Diesel Adventures has engaged 4x3 to manage their web content and to devise a marketing strategy to improve SEO and increase your page ranking organically on major search engines and social media platforms.
Content and Social Media Marketing
After conducting a complete website audit of Diesel Adventures, 4x3 created a solution to improved audience engagement by bringing relevant, useful, and entertaining information to customers. Every strategy was thoughtfully designed to educate visitors about Diesel Adventures and their services through newsletters, blogs and social media campaigns.
4x3 manages Diesel Adventures' social networking sites, including: Facebook, Twitter, LinkedIn, Pinterest, Instagram, Tumblr, Google + and YouTube.
"Starting a new business is hard. Being new to the world of content marketing, 4x3 have been very patient with all my questions and helping to me understand what works and what doesn’t. The campaigns that have been implemented have certainly increased my brand awareness and audience reach."
Steve Murphy | Founder | Diesel Adventures
ABOUT DIESEL ADVENTURES
Diesel Adventures is an adventure travel company that specializes in overland expeditions and small group adventure tours on a variety of countries and continents.
Diesel Adventures prioritizes what you are looking for in your tour -- be it culture, history, architecture, the wild outdoors, wildlife, hiking food or any specific interest -- so they can give you their expert recommendations on the very best trip that will suit you.
We all know how difficult it can be to get people to find and view a website, Twitter feed, YouTube channel or Facebook page. Posting to social media can feel like a drop in a bucket (reservoir, really) unless you can create the mojo that makes a bit of content go viral—and anyone who’s tried knows what a challenge that can be.
Your online audience: getting out in front
The best way to earn consistent views is by gaining followers or subscribers, something that keeps your message out in front of your desired audience. E-newsletters have long been a great way to build an online audience: whether you are a company looking to generate sales leads or a retailer promoting a new product, there can be no more powerful tool. The trick is to get people to fill out that quick form.
Building an online audience
The decision to subscribe/like/follow/whatever should be easy, should be fast and should be integrated into the flow of a person’s interaction with your content. When possible, it should come with a reward. If you create downloadable content, contests or webinars, include a newsletter sign-up check box as part of the registration process—their interest in what you are offering is the motivation.
Even something as simple as liking a Facebook page can create big dividends. Let’s say you agree to “like” SEOptimer’s Facebook page in order to download a report (as seen in the picture with this article). Now you’re getting SEOptimer posts in your feed, which creates plenty of opportunity for them to make a case for subscribing to a newsletter, trying their software, or (the ultimate goal) becoming a paying customer. The quick, simple act of hitting that “like” button opens the door to many opportunities.
What makes a good marketing message on Twitter during the holiday season? Like any marketing effort, it's important to be mindful of public sentiment and simple good taste when promoting yourself on Twitter.
More than at, say, Halloween, when almost anything goes as far as jokes and parodies related to the holiday, you need to be more careful with Christmas, Hanukkah and the other midwinter festivals.
That does’t mean you can’t have a little fun, though.
This tweet from Gentleman’s Playbook speaks to a seasonal issue for the classy guy:
— Gentleman's Playbook (@GentsPlaybook) December 24, 2014
Unilever gets crafty
Unilever offers a clever way to repurpose old sweaters to create a new holiday gift. What do you think they assume about how their audience views themselves?
— UnileverUSA (@unileverusa) December 21, 2014
Target stays in the present
Few people will quarrel with Target’s successful effort to make consumerism cute:
— Target (@Target) December 24, 2014
WWE's Christmas smackdown
Be mindful of what works for your audience—without causing any residual damage to your brand by offending others on the social network. The WWE does a good job of this…
— WWE (@WWE) December 17, 2014
My true love gave... a latte
Finally, the wonderful Wawa. Anyone crave a latte?
Walking in a Wawa Wonderland. pic.twitter.com/S0O9dAhvZr
— Wawa (@Wawa) December 18, 2014
Hope you enjoyed these tweets — and happy holidays from all of us here at 4x3!
The hashtag — what we used to call a pound sign — is the trickster of the social media world. It’s supposed to bring order to chaos by providing a handy way for people to connect on a particular theme or subject, and it does—most of the time. But the hashtag can also unexpectedly be a source of chaos and confusion.
