24 November

YouTube Space Proves Content is in Demand

YouTube Space Proves Content is in Demand

YouTube Space Proves Content is in Demand

Doug Pace

By: Doug Pace – Bayshore Solutions Executive Vice President & COO

How would you react if I told you that some of the world’s best production facilities and video equipment is available for use free of charge? The facilities are stretched across exotic locations including Los Angeles, New York, Tokyo, and London and provide you access to collaborate with some of the brightest minds.

The immediate reaction is normally, “What’s the catch?”  Well, you just have to have over 10,000 subscribers to your YouTube channel and you could have access to a YouTube Space.

YouTube Spaces are physical locations built and managed by YouTube. They are meant to provide creators the resources they need to make original content and gain invaluable hands-on experience with industry-leading production equipment and resources.

The space idea is amazing and innovative, but it shows the industry’s hunger for more and more quality content. Without original content, YouTube cannot capture an audience; without an audience YouTube cannot monetize their web traffic and continue to grow revenue.

A similar strategy is being employed by Amazon via Amazon Studios. Amazon Studios takes a bit more of a crowdsourcing approach to creating content – soliciting screenplays with increasing incentives if your creation is selected for testing and producing.

Each of these channels are looking to produce the next “House of Cards”, which was syndicated via Netflix and enjoys a viewership of millions online. The strategies are amazing, but it is a great illustration for the challenge that faces today’s advertisers.

In the MadMen days of advertising, you would select your audience, produce an expensive commercial, and secure air time during the Superbowl or the Cosby show to make people aware of your offerings.

In today’s world, many consumers no longer watch TV.  They spend more time browsing social media and blogs than ever.  They are exposed to thousands of marketing messages per day, and they interact via a variety of devices including PC, tablet, phone, and even their watch.

Consumers interact with media on their own terms and marketers are challenged to capture their attention with the simple ad or commercial. Online platforms have modified their strategy to help creatively produce their content – helping the platforms to provide channels that capture audience attention and provide value for marketers and products.

As audiences continue to have more choices in how they interact with media our jobs as marketers will become increasingly difficult. One thing remains consistent in that great content marketing will always have a great following.

Instead of getting frustrated, I think marketers should embrace this change in the ecosystem and help our customers create their own unique content. Gone are the days that a video cost millions to produce.  With the camera technology and post-editing software available, companies can produce a series of videos for a reasonable budget.

Examples may be an online cooking series produced by the Publix shopping market chain, or a series on high school athletes produced by Sports Authority or Dick’s Sporting Goods, or maybe even a series on alternative energy by your local power company.

Content is King, but context is Queen – the marketing field is changing and we must keep our customers thinking ahead!

Contact us to learn more about how Bayshore Solutions can help you create and implement the right content strategy for your business.

Doug Pace is the Executive Vice President and COO at Bayshore Solutions—a Web Design, Web Development, and Digital Marketing Agency.

20 November

How to Grow Your Leads with LinkedIn

How to Grow Your Leads with LinkedIn

Carisi Parisi

By: Carissa Parisi – Bayshore Solutions Digital Marketing Team

Most professionals have a LinkedIn account and typically use it for job searching, however you may be missing another way to use LinkedIn. This can apply to any business – B2B or B2C.
Learn how to use LinkedIn to grow your leads and prospects in 4 simple steps – Optimize Your Profile, Join LinkedIn Groups, Save Successful Advanced Searches and Create a Sequence of Messages.
1. Optimize Your Profile
If you want to have success on LinkedIn, you’ll need to have a profile that’s professional, search-optimized and client-focused. Your LinkedIn profile needs to speak to your ideal clients and tell them how you can help them.
First, make sure you use the same keywords in your profile that your ideal clients would input when doing a search for someone with your specialty.
For example, someone who’s looking to find a marketing professional to run their Pay-Per-Click (PPC) advertising might type “ppc advertising” or “pay per click advertising” into the search. If that’s a service you offer, then put those words in your LinkedIn profile.
Choose up to three keywords and include them throughout your profile.
Some of the most important places to include these keywords are in your:

  • Headline
  • Summary
  • Current work experience (in the title and description)
  • At least one past work experience (title and description)
  • Skills

Being found in search results is important, but it’s not everything. You also need to have a headline that makes people want to click on your profile.

Once they get to your profile, you need an enticing summary.
Include the following in your summary:

  • One to two paragraphs telling your story: who you are, why do you do what you do, what makes you credible
  • Who your ideal clients are
  • What problem your ideal clients face
  • What solutions you offer to solve those problems
  • Call to action: what you want them to do next (call, email, connect with you, etc.)

2. Join LinkedIn Groups
LinkedIn groups are a great way to start growing your network.
LinkedIn allows you to join up to 50 groups, so join as many as possible. Don’t feel like you need to join only industry groups. The majority of the groups you join should be the ones your ideal clients are in.

The mix of groups to aim for should be as follows:

  • Ideal client groups: 80%
  • Special interest groups: 10%
  • Industry groups: 10%

To locate potentials prospects within each groups, scroll through the list of members in the group to see if there is anyone you want to connect with.
You can also search for relevant keywords, job titles or locations within each group by using the search bar within the group.

