Shifting your thinking from how to rank to what to rank for can be a valuable exercise in creating a solid digital marketing strategy.

Five Simple Steps for Determining Video Content

1. Content Tools: Use the Google Keyword Search Tool to find out how clients and website visitors are currently landing on your site.  While this tool allows you to search keywords and find out how many people are searching for those terms, you can also enter your own professional website URL in the “Find Keywords” feature at the top of the page and Google will show you the keywords others have entered before your site was recommended to them.

2.  Research Technique: Using a spreadsheet or a word doc, keep track of the phrases or keywords that have local monthly searches of 2,000 or more and where the competition for those searches is medium or low.  The reason for staying away from high volume, high competition words is that an entrepreneur or small business will most likely not have the financial resources to rank highly in these areas during their building phase. But if you were to rank on the first page of Google for a relevant keyword with lower competition and convert some of those searches into clients or buyers, without advertising, activities that caused this would be worth the investment of your time, right?

3.  What to Search: I searched my own website URL and found that 18,100 monthly searches are being entered for the phrase “Tools for Twitter,” and Google tells me that the competition for this is “low.”  Now Twitter marketing and Twitter Tools are right in my business sweet spot.  I lecture on Twitter Tools and write about them often.  So I will put “Tools for Twitter” onto my list of videos I may want to create for my website and my YouTube Channel.

4.  How To Interpret the Results: Next, click on the link within the Google Keyword Tool and Google will show you a search page with the number of entries for that term in gray at the top of the page.  In this test case, “Tools for Twitter” has 1,560,000 results.  That’s a heck of a lot of competition for me to go up against in landing on the first page of searches for this term.  But I’m considering using video to demonstrate my expertise in this area, so now, I’ll go to the left hand side of the Google results page for this search and click videos.  Instantly, I see that the competition for this term in videos is significantly less, 180,000, but still steep.

5.  Claiming Your Spot on Top: Next, I’ll scroll down the page and see the dates when each of the ranking videos on the first two pages were created.  I can see that for this term, not all the ranking content is fresh.  This encourages me and I’ll place this “Tools for Twitter” title on my To Create list for videos.  I may create several and roll them out as a series.  Google values fresh or new content above other content and so I have a better chance of ranking for this phrase because not all of the content on page one or two of Google (for this phrase) is new.

That’s it.  I’ve used this strategy to rank on page one for many terms including a video I created for parents about “Facebook and Kids” where I rank in the #1 spot for this phrase.

I’d love to hear about your searches and the titles of videos that you’ll create.  Please share your findings and I’ll be glad to watch your videos and comment, which can also help ranking.  Remember to always give viewers a clear call to action, which may simply be “Please let me know what you thought of this video.”

Bufferapp will suggest a Tweet when you’re feeling uninspired.

1. As soon as you create your free account, Bufferapp recommends the ideal times of day when your followers are most engaged and mostly likely to be paying attention to what you Tweet.  This, of course, increases your chances of being seen, having your brand messages shared and increasing your social influence.
2. As you create Tweets and add them to your Buffer, the program automatically schedules them for those recommended times.  You can override this feature at any time and schedule the tweet to suit your needs or just set it and forget it which is my favorite type of time saving tool.  You can also choose to post the tweet immediately, of course.
3. Bufferapp has a “Suggest an update” feature that I love.  Imagine that you have four core messages you’d like to send to Twitter throughout the day and you know that my recommended strategy is to post five times a day but you are stumped.  Just click the “suggest an update” button and Bufferapp serves up a series of mostly motivational quotes.  Click until you find one that speaks to your audience and send it to your Buffer queue.  Most brands or business can easily tweet one nice motivational quote every day and their followers will enjoy it.  And, if the quotes don’t really speak to your audience, I’ve found that the essential message in the quotes often prompts me to write something that is similar but is in my own voice and is directly related to my own brand.  This is a great feature.

