How to build a company’s Social Media presence when you’re not a specialist in the field.

You’re the Marketing Expert, but are you an expert in your industry? – How to build a company’s Social Media presence when you’re not a specialist in the field. 

By Claire Maynard

Often as an Online Marketer your job will entail running your company’s or client’s Social Media channels. However, to create a successful Social Media presence you need to be able to relate to people in the industry you are working. You also need to know the current events, lingo, expertise and trends of the business to be able to come across as the expert. But wait… you are an expert of Online Marketing strategy, not always of your company’s or client’s, sometimes complex, service or product. So how do you get in the minds of your customers and also relate and engage with them when you yourself are not living in the same technical world as your customer? In this article, I will give you a few ideas on how to build a strong social media presence without having the expert knowledge of your company’s specialist. Fake it till you make it!

Lesson 1 – Utilize your tools!

There are a few tools that I use every day to find trending topics in my industry without having to dig too deep or be completely immersed in the specific world. Finding interesting articles about your industry is key to developing a Twitter following. You don’t want to only be tweeting your own website’s posts about your specials or offers, you have to come across as an expert in the world you are working and engage with your audience.


  1. Twitter Lists – Although you may follow hundreds or thousands of people on twitter, not all of them are tweeting relevant and influential topics. Create a Twitter List of Twitter accounts that you find to continuously post on relevant topics, current events, articles, blog posts, etc. Usually these accounts will be looked at by the community as a non-biased organization or person. This way you can follow this list closely quickly find what is trending without filtering through thousands of tweets and twitters your follow.

  2. hootsuite
    Hootsuite & Custom Searches– I love using Hootsuite, but not only because it lets me manage multiple accounts on Twitter; my personal and my company’s accounts. Hootsuite also lets me see multiple feeds, such as mentions, sent tweets, my favorites lists, but most importantly custom searches. You can save a customer search on your area of interest through Hootsuite. For example, if I am looking to find information and trends on Online Marketing, then I can create a custom search of all tweets that are tagged with #SEO, #PPC, #Measure etc.
  3. Zite – Zite is another great tool to use to find trending articles, current events and smart opinions on your industry that you can talk to, tweet about or post responses to. Zite is a smart phone application that evaluates millions of new stories on the web and matches those stories to your interests. When you login to Zite from your smart phone or tablet you can find the top stories of your interest or industry. Then link Zite to your Twitter account and other social media channels to instantly post great topics you find.

Using these tools will help you find the best resources and trends that interest your customers and target audience. This way you can come across to your customers as an expert of your industry. However, another challenge to create your own content. We all know that creating great unique content is most likely the largest factor in helping rank your site for SEO. But, it is also key to pushing people from your Social Media channels to your site or blog. Like I said before, you don’t only want to be posting your company’s latest deals and promotions or only posting other people’s content. You want to be pushing relevant and interesting content to your customers.

Lesson 2 – Ask for Help!

Without being a professional in your industry, it is going to be pretty difficult to create great content for your site or blog. However, it is your job to keep this content flowing and get the experts involved. Let’s take for example one of my main client’s, cPrime. cPrime is an IT Project Management Services company. Before I started working for cPrime, I didn’t even know there was an entire world of business revolving around “project management”. Now that I have worked with them for several years, I know ins and outs of their company and offerings. However, I am not a Project Manager or an Agile Coach. I can’t create great content for my company’s blog because I am not in their technical world. But, what I can do, is open up the eyes of the experts I work with to the world of Online blogging!

  1. The first step to this is showing these key influencers at your company how much their content and participation can and will help your company’s growth.
  2. Lead them in the right direction. Let them know that it is not hard nor does it have to take a long time to create a blog post or great content. Blog posts can be short articles, quotes, reviews, photos, current events, tips, how-to’s, etc. All that matters is that readers have a chance to see inside the minds of the influencer.
  3. Find trending topics that they can expand on by utilizing your tools from Lesson 1.
  4. Set up a schedule. Create a content development schedule for them. Let them know how many topics you NEED in a particular time frame. Set reminders on their calendars when these are due. You may feel like a nag, but once they see it doesn’t have to be hard, it will come easier. Talk to management about how contributing content pieces should be apart of their goals and success metrics.
  5. Widen your reach of contributors! You don’t have to only include the people you work with in your company. Invite guests, friends, customers to create content. Ask influential people from twitter to guest post. Get creative! Have a contest for your customers – who can create the funniest video about your product or service? Start thinking outside the box.

By creating this content on your blog or website, you will have more ammo to display on your Social Media channels and become known as an expert in your field.

If you are a marketing professional who works with a number of clients, you will most likely come across a client that will have a service or product that may not be easy to grasp or understand the technical aspects. But, it is your job to create a social media strategy that makes the company known as the expert.

Please comment with any ways you handle your client’s social media campaigns without being the expert in their industry!


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How do you set up Remarketing campaigns in Adwords?

By Claire Maynard

The process of setting up a remarketing campaign in Adwords can be confusing, but beneficial to one’s Adwords success. The easiest way to think of remarketing and understand how to set it up correctly is to think of the main purpose of remarketing. You want visitors who have come to your site and seen a specific Product or Service, but for whatever reason left your site and did not convert. You want these people to be reminded that you are still there and be at the top of their minds while searching on other sites. As a visitor travels away from your site, they may visit various other webpages across the Google network where you can place additional ads. You can create text ads or create display (image) ads that your audience can then click on and return to your product or service webpage.

