Are you familiar with the term “Social Media Marketing”? If no, at least you must have heard it once in your life spent till now. Leveraging the strength of social media marketing through product promotion and content can really help to grab the attention of maximum audience in more or like dramatic way.
Social Media Marketing, in relation to business point of view, is becoming viral nowadays without pulling in a lot of resource. It’s a vital term with major fundamentals to be established. Focusing on them can literally help an agency to succeed. All social media sites such as Twitter, Facebook, YouTube, MySpace and likewise as used for the process of social media marketing in order to increase the attention and traffic of costumers. As compare to the traditional marketing, taking the advantage of the social aspect of the web is an opportune way to connect the people to an effective level.
Social Media Marketing Agency is popular for its versatile and cheap marketing as it is a source of a platform for the marketers to speak their word out and develop a relation between themselves-customers and vice versa. Being an easiest pathway for communication and judgment of the response by the customers to any commodity through direct means is letting the marketers to rely on Social Media Marketing Agency for their stability. Currently, it is the most influential and powerful mean of advertisement for brands to increase the amount of their customers and fame.
Specially focusing on enormous means of social media marketing, Commtel Digital is offering their expertise to the clients in the field of social media marketing. They focus on their researches, online advertisements, digital strategies, social media or application development services for the well-establishment of the brands. Precisely, their motive is to pull in a lot of effort for the well-being of their customers.
Social Media Marketing involves putting true efforts in the development of such content in relation to the services and products that catch the attention of the customers and make the readers to share it on other numerous related networks. More or like others, Commtel Digital Agency promise you more recognition of brand, brand loyalty, higher level of conversion, more brand authority, higher rate of inbound traffic, better rankings in search engine, low marketing costs and high customer insights. Currently, social media marketing is successfully ruling 76% of the business world while maintaining its reputation.
Obviously, you cannot deny the power of social media marketing in today’s world as your competitors are already facilitating themselves and gaining a reputation in their respective fields. Rationally, it’s never too late to move so don’t miss you chance to proceed as the sooner you begin, the sooner you will accomplish your goals! All the best!
Social media marketing has risen to the point where delivering advertisements have become possible through the touch of a mouse. It helps companies, both large and small, produces web traffic, assists in product branding and importantly, amplifies sales. The expansion of social media marketing has become a portal to new careers. These are interesting new careers that you can be because of social media marketing. First, is a social media marketing manager, which you will be tasked to oversee social media marketing websites for clients. Search online, try enhancing your knowledge because there are a number of social media websites that are helpful, informative and will greatly improve you marketing skills. You can also try and become a copywriter for social media, where you can write articles or posts for clients or companies. The importance of your job relies on your ability to post interesting ideas and updates that will add up to the traffic in your website. A reputation manager may also be needed in social media marketing. Remember that you will be dealing with marketing in the internet and you wont be able to control the statements made by the competition, a reputation manager makes sure that these negative information will be removed and he improves the rating of the company. The most important element in online social media marketing is the back links. A back link builder makes sure that there are links created that would lead back to your website. Your sites popularity in search engines is done by keeping tabs on the number of clicks on your site every time it pops out in the results. It is important that your back link builder is brilliant and puts to use all the elements of social media in creating high quality back links to increase your visibility in search engine, thus adding up to the traffic that your site will get.Social media marketing is a low cost marketing tool and promoting your business through this can promote your business not only in a local area but globally. There are simple steps in optimizing the visibility of your business. Join a suitable social media network for your business. Choose something that a lot of people are using and at the same time can connect to your company. Get creative and have promotions by making use of videos, images, contests and a lot more. Social media marketing has no limit, and your consumers are interested in products that constantly have interesting and fun stuff going on. Never forget to add the companys information in your page, have a bio, and add interesting facts about the company that your customers can read about. With social media marketing, you also need to be an active member of the online society. Always put up updates and be warm and welcoming when dealing with your customers. Add interesting websites, videos and pictures in your website. Traffic to your website adds up when you put in additional figures in your account. Lastly, never forget to promote your products and services. Let your customers put up comments and suggestions and do not forget to add a reply to them. Customers love it when they are being accommodated and heard out. Social media marketing is the most innovative of all kinds of marketing because here, your advertisement is two-way: you give out information and at the same time, your buyers or customers can react and respond to you.
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Use these 3 social media hacks to help your content go viral and get more exposure than any of your previous social media efforts.
Hint: Targeting emotions is key.
Whether you own a nonprofit or a social impact company, your cause deserves mass exposure. At times, it can feel challenging to utilize social media to unlock this. With so many competing causes and companies, much of it can feel like white noise. Fortunately, thanks to today’s social media accessibility, it’s easier than ever to get shares and more eyes on your cause’s content. A recent report by Statistica found that 95 percent of young adults follow a brand online. Social media isn’t just for friends and social engagements anymore.
Achieving virality is quite random, but there are a few social media hacks that can get you closer. Used consistently over time, these hacks can — at the very least — garner your cause more exposure than any of your previous social media efforts.
Especially if you don’t yet have a big name or a significant following, it can be hard to fight for viewers’ attention. Because the average person has the attention span of a goldfish, they have to instantly be interested in your content in order to engage further. Garrett Adkins, the co-founder of Impact Media, says it’s “all about the first three seconds.”
“It is not the consumer’s job to give us their time. It is our goal and effort to receive it,” Adkins says. “We want to hook someone through a bold statement or intriguing question that both catches the eye and still aligns with the context of our message. It’s an art.”
How can you grab viewers from the start? Perhaps a surprising headline, a cliffhanger or a catchy first line. Your goal should be to make the viewer — who potentially has never even heard of your cause before — to read the next line of your caption or watch the next 20 seconds of your video.
2. Incorporate emotions or ownership into the content
Because many causes are rooted in human emotion, impact-oriented startups have a real opportunity in creating content that targets emotions. One powerful example of this was UNICEF’s fifth birthday campaign. Using the headline, “Every Child Deserves a 5th Birthday,” the campaign asked for viewers to submit a photo of themselves on their own fifth birthday. This did two things: It elicited emotion (especially seeing photos of very young children), and it also incorporated ownership, allowing viewers to contribute their own photos.
It will differ widely for every cause, but consider how you can put viewers in the shoes of who you’re impacting through your organization. How can you give them ownership and make the content interesting and emotional?
On the other side of the same coin, laughter is a human emotion that’s shareable. If you’ve ever stumbled across a meme or video that made you burst out laughing, you likely shared it with at least one other person. Because social impact companies typically have more serious causes, it can initially seem challenging to create humorous content around the mission.
A marketing campaign that did this well was from Movember, or No Shave November, which encourages men to talk about their mental health struggles through the month of November. Because “it gets better” is a common line in a mental health sense, Movember created a campaign featuring actors from The Office called “It gets fuller,” poking fun at growing a mustache and how hard it can be for some. This relatable, funny message still raised awareness for the cause and gained virality.
Get creative with your own ideas using these three guidelines. As long as you target human emotion and aim to capture the viewer right off the bat, you’re in business. It may take a few iterations, but eventually, you’ll create a piece of content or a marketing campaign that gains some serious exposure for your cause.
Do you use social media to promote your consulting services? Wondering how to attract and engage prospective customers? In this article, you’ll discover a strategic plan you can model to convert prospects into qualified leads and customers on social media.
Do you use social media to promote your consulting services? Wondering how to attract and engage prospective customers?
In this article, you’ll discover a strategic plan you can model to convert prospects into qualified leads and customers on social media.
Why You Need an Engaging Sales Funnel on Social Media
In the world of digital marketing, consultants and funnels should go hand in hand. With no tangible products, consultants have to communicate the benefits of their services to justify the price. They can’t simply show a product image or rely on the first emotional reaction.
The simple reason that consultants need a funnel in addition to a website or social media branding is to gain the trust of their clients. With trust-based niches like accountants or financial advisors, people don’t jump on board in just a few minutes; they weigh their options. And while they’re doing that, they’re receiving messages from other consultants.
If you want to stand out in the competitive consulting niche, you have to act differently from the hundreds of consultants who connect with people on LinkedIn and send the sales pitch 5 minutes later. Your sales funnel should be designed to generate inbound leads instead of chasing after uninterested prospects.
Educating your customers and building a two-way conversation can help you create something called an “engagement funnel.” You increase the commitment at every stage of the funnel. Start with a micro-commitment, followed by a bigger step, and build trust and reciprocity along the way. Ask people to engage with your posts, offer to answer one question on social media, and you’ll help them overcome their fear.
Now let’s look at a funnel framework you can model to take care of the main elements of your marketing—awareness, interest, demand, and action—so you can land your ideal clients on autopilot.
#1: Use Your Ideal Customers’ Pain Points to Define Your Positioning
Because consulting is a competitive niche, it’s important to research the market and clearly identify your unique selling proposition (USP). This is the foundation of your marketing campaign so you need this to create a strong message. Your USP will help guide the social media messaging that will resonate with your ideal clients.
Of course, you first need to decide who you want to work with and attract to your business. Despite a common misconception, you can’t work with just anyone. For starters, people need to have the money to hire you. Plus, they have to be motivated enough to take action within a reasonable timeframe.
Your USP will also help you stand out from competitors who are offering similar or complementary services. The main question you have to answer in your social media campaigns and throughout your sales funnels is, “How can I provide more value than my competitors?”