Consider the famous (and famously amusing) instances of marketers losing control of their hashtags, such as the notorious #McDStories. What started as a tasty campaign for the fast food company quickly turned sour as their promoted hashtag inspired a bunch of snarky (and sometimes gross) tweets.
Most hashtag problems, of course, are not this dramatic. We experienced a more common hashtag issue during the ACRC Bowl Series, a rugby sporting event produced by 4x3’s sister company Sevens Sports. We created and promoted an “official” hashtag for the event, #ACRC15s, which was used on the website, social media and in the event program. This did not prevent some people from creating their own, however.
A post-event analysis shows that in addition to #ACRC15s (the most commonly used hashtag), #ACRC was occasionally used. A fair number of attendees also tweeted under #ACRCBowlSeries.
Some hashtag best practices are suggested by how things played out on social media that weekend.
Hashtag best practices
- Be consistent! If you use more than one hashtag, others will too.
- Make it intuitive. The ideal hashtag is short but descriptive.
- Don’t be too generic—it’s a good thing we did not choose “ACRC” as our official hashtag, as there are a bunch of unrelated tweets using this handle.
- Promote the hashtag wherever you can. Announce the hashtag at the event if you have a message board or PA system, and include on signs and banners. Not only does this encourage everyone to use the same hashtag, it reminds them to post about the event generally.
- Check for “rogue” hashtags and direct social media users towards yours. For instance, we could have sent a friendly tweet like: “Love the #ACRCBowlSeries tweets! Use the official #ACRC15s hashtag to get even more people to see and share your posts!”
- If despite your efforts, a ton of people are using an alternate version, start using both.
Whether you work at a large corporation or own a small business, your company should be utilizing social media. Everyone is on it. And even if every single person is not on it, your target consumer probably is. In my opinion, here are the most important tips that you need to know.
1. Set goals and create a strategy to fit the target audience
It’s really difficult to measure success if you have nothing to compare it to. Decide who your target audience is and the best way to reach them. Then decide what goal you would like to achieve in a given amount of time (ex. we want to reach 100 more followers in the next two weeks).
2. Utilize analytics to know what best suits your audience
There are tons of ways to find out how successful or unsuccessful your posts are on different platforms. No one way is proven better than the other; it's a matter of preferance. Sometimes analytics are provided through the site and there are also third-party analyzers. Use as many or as few as you’d like but definitely make sure you always do three things. Read it. Comprehend it. Take action to make the next report even better.
3. Use Twitter to converse and not to simply push content
Twitter is such a vital tool. You are able to do more than just share information. You can gather information and build loyalty. No one likes being talked at. It is more effective to have a conversation than to lecture. Definitely stay active on social media with links, ideas, opinions, office happenings, etc. Undoubtedly, the most important thing about twitter is the ability to engage your audience and have a conversation with them. Understand their thoughts and what they would like to see from your company. It will help you reevaluate your goals and keep you on track!
4. Live by “A picture is worth a thousand words”
In research done to predict the ways and trends of social media, one thing is ubiquitous: Pictures in your content gets more attention. One Hubspot blog claimed that photos on Facebook generated more than double the amount of comments or likes on a post without photos. Twitter had the same results with increased retweets, site visits and clicks if the tweet had a photo.
My personal favorite way to share my photos on social media is through Instagram although there are several avenues that can be utilized to post pictures.
5. Use Pinterest to demonstrate your expertise and creativity
Although Pinterest is really popular for being a DIY hub, people use it every day for business. Creating pins that will bring traffic back to your site is imperative. Yes, you can still pin things from other sites but it is important to show that you can back up all of your ideas and that you are the expert. I would argue everyone can find a place on Pinterest. From greens-keepers to insurance tips, Pinterest has it all.
6. Don’t let your Facebook be boring
Getting consumers to like your page is a battle in itself, to grab their attention is another battle all together. This, much like Pinterest, will need your creativity. On your personal Facebook, it is acceptable to post what you ate and how you are feeling about life. Business pages are quite different. You want your business page to engage the reader and get them to your site and to remember your name above all others. Giving promotional discounts, posting videos from your YouTube account and even asking questions are just some ways to engage your audience.