Bufferapp And Other Twitter Tools

Bufferapp is just one of the Twitter tools I use daily, and in an experiment during the past three weeks, I saw a marked increase in follower engagement on a client’s account by incorporating Bufferapp.  I also use Hootsuite to see multiple accounts at a glance and to easily spot and reply to DM’s and @replies, and in fact, Hootsuite Pro is my primary Twitter tool for managing more than 10 accounts, three team members and monitoring multiple competitors.  I use Tweetadder to find and follow Twitter accounts based on my brand’s keywords, and to un-follow accounts who don’t engage with me or reciprocate my follow within a reasonable amount of time.  And, finally, I go on the Twitter platform itself daily because I enjoy seeing the real estate or background designs other Twitter accounts use.  The way they design and display their brands is important to me and helps me decide whether or not I want to converse, engage, and follow their account.

I’m always looking for new, free and easy Twitter tools to enhance both my and my client’s efforts and I give Bufferapp the thumbs up.  Try it and let me know what you think.  Are there other tools I should try?  Let me know and I’ll add them to my review schedule.

Think your Twitter follow needs to be at 1,000,000 or more in order to monetize?  When Sponsored Tweets launched, they created connections between Kim Kardashian and products that wanted to be connected to Kim Kardashian. The idea was that for a price, and I believe Kim’s price per tweet was more than my mortgage payment, Kim would choose to tweet something complimentary about the sponsor. A simple idea and frankly, pretty standard celebrity marketing albeit with a new social twist.

But if you weren’t Ashton Kutcher or Justin Bieber, your sponsored Tweets wasn’t interested in you. That’s changed and I recently did a test drive of as a non-celebrity Twitter for Hire.

28,000+ followers = $30 per tweet

It was easy to sign up using my Twitter account and a quick click of the mouse analyzed my account to tell me that my tweets were worth about $75 each, IF someone was willing to pay me. Then I was able to peruse the opportunities that Sponsored Tweets calls “Opps.” Nearly all were for $.02-.07 cents, and I wasn’t familiar with any of the products or offerings and so I passed.

About a week later, I received an e-mail telling me a client opp was waiting for me at my account. I logged in and checked out the link that the client wanted me to tweet. It was a television show that I find interesting anyway, so I decided it was a good experiment.

Here’s how it works. Sponsored Tweets gives you the link from the client. You take a look at the offering at the end of the link and decide how to position the tweet. You write the tweet and include the link and the word “sponsored.” The client reviews the tweet and it is auto scheduled to go out from your account. Smooth, easy and you can decline the offer or cancel at any time, if you change your mind.

It was fun. I didn’t feel I was damaging my reputation with this tweet experiment and I made $30. I don’t believe this will become a revenue stream for me, but will I do it again? Maybe. It really depends on the offer, the product and my next experiment. How easy is it to collect this $30? Stay tuned.

Would you “sell your tweets?”

When used strategically and in synergy with a well-rounded marketing campaign, Twitter is the social whipped cream.

Here are five nifty Twitter tools to add to your entrepreneurial arsenal. Each one brings something special to the table and could add just the sparkle you need for your next campaign.

TWEETDOC

Create a document bringing together all the tweets from a particular event or search term. A tweetdoc allows you to keep a record of what happens on Twitter. You can set parameters such as date and time ranges, number of tweets to capture, hashtags and search terms and capture the Twitter conversation. Great for brand monitoring reports, competitor analysis, real time news stories such as the recent Hurricane Irene reports on Twitter, conference chatter to find and follow influencer’s and other attendees or simply to keep your finger on the pulse of an industry or technology.

TWYLAH

Twylah aggregates your tweets and highlights your brand areas of expertise, based on what you tweet about. It serves them back to you in a beautiful SEO optimized webpage that gives readers a clear visual impression of who you are and what you talk about. When you send a “power tweet” from your Twylah page, your Tweets are captured, organized visually and by keywords and your Twitter followers are directed back to you optimized landing page, which is populated with relevant tweets on the same topic. Twylah gives you yet another piece of high style social real estate to reinforce your brand identity. Seeing all your Tweets in one spot, visually and topically aggregated is an eye-opener too and can serve as a brand audit to help you quickly see if you’re hitting your target messaging or going off topic too often.