You can use Facebook ads or even polls on Instagram or LinkedIn as part of your initial market research to identify your potential clients’ pain points. Here’s an example of an effective market research post on LinkedIn:
#2: Build Awareness With Cold Prospects via Content That Demonstrates Your Expertise
If you look at a sales funnel as a four-stage customer journey consisting of awareness, interest, demand, and action, it’s clear you have to start with the first two stages to get the sale. For this, you need to create the right type of awareness.
One of the most valuable assets in your business is your reputation so it’s important to showcase your results and talent. Here are a few ways to stand out in the crowded consulting market with unique and relevant branding content:
Create and publish a blog post or LinkedIn article. This will help you show your expertise and connect with people on a cognitive and emotional level.
Publish a book or eBook. This could be the beginning of your funnel and answer your potential clients’ pain points.
Do industry interviews. If someone who’s considered a voice of reason and an expert will interview you, you can reach the right audience for free.
Write guest posts. As with everything digital marketing, quality is more important than quantity. If you team up with another business that provides services to your target audience, you can start building an engaged audience.
Create learning units for your Facebook group and broadcast live video. If you’re new to social selling, you need to be present and provide value every day to gain the trust of your audience. Adding learning units to your Facebook group is one way to engage with your followers and create reciprocity.
#3: Run a Video Engagement Campaign to Warm Up Prospects
Once you know that people are listening and looking into your content, consider running a video views campaign on Facebook. The main reason this is effective is that it will help you build an audience to retarget. In a way, it’s the first stage of a mini social media funnel.
All you need to do is create a video about the topics you identified as your customers’ pain points. Once you’ve published the video, you can target a video engagement custom audience and pay a couple of cents for each video view at a time if you set the campaign up properly.
Of course, marketing—including social media—should not be a popularity contest. There’s a huge difference between watching a video and engaging with the person, let alone paying for their services. Therefore, you’ll need to add more touchpoints to the social media sales funnel before you ask for someone’s business. That’s the next step of the framework.
#4: Retarget Warm Prospects to Deliver a Valuable Resource
This is the stage of the social media sales funnel where most consultants give up and become impatient. You can’t ask for the sale yet. Just as you wouldn’t ask someone to marry you after a few dates, you need to give your prospects time to know, like, and trust you.
At this stage, you want to offer value that they can’t resist.
From your video engagement campaign, you already know they’re interested in the topic you covered about so why not give them something for free? Offer more value to create reciprocity.
This is where retargeting campaigns come in handy. Whether you’re using Facebook, Twitter, LinkedIn, or another platform, the rules are the same: Introduce an offer that delivers huge value but only requires a micro-commitment from the client.
Here are some ways to do that:
Create an eBook. This tactic is less popular than it used to be but if the eBook is laser-targeted to your audience and their problems, it can work wonders.
Develop a video series exclusive to people who join you. Expand on the topic that interests your audience and you’ll deepen the emotional relationship while creating reciprocity.
Offer a free chapter of an eBook. This is my favorite method. Offer your prospects a free chapter, synopsis, or exercise from a book so they can “try before they buy.” Once they get their hands on the information, they can buy the book, which could lead to a resources page that has a funnel attached.
Share worksheets and checklists. This content often works better than eBooks because it requires less of a time commitment. People are also more likely to open a document if it will make their life easier and provide practical tips and solutions.
Of course, you can deepen the relationship if you ask for feedback on the content. In the age of social media, communication should be two-way and take place on multiple channels—email, Messenger bots, and posts.
Pro Tip: If someone downloaded your worksheet, ask them to share their experience. Create a workshop where you and the community can discuss the topic. This will not only create reciprocity and trust but also social proof.
#5: Qualify Your Leads Before Proposing a Meeting or Call
Another common mistake I see when consultants build their own funnels is that they get excited about the interest they’ve created and automatically assume there has to be some demand. That’s not necessarily the case.
In fact, window shopping is more common on social media than on the high street. You’ll find that there will be people who are engaging in wishful thinking or are “freebie seekers.” If you want to save yourself from a headache, you need to find a way to qualify your leads. After all, if you don’t respect your time, other people won’t either.
Offering a free consultation to anyone is like saying, “I’m not that busy; in fact, I am desperate and will work with the first person who walks through the door.” This isn’t the image you want to project.
There are a few ways you can qualify your leads from your digital marketing campaigns, and these steps should always be implemented in your social media sales funnel:
Build an application process into the booking system.
Ask prospects about a financial commitment. “Are you in the position to invest in your XY development?”
Check out the profile of the person requesting a consultation. This is a simple but effective tactic.
Ask for a commitment. Make sure the prospect is aware that you won’t do all of the work for them. Otherwise, you’ll end up with a nightmare customer… You know, the one who emails you every day and calls you at 1 am.
You can also find out more about your prospects using a website quiz that will qualify your leads. The example below is from a funnel for a property investment training firm.
The above survey was designed to provide two different results based on the prospect’s answers. If their responses suggested they were more serious, they were presented with a higher-value offer, while others were asked to read more on the topic and download a special report.
There is also a chatbot version of the same funnel that focuses on people who are engaging with the page.
Once you’ve qualified your prospects, you can take the next step and propose a call or a meeting with them.
Of course, implementing the tips above will take time. When I build funnels, I work with funnel maps most of the time. Here’s a plan that includes all of the elements of social media engagement funnels we talked about so you can implement them in your consulting marketing strategy:
In the first stage, use engagement posts, social proof posts (testimonials, recommendations, etc.), guest blogs, LinkedIn articles, and videos to build an audience for retargeting. Also ask questions to find out more about the audience.
In the second stage, retarget the traffic (audience from video views) with more value such as an eBook, checklist, worksheet, or exclusive video to build a deeper relationship.
In the third stage, engage with people on a personal level. Ask questions, email them, and if you have a big-enough audience (2,000+), launch a webinar for those who would like to deepen their understanding even further.
In the fourth stage, focus on inbound leads and qualification. Get them to take the first step and answer a few qualifying questions before they can book a consultation.
There’s a lot of work to do before you can land a client after driving them down your social media funnel. Let’s assume they’re highly engaged with your content, ask the right questions, join your Facebook community, and even fill out a quiz on your website. They’re fully tuned into your content but there’s still a big gap between being a follower and becoming a customer. You have to build a bridge that’s safe and strong, attractive, and leads them to the other side.
What do you think? How will you adapt this framework to convert prospects into qualified leads and customers for your consulting service? Share your thoughts in the comments below.
Social media marketing is about much more than likes and shares. These 3 kinds of social media marketing should be on your radar if you want to stay current and competitive.
Influencers, paid promotions and the most potent ways to build a customer base without leaving your desk.
5 min read
Opinions expressed by Entrepreneur contributors are their own.
The following excerpt is from Ultimate Guide to Social Media Marketing by Eric Butow, Jenn Herman, Stephanie Liu, Amanda Robinson and Mike Allton,available August 25 via Entrepreneur Press. Pre-order now from Amazon | Barnes & Noble | Apple Books.
Social media marketing is about much more than likes and shares. Today’s social media landscape extends well beyond posting a thought or meme and hoping it takes off with your audience. These three kinds of social media marketing should be on your radar if you want to stay current and competitive.
Influencer marketing is the use of other experts in your industry who already have a sizable audience that respects and trusts them. Regardless of what industry you’re in, there are likely other people in your field who have a more established reputation and audience. Maybe they have larger social followings, are published authors or are a mainstream media celebrity. These are people you can learn from, and it would be particularly valuable to have a relationship with them.
Of course, the obvious benefit to you is that when someone like that shares something you’ve written to their followers, you reach a vastly wider audience. You can’t expect that an influencer will share your latest blog post unless you already have a relationship in place — one where they’ve come to recognize your expertise and look forward to seeing your new content, just like the rest of your readers do.
Social media can be a great equalizer, particularly on Twitter and Instagram, where you can follow anyone you want. Simply find the influencers in your niche, follow them and begin to engage with them naturally. You know — like a real human being who isn’t a stalker.
Reply or comment on posts that interest you, and share posts you think your own audience would be interested in. If the influencer is blogging, become an active reader and engage with them on their blog with insightful comments and questions. That will get you on their radar.
The next step is to begin to include them in your own content by quoting them, linking to their blog posts or including them in roundups, where you ask their opinion on a topic and publish opinions from a group of influencers. Or you could do a live video interview. Instead of being on someone else’s video, broadcast your own and invite a key influencer to be your guest. It’s more work on your part to organize and promote, but it’s also a tremendous opportunity for content creation.
Dark Social Media
One area you can’t measure, but that should be on your radar, is dark social media. This refers to all the ways people can share your content with other people without your knowledge. Examples include emails, text messages and direct social messages. In each of these cases, someone decided to share your content with one or more people, but they did so in a way that couldn’t be accurately measured or recorded.
While it’s unfortunate that you’re unable to track the impact of dark social media, that doesn’t mean you should ignore it. In fact, you should make it as easy as possible for people to share your work this way if they want to. For instance, consider putting email buttons on all your blog posts. Or, better yet, just make sure that your social sharing buttons include an “Other” button that links to email, texting apps like WhatsApp and whatever other choices someone might want to take advantage of.
Within your email newsletters, include social sharing buttons and an invitation to share the newsletter via email along with a note that says, “Did someone email you this newsletter? Make sure you don’t miss another by subscribing yourself.” And make sure all your blog posts have a strong call to action to either read another post, head over to a landing page or at least sign up for your email list so that you can further capture some of those dark social readers.
