Digital Marketing Coach

Michelle (Corsano) Pellettier is a senior marketing strategist and digital marketing coach based in Toronto, Canada.

Michelle teaches Digital Marketing Management (#SCS2844) at The University of Toronto, School of Continuing Studies.

Burst Technology Marketing helps organizations grow their business and advance purchase consideration by engaging customers through digital communications and converting web visitors to leads.

Please connect with me through the social links below.

#DigitalMarketing | #InboundMarketing #ContentMarketing | #DemandGeneration
#MarketingStrategy | #WebMarketing
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Bounce

One of the most useful and not to be overlooked web analytics metrics is bounce rate. Thanks to Kissmetrics for publishing this infographic!

It really is a first look signal to what is NOT working on your website - which visitors are unqualified or simply the wrong audience - what content is not relevant or resonating with your visitors - and which pages are not working for your business.

Fixing what is not working on your website is a good first approach to improving your user experience and increasing time on site and loyalty for return visitors.

Michelle (Corsano) Pellettier

Maxwell Live #Toronto

Follow http://maxwell.tumblr.com/

How Advertisers are Spending on Social Media
Only a small portion of social media spend is going to advertising. The recent Ad Age reader survey revealed 45% of marketing executives spent less than 10% of their marketing budgets on social media, while 38% spend more than 30%. 
The advertisers for the most part see social media advertising as a branding/awareness channel, followed by a means to drive traffic to their websites.
More survey respondents plan to increase their ad spending on Twitter, while more said they plan to decrease their spend on Facebook. 
Promoted tweets are the favored tool on Twitter, moreso than promoted trends or accounts. 
Michelle (Corsano) Pellettier

How Advertisers are Spending on Social Media

Only a small portion of social media spend is going to advertising. The recent Ad Age reader survey revealed 45% of marketing executives spent less than 10% of their marketing budgets on social media, while 38% spend more than 30%. 

The advertisers for the most part see social media advertising as a branding/awareness channel, followed by a means to drive traffic to their websites.

More survey respondents plan to increase their ad spending on Twitter, while more said they plan to decrease their spend on Facebook. 

Promoted tweets are the favored tool on Twitter, moreso than promoted trends or accounts. 

Michelle (Corsano) Pellettier

Small Business (Interactive) Guide (Twitter)

Twitter recently launched this interactive guide geared to helping small businesses - whether you don’t get it at all; want to build a strategy; or take your Twitter marketing to the next (paid) level!

The guide walks your through the basics of tweeting and #hashtags, finding people to follow and setting up your company profile. 

Better still, it includes templates you can use to setup a content calendar, write tweets and advice on how to use Twitter to engage and converse with prospects and customers. 

The more advanced section covers how to drive sales through Twitter, and how to measure results - and of course how to use the Twitter paid ad platform.

It is worth checking out as you are assured some “Aha!” moments given that it is a new paradigm for most small business operators and marketers.

Michelle (Corsano) Pellettier

Interview: Mastering Digital Marketing

The era of the traditional marketing campaign is ending. In this interview, McKinsey’s David Edelman explains what companies get wrong when it comes to digital marketing and the changes needed to better engage consumers.

Michelle (Corsano) Pellettier

Tinder for Politics, Health and…

An Ontario election candidate is using Tinder, the dating app, to gain awareness - I am interviewed by CityTV in this video about the strategy.

Other novel uses of Tinder of late include for men’s public health awareness and TV media promotions. 

Michelle (Corsano) Pellettier

LinkedIn Ups Its Game for Paid Membership

For so long now the majority of LinkedIn’s 300 million users pondered exactly what the value is in paying for premium membership on the otherwise free professional networking site.

Finally, LinkedIn is upping the ante for premium members with some new and more valuable features, including:

  • Slicker, more graphical profile designs for premium members
  • Show up more frequently in search with keyword optimization
  • Larger profiles for premium members in search results
  • Open profile option allows premium members to receive messages and make their profile visible to anyone on LinkedIn. 

LinkedIn membership fees now only comprises 20% of company revenue - these new features place greater emphasis on paid memberships. 

The open profile option and search optimization features in particular are of great value!

* Source: Mashable

Michelle (Corsano) Pellettier

How Samsung Competes with Apple —> Social Media Monitoring

Samsung mined social media data for competitive intelligence to learn how to beat Apple in the smartphone market.

Full story at #FastCompany

B2B and B2C Social Media

Emotions are Contagious
Excerpt from Seth’s Blog:


Emotions are far more contagious than any disease. A smile or a panic will spread through a group of people far faster than any virus ever could.
When you walk into the office or a negotiation, then, wash your bad mood away before you see us. Don’t cough on us, don’t sneeze on us, sure, but don’t bring your grouchiness, your skepticism or your fear in here either. It might spread.
Michelle (Corsano) Pellettier

Emotions are Contagious

Excerpt from Seth’s Blog:

Emotions are far more contagious than any disease. A smile or a panic will spread through a group of people far faster than any virus ever could.

When you walk into the office or a negotiation, then, wash your bad mood away before you see us. Don’t cough on us, don’t sneeze on us, sure, but don’t bring your grouchiness, your skepticism or your fear in here either. It might spread.

Michelle (Corsano) Pellettier