Author Archives: Apprentices

It’s Not You. It’s Facebook.

Hands are making indecision signalsYou’re posting too much. You’re not posting enough. Your content is too boring.

It’s easy to get offended when users ‘unlike’ your page, but in this case it’s not your fault. The way Facebook counts likes for a business page is about to change.

To increase accuracy and consistency, accounts that have been manually deactivated or “memorialized” after its owner has died will be subtracted from businesses’ overall page like count. (Note: If deactivated accounts are reactivated, the account will be re-added to the like count.)

Facebook is notorious for algorithm changes, which can alter your social media analytics substantially if you don’t pay attention. So listen up!

Facebook says the more likes a page has, the greater the decrease in likes will become. However, if you only have a few hundred likes, you might not even notice.

Just a heads up, marketers; don’t worry if you lose a few fans and your page likes decrease this month, it’s not your fault!

Read more at Making Page Likes More Meaningful.

The Inman Experience

I recently spent a week in San Francisco learning about all things digital, marketing, and technology (with some real estate thrown in).

The Inbound Team is all about innovation and staying up to date with all things digital. When this opportunity presented itself, I booked the first flight out of Columbia.

This turned out to be one of the best learning experiences I could have had, and I was invited to share that experience with Riggs.

Below, you too can see what I learned in my time in the great city of San Francisco. Enjoy :)

“Weird Al” Wins the Internet

Weird Al Yankovic just got his first number one album. It’s his best performing album since he started making records in 1983. You may not have noticed, but it’s been a while since Huey Lewis or Cindy Lauper topped the charts, and when they did, they weren’t beating out Justin Bieber and Jason Mraz for the top spot. So how does a semi-obscure 80s accordion player end up at the top of the Billboard 200 in 2014? By figuring out viral media marketing, that’s how.

The fact that this man understands how the internet works shouldn't surprise you.

The fact that this man understands how the internet works shouldn’t surprise you.

The world has changed a lot since the 80s, and Weird Al has adapted. More importantly, he realized what didn’t change. Where teens were once on MTV, they now watch YouTube, and the same love for his parodies still exists. His audience didn’t change, but the most effective way of reaching them did. As Al puts it, “MTV is not music television anymore, the internet is essentially the new MTV and the Internet consumes things very quickly.” He figured the best way to raise awareness was to release a new video every day of release week. In a landslide of hype and engagement, Al released eight music videos in eight days, and by doing something that had never done before, he found media attention that only fueled the viral frenzy he started.

Of course, his content had to be worth watching and sharing, and whether it was intentional or not, his album is full of diverse, relatable content. There’s everything from a Crosby, Stills & Nash parody about corporate jargon, to an Iggy Azalea tune about home improvement. Whether your favorite tune is being lampooned, or the subject matter hits close to home, almost anybody has a reason to tag and share.

It isn’t rocket science — by understanding how to reach his audience, and delivering a relevant product, an artist was successful. What makes this newsworthy is who did it. It wasn’t Jay-Z or Kanye that dropped a new chart-topping album, it was the author of My Bologna and White and Nerdy. He was able to rocket past other artists simply by posting his videos online strategically. That’s the power of social media in full force. Weird Al Yankovic, of all people, managed to dominate the internet and the music industry in eight days. In releasing a string of viral videos for his album, he did something that had never been done and it paid off in attention and album sales.

Don’t act like you didn’t see one of his videos, which one was your favorite?

Calls are the New Clicks: Seven Secrets to Beating Competitors

MarketingProfs recently held a webinar called Calls are the New Clicks: Seven Secrets to Beating Competitors.

This informative webinar had so many interesting take aways, that we thought we would share.

  • More smartphones means more mobile searches
  • These will pass desktop searches by 2015
  • Tapping on a click-to-call link is easier and faster than filling out a web form on a smartphone
  • Google says 70% of mobile searches have clicked “call button”
  • 61% of mobile searches result in a phone call
  • Clicks are easy to track and manage

Secret #1: Track the Source of Inbound Calls

Track calls back to the exact source that originated them- and through to revenue; works for any marketing source.

Knowing what keywords, PPC ads, and landing page variations lead to calls and sales improves bidding and ROI

Secret #2: Assess your expected traffic for most appropriate segmentation

Evaluate what kind of traffic you are bringing in and by what means

Secret #3: Measure revenue from PPC not just conversions

Not all calls are high-quality sales leads

Optimize campaigns on sales, not clicks

Measure ROI by revenue generated, not raw lead totals

Secret #4: Segment your data to identify key insights about performance

Secret #5: Analyze Clicks and Calls Together in Universal Analytics

You can add mobile analytic data to Google Analytics

Secret #6: Messaging to Improve Call Response

Ad Copy = The gateway to your customers

As you continue with your tests, whether testing your creative or your landing page, segmenting your call traffic allows you to make a fuller comparison of actual call performance.

Secret #7: Marketers Should Control How Calls From Search Are Routed

What are you doing to make the phone ring?


Bélo, Bélo


The past week or so has seen Riggs Partners’ Inbound Marketing division do more globetrotting than these guys. It seems only fitting that popular home-renting service Airbnb decided to roll out their new brand platform today, with a focus that shows a Airbnb hosting as your home away from home. The service never had a particularly stunning unique brand identity (their previous logo was straight forward and bland, but worked well for a company that was in a hurry to get their service off the ground). Not anymore. Enter: The Bélo.

In the few times that I’ve mentioned Airbnb to friends, some have rejected the idea of staying in another’s home. The Bélo looks to change that – showing users that wherever they see this logo is now home. According to Fast Company, Airbnb is looking to expand into new products and services (including a new key-exchange service, ride sharing, or even a banner outside restaurants to let guests know they’re Airbnb-friendly) and the Bélo looks to capitalize on that idea of sharing, community, and home.

Time will tell if the Bélo will become the ‘universal symbol of sharing’ the company wants it to become, but it’s certainly an inspired step in the right direction.