3. Save Successful Advanced Searches
LinkedIn’s advanced search tool is great for finding potential prospects. You can search for people by keywords, relationship, groups, location and industry, which are available with a free account.
Make sure to remove first-degree connections from your search parameters, since they are already part of your network. If you find a specific search that produces good results, save that search using the Saved Searches function.
LinkedIn will email you once a week when someone fits the search criteria you set up. You can have up to three Saved Searches with a free account.

4. Create a Sequence of Messages
It is not enough to just grow your network. Build a network with your new connections. Send a sequence of value-based messages to your prospects.

Always take the time to personalize each message appropriately before sending it. Use their first name and add any details that will improve the message and make it  more personal.

The messages should include information that would be considered valuable to your prospect. This includes links to relevant articles, checklists, white papers, case studies, reports, eBooks, videos or downloads.

These resource materials can be ones you either created or curated, but they must be of professional quality and solve a pain point or help prospects make educated future decisions.Make sure NOT to mention your products or services within the messages, so they don’t come off as a sales-pitch or spam.
If you complete these steps successfully, you should see your network on LinkedIn grow and these connections will start to view you as an authority in your industry and may seek guidance or professional advice from you. This would be your opportunity to mention your products or services and how they could help that connection, who is now a Lead.

To learn more about how Bayshore Solutions can help drive results with your LinkedIn strategy, contact us today.

Carissa Parisi is a Digital Marketer at Bayshore Solutions- A Digital Marketing, Web Development and Online Content Strategy company.

17 November

Content Marketing Made Simple

Content Marketing Made Simple

Doug Pace

By: Doug Pace – Bayshore Solutions Executive Vice President & COO

One of the most common questions we receive from our customers is “How can I create a content strategy with the limited resources I currently have?”

The simple answer to that question is that it is difficult. A good content marketing strategy involves the identification of your customers business/emotional drivers, creation of content elements that speak to that that audience, and syndication of that content across multiple channels (Facebook, Newswire, Web, Youtube, etc), and the measuring of the effectiveness of that content through analytics and defined actions. Nevertheless, many clients understand that and still press the question, so I will outline my strategy for them.

If you have limited resources and feel that a content strategy will drive results for your marketing strategy we suggest that you start with a “Big Rock”. A Big Rock is a collection of organized content that is created as a single project. An example of a Big Rock would be something like “The top 50 items to think about when selecting a medicare plan.”

 

Keeping the “Big Rock” simple in nature keeps the campaigns moving forward. Most people can come up with 50 items for their industry in a night’s time. If you were to request a whitepaper or detailed analysis, it turns into a month long project.

The Big Rock can be made into a booklet for passing to prospects and customers, but it can also easily be made into a few campaigns. One can create a display campaign focused across select channels (AARP, Retirement, Money Magazine”, with the call to action of “click here to download the top 50 items to think about when selecting a plan”.

The individual items can also be segmented to individual items and scheduled across ones social media (Facebook, linkedin, Twitter) channels. With limited resources – an iPhone, some good lights, and iMovie – you can turn the 50 items into a set of organized videos that discusses 5 items at a time, optimized and syndicated across YouTube.

The 50 items can also be used as a focus for a series of email campaigns focusing on 5-10 items in each email with a call to action of downloading the book. Furthermore you can modify your current website to include individual items within the text and within miniature calls to action.

It can be that simple and these small campaigns can have good results. Make sure to think about your customer and include their emotional buying drivers within the content. This campaign should take about 2-4 days to create, but will provide content for a month long campaign. Review your analytics at the end of the month and adjust based on what you see.

To learn more about how the Bayshore Solutions team can help you create and implement the right content strategy for your business, contact us today.

Doug Pace is the Executive Vice President and COO at Bayshore Solutions—a Web Design, Web Development, and Digital Marketing Agency.

13 November

2014 Bayshore Summit: Digital insights with Google Recap

 

bayshore summit

 

Last night, we had a great turn out at our Digital Insights Summit with Google. The event was a chance to learn some valuable insights into the current state of Digital Marketing, explore successful content strategies and effective uses of social media. In case you missed the opportunity to come out and join us, we wanted to share a quick recap of the evening.

Bayshore Solutions CEO, Kevin Hourigan, started off the evening with a poll conducted this summer on the top goals of Digital Marketers. These goals consisted of brand awareness, increasing traffic, and selling more. The next logical question to ask is: How?

Think About the Big Picture

  • It is projected that in 2015, $100B will be spent on Digital Advertising
    • 50% on Search, while the remaining 50% is comprised of Social Media, Display Ads, and E-mail
  • 63% of Marketers intend to spent more on content marketing next year
  • Consumers are subjected to 2900 marketing messages a day (that’s a lot of noise)

With numbers like these, it is no mystery why a healthy online presence for your business is becoming more and more important. Keeping all of this in mind, there was an overarching thread that ran through the event that ties it all together: relevant content. No matter what platform you are utilizing, relevant content is the building block to driving relevant, converting traffic to your site.