Paid Social Media
Finally, you should strongly consider incorporating paid social media in your marketing strategy. Every social platform now offers the ability to promote posts, allowing them to be seen by far more people than your existing follower base. But be careful. It’s easy to run up costs without seeing a real ROI. Make sure that you’re using the best platform for your business, targeting the right audience and sending that targeted traffic to the best possible content.
So let’s bring this back to your latest piece of content: Think about who you’re targeting with it. Is there a particular network where they’re more likely to be active? Frankly, one of the least expensive platforms to advertise on is Facebook. It also has the best targeting and sports the largest global user base. So that’s probably a good place to start. But do give Twitter, LinkedIn, Pinterest and Instagram due consideration.
We find that the best content to promote on Facebook is content that’s particularly strong for driving email sign-ups. Perhaps it has a content upgrade or related ebook that readers can download for free, creating targeted leads for your business. A nice Facebook campaign, for just a few bucks a day, can send hundreds of readers and prospects to your blog post and business. What are you waiting for?
There is a lot of erroneous advice online, especially when it comes to social media marketing. Unfortunately, much of this guidance seems reasonable on paper. Without the right research or knowledge, you may end up unwittingly endangering the future of your business. Here are seven common social media marketing myths you need to watch out for.
5 min read
Opinions expressed by Entrepreneur contributors are their own.
One of your greatest foes as an entrepreneur is misinformation. There is a lot of erroneous advice online, especially when it comes to social media marketing. Unfortunately, much of this guidance seems reasonable on paper. Without the right research or knowledge, you may end up unwittingly endangering the future of your business. Here are seven common social media marketing myths you need to watch out for.
Social media marketing isn’t just about promoting the positive parts of your brand. It also involves managing any and all negative feedback directed at your business. Ignore those snipes and jabs and they will fester online, convincing consumers to ignore your brand at a time when you need every single customer to help your company grow. When you find negative feedback, answer it — strategically. Respond to all comments quickly. Not only can you tamp down on negative feedback before it gains any ground, but quick responses will show that you listen and respond to customer concerns, even if they are negative.
Matt Broussard, content creator and chef at Spiceology in Spokane, commands more than three million followers on TikTok, and as he shares, “All feedback, both positive and negative, has merit. As a chef, that’s what I live on: how a dish is, what it needs, how I can improve it, etc. I don’t push off negative comments, because that helps fuel how I iterate my recipes.”
2. Email is no longer relevant
Social media marketing should not be considered a replacement for other methods, but rather a tool to augment your customer reach. Email still has a role to play in your marketing campaigns, so keep those recipient lists and e-marketing campaigns around. They are still worth your time.
Content marketing is an integral part of social media marketing. The social platform is what you use to efficiently distribute content to your users, and the content itself is responsible for perpetuating and developing your brand. However, many entrepreneurs falsely equate all content with thought leadership.
Your best content is what will likely give you that kind of authority over your audience. Some of it will revolve around answering questions or giving the market exactly what they asked for. This is less about thought leadership than appealing to your audience directly. The distinction is important, because without it, you may create content that doesn’t reinforce your brand’s authority and trustworthiness.
4. Social media and content marketing are two different campaigns
This is another notion that is simply untrue. Social media marketing gives you a platform from which you can more easily distribute your content. One does not work well without the other, and understanding this is critical.
5. Content topics must be limited to protect your secrets
Small businesses and startups are inherently starting off on the back foot. No matter how good your idea is, no matter what industry you are in, you are fighting to gain attention in a world filled with larger, more established footprints and personalities. You might be advised to limit the information your content contains in an effort to protect your secrets, but you shouldn’t.
First, much of what you privilege is already known by the competition or can easily be reverse-engineered from your product. Second, knowledge is not enough for someone to defeat or overcome your own presence. If knowledge was all it took, book readers would rule every field. Do not hesitate to share what you know with your audience and trust in your ability to execute. Your readers will love you for your openness and confidence.
6. Social media marketing is primarily for generating new customers
Sure, social media can give you new customers, but that should never be its primary purpose. Research has revealed that followers of corporate social media accounts were fans before they joined. They were not converted by the existence of the profile, making social media marketing closer to “preaching to the choir” rather than a recruitment strategy. Social media marketing is better used as a way to retain your current market, not as simply an expansion strategy. Understanding this can help you drive a relevant strategy to your growing audience.
7. Social media metrics cannot be measured
If you are looking for a singular number to track that tells you how effective the campaign is, you will not find one. However, there is much to measure, from clicks to customer behavior. All that information can tell you if your current campaign is profitable or if you need to switch gears. You just need to identify which metrics generated by your campaign are most important to your goals.
As Spiceology’s Broussard notes, “Metrics can absolutely be measured via the form of ongoing awareness, especially when it comes to brand partnerships. Long-term consumer awareness is inevitable and comes with undeniable value, even if it’s sometimes harder to quantify.”
Social media marketing is effective, but only if you do it right. The myriad myths you face can keep you from achieving the kind of success that can help your startup thrive. Cut through the lies to ensure you have the right social strategy to persevere.
Do you know the best times to post in social media marketing? Has COVID-19 caused a drop in your engagement rate or the number of followers? It’s essential to be scheduling your posts and doing your social media marketing — especially during the coronavirus outbreak.
Do you know the best times to post in social media marketing? Has COVID-19 caused a drop in your engagement rate or the number of followers? It’s essential to be scheduling your posts and doing your social media marketing — especially during the coronavirus outbreak.
Digital marketing on social media.
Traditional methods of advertising and reaching out to potential customers have changed by the internet.
Digital marketing has opened a new window for businesses by which they can easily target their audiences. Now, social media is king in the world of digital marketing and is the best way of building brand awareness.
Of course, being successful in social media marketing is not easy. Getting organic followers, increasing the engagement rate, generating leads, and boosting sales need time, effort, expertise, and even money.
Countless marketers across the world are promoting their brands on all social media platforms. There is a hot competition in getting the attention of social users. So you need to perform efficiently to get ahead of the competition.
One of the most important factors in improving the results of social media marketing is posting times.
A consistent and efficient social media presence is essential for all businesses and marketers. If you want to be remembered, you need to constantly show your message to the public.
Even social media influencers who want to be recognized by niche audiences try to be constantly active. But remember, it doesn’t mean that the more posts, the better!
If you post too often, not only will you not get acceptable results, but your audience might also be bothered, and stop following you.
In fact, you have to find the best times to post on social media so that you can get maximum exposure.
Different social networks have various peak usage times. Some platforms are used mostly during business work hours, but others are often popular outside working times. Peak times also change by location and the type of industry so it’s important for both global and local businesses to post timely.
Most social users won’t take the time to check all posts in their timeline. So, you need to post exactly when they’re online to put your content right in front of them. If you want to get as higher engagement rates as possible, you don’t have a choice but to post at peak times.
COVID-19 and social media marketing.
COVID-19 has led to the greatest financial crisis in recent years. Lockdowns and social distancing regulations have cut the income of the majority of businesses, especially those that need a physical presence in workplaces.
Even influencers in such niches have faced a significant drop in followers or engagement rates. Many of them have decided to trade their accounts or offer unprecedented discounted prices.
Since people #Stay_at_Home more than any time in the past, the usage of social media has increased. Experts claim that marketers should make the most out of this change to increase their social presence and build their brand identity.
Of course, sales for many products and services, especially unnecessary ones, have decreased. But social media marketing can reduce the financial losses of companies or at least help them maintain their identity in the digital world.
Different scheduling for posting is a must during such a crisis and this is exactly what I’m going to say in the following sentences.
The best times to post before and after the corona crisis.
As we said earlier, optimum scheduling depends on your industry, location, platform, etc. For example, Later.com has offered this general scheduling by analyzing more than 12 million Instagram posts.
Of course, other platform’s results will lead to a different time table. Many references like Later, Sprout Social, and Crowdfire have suggested new sets of posting times with a very slight difference.
Here are the optimum posting times for different platforms before and after the outbreak of COVID-19:
Before the corona crisis, the optimum time for posting on Facebook was at 10-11 a.m. and 12-13 on Wednesday. Wednesday was actually the best day of every week to post with peak visits.
That’s now changed to 9-10 a.m. on Monday, Wednesday and Friday. Generally, 10 a.m. on each day of every week is the peak time and is best for interaction.
Analyzers have observed a similar trend on Instagram. Wednesday at 11 a.m. and Friday between 10-11 a.m. were the best times to post.
But during the COVID-19 pandemic, Monday, Tuesday, and Friday at 11 a.m. and also Tuesday at 2 p.m. are best to post on Instagram.
As you can see, Instagram users have also stretched out their usage and this is an opportunity for Instagram marketers.
There has been less change in Twitter’s optimum posting times in surveys compared to Facebook and Instagram. The current peak time for posting on Twitter is Friday between 6-9 a.m. Before the pandemic, the optimum time was 9 a.m. on Wednesday and Friday.
LinkedIn might seem a bit different since it’s a professional social network used by employers, marketers, engineers, and managers. As a result, it’s mostly used in work hours.
The best time for posting on LinkedIn was between 10-11 a.m. on Tuesday, Wednesday, and Thursday.
But, the best times during the pandemic are Wednesday at 3 p.m., Thursday between 9–10 a.m., and also Friday from 11 a.m. till the night.