So that being said, you can think of your target or as Adwords calls it, your Audience, for your remarketing campaign to be all of the visitors who came to your product, but did not convert. In the following steps, I will show you how to create a bucket or “Audience” of users to meet this criteria.

After logging into your Adwords account, select the main Campaigns Tab, you will want to click on the Shared Library link on the left side of the interface.

Campaign Tree

Then select Audiences link under Shared Library. Now you will see where you can create new audiences. So before I show you how to create audiences, I will explain the two buckets of audiences you need to create before you can create the combination of “Visitors who did not Register” Audience.

You will need the following:

  1. A bucket of all the Visitors who have hit your Product/Service webpage. For example, all the visitors that saw the our training class landing page for Certified Scrum Master.
  2. A bucket of all the visitors who have completed the steps to purchase the product or fill out a form for contact; whatever you consider a conversion. For example, all the visitors who completed the registration for the Certified Scrum Master class.
  3. A Combination audience which includes all the visitors who hit the Product/Service webpage (Bucket 1) but does not include any of the visitors who converted (bucket 2).

Once you are collecting visitors on buckets 1 and 2, you will have a final audience of visitors who you will want to remarket to (the combination bucket). So, now that we understand what the intention of the audiences is, I will explain how to create these buckets, or audiences.


1.       Bucket 1: All visitors hitting your Product/Service Webpage.

a.       Click on create a New Audience and select “Remarketing List

b.      Name the List as à (Product Name) Visitors (Certified Scrum Master Page Visitors) and add a description. I usually like to add a description that tells me where I will be adding this tagging code).

c.       Add membership duration. Membership duration means how long you want these visitors to be remarketed to after the first time they hit your product or service. The default time is set at 30 days. However, you should choose the approximate time it takes a customer to see your product/service and then decide to buy your product/service. For example, for someone searching for a training class that costs over $1000 dollars, it may take up to 30 days for them to decide which training provider they want to choose. In other cases your customers may make fast decisions because the costs may be low. If you don’t know, leave it at 30 days, because it won’t hurt you if the duration is longer than you choose, but it will hurt you if you choose a duration that is shorter than your visitor buying time.  

d.      Click Save.

e.      Once you save your audience criteria, it will display in the table under Audiences. You will now need to add a tag to your website to start collecting visitors to this audience. Click on the Blue link under the column titled Tags / Rules for the Audience you just made. You will need to paste this code or have your web developer paste this code on the webpage of the Product or Service between the <body> tags. Place this tag on the page that describes the product, before they register.  For example, insert this tag into the body of the main Certified Scrum Master page of your site.


1.       Bucket 2: All the visitors that bought or converted for your Product/Service.

a.       Click on create a New Audience and select “Remarketing List

b.      Name the List as à (Product Name) Converters/Purchasers (Certified Scrum Master Registrants) and add a description. I usually like to add a description that tells me where I will be adding this tagging code).

c.       Add membership duration. See step c. and add the same duration.

d.      Click Save


e.       You will also need to add this audiences tag/code to your website as well. This tag should be placed in-between the <body> tags of the page a user hits after registering. Usually the Thank-You page. For example, on the Thank-You page that displays after a user has registered for the Certified Scrum Master course.

1.       Bucket 3: The combination of including bucket 1 and excluding bucket 2.

a.       Click on create a New Audience and select “Custom Combination

b.      Name the List as à(Product Name)Remarketing List (Certified Scrum Master Remarketing list) and add a description. I usually like to add a description that says name of bucket 1 – name of bucket 2.


c.       Under description it reads – Users included or interested in… à Select “all these audiences” and select the drop down and click on “Remarketing Lists”.

d.       Choose the Remarketing list. This will be your Bucket 1 (All the visitors to your product/service and click OK. )

e.      Click the “add another” link and select from the drop down “none of these audiences” and select your bucket 2 (all converters). It should look like the example below.

f.       Click Save.

Now you have set up both of your buckets and created a combination audience that you will use for your remarketing campaign. The final step is to create a campaign that will contain the ads that you will use to remarket to this audience.

Create a new campaign from the main Campaign tab by selecting “All online campaigns” and then select the “+New Campaign” button. When setting up your campaign go to Networks and Devices and click Edit next to Networks. You will want to select this campaign as “Display Network” and select under display network: “Specific Reach”. This means, this campaign will only target the audiences you select in the next step.  Create an ad group that contains display ads and text ads or whatever you want your remarketing audience to see across the networks.

Once you have created your campaign and created a few ad groups, select your new campaign from the campaign menu. Click on the Audiences tab and select “+Add Audiences”.

Now you will want to choose your Remarketing list. Choose the Combination list (your bucket 3). These are the people who have seen your product or service, but not converted… YET! Click Save.

Now you have set up your Remarketing Campaign!! Keep in mind that you will have to wait to let these buckets of audiences grow before you will see impressions and clicks on your remarketing campaign. People need to come and hit you web page before they will be eligible to see your remarketing ads across other networks.

In my next post, I will give you tips on how you can create affected ads for your remarketing campaigns. Until next time!




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