TWEETGURU

A quirky series of Twitter tools, auto tweeting bots and services that allows you to, among other things, direct message multiple Twitter accounts at once. You might want to use this feature if you’re reaching out to your personal list of press people on Twitter about a launch party or a big brand announcement. The free version has a limit of 12 accounts at one time for your direct message but this can save you time and that’s the point.

HOOTSUITE

Hootsuite’s free tweet scheduling feature is easy to use and with a modestly priced pro account agencies can manage multiple accounts at once, assign individual tweet action items to team members and keep track of which team member answered the Twitter query and their new analytic tools generate custom reports for clients and play nicely with Google analytics. Hootsuite is a timesaving tool, a team tool, a monitoring tool and a scheduling tool all in one.

TWUBS.COM

Twubs are groups built around content aggregated from hashtags. Twubs gives you a live tweet feed of an event, conference or Twitter Chat based on a specific #hashtag and offers tools such as a Tweetup and Events scheduler. You can register your event hashtag at Twubs, embed a Twub widget on your website, and the Twub offers a complete Conference suite of tools like live moderation, conference displays, live event audio and presentation streaming, RSS feeds and more to engage participants who attend in person or those watching remotely. These features could be used by speakers and can even include photos and videos. A moderator can view the stream in a time delay mode and control which tweets are shown to the audience and which should not be.

What other Twitter tools would you add to the list? Let’s share our favorites here.

Many still fear that Twitter is a time rabbit hole and that building a large following on Twitter will unleash a time commitment they can’t accommodate.

Here are eight timesaving tools to help any sized business or individual entrepreneur find, follow, engage or manage their time on Twitter for productive results.

1. Twellow: This site is the Yellow Pages of Twitter.  This free site allows you to register your Twitter account under three different keywords such as marketing, branding, social media or whatever keywords a potential client might enter to find your business.  Listing your Twitter account here will help others to find you when searching for the service or product you provide. Therefore, leads or followers coming from Twellow are more likely than average to be seeking what you have to offer. It’s fast and easy to register and worth your time.  Additionally, if you use Twellow while logged into your Twitter account and Twellow, you can search, find and follow others directly from the platform.
2. Twitter App for Facebook: The Twitter stream is a fast moving conversation and therefore, your tweets once out of sight are out of mind.  Making any content you create do double duty is a good timesaving strategy.  Using this app to cause Facebook to auto-post from Facebook to your Twitter account makes your daily Facebook post work harder by also speaking to your Twitter followers. And, the added benefit is the way this app creates a truncated link to bring people back to your Facebook page to read a post that is longer.  This is a subtle invitation for Twitter followers interested enough to click the link to continue reading to “like” your Facebook page.  Again, always ask your content to work in multiple ways.
3. SocialToo: Auto follow everyone who follows you. I’m a believer in auto following everyone who follows me on Twitter. It’s an easy way to build your following and allows people who find you to DM or Direct Message you on Twitter. I’ve been interviewed by national newspapers and contacted by future clients this way and had I not employed a policy of auto following, they would not have been able to reach me as easily and quickly.  I upgraded from a free account at SocialToo to a one-time $10 fee to use their set it and forget it auto follow tool. I love this feature and cannot recommend it enough.
4. Hootsuite: In my opinion, Hootsuite is one of the best social media dashboards for managing Twitter, Facebook, Linkedin accounts at a glance and pre-scheduling tweets. I use it regularly manage 10 or more Twitter accounts alone, using Hootsuite and their newly enhanced metrics are terrific for creating client reports and for insight into which marketing messages are working and which are falling on deaf ears and may need tweaking.
5. Tweetbeep: Google for Twitter. Set alerts for your keywords, your business name and your competitors to keep yourself in the loop and to find good information to tweet to your followers.
6. Tweepi: This handy site allows you to weed out the accounts that don’t follow you back, to reciprocate those that follow you first and to clean out inactive accounts from your Twitter tribe.  A free version is suitable for smaller accounts and a paid version adds significantly more functionality for larger accounts or agencies.
7. Tweetchat: Follow hashtag conversations in real time without distractions.  By doing so, you can quickly and easily find people talking about keywords and topics that interest you or your potential customer. Use hashtag conversations to bring yourself and your brand to the attention of others by participating in interesting, on-point twitter conversations.
8. Timely: Analyze your Twitter patterns and get recommendations on times of day when your followers are most likely see, read and respond to your posts.