Best social media scheduling tools during the pandemic.
Thanks to smartphones, there is a tool for everything out there. Scheduling on social networking sites is no exception and there are a handful of tools for this purpose.
Here are 6 top social media scheduling tools:
You can easily schedule your posts, get results, and engage with your audiences with this simple tool. Agora Pulse is being used by more than 17,000 social media marketing managers each day.
Various scheduling options have made it a popular tool to schedule, repurpose, queue, or upload content.
When you combine all your marketing campaigns on one single dashboard, everything will be possible for you.
Hootsuite allows you to schedule and posts your content to several channels simultaneously. You can also track the results in real-time and find your best-performing posts.
Crowdfire is another social media management tool covering top social platforms. It’s also the first social management tool that supports TikTok in its dashboard.
Crowdfire offers both manual and automated scheduling keeping a queue of posts to be shared at the optimal times.
Although Later allows you to post to various social platforms, its main focus is on Instagram. You just need to upload an image to Later and then decide about the caption to be posted on Instagram.
You can easily plan your Instagram posts for the next week just within 20 Minutes. A visual content calendar is an easy-to-use feature on this app by which you can start scheduling Instagram posts in minutes.
Also, it shows you a preview of your feed before publishing.
Now that you know the changes in posting times, you can enhance your social presence accordingly. Remember that the engagement rate is much more important compared to the number of posts or even the number of followers. The best time for engagement is right after posting.
Tom Siani is an online marketing expert with more than 4 years of experience in this digital industry. He is also collaborating with some well-known brands in order to generate traffic, create sales funnels, and increase online sales. He has written a considerable number of articles about social media marketing, brand marketing, blogging, search visibility, etc.
Social. Media. These two words have made you either jump for joy or curl up in a fetal position in your pajamas at the overwhelming nature of these platforms. Either of these reactions are probably the reason you’re here: either you love everything about social media or the mere thought sends you into a panic-induced sweat.
Like it or not, it’s here to stay, and in these social distancing times, social media is more important than before to the success of your business. Taking on the responsibility of managing your social media accounts can be both an exciting venture and a terrifying process, especially if you’re working from home like many throughout the world. Have no fear, I’m here to tell you that you’ve got this and to give you a few pro-tips.
The good news is that you don’t have to be a celebrity or a household name—even if you’re not a Kardashian, you can build a great following and get more attention for your posts. There are plenty of little-known hacks that can upgrade your social media game and boost your business’ following especially during a time when it is vital to stay connected to your virtual community. Many platforms have acknowledged the hardships that small businesses are facing during the coronavirus COVID-19 crisis, and have developed features to aid these users to expand their reach across social media.
These features can be a fantastic addition to your toolkit, but there are plenty of other ways to reach new audiences that don’t have to involve an expert understanding of the algorithms or hours of your precious time. I’ve pulled together some of my favorite, essential hacks that can help you build your business’ social media presence from home.
1. Get on a schedule.
You may have heard the old adage that “content is king.” If that is true then scheduling software can be considered the court jester that makes living in the kingdom fun and also slightly easier. If you’re like me, you’d prefer to not be glued to your phone or posting content manually hour after hour, during lunch, and in the middle of the night.
The perfect solution: social media management tools. There are a variety of apps that give their users the ability to schedule content ahead of time and free up your schedule while saving you from the hours that manual posting can take. Depending on your specific needs, there’s likely an app or tool that will be the perfect fit for your management style, and most provide more tools—such as analytics—that will give you the opportunity to monitor your social media from one dashboard.
Hate ‘em or love ‘em, hashtags can be an excellent way to reach new audiences on social media. It’s easy to get carried away with them and tack on the maximum amount to every post, but don’t get lost by thinking too broadly. Using popular hashtags such as #love or #summer may put you into the mix of other related posts, but there is another type of hashtag to consider when targeting audiences who are already interested in your industry: niche hashtags.
For example, a wedding business in San Diego, Calif., should consider using #sandiegowedding in addition to widely used hashtags such as #wedding, to reach a more local audience.
But hashtags don’t have to be restricted to just your posts; add them to your profile’s bio, as well. Instagram recently added the ability to add clickable hashtags to your bio, making your page more searchable and leading followers towards branded content on social media.
3. Boost blog traffic by promoting them on social media.
Blogs and online articles are an excellent way to build your business’ online community and keep followers engaged. So, if you haven’t considered starting one, go do that now! Whether you’ve just started one thanks to my advice or already had one up and running, that’s great, but don’t stop at simply posting your content to your own site.
To increase traffic to your website, publish the post on your social media accounts. Try to schedule a few posts about your blog and include a clickable link to it, if possible (Facebook and Twitter have this feature, Instagram requires a bit of extra finesse to give links to users). This will help your users find your posts easily, and boost your blog views – a win-win!
While that may sound intimidating, don’t worry; you won’t need a Kylie Jenner-level influencer (with her $1.2M per post price tag) promoting your product to do this. Think smaller, a-la the micro-influencer. These are influencers who have anywhere from 2,000 to 50,000 followers on social media and focus on a specific topic or niche market.
Partnering with micro-influencers gives small businesses the opportunity to tap into influencer marketing without the costly and often arduous task of promoting your products through top influencers. Try searching hashtags related to your brand (remember Hack #2?) and look for popular social media users that share a passion for your industry.
Once you’ve identified a few potential candidates, reach out to gauge their interest in working with your brand—some will work for cash, some will barter, some might accept product in exchange for posts. Find even one person who is passionate about your product or brand and you’ll be on your way to reaping the benefits of influencer marketing in no time.
To post or not to post, that is the question we’ve all faced when deciding whether or not to hit “publish” on our genius social media creation at 12 a.m. Unless you’re a celebrity with millions of global followers, it’s best to wait to figure out the best posting times for your specific audience. Each platform has a general time they suggest when most users are scrolling through—but beware of adhering to these guidelines—they’re very broad and no audience has the same habits.
To determine the best posting times for your audience, begin with making informed guesses as to time slots that could garner traffic, such as the morning and afternoon commute or lunch break. Pay attention to which times earn the most traffic, and tailor your strategy from there. Build it into your plan as you set up the scheduling strategy you learned about in Hack #1. However, this is not a one-time fix; holidays and major events such as the COVID-19 crisis can change your followers’ daily schedules. Pay attention to these changes as they fluctuate and adjust your social media scheduling strategy accordingly.
6. Focus less on vanity metrics, more on engagement.
Vanity metrics, by definition, are considered the number of likes and followers you receive on social media. It’s extremely easy to buy into the idea that these are a true measure of your content’s success but, in reality, engagement should be the number one focus. Hundreds of likes on a social media post can show that your posts are performing well, but engagement such as comments and conversation will demonstrate that audiences are truly interested in your business’ services or goods and the information you share.
Many social media platforms offer free analytics tools that can provide insight into what types of content earn the most engagement on your page. Facebook, Twitter, and Instagram all offer a free analytics tool that can help you to figure out what your audiences are really responding to. Similar to when determining posting times, experiment with content and constantly adjust to posting what your followers engage with the most.
It’s time to add the Instagram and Facebook Stories feature to your toolkit. Instead of a standard post, Stories allow users to post photos or videos that appear at the top of your feed and disappear within 24 hours. They’re a goldmine for interacting with followers, gathering feedback, and promoting your business on social media in a fresh, fun way. Best of all, it’s free.
Try posting to your Story a few times a week and add things that viewers can interact with such as questions, polls, or other stickers. But beware of over posting—users will rarely click through dozens of Story posts from a single brand or account. Instead, try to keep it around 10 Story posts to share your content while keeping viewers engaged.
Need some inspiration? A great social media account to watch that nails the Instagram Story game is Colourpop Cosmetics. They are a perfect example of posting beautiful Stories that earn them feedback on products and content that their audiences want to see.
8. Check out new small-business Instagram stickers.
In response to the hardship that the COVID-19 crisis has brought to many small businesses, Instagram has developed stickers to add to your Story. These stickers are designed specifically to bring your business more traffic.
When posting an Instagram Story, small-business users now have the option to add stickers that include buttons for purchasing gift cards, donating to a fundraiser, or ordering food. Each button allows users to link to a partner site, where they will be able to complete the action such as ordering food or donating money—helping to support your business with the click of a button. In a time where convenience and contactless purchasing is the new normal, these stickers can help to keep your social media community connected to your business (insert sigh of relief).
If you’re worried about how to manage your social media during these strange times, you’re not alone. While it can seem like an overwhelming task to stay connected to your community despite being socially distanced, adding some of these hacks to your social media strategy can help you stay engaged—even from six feet away. Your followers are bound to respond and engage and, in turn, support your business. Happy posting!
On this week’s Social Media Marketing Talk Show, we explore improvements to Live video on Facebook and Instagram, paid live streams in Facebook Events, and Messenger Rooms with special guest Luria Petrucci.
Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media.
On this week’s Social Media Marketing Talk Show, we explore improvements to Live video on Facebook and Instagram, paid live streams in Facebook Events, and Messenger Rooms with special guest Luria Petrucci.
Luria Petrucci is co-founder and owner of Live Streaming Pros, where she teaches people how to establish their expertise, build their audience, increase engagement, and increase revenue with professional live video.
Use the timestamps below to fast-forward to our top stories in the replay above.