The key component to developing relevant content is to know your audience. Understand who your audience is, how they use your site, the stages in which they need/ utilize your goods or services, what kind of device they use, and the list goes on and on. Start off with the big picture of your service or product offering, then hone that idea down to key characteristics of your audience. This will provide some left and right limits for developing your marketing tactics.

Leverage Social Media

  • 23% of time spent online is through social media
  • Mobile usage surpassed desktop usage in 2013
  • Users spend 5+ hours consuming digital content per day
    • 60% is through a smart phone. Despite this, only 4% of U.S. ad spend is on mobile

Social media is a great way to engage with your customers. There were some great insights presented in order to do this effectively. While social media is intended to reveal real time information, it’s never a bad idea to plan ahead and be proactive for what is to happen. Above all, develop a social media strategy, come up with a content calendar to organize your posts and think creatively on how you can repurpose those posts on different platforms. As one of Bayshore’s own put it, the reality is that “You’re wasting time (on social media), waste time with us.” With that said, give your followers a reason to stay on your channel. It is also important to reward the loyal followers through giveaways, or simple re-posts of their brand loyal content.

Tell Your Brand Story

Another big theme of the evening was centered around telling your brand story. How does your company want to resonate with your audience? Marketing your story delves into bringing together all of the components of your brand and how to build campaigns around it. You would want to think about your audience, the persona and voice of your brand and brainstorm themes that eventually become your campaigns.

The event offered up some great tips and techniques, only a few of which were touched upon here. We hope to see you next time! If you have any questions, or wish to talk further about a digital strategy to fit your business, contact Bayshore Solutions.

 

Featured Presenters:

Shelia Reed – Chief Marketing Officer | Aspire Financial Services

Shanda Lee – Director of Marketing | J.C. Newman Cigars

Mike More – Marketing Director | BioSpine Institute

Kevin Fields – Agency Development Manager | Google

Team Bayshore Presenters:

Kevin Hourigan – CEO | Bayshore Solutions

Martin McCauley – Director of Partner Development | Bayshore Solutions

Mark Teague – Digital Marketing Account Manager | Bayshore Solutions

Jenni Walsh – Director of Digital Marketing | Bayshore Solutions

Doug Pace – COO | Bayshore Solutions

 

 

11 November

The Value of Vets

The Value of Vets

Derek Larabee

By: Derek Larabee – Bayshore Solutions’ Digital Marketing Team

As a country, it is no secret that we have an abundance of veterans looking for new work (over 250,000 Post 9/11 Vets as of March 2014).

For the last 13 years these Post 9/11 service men and women have spent their time fending off enemies both foreign and domestic. The war fighting business was good, but what now for these veterans?

They have accrued a wealth of technical knowledge and practical skills during their time in the service. They are out there for the taking. Potential employers of these men and women stand to gain someone with attributes to help any business prosper. Not to mention the fact that purchasers love the idea of a firm that supports the hire of Veterans. In doing business with these kinds of agencies, the general public can also gain a sense of pride in their support of putting veterans back to work.

Let’s get into some of the specific offerings a Veteran of military service can bring to the table:

Veterans know how to put in a full day of work:

A typical work day in the Armed Forces can put a service member up against some tough physical and mental challenges. Discipline, and the value of a hard day of work has been drilled into them from day one of their service. I will add (from personal experience) that most are no stranger to a mundane task from time to time. This further stresses the point that veterans complete the task at hand.

Veterans are used to change:

A military unit is constantly changing. Leadership struggles between superiors and their subordinates can and do happen. It is expected that service members move past these differences in order to accomplish the mission. The military is like any other workplace, their final product is the big difference.

They know the value of a team:

From their first day in the military, service members are grouped into team elements. The team element is the building block for the way military units are constructed. The ability to work together should be viewed as one of their greatest take away from service.

They’re not the guys and gals you see in the movies:

In the Army alone there are hundreds of job classifications. These positions can range from food services, to administrative and financial services. The point is, war-fighting isn’t necessarily the only thing they know. They may have experienced trauma during their service, but most people (even civilians) experience some kind of trauma.

They champion workplace diversity:

The United States Military accepts all walks of life into its ranks. Service members see value in working with people of different backgrounds because it is the way things are done during their service.

They have done a lot of growing up for their age:

Leaving home at an early age, and being sent to countries all over the world is a sobering reminder of one’s place in the world. Although it is not guaranteed, the odds suggest that the Veteran you hire has witnessed some fairly remote parts of the world. These experiences facilitate a lot of the maturity that is present in a lot of post 9/11 veterans.
The choice for a veteran to separate from service is a much deeper rooted decision than simply leaving a job. They are choosing to leave a lifestyle behind that has forever changed the person they are. As an employer it is important to see the value in their growth, and experiences.

For more information on putting Veterans back to work, take a look at the Hiring our Heroes initiative at www.uschamberfoundation/hiring-our-heroes.

Derek Larabee served in the U.S. Army for 5 years before moving to Florida with his wife to begin living in sunshine vs. the cold Michigan winters. He is attending USF for his BA in Business Administration with a concentration in Marketing. We are pleased to work with Derek as a Digital Marketing Intern at Bayshore Solutions—a Tampa Web Design, Web Development, and Internet Marketing Agency.

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