What other tools are in your Twitter toolkit?  If you have tools and strategies for maximizing your time on Twitter, I’d love to hear about them.  Let’s share with one another.

Twitter lists are an underused secret weapon in social media marketing.

Use Twitter lists to find people to follow and to group influential people together on Twitter so you can quickly and easily see what they’re tweeting every day. Twitter lists can also be used to demonstrate leadership in your area of expertise and provide something of value to your followers by offering them a convenient way to follow others.  And, for those with locally based businesses, Twitter lists can be a powerful tool for alerting  people to your area of influence, location and specific interest.

Here are 11 ways you can immediately implement the power of Twitter lists in your business.

1. Connect with Industry Leaders. Create your first Twitter list and call it (Your Industry Here) Superstars. Go to your Twitter account and enter the name of one of the most admired leaders in your industry in the search bar at the top of your screen. Click on the “Follow” button under the picture or avatar of @industryleader. Next click on the downward arrow  just to the right of the “Follow” button and a drop down menu will say “Create a List.” Click on “Create a List” and a pop-up box will appear. Here you can name your list “@MyIndustry Superstars.” Underneath you’ll have the option to describe your list. Enter: “People and organizations in My Industry that are helpful, show leadership and really know their business.” Then click “Save List” in the lower right hand corner. Now @industryleader is on your list. Your new list will appear on their Twitter profile page, at the top right hand side of the page under “recently listed in.”  People added to your list will  know that you consider them to be a superstar or whatever attribute you’ve ascribed to your new list, giving you visibility with top industry leaders.  Contintue to add to your new list as you find and follow other inspirational or educational leaders in your field. As you add new followers, put them into lists such as “My Industry Resources.” Keep your most important keywords in mind when creating lists and incorporate them whenever possible. Your lists will each have a unique URL and are, therefore, indexed by search engines.

2.  Attract a Local Based Following. Use Twitter Lists to find and follow quality leads in your local area. Go to the search bar on your Twitter Account and type in #yourcityname. Click on one of the Twitter accounts that comes up mentioning your city. First add this person to a new list called “MyCity Resources.” Next, look to see what types of other lists mention this person. Look for lists that fit your “resources” concept. When you find one, click on the list link. You’ll be taken to that list’s page. Across the top of this list, you’ll see the words tweets, following, followers. Click on Following. A screen will pop up with the Twitter names of everyone on this list. Go down the right hand side of this list and click “Follow” for those accounts you want to add to your “resources” list. Once you click follow, you’ll also need to click the downward arrow to the right and check the box that tells Twitter to add this person to your “resources” list.

3. Use Newly Created Lists for Visibility: Go to your homepage on Twitter. You’ll see these words across the top of your screen: Timeline, @Mentions, Retweets, Searches, Lists. Click on “Lists.” Choose one of your newly created lists and click on it. Now, the only tweets showing in your stream will be tweets from people on this particular list.  You can quickly scan their activity and choose someone to retweet, comment on, praise or ask a question. Simply mouse over the bottom of the tweet you’ve chosen and you’ll have the option to retweet or reply. Do this for at least one or two different people on your list every day to increase your visibility, to demonstrate a desired relationship or connection with this Twitter account, and to be seen engaging with resources and leaders in your area.  Make sure your tweets to these accounts add value, and not noise, to the stream.

4. Share Your Lists: Share your growing “Resources” or “City” list several times a week on Twitter to attract people in your local area and people interested in your business. Click on your list. Copy the URL of that list from your browser window. Paste the link into the “What’s happening?” window on your Twitter page and send this message: Check out this great list of fun places to visit in MyCity! If you need to shorten the URL to fit it into the tweet, go to bit.ly, shorten the link, then copy and paste the new shortened link into the tweet.