1:30 Facebook Introduces New Live Video Features for Facebook and Instagram, Live With, and Donations
5:30 Facebook Rolls Out Ability for Pages to Charge for Live Videos in Events
17:10 Facebook Expands Test for In-Stream Ads on Live Videos
26:24 Facebook Expands Messenger With Messenger Rooms, Virtual Backgrounds, and More
Facebook is bringing back Live With, which allows page admins or profile owners to select a guest to go live with them during a mobile broadcast. Facebook notes that while pages can go live with a profile, they can’t add another page to their live stream. This update began rolling out on Friday, April 24, and will launch globally “in the coming days.”
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Facebook Rolls Out Ability for Pages to Charge for Live Videos in Events: In the next few weeks, Facebook pages will be able to integrate Facebook Live with Facebook Events and charge for exclusive access to these live video events. These Facebook events could be marked as “online-only” and applied to anything from online performances to classes to professional conferences.
Facebook states this update is part of the company’s bid to support creators and small businesses on its platform. It also provides a way for musicians, entertainers, and other creators to monetize their online performances.
Facebook Expands Test for In-Stream Ads on Live Videos: Facebook expanded its test of in-stream ads on Facebook Live to more verticals. Marketing Land notes the ads will include “pre-vetted” entertainment, news, and sports partners and will only be open to a select number of publishers to determine if “content creators are able to successfully monetize their live video streams with in-stream ads” before a broader rollout.
The biggest update announced is Messenger Rooms, a new option to set up virtual hangouts or meetings across all of Facebook’s apps. Messenger currently only allows up to six video chat participants at a time, but Messenger Rooms will soon hold up to 50 people with no time limit. It started rolling out in “some countries” this week and will expand to the rest of the world in the coming weeks.
Users will be able to start and share rooms on Facebook through the news feed, groups, and events, making it easy for people to drop in and out of the chat. Facebook notes that it plans to add ways to create rooms from Instagram Direct, WhatsApp, and Portal, too.
Grace Duffy, serves on the Editorial Staff at Social Media Examiner as News Producer. She is a social media strategist, marketer and content creator with a passion for connecting people through technology.
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Wondering if publishing organic social is worth your time? Looking for tips to improve your organic social content? To explore the power of organic content marketing, I interview Larry Kim on the Social Media Marketing Podcast. Larry Kim is the founder of WordStream and Mobile Monkey. He’s a content marketing pro and a top writer…
Wondering if publishing organic social is worth your time? Looking for tips to improve your organic social content?
Larry Kim is the founder of WordStream and Mobile Monkey. He’s a content marketing pro and a top writer in entrepreneurship on Medium.
Larry shares tips for using organic content on LinkedIn, Facebook, and Twitter. You’ll also discover how to get exposure via organic content on Medium.
Is Organic Social Media Dead?
We live in an age where everybody’s focused on paid acquisition, yet Larry seems to have successfully used organic pretty dramatically. He believes that getting organic reach is harder than it used to be but it’s certainly still possible.
Larry figures that mathematically, roughly one out of every five posts on the Facebook or Twitter feed is an ad—which means four to five of those posts are organic. Someone’s getting those impressions and that engagement—and if it’s not you, it’s going to be somebody else.
It used to be a bit easier to get a little slice of the organic social media action. There were participation points: Everyone was a winner as long as they did something. Larry feels that the algorithms today are slightly more lopsided. They tend to have favorites, more like “winner take all.” Like playing Powerball as opposed to a scratch ticket.
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Larry’s Twitter account typically receives around 20–30 million impressions a month with no paid advertising. His Medium account gets about 2 million views per month. His LinkedIn page gets around 10,000 profile views and it’s regularly possible for him to get up to several hundred thousand views on his content. This is all organic. But Larry is definitely employing different strategies from what he was doing just a few years ago, and those strategies are platform-specific.
Why Should People Publish Organic Social Content?
The benefits of posting organic social content are enormous. Larry says that with something like LinkedIn or Medium, all sorts of crazy opportunities come—fundraising opportunities, high-powered interviews—things just appear in the LinkedIn inbox. All sorts of incredible opportunities can flow from it but for those inquiries to find their way to your inbox, you have to put yourself out there.
It’s hard to exactly quantify the ROI of organic social content because it’s very random. It’s not direct response marketing; you’re not driving installs of your product. People see something, then a journalist calls, someone invites you to a conference, and so forth. It’s more about indirect benefits ranging from job opportunities to speaking opportunities to media inquiries to business opportunities and partnerships.
The way this works varies based on the platform. Twitter can be especially effective for increasing reach and gaining opportunities. Larry has about 800,000 followers, and during this coronavirus pandemic, he’s been following updates from different politicians and CDC experts. He’s finding to his great surprise that many of them have actually followed him back.
The reach is there if you’re able to understand how these algorithms work, crack them, and really take advantage of them. Is it worth your time to do that?
If you’re going to do it, you have to be in it to win it. You need a well–thought-out strategy. It doesn’t have to be for all of the different platforms. You can pick one that’s really good for your niche. Just go all in and do what it takes to be a winner there now. So many people try things that don’t work and then blame the platform for their failure. You need to test and try a lot of different things, then double down on what works best.
Organic Content on LinkedIn
Larry finds LinkedIn to be the easiest platform for organic reach. If you have a very modest following, LinkedIn’s algorithm gives you the highest potential to get millions of views. Larry has some LinkedIn videos with hundreds of thousands of views—and it’s not just because he has a lot of followers.
Go through your own feed and you’ll see all sorts of updates from people who aren’t your connections. You’ll see second- or third-degree connections with 100,000 video views. If you view their profiles, you’ll find they’re often regular people with a modest number of connections. LinkedIn’s algorithm is very generous. It surfaces content to LinkedIn users at a really generous clip. Facebook is stingier because it has to make room for ads every four posts.
Different platforms have different signals. For LinkedIn, it’s all about the comment and comment discussions. LinkedIn’s algorithm isn’t all that sophisticated. If you own a company and you have a few dozen employees, ask your employees to like and comment on a post that you’ve just shared.
For instance, create a Slack channel and call it the “Hit the Like Button” channel. When you post something to LinkedIn, put the URL of the post in there, and your friends and family can like and engage with that content. That simple strategy can deliver tens of thousands of views. It works even better if you know people who have a decent following. Then you can enter into some kind of mutually beneficial arrangement where you can help each other and engage with each other’s content.
Larry points out that this strategy was widely employed on Facebook 15 years ago; however, Facebook quickly figured out ways to filter out this kind of thing and it doesn’t work anymore. LinkedIn is a time machine. Their algorithm is more like Facebook’s algorithm 15 years ago. The algorithm will give you the benefit of the doubt. It will audition that content that you’ve just surfaced, and that content will accrue more impressions.
Just getting your friends and family to engage with your content can give you your first 5,000–10,000 impressions. The friends and family liking your content is just a catalyst to get the initial few thousand impressions for free. Whether you get to 100,000 impressions is more of a meritocracy. Does it die out very quickly or is it one of these more viral posts that everyone sees and engages with and it just explodes?
This isn’t illegal. You’re just noticing how the thing works and you’re trying to send as much signal as possible to that news feed algorithm to generate an outcome that’s beneficial to either your personal brand or to your business.
One thing you can do is audition content elsewhere. If you look at Larry’s LinkedIn feeds, you’ll see mini-infographics about unicorns and other things. These ideas are curated elsewhere, mainly on Twitter.
Larry knows that his average tweet gets about 25,000 views and maybe 30 retweets, but 10% of them get 100–1,000 retweets. Posts that do well on Twitter get reposted to LinkedIn. If something was really funny or thought-provoking or engaging, to the point where people wanted to comment on it and reshare it on Twitter, there’s a high chance people would also like to engage with it on LinkedIn.
If you’re doing LinkedIn Pulse blog posts, you can push traffic to that page on Facebook. One great way to get lots of discussion is to specifically promote it to people who have the opposing view.
If your article is about the Keto diet, target a bunch of people who like the Paleo diet on Facebook. Then show that ad to the people on Facebook through your LinkedIn page. They’re going to be mad. They’re thinking, “This diet sucks. You have to do Paleo instead, not the Keto diet.”
If you’re just promoting the content to people who are already in love with the idea, there’s nowhere to go with the discussion. If you promote it to people who hate it, they’re more likely to comment. The LinkedIn algorithm requires comments and comment replies, and it weighs longer-form comment replies as being more valuable. You just have to break it down and run some experiments.
LinkedIn Company Pages vs. Profiles
I ask Larry whether organic content performs better on personal profiles or company pages.
Larry notes that there’s a dampening factor that’s applied to company pages. Naturally, LinkedIn wants to force companies to pay money for ads to get the company page’s messages out. It’s still possible for company content to get a lot of traction, but the extent of the magnification of those user interactions is diminished.
Ten likes of a post on your personal profile would give you 10,000 views. Those same people liking and commenting on a company post are going to generate maybe a fifth as many views.
It’s still nothing to sneeze at. But when you look at the posts in your LinkedIn feed that have a lot of likes and comments, they tend to be from individuals, not businesses.
Riding the “Trending” Wave on LinkedIn
It’s really challenging to notice something that’s trending and jump on it quickly. But if you have that capability, there’s nothing more powerful in social media than a far-reaching topic that has legs beyond your niche.
If you’re clever and nimble enough to recognize those trends, then that’s a very powerful force to ride. It is winner take all. Typically, the few people who get to it first tend to generate the lion’s share of that engagement because of how these things snowball, and it rewards the thing that has the most engagement. But it’s definitely a part of the strategy.
