

  1. Ensure you meet the requirements for a company page – LinkedIn has specific requirements for creating a company page. The most important of these is being listed as a current employee of the company on your personal profile and having an email address with your company’s unique domain name (e.g. @powerteninc.com).
  2. LinkedInComplete your company profile – Often we view the company profile is basic housekeeping and it falls down to the bottom of the to-do list, this is not the time to be brief. Share as much as you can about your company, being careful to use accurate information about the company including website information, email addresses, and statistics. A brief scan of the company profile will help determine whether your audience will engage or move on.
  3. Use a banner graphic for the page – LinkedIn has followed Facebook with the inclusion of a banner image opportunity for your company page. This will be the first thing a visitor will see, so tie the banner in with your website and social branding to make it easier for your company to be recognized. Images should be under 2MB in size and need to fit a 646px X 220px space, failure to fit these dimensions will result in your banner being cut off.
  4. Add “Products and Services” that you provide – LinkedIn has placed links to your “Products and Services” prominently in a sidebar on the company page. Take advantage of this great marketing tool that allows product information, website links, contacts, video, recommendations, and much more. Take advantage of this opportunity for showing off what you specifically have to offer.

The changes made for company pages offer great opportunity to engage with your intended audience in a targeted and far more relevant way. You can offer content and optimized information to attract more followers while providing finely customized information.

LinkedIn is still making tweaks and changes to the social network based on the experience of others using features that combine some of the best parts of Facebook and Twitter. The big difference is that LinkedIn has a distinct business focus that could make this especially valuable for B2Bs who may not have had the success on Facebook as their B2C counterparts.

 

What is working for you? Share your successes and failures, visit Power Ten, Inc. on Facebook or Twitter to share your thoughts.

Need more information on Social Media for your business? Download our Social Media Offering (PDF Format)

 

Social Media for Defense

16 January 2013

Social MediaSo, your company has invested the time and energy to become participants in the world of Social Media. You have carefully mapped out your goals and objectives and know your strategy, you have chosen the platform you are going to start with and now are ready to jump in head first. We discussed Twitter last week and the importance of setting it up for success, this week let’s take a look at another important piece of the puzzle, content.

At Power Ten, Inc., we constantly say that you are only as good as your content. In the snapshot world of social media, a quick glance will often determine whether your content will be seen and shared, or passed over like that spam mail from your wealthy relative in Nigeria who just passed away leaving his fortune to you for a small sum.

One of the immediate ways to know that you are being seen is the “retweet.” A retweet is simply where someone likes the content you have created or shared enough to pass it on to their followers. Here are 5 simple tips to get more retweets:

  1. Create and share quality content – This is the first and most important rule to remember when putting your message out to the masses. Ask yourself, “Does this matter to anyone other than me?” Your audience wants meaningful and interesting content. Often this will lead to them thanking you with a retweet.
  2. Social MediaShare during peak times – There are specific times where your followers are using social media. Use an analytics program such as Crowdbooster or HootSuite to discover when people are looking at your content and use this information to send out your tweets during these times. For Power Ten, Inc. we have found between 0700 and 0800 PST is a key time for people to see and share our content. These times will vary based on time zones and industry, but pay attention to these analytics for maximum coverage.
  3. Don’t use all 140 characters – Leave some room in your tweet so that your audience can add a comment and then retweet it. People like to add their two cents and by keeping your tweet short, others can comment and share it with their circles. This can be critical for others wanting to add a tweet at (@) to the content for a specific company.
  4. Include a photo or link – The importance of links and photos cannot be overstated when it comes to reaching a broader audience with Twitter. Studies have shown that infographics, links, and photos increase the chance of your content being viewed by your followers and then shared. This is especially important when trying to reach a younger audience that is accustomed to more visual stimulus and surroundings.
  5. Become timely – People are interested in what is happening now, use timely events, holidays, and other timely topics to tie your content to. Many of the popular search engines include the timeliness of information in their algorithms to determine placement on search pages. By sharing content that can be related to what is happening in the world today, you will increase your SEO placement as well as increasing the opportunity for others to retweet you.

Now that you have the tools at your disposal, go out there and use them. It is time for your company to be heard and there is no better way to share your message than to get started and see what works for you. These 5 tips can help get your voice heard. Share your thoughts on these tips or to share your own, visit us on Facebook or Twitter and share your thoughts there.

 

Need more information on Social Media for your business? Contact Darren Johnson at Power Ten, Inc.

 

5 Tips on Setting Up for Twitter Success

09 January 2013

Social MediaSocial Media continues to see substantial growth among companies cementing Twitter and the other social media tools as serious business resources and not just a passing trend. Companies are realizing the need for a Twitter page to provide useful information linking back to their business. Here at Power Ten, Inc., it never surprises me, that while performing an evaluation of a company’s social media usage, many businesses overlook taking simple yet important steps to help make Twitter as beneficial as it can be. Keeping Twitter up-to-date is simple and can be a great tool for keeping your brand in front of its audience. The following are 5 easy tips that can help you use Twitter successfully.

  1. Keep your handle simple. Whether you are a company or an individual, make it easy for people to find and interact with you; choose a straightforward handle. For Power Ten, Inc., we use @powerteninc as our handle. Due to the length of your name, it may not completely fit so @CorsairEng was chosen for one of our clients at Corsair Engineering Inc.
  2. Use your company logo, or an image that is well connected with your company as your photo. It is important that the logo or picture is clear and crisp (high resolution). In some examples I’ve noticed that the profile picture is pixilated or blurry. This is because a file that was too large or small for the profile image was used. There are several programs that can be used to size your logo correctly such as Photoshop, Inkscape, or even a web application such as Pixlr.
  3. Make sure to include your company URL. If a user is viewing your Twitter page, there is no better way to drive them to your website than by featuring your company’s URL on your Twitter profile. Twitter profiles provide the opportunity for you to include a clickable link to your website. This link will also provide another link back to your website for increasing your Google search placement.
  4. Fill out tour Twitter bio. Tell people who you are and what your company does. The company description should briefly answer these questions and can use @mentions of key people at the company.
  5. Finally, connect with people and connect regularly. Companies often send out Twitter updates and don’t build connections. Twitter is a platform where you can speak to anyone (using the @mention) about any topic using the #hashtag for subject. This is one place where it isn’t bad to be a follower. Follow people and companies you want to know about and connect with, reach out to them and connect.

The best way to get maximum results from Twitter is to use it. Don’t worry about making mistakes, if they do happen, learn from them and move on. Begin by following, retweeting, mentioning and sharing, this will get you going and help raise your comfort level. After you have established your desired level of comfort, move on to creating your own content. Remember, as with any marketing or advertising, be patient, your company on Twitter may not be an overnight sensation, but it can help position you for the masses to see.

 

Need more information on Social Media for your business? Download our Social Media Offering (PDF Format)