5. Add Yourself to Your Own Twitter Lists: Increase your visibility by adding yourself to your own Twitter lists. Just as we recommend going to the pages of other Twitter users to find lists to follow, they’ll be coming to you. When they click down the list and follow people, one at a time, we want them to find and follow you. To do this, enter your own @yourtwittername into the search bar at the top of your screen. When your twitter name shows in the stream, click on it. The right hand side of the screen will now show your profile. The words “Edit your profile” will be on the left and our familiar downward arrow on the right. Click on the downward arrow and check off the boxes for any and all lists to which you’d like to add your own Twitter name. It’s that easy.

7. Connect with Others and Make Yourself Known: Request to be added to appropriate lists of other leaders in your industry or city. When you find a list that you’d love to be on, send a @DM or @reply to the person and say “I’d love to be added to your New York City Businesses” list!  You can reciprocate by adding them to your lists to complete the connection.

8. Broadcast Your Lists to the Listed: Let others know when you add them to your lists. Whenever you add a particularly high profile or valuable networking contact to a list, Tweet to them and tell them. “@IndustryLeader, I just added you to my Industry Superstars list.” Then include the URL. You’ve engaged with them, added them to a list, promoted your list and increased your visibility all while building a relationship with them.

9. Follow Whole Lists at Once: At the top of every list, there will be a button that says “Follow This List.” This will copy the entire list and make it available to you on your page so that you can check it regularly. It does not, however, follow each individual user. Use this for very large lists from professional organizations you might want to check in on but don’t necessarily want to see individually in your stream every day. This will create a link from your page directly to the Twitter account that created the original list. A small icon of their avatar will appear next to the list on your page. Strategically, this is another great way to honor the original list builder and is a valuable way for you to connect with very large lists and high profile creators.

10. Increase Your Lists: Invite Twitter followers to be included on your lists. “Hey Philadelphia. Let me know if you want to be on my new “Philadelphia Resources” list.

11. Broadcast Accolades: If you’ve received awards or been praised in the press, let others know via lists.  Create a list that includes everyone who received accolades and name the list appropriately for that award.

I invite you to take a look at examples of these Twitter strategies on my Twitter account, and please let me know if you’d like to be added to one of my lists.  If you use Twitter lists in a unique and powerful way, please share your strategies here so we can all employ them.  If you found this article helpful, please leave a comment.

Your brand is what your customers think it is, not what you think it is. So listen, engage, and if the message you want is not the message they’re repeating, alter your strategy.

If a company stays away from social media so as to avoid negative online feedback they will accomplish two things:

1. They will be unaware of problems that might have been easily resolved but when left alone may become much bigger problems.
2. They will be miss a valuable opportunity to fix minor problems and turn cranky customers into happy evangelizers.

Mashable wrote an excellent post recently sharing three terrific examples of how major brands monitored, managed and resolved (or not) some important brand missteps and criticism.

Bottom line: The conversation about you is going on with or without you. You can only influence it if you are aware of it.  Every company should be active on Facebook and Twitter, at the very least, to monitor and influence their brand reputation.  Every company should have a google alert set for their key words and get that digest daily.  Every company should search their brand name or the name of their current campaign on Twitter daily.

Adding a Twitter Button on the wall of your Facebook Business Page–not your personal profile–allows people to easily find and follow you on Twitter.  You want people to be able to interact with you on any social platform they frequent, so adding a convenient way to connect with you on Twitter is a key visibility strategy.  I’ve blogged about this in the past, but since Facebook has changed it’s face so many times in the last year, I thought people might need these updated step-by-step instructions.  Please feel free to post a comment here if anything is fuzzy and I’ll clarify or illuminate any issues you are having.

The blue Facebook Bar contains the white search window

Step One: Install the Static FBML (Facebook Mark-up  Language) Application to your page. To find this application, enter the words “Static FBML” in the search window on the blue bar at the top of your page.

Step Two:  When you get to the Application page, click “Add to My Page” which you’ll find directly underneath the Avatar image on the upper left hand side of the page.