It’s harder to turn that into a formulaic approach because you never know when those things are going to fly by. News is always happening but who knows when news of that magnitude is going to come out?
Larry prefers to work in a way that is a little more formulaic. You can audition content and come up with the top 10 posts over the last year, and then you can migrate those from Twitter to LinkedIn. It’s a repeatable recipe that doesn’t require some external thing happening, and if it has wings over here, it might have wings over there.
Auditioning Organic Content on Twitter for Inspiration
I mention to Larry that it sounds as if he’s doing something different on Twitter to have stuff to be auditioned potentially on the other platforms. Where do his ideas come from for the auditions, and is Twitter the place where he auditions everything?
Larry tells me that LinkedIn’s algorithm, as well as Facebook’s, has a dampening factor in the feed algorithms: If you post too frequently, your next post will take away from the previous post. There are people who post on LinkedIn once every minute, and those things go nowhere.
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There’s no punishment for posting a lot on Twitter. Tweeting twice in a row doesn’t make the first tweet any less likely to be seen. That makes Twitter a really great place to audition content because you don’t have to worry about spreading those posts out.
You can just try things and you don’t have to keep them on your wall. If you posted 2 or 3 hours ago and you’re not seeing a certain amount of engagement within the first hour or so, then by all means, delete it and try something else.
Larry can come up with lots of posts because he has a filter. There are only a few key topics he really cares about: social media, entrepreneurship, startups, and technology stuff.
He has those high-level topic filters and uses a combination of third-party tools and some internal programs he’s developed on his own to screen the news for what’s trending and what’s generating engagement. Using those tools and programs, Larry can spend just a few minutes every day or two picking some ideas up from Twitter that might work elsewhere—like on LinkedIn.
If it’s just a topic that’s fairly general and doing well, and it’s not attributed to anyone—such as a study of the most important skills to have on LinkedIn in 2020—Larry might riff off of that idea to create his own content.
For example, he would come up with an infographic called, “The Top 10 Characteristics of a Unicorn Marketer in 2020.” He might curate some of the skills and criteria from that report but then put his own spin on it. To visualize this, he’d pick 3 out of 20 points from the study that he agrees with and then add 7 of his own that he feels are really important. Then he’d publish the content on LinkedIn.
If you scroll through Larry’s LinkedIn, you’re going to see lots of these mini-infographics. They’ve all been auditioned on Twitter and that’s why they then appear on LinkedIn.
Organic Content in Facebook Groups
Unless you’re publishing a large volume of content, Facebook groups are really the only game to play on the platform.
Larry’s MobileMonkey group has around 35,000 members and is getting 30% engagement rates. On average, 20%–30% of the people in that group will see any post that he puts in there. It’s all about the engagement and the responses. You see the content from the groups that you’ve engaged with and you don’t see the content from the groups you haven’t engaged with. There’s a group engagement hygiene.
You’ve got to be clever about it. It’s not just about posting things to the group and hoping everyone will see it and engage with it. You have to understand how those algorithms work and you have to do the kinds of things that will result in your posts being surfaced.
Larry recommends that every Monday you do an icebreaker like, “Where are you from?” Post that on your group and you’ll get 400 responses. People like to talk about themselves. But that little thing that you just did there will juice the engagement for your group for the next week.
If you’re hoping to use Facebook groups as a page traffic driver, that’s not the way—or rather it would be a very algorithmically challenging way. It used to be that every time you did a blog post, you would post a link to it on your Facebook page. That strategy is dead.
But there might be three main points of the blog post or a mini graphic you could post to your group and include a link in the first comment. Then have your cabal engage with that post a little to give it some love. That way, it gets auditioned among that group.
That’s a little more work but the whole point is to drive engagement. If you’re not doing that extra work, then why are you bothering to post in the first place? If you do that extra work, it actually becomes a valuable exercise as opposed to a waste of time.
Organic Video Content
Larry has gotten a lot of leverage out of video. He’ll record a webinar and then simulate a live stream to all of his other social channels. That’s a lot of social channels because there’s Larry’s own social channels plus MobileMonkey’s channels. He’ll live-stream the same video to 12 different social channels and it’s still algorithmically favorable to do this; not as much as it used to be but it’s still better than just posting static content.
Think of it as a television station that runs in syndication. Larry has a library of video content that’s still relevant. Certainly, you wouldn’t rebroadcast news stories from 2 years ago but there’s going to be some content that’s evergreen.
Larry has a rotation schedule where he does two live streams per channel and just rotates through the library. Nobody notices because nobody catches every single live stream that he does and there’s enough content that the chances of them seeing something twice are extremely low.
Larry suggests that you come up with a library and then stream that into two different channels in different orders so it’s truly randomized. This requires a little bit of organization but it can be outsourced to a virtual assistant. Once you understand how to live stream, it’s just mechanical work that’s not very expensive to do.
Organic Content on Medium
Larry was in an Uber the other day and the driver asked him if he was Larry Kim. It turns out that the driver follows Larry’s content on Medium.
Larry gets somewhere between one to three million views on his content on Medium every month. It’s been incredibly valuable for his personal branding. He’s been doing it for 6 years now and he’s the ninth most popular blogger on that platform. Some of the people who are ahead of him include Ev Williams and Gary Vaynerchuk.
The Medium audience is primarily tech people. It’s the same people who’ll read Wired magazine or TechCrunch. They have a lot of interest in topics like entrepreneurship, tech, and how to start a business. That higher-level stuff is really useful for Larry’s company, too, because MobileMonkey customers tend to also be entrepreneurs and startup people so the demographics are similar.
Medium is a way to cast a much larger net on much broader topics than Larry would normally write about. Today on this podcast, we’re in the weeds of news feed algorithms. That wouldn’t be an appropriate topic for Medium. Sometimes to grow your business, you have to cast a larger net and talk about topics outside of your usual niches.
Larry’s Uber driver went on to tell him he’d read his article about how to start a business, and that he wanted to start his own business someday. Larry believes he’s going to do it. The hope is that he’ll remember Larry, and then when it comes to requiring marketing or messaging software, he’ll remember MobileMonkey. Writing for Medium doesn’t have a super-high conversion rate but it’s about casting such a broad net that it’s still a meaningful net positive to your brand or business.
The first thing to know about Medium is that it doesn’t have a duplicate content penalty. Unlike LinkedIn, where it throttles you if you post a lot, people post so infrequently on Medium that there is no duplicate content there—meaning that you should syndicate your content.
If you just have three articles that are evergreen, you should repost them every week or every month because there’s no downside. There are no duplicate penalty costs. You wouldn’t know that Larry syndicates content and puts it on reruns because his content library is so large. It’s thousands of articles, but if you look closely enough, you’ll see some repetition.
The second thing is you need a publication. People can follow individuals and they can also follow publications. Larry has a publication called Marketing and Entrepreneurship. It’s the largest publication on Medium with about 40,000 subscribers.
When Larry posts, there’s a good chance that the 200,000 people who follow him on Medium plus the 40,000 people who subscribe to the publication will see his content because the content is subscribed to that publication.
Another tip is to drive traffic to those articles. Medium’s system is based on claps. If your article gets surfaced in those daily digests that get sent out or in the app or on the website, that means you have to throw a lot of traffic toward it.
There’s a guy Larry follows on Medium who has a big email list and he uses Medium to collect those emails. Every time he posts something new to Medium, he sends an email directing his email list to that post so that it generates claps. It’s a nice little flywheel he’s developed there.
There are plenty of big announcements and news breaks on Medium. It’s basically Twitter in long form. It’s an interesting channel that’s chronically underused by marketers.
The goal is not to do everything but to do a few things well. Those are the platforms or channels that Larry is focusing on, and he’s doing really well on them—organically.
Does your marketing include episodic video content? Wondering how to promote your series? In this article, you’ll discover how to release and promote a documentary storytelling series on social media. Why Marketers Should Consider Documentary Storytelling Using storytelling rather than product pushing in marketing content can give you a significant edge. While traditional marketing highlights…
Does your marketing include episodic video content? Wondering how to promote your series?
In this article, you’ll discover how to release and promote a documentary storytelling series on social media.
Why Marketers Should Consider Documentary Storytelling
Using storytelling rather than product pushing in marketing content can give you a significant edge. While traditional marketing highlights the product, storytelling creates a compelling and engaging narrative that puts the customer before the product and spotlights your brand’s mission.
Thanks to Netflix, the docuseries has become one of the hottest formats for storytelling. With consumers hungry for authenticity and transparency and algorithms favoring conversation-generating content, the docuseries is worth exploring. It allows viewers to connect on a deeper level and become more invested in your brand through a behind-the-scenes look at a journey they can relate to.
Video is known to have higher engagement rates and higher ROI than any other form of content on social media. By the end of 2022, Cisco predicts that video will account for 80% of all consumer Internet traffic. According to Hootsuite, the average engagement rate for a Facebook video is 6.13%, while overall engagement rates on the platform are much lower at 3.6%.
The numbers don’t lie. It’s clear that video is a powerful digital marketing tool that brands can’t ignore. As a result, marketers are making big investments in video documentary storytelling to capture the right audience in a competitive social media landscape. Here’s how you can start the type of conversations that get your docuseries content noticed on social platforms.