I really liked this article posted by Driving Business Online which listed 20 ways to spice up your business page!
7. Promote a healthy dose of daily information but only provide good content
If you go to a company’s twitter account and they haven’t tweeted for some time, it could reflect poorly on them. On the other hand, if they tweet daily about sweet nothings, it could be equally as annoying and in turn, they may lose followers.
Unfortunately, there is no exact formula to fix this issue of balance. My best advice is to go back to your plan and strategize. With your audience in mind, what kind of content do they want and on what sites? How often do they look at those platforms? These questions can often be answered by using analytics. You have to cater to the needs of your consumers.
8. Utilize email too!
This one is simple. Always add emails to your database. Always utilize those emails to get out information.
9. Remaining open and on top of emerging social platforms while learning to utilize them to their greatest potential
The fact of the matter is that social media goes out of style fast. As soon as you get acquainted and comfortable; it’s changing. You have to be willing to roll with the punches and learn new platforms. This does not mean you have to use every single one for your business. However, you should have a general idea of what it does and how to navigate it. Even platforms that you think won’t do you any good, for example Snapchat, if you keep an open mind you may find a way to utilize it to your advantage (check out its new geo-filters. What a fun way to market your brand).
10. Isn’t this always the last point in a list like this? Have fun!
If social media is part of your business, well, that is fun in itself. But work takes up most of your life, and life is too short anyway to not have fun. Post informative, and fun, content.
This is the third in a five part series on social networking and your website. Instead of explaining the 'Why', let's concentrate on the 'How.'
#3 A Business Twitter Account
I'm sure you've noticed that almost every print ad or TV ad or websites mentions the need to follow the product or service on Facebook and Twitter.
Do you have a Twitter Business Account established? Twitter, at first glance may seem a little silly and a waste of time. For now, go with me here, bypass that thought and as I tell my clients, "Let's get into the game."
If you were a pro football player, you wouldn't think of kicking an extra point without a holder. Doug Flutie, one of my football heros, made a little press and Sports Center for doing just that in a game in January of 2006. It was such an unusual event that it was last attempted in 1941. Working the Flutie's drop kick analogy, I don't know that you'll get the desired acolades by being the only business without a Twitter account. Twitter is an incredibly powerful tool for distributing important company-related information, connecting with collegues and it complements your website business posting. For now, let's not try to keep up with Twitter, let's just 'get in the game.'
Create a Twitter Page for your Business
Step 1: Go to 4x3, LLC's Twitter Page
I opened a new window for you.
Step 1.1: Follow me. Click the Follow button below the 4:3 logo.
This isn't really a step ... just another shameless 4x3 self promotion. After all that is the purpose of all this. You want to get people to Follow you. In the short-term future we're going to be posting information that is worthy of followers. If you aren't logged in to your personal account, you'll need to. If you are new to Twitter, you'll need to double back to this step after your account is setup. I'll remind you.
Step 2: Click the bright yellow 'Sign Up' button.
Fill in: Full Name, User Name, Password, Email. Twitter will instantly let you know if the Username is available. Keep trying.
Step 2.1: Follow the Twitter setup steps.
My rule of thumb is to let anyone follow my bussiness Twitter account. I choose to only follow my clients, my partners and my businness associates. You choose what works for you.
Step 3: Next, look for the confirmation email in your inbox.
Twitter isn't as instantaneous as other programs, so be patient! Note: I set these pages up all the time and, for whatever reason, 99% of the time the confirmation email ends up in my junk filter mailbox. Expect your mail software to treat it as junk mail.
Step 4: Make it look good.
Using the default light blue Twitter Cloud is not making it look good. Need a little help? Email me: firstname.lastname@example.org
Step 5: Tweet.
I like to announce things on Twitter and tweet about things of relevance in my industry and about my clients. We'll talk more about a stategy to update your website, then Facebook, then have Twitter automatically updated from Facebook. It's a cool little trick. Hey, head back to Step 1.1 and Follow me: www.twitter.com/4x3