Social Media Marketing: What’s the Value of a Retweet?

We all want more followers and on Twitter, but what kind of value does a retweet really provide to your business? According to Tom Johansmeyer, group marketing director at Cross Border, there’s actually little to no value in retweets — unless it directly translates to revenue. Johansmeyer says that having more retweets than reads isn’t an uncommon phenomenon for some posts (he’s seen it firsthand). How does a company get away from the fool’s gold that retweets are offering? It begins with an understanding of value. If you’re getting retweeted, but it’s not being reflected in your sales funnel at all, you…

Inside the ROI of Social Media Marketing

One of the most common knocks on social media marketing is the challenge it poses to the analytically inclined. And while this is a legitimate concern, there are a number of ways to accurately measure the impact your social media marketing is having, explains Tom Johansmeyer, group marketing director at Cross Border. Social media is about more than just communication, he says in this short video. It can create traceable revenue — if used correctly. Once you decide to comprehensively track your social media activities, you’ll quickly see what goes on behind the scenes — and a lot of it…

Is the Corporate Blog a PR Alternative?

Many corporate blogs are launched with the goal of acquiring additional press pinned squarely on them. For the blogs, this does more harm than good. Such an approach is misguided. The blogging will be inauthentic, and readers will quickly identify the ruse. You’re far more likely to reach your PR goals if you change your perspective on the corporate blog itself. It is not a means to an end. Instead, it’s an alternate route, according to Tom Johansmeyer, group marketing director at Cross Border. A corporate blog should be an add-on to your current PR efforts. It is not a substitute.…

Corporate Blogging: The Value of Editorial Calenders

Editorial calendars offers more to marketers than what meets the eye. The main benefit — having prepared editorial content items at the ready — is often mistakenly assumed to be the only incentive to use an editorial calendar. But according to Tom Johansmeyer, group marketing director at Cross Border, there is a hidden benefit to editorial calendars. By using an editorial calendar, you can tap in-house resources such as a legal team or other editorial experts to screen the content before it is released to the masses. This way, says Johansmeyer in this short video, you can prevent grammatical blunders or even worse, legal…

Corporate Blogging: Considerations for Search Engine Optimization

One of the main marketing advantages of corporate blogging is that it provides an excellent platform to improve your company’s visibility in search. For that reason, Tom Johansmeyer of Cross Border advises companies to have an endgame in mind when crafting SEO-fused copy. Don’t retrofit your SEO practices to your goal, says Johansmeyer in this short video; if you have a product you’re trying to push, create copy with it in mind. Without a proactive approach to SEO writing, he says, you’re unlikely to get the most value out of your corporate blogging efforts. For more on factoring SEO into your content…