Twitter Tailored Audiences: When Does It Make Sense?

If you pay attention to digital advertising, you’ve probably heard the big news: Twitter is diving headfirst into retargeting with the launch of a new program called Tailored Audiences. With Tailored Audiences, it’s now possible to target Twitter users based on their actions across the Web. Using a technique called cookie-mapping, ad partners anonymously transfer a segment of users to Twitter (no personally identifiable information is exchanged). Once the transfer occurs, your segmented audience will be available in the Twitter targeting system and you’re free to use it in your Twitter campaigns. That means that digital marketers now have a number of powerful new options to consider
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Creating and Curating: How to Design a Brand that Acts as a Filter

Ever feel crippled by indecision? Where should we eat? What should we do? Many times, this cycle is broken when somebody in the group suggests a familiar restaurant. It’s a situation marketing and psychology expert Robert Cialdini calls a “paralysis of analysis”:  times when the complexity of our world overwhelms our decision-making ability. When the options are overwhelming, people rely on brands to filter decision-making — even if that doesn’t lead to the best choice. How do these preferences form, and how can you build a brand that people default to when it’s time to buy? Forming Brand Preference Brand
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Here’s the Difference Between Content Marketing and Social Media

What is the difference between content marketing and social media? And, with the burgeoning interest in the former, will the latter wane as a tactic or as a marketing term? These were the questions posed to me by my very wise friend Jeff Cohen of the SocialMediaB2B blog. Jeff asked several other content/social thinkers and consultant-types to weigh in as well. Here’s what I said: Content marketing is a device used by companies to educate, inform or entertain customers or prospects by creating attention or causing behavior that results in leads, sales or advocacy. Social media is used by customers
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How Gary Vaynerchuk Uses Micro-Content to Drive Social Media Results

  Gary Vaynerchuk – entrepreneur, CEO of VaynerMedia, and author – joins the Social Pros Podcast this week to discuss his brand new book Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy, Social World; how to deal with haters; and making sure to read the room. Tweetable Moments “We often fall into the trap of assuming our audience knows what the hell we’re talking about.” -@jaybaer (tweet this) “The singular thing that matters is the context of the room you’re telling a story in.” -@garyvee (tweet this) Don’t Hate the Haters; Listen to Them It’s
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7 Reasons Your LinkedIn Profile is a Mess

In the age of personal brand marketing, it’s just not okay to let your LinkedIn profile sit collecting Internet dust until you’re ready to look for your next job. If your profile isn’t current, or if it communicates indifference, not only are you likely missing career-transforming opportunities, but you could also be giving people the wrong impression. Most important for marketers, a stale profile means you’re losing out on the chance to build thought leadership clout and keep your company’s brand top of mind. Here are seven reasons your LinkedIn profile might be coming across as a social media mess.
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How to Capture the Excitement That’s Already There

Kevin Hunt, Corporate Social Media Manager at General Mills, joins the Social Pros Podcast this week to discuss bringing social power back in-house, managing multiple brand stories at once, and figuring out how to capture the excitement that already surrounds a brand and its products.   Tweetable Moments “It’s just fun to see something resonate with people.” -Kevin Hunt (tweet this) Bringing it In-House Last week, we focused on one of the largest American-based international alcohol companies: Beam Global. This week, Kevin Hunt brings us the behind-the-scenes for one of the largest American-based international food companies: General Mills. Kevin is a
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5 Ways to Develop a Unique Selling Proposition

A unique selling proposition, which defines your company’s unique position in the marketplace, is an often overlooked but very important element of creating a business that customers love. A strong unique selling proposition lets you to stand apart from competitors and actively focus your energy on creating things that cater to your ideal group of customers. As Seth Godin put it: Instead of working so hard to prove the skeptics wrong, it makes a lot more sense to delight the true believers. They deserve it, after all, and they’re the ones that are going to spread the word for you.” In
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13 Ingredients in the Perfect Social Media Contest

With the competition for attention within social media at an all-time high, the struggle to keep “fans” and “followers” engaged with your company’s social outposts is real, and ongoing. In addition to smart use of visuals (see our “Social Media Image of the Week” blog series for inspiration), businesses often turn to social media contests and promotions to stir passion and activity within their online audience. But it’s not as easy as just tweeting “who wants to win an ipad!?” Excellent social media contests require substantial planning and nimble execution, and have many moving parts and potential points of failure.
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Membership Plugin

We are using the membership plugin to create an awesome new members-only internet marketing training center for WealthBridge Marketing. http://youtu.be/iNe3YYJqFbU A flexible, powerful, easy-to-use plugin for dividing your website into free and premium content. Learn more at: http://wealthbridgemarketing.com/plugins/mem…
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7 Questions About Facebook’s New Star Ratings System

  In this “let’s get physical” edition of The Baer Facts, I talk with Kyle Lacy of ExactTarget about Facebook’s new system of applying star ratings to Pages, and the merits of kettlebell as a workout option. Timely note: This episode features a guest appearance by my quasi-celebrity personal trainer, Lindsay Forster. In addition to whipping me into shape (her success is mitigated by my constant travel and inability to put down the cheeseburgers and IPA), Lindsay is also a guest star on the Discovery Channel show Porter Ridge, which is filmed around here. Lindsay and I live in the urbane college town of
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