Step Three:  An overlay screen will pop up and list the names of any pages associated with your profile that do not already have Static FBML installed.  You’ll click the “Add to Page” button next to the page on which you wish to install this application.

Static FMBL App

Step Four:  Go back to your profile and click  “Ads and Pages” on the left hand side of the page.

Locate the newly installed FBML app

Step Five:  Click Edit under the FBML application in your list of applications on your page.

Step Six: A box will appear that can be customized.  You’ll title it “Follow Me On Twitter” or “Tweet with Me” or something that invites people to follow you there.

Name Your New Tab

Step Seven:  Enter your HTML coding into the FBML box for your custom designed Twitter button or you can use google to find a variety of sites that offer free Twitter images.  I like  Twitter Buttons where you can enter your Twitter name into the automatic code generator and they provide you with the HTML code you need to create a button.

Once you’ve entered your desired code, press “Save Changes.”

Step Eight: Go back to your page and click the + sign on your tabs bar. Locate your new “Follow Me On Twitter” FBML app and click on it.

You’ll see that the phrase “Follow Me on Twitter” has now become a custom tab on your screen.

Your image  is now a live link, under this custom tab.

Make sure you post about your new tab to alert your followers.

What is this amazing tool?  It’s Twitter.  Within a short time of being an active Twitter user, you’ll begin to see the word “Lists” in the upper right hand corner of your Twitter profile, right next to Followers and Following.  Lists is a clickable link.  Click on it and you’ll see how your Followers have categorized you.  You’ll see their Twitter name and what they named the list to which they added your Twitter name.

The bulk of the lists I’ve been added to seem to be Authors, Marketing, Social Media, Peeps to Follow.  I’m pleased that my brand message has been consistent and clear.  If the lists had been Rockstar, Pastry Chefs, travel agents; then I’d have had some work to do in focusing my brand message to attract the following I desire.

Once you check Twitter Lists to see how your followers perceive your brand, take some time to interact with those Twitter followers who took the time to put you on a list.  Go to the profiles of two or three each day.  Read a few of their most recent posts.  Comment, add value and interact.  The chances are good that if they’re following you, then their followers might also be interested in you and you in them.

Twitter Lists are a great way to filter the noise of Twitter and find engaged, interested people who want to hear what you have to say.  Those lists are creating conversations about you!

Many business owners say they just don’t always know what to tweet about. I advise them to tweet about events they’re hosting, new products they’re launching, tips and strategies that will be useful to people in their industry and in general to talk to their customer on Twitter exactly the way they would in person. But even the most prolific among us can sometimes be at a loss for ideas. I’ve shared before that I subscribe to several great blogs and use some of those posts as tips to tweet out to my followers.

Another great idea comes from Mana Ionescu via Twitip. Because Tweets are short, they are often very similar to article headlines so an RSS feed may be the right solution for those who want to subscribe to tweets alongside their news and blogs in a reader such as Google Reader. Twitter has an RSS solution only for your Favorites, so here is a simple way to turn any Twitter list into an RSS feed for your favorite reader.

Follow these steps for a simple and quick solution:

1. Create a list of people you want to follow closely; people who regularly put out quality content that you often share with your friends and followers. For example I follow the Forbes.com list of the Top 30 Women Entrepreneurs to Follow on Twitter. You can create your own custom list or access an existing list. If you haven’t created a list before, look in the right column of your Twitter account and click “New list.” You’ll be prompted to name the list and then add peeps to the list.
2. Copy URL of list. Once you are viewing the list, copy the URL from your browser window.
3. Go to this simple set up page aptly called Twitterlist2RSS and follow the easy two step process to generate an RSS feed URL.
4. Copy the generated RSS URL from your browser window.
   
5. Paste that RSS URL into your favorite reader to create a subscription.

You’ll be able to browse your own custom list of influential tweets along side your favorite blogs and news headlines and have an unlimited source of great information to share with your friends and followers. By passing along valuable tips and techniques, you become a trusted resource and create conversations about you.