#1: Ensure Each Episode of Your Docuseries Is Entertaining and Educational
The goal of a docuseries is both to entertain and educate your target audience. Within that context, you want to offer real value to your viewers—share lessons and insights that your target audience can relate to and learn from.
Digital Distillery, an Auckland, New Zealand-based creative agency founded by Cat Howell, is an example of a brand that is successfully using the docuseries format to engage with their target audience. The idea for their docuseries Pay the Invoice stemmed from a challenge (as many great ideas do). The agency was having trouble getting a difficult client to pay their invoice.
Many freelancers, entrepreneurs, and agency owners were struggling with similar issues. From lead generation to late invoices, there were certainly many important shared experiences for this community to connect on. But Howell couldn’t understand why everyone held their cards so close to their chests.
The docuseries she created follows seven budding entrepreneurs on their journeys to scale their businesses. The docuseries was a way for Howell to build a connection between her business and target audience. Pay the Invoice demonstrates why the docuseries is such a powerful video format for brands. It touches on what Howell calls “the human piece.”
#2: Choose a Release Strategy for Your Docuseries
The method you use to release your content can also help keep your audience engaged. “There’s a lot of power in mimicking what the best in the industry are doing. If you look at the best publisher in the world, it’s Netflix, and they release everything at once,” says Howell.
Whether it’s best for your brand to release everything at once or publish episodes weekly will depend on your audience and goals. Both release methods have their pros and cons.
A single release of an entire series can have a big impact. With the binge culture Netflix has established, people will often set aside an entire weekend or a few nights during the week to watch a complete series. Around the release date, with many viewers watching at the same time, conversations on social tend to happen organically. A full series release gives you an opportunity to have a bigger impact on social platforms through conversation among viewers watching at the same time.
If you already have an established viewer base, though, you might want to give your brand the opportunity to stay top of mind with your community over a longer period of time. You can achieve this through weekly episode releases.
#3: Optimize Your Docuseries and Episodes for Primary Distribution on YouTube
You need to catch your audience’s attention right away, especially when your video is competing for views in an increasingly crowded news feed. You’ll need to create compelling imagery and thumbnails to promote your docuseries and individual episodes.
If you don’t have a graphic designer on hand, use a free tool like Canva that helps you create strong, professional-looking graphics without needing to know how to use Adobe Creative Suite.
Subtitles are another crucial component that can help your video content thrive. Audiences tend to watch from their mobile devices when they’re on the go and are less likely to turn the sound on. Headliner (free and paid plans, starting at $12.95/month) is a web-based tool you can use to generate subtitles and allow these on-the-go viewers to follow along.
Before posting your video, double-check that the subtitles are correct and the font type and color are easy to read. Fix any mistakes if necessary before publishing your video.
YouTube has a number of native tools you can leverage to make your content easy to discover. To ensure your video thrives on YouTube, take the following steps:
Compile your videos into playlists: This will help YouTube understand what content is related and can make recommendations to viewers. These playlists also help lead the viewer to watch more than just one video.
Add relevant keywords: YouTube users often treat the platform like a search engine. That’s why it’s crucial to select the right keywords and title for your docuseries episodes so your video is more likely to appear in the search results of your target audience. Think about what your ideal customer might be searching for and use titles and keywords that match up with what they might type into the search bar.
You can research YouTube titles using tools like UberSuggest (free) and TubeBuddy (free and paid plans, starting at $9/month).
Don’t forget your call to action (CTA). Include your CTA at the end of the video, as well as in the video description. Think about what you want to accomplish for your business with this video. Would you like more subscribers, client leads, or website traffic? Decide on one goal and create an appropriate CTA.
Finally, keep track of key metrics with YouTube Analytics. These include click-through rate (CTR), watch time, and audience retention. Record these metrics at least weekly and try to identify any significant patterns or behaviors that will help you improve your videos going forward.
Optimize Each Episode for Native Secondary Distribution on Facebook
When you upload episodes of your docuseries to Facebook, follow these recommended video specs:
Dimensions: 1280 x 720; minimum width 600 pixels (length depends on aspect ratio)
Aspect ratio: 16:9 (landscape) or 9:16 (portrait)
Maximum file size: 4GB
Video formats: .MP4 or .MOV (recommended)
Maximum length: 120 minutes
Maximum frames: 30 fps
A Note About Distribution on Other Platforms
If you choose to publish your docuseries on other platforms, ensure that you load each episode natively to each platform, which will help boost your video’s reach. This is important not just for social media but also for your website. Embedding video content on your website helps decrease the bounce rate and improve your ranking in Google’s search results, according to Noam Judah of SEO agency TopRankings.
In addition, make sure your video is formatted correctly in both length and aspect ratio for the intended platform. You can find a comprehensive overview of recommended dimensions, aspect ratio, video format, and video length here.
#4: Promote Your Docuseries With YouTube Ads and Facebook Ads
Before you spend your hard-earned dollars on YouTube and Facebook ads to promote your docuseries, ensure that you have a solid strategy in place.
Start by creating a few audience groups that you’ll target with a unique strategy. First, identify who your main target audience is. Then break up this audience into various subcategories with similar interests.
Howell describes her main audience for Pay the Invoice as freelancers, entrepreneurs, and agency owners. But she also targets more niche audiences within this larger bucket using specific keywords, and the ad copy for those target audiences is tailored to their more specific interests. To visualize this, she was able to use the hiking episode in Pay the Invoice to target people interested in hiking within the broader audience of freelancers, entrepreneurs, and agency owners.
Pro Tip: It’s important to test different teaser video formats and lengths. By testing different creative, you’ll be able to better optimize your paid advertising strategy and save on ad spend.
#5: Boost Visibility for Your Docuseries via Organic Promotion on Facebook
Creating and posting a compelling docuseries are only the beginning steps of a successful content marketing strategy. Meaningful engagement with your target audience is crucial in creating a strong community of loyal brand followers. Here are two ways to generate this engagement on Facebook.
Host a Facebook Watch Party
Changes to the Facebook algorithm in 2018 lowered the reach of pages but increased the priority of posts from Facebook groups. This makes Groups an excellent platform to use to promote your docuseries. Specifically, you might want to explore the Facebook Watch Party feature, which allows group members to watch a video in real time together as a community and share reactions and comments live.
Start by creating a Facebook group post and selecting the Watch Party option.
Next, choose the video you want to watch together as a community. A watch party is perfect for launching the premiere episode of your docuseries. You can also add multiple videos if your docuseries has multiple episodes.
When you start the watch party, group members will see the post if they’re logged in. However, you might also want to consider sending them an invite so they receive a notification about the watch party.
Be sure to promote the watch party to your community in advance so they know when to tune in and join the conversation.
Facebook Live Q&A
Hosting a Facebook Live Q&A can also be an effective way to promote your docuseries on the platform. Facebook Live sessions are shown to have on average six times more engagement than recorded videos. As with a watch party, promote your live video in advance so your community knows when and how to tune in.
Before you go live, test your camera, sound settings, and internet connectivity. To do this, select the Only Me option for your audience and shoot a practice video to make sure there are no technical issues.
When you’re ready to go live, set a location for your live video and write a short but engaging description. This will help increase discoverability.
Keep in mind that it can often take some time to start amassing viewers so you’ll want to develop a strategy to fill the time while you wait for your community to log on and tune in. During this period, keep viewers entertained and engaged but don’t dive into any of the main conversation topics about your docuseries. Save these for when the bulk of your viewers have tuned in.
Throughout the broadcast, periodically reintroduce both yourself and the topic of conversation, your docuseries. You can also give new viewers a short recap of what they missed.
Take questions about your docuseries from your community while you’re live; don’t simply talk at them. This is an excellent opportunity for you to engage with your community directly.
When your video is complete, select the option to post your video as both a Facebook post and Facebook story so users who didn’t tune in live can watch the video later.
#6: Other Ways to Build Awareness for Your Docuseries
Here are a few additional ways you can boost visibility and viewership of your docuseries:
Host a Twitter chat: Consider hosting a Twitter chat as docuseries episodes are posted to create a conversation around the series. Start by picking a topic or theme for the discussion so you can guide the conversation. Also create a branded hashtag for chat participants to use to track the conversation as it’s happening and once it’s completed.
Leverage user-generated content (UGC): Eye-catching merchandise can help you promote your docuseries and also create an additional revenue stream. Consider mugs, hoodies, and hats with a phrase or hashtag your community identifies with. Then as your community posts and shares images of wearing and using the merchandise, it will help boost the visibility of the docuseries, create UGC you can leverage, and foster a sense of community among viewers.
To get the most out of the merchandise and generate as much UGC as possible, consider hosting a contest. Ask users to submit a photo of themselves wearing or using your brand merchandise. Request that they tag your brand and use a specific branded hashtag for the contest so you can track entries.
Encourage additional posting and engagement by giving contest participants bonus entry options. For instance, users who post to both their Instagram grid and Stories will be entered twice. Make the winner selection exciting. Consider hosting a live video where you select the winner and discuss the prizes. Pick multiple winners with different tiered prizes so you can directly engage with more than one follower.
Leverage the personal networks of the talent involved in the docuseries. Provide them with assets to share on their own social platforms to help you expand your reach organically.
Finally, a smart PR strategy can go a long way toward increasing the visibility and viewership of your docuseries. There are a few different ways to do this:
Look for guest posting and interview opportunities on relevant blogs and podcasts and ensure that these posts link back to the docuseries website or episodes. This will help you gain new viewers and boost Google search rankings.
Announce the launch of a new docuseries on the day the premiere episode goes live through a press release.
It’s clear that video content is here to stay and has become a powerful marketing tool for brands. The docuseries is an especially potent format because when used properly, it can help build brand affinity, start meaningful conversations, and create a sense of community among viewers. Use the above tips to promote thoughtful, quality content that resonates with viewers to help set your brand apart from your competitors.
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If you want to thrive in 2020, you need to adapt. Carlos Gil Contributor Author, Consultant, Keynote Speaker, Media Personality November 18, 2019 6 min read Opinions expressed by Entrepreneur contributors are their own. While social media continues to play a huge role in Americans’ lives in both a personal and professional sense, there’s also…
While social media continues to play a huge role in Americans’ lives in both a personal and professional sense, there’s also a growing wariness that marketers need to be aware of. For example, a 2018 Pew Research Center study found that social media overtook print newspapers as a more popular news source, yet a 2019 Pew study revealed that 62 percent of U.S. adults think social media companies have too much control over the news that users see.
Leading into 2020, social networks appear primed for both active engagement and active scrutiny, and social media companies may quickly change how they operate as a result. For example, Twitter recently announced they would stop allowing political advertising, and networks like Instagram are experimenting with hiding the number of likes on posts in an effort to reverse the negative mental health effects associated with social media comparisons, as CNET reports.
For marketers, even if these changes do not seem to apply directly to your brand, they underscore the point that social media marketers tend to operate on rented land. The major social media networks are publicly traded companies that exist to grow their own businesses, not yours. They are the ones in control of how their platforms work, and your efforts to be successful through their mediums, such as building up your followers to reach an organic audience, can essentially be made irrelevant overnight.
So, if you want to succeed in this evolving social media landscape, you need to start putting marketing data and decisions more in your own hands, rather than ceding control to social media networks. Social media will continue to be crucial for marketers in 2020 and beyond, but to be successful in this new era, you need to use social media more as a way to get your foot in the door, rather than making it the be-all-end-all of marketing.
Specifically, as I explain in the video above, you can take the following steps to dominate social media marketing in 2020:
1. Lead generation by gathering data
While in the past your brand may have valued metrics like followers and likes, it’s becoming increasingly clear that these measures tend to not carry much weight. What’s more important is your ability to generate quality leads so you can market to them directly, rather than being entirely reliant on social media networks, especially when likes fail to translate to sales. As such, you should aim to use social media as a feeder source for capturing data such as email addresses and phone numbers.
A great way to do this is to drive social media users to a landing page on your website, where visitors can opt-in to receive something of value, like an e-book, in exchange for their contact information. From there, you can use that data on your own terms, whether you choose to retarget through Facebook ads, incorporate new contacts into your email marketing or however else.
2. Text message marketing with SuperPhone
Last year, I interviewed hip-hop artist Ryan Leslie who launched a new mobile messaging platform called SuperPhone, and now I’m using SuperPhone to take my social media marketing to the next level. On my Instagram profile, I have a button that allows people to text me via SuperPhone, and when they do, they get a text back with a landing page, which enables me to collect valuable data. Thus, I’m tying together social media marketing with text message marketing, all while focusing on having more data in my own hands rather than being entirely reliant on social media platforms.
As a marketer in 2020, you too should be looking into how you can incorporate text message marketing into your brand communications. You can leverage social media as a hook, and then once you have leads that you can market to through text, you can get more mileage out of your audience and avoid social media fatigue.
3. Private messaging on WhatsApp and Slack
It can be tough to stand out amidst all the noise on social media, which is why social media marketing in 2020 should include ways to link your social media efforts to other marketing methods. Along the same lines of collecting data and engaging in text message marketing, you can also use the major social media networks as a feeder source for creating private groups on messaging platforms like WhatsApp and Slack.
Focus on your most engaged or connected followers, which you can identify through a social listening platform like Sprinklr, and invite them to join a private group on WhatsApp or Slack. From there, you can bypass the noise on the major social media networks and engage directly with your superfans, such as sharing sneak-peek news with them or soliciting their opinions on new products or services you’re planning to offer. From there, these engaged fans can spread the word about your brand organically through traditional social media channels.
4. Gather intel or set up listening feeds with Twitter
Another way to thrive in this evolving social media landscape is to use social networks more as search engines rather than just megaphones to shout your brand message. Twitter in particular stands out as a real-time search engine, where you can find people who are talking about your brand or industry, or even find direct leads. For example, as a public speaker, I have saved searches on Twitter for “call for speakers,” and I can monitor that feed to see in real-time who’s looking for a conference speaker. Then, I can reach out to those conference organizers to offer my services.
Similarly, other professionals like real estate agents can set up Twitter feeds for searches like “looking to buy a house in Houston” or “moving to Seattle” and then reach out to these potential clients.
5. Use GIPHY
Lastly, I recommend creating a few GIFs related to your brand and adding them to GIPHY. This is a low-risk, high-reward growth hack, as anyone can find your GIFs through GIPHY and add them to their social media content. If lightning strikes and some users who have a large social media presence share your GIFs, you could end up growing your own brand’s recognition. If not, you still have some GIFs that you can use anytime to spice up your own content.
These five tips can work as either standalone strategies or in combination to build a more comprehensive marketing strategy both on social media and off. Social media isn’t going away by any means, but the rules of the game are changing, and if you want to thrive in 2020, you need to adapt.
Contributor Author, Consultant, Keynote Speaker, Media Personality
Corporate social responsibility (CSR) can take many different forms. Some businesses launch full campaigns that include revamping corporate or manufacturing policies and supporting them with fundraisers, volunteer activities, and charitable donations. Others companies start massive social cause campaigns to give attention to specific issues. While large CSR initiatives are impressive, there are smaller efforts that all…
Corporate social responsibility (CSR) can take many different forms. Some businesses launch full campaigns that include revamping corporate or manufacturing policies and supporting them with fundraisers, volunteer activities, and charitable donations. Others companies start massive social cause campaigns to give attention to specific issues.
While large CSR initiatives are impressive, there are smaller efforts that all businesses can make to practice social responsibility within their industries.
In this article, I’ll demonstrate how social media marketers can practice social responsibility toward their audience and the businesses or clients they represent.
You can use the information as a guideline for authentic, responsible social media marketing.
Commit to thorough content research
When creating content for social media such as blog posts and articles, thorough research makes a difference. For example, when quoting statistics in your articles, trace the data back to its original source.
In many cases, you’ll discover that social media statistics from 2012 to 2015 continue to circulate in many of today’s articles. In 2012, though, social media was an entirely different environment compared to today’s fast-paced, influencer-based social platforms.
In most cases, social media statistics that are over a couple years old aren’t applicable to today’s marketing strategies.
Take steps to ensure that the content you share on social media is well-researched so your information is valuable and not misleading. You have a responsibility to your audience not to add to the onslaught of disinformation they face online.
Read beyond the headlines
Curating content on social media is an excellent way to build relationships with other brands while keeping your audience informed or entertained.
Reading and sharing content based on headlines alone, though, can cause damage to your brand and harm the trust you’ve built with followers.
Many of today’s publications sensationalize headlines or intentionally mislead readers to earn a greater number of clicks for their websites. Before you share an article, read the content to confirm that its headlines match the story. Additionally, consider avoiding headlines meant to incite anger or fear.
Reading beyond the headlines — before your share someone else’s content — is essential to sharing valuable, responsible content with your followers.
Over half of people say that fake news causes confusion about current issues and events, according to a recent report by Statista.
Sharing misleading or fake news can harm your brand’s reputation and your readers’ trust. And if that isn’t bad enough, during emergencies, sharing inaccurate news can also harm people and threaten lives.
For example, during the tsunami of 2018, Indonesian authorities had to invest their time battling false reportsof another earthquake, a dam about to burst, and free flights to Palu for victims, all of which were fake news.
These two aspects of the popular social media platform can help you grow your business. November 6, 2019 3 min read Opinions expressed by Entrepreneur contributors are their own. Twitter may not have the reputation for being as business-focused as LinkedIn or have the audience size of Facebook, but it’s one of the most underrated…
These two aspects of the popular social media platform can help you grow your business.
3 min read
Opinions expressed by Entrepreneur contributors are their own.
Twitter may not have the reputation for being as business-focused as LinkedIn or have the audience size of Facebook, but it’s one of the most underrated and misunderstood social networks among professionals and businesses. Anyone looking to grow their brand and find new clients should be able to get value out of Twitter.
In particular, the following two overlooked aspects of Twitter help make it one of the best platforms for any type of company to improve their marketing:
1. Twitter is a real-time search engine.
Perhaps more than any other platform, Twitter is plugged into the present. The short-form, written nature of the content on Twitter means that people are constantly sharing what they think about TV shows, conferences, product launches, etc., literally as they are happening.
From a marketing point of view, you can use Twitter to gauge market sentiment and find new clients by searching for keywords and phrases relevant to your brand or industry. For example, if you’re a real estate agent, you can search for phrases like “moving to (insert your city or neighborhood here)” or “looking for a realtor in (insert your city or neighborhood here).”
You can also see what customers have to say about your brand or competitors and use that information to grow. For example, if you see someone complain about a competitor on Twitter, you can swoop in to offer a way to remedy the situation for that client.
2. You don’t need a large following to be effective.
The real-time nature of Twitter, along with the fact that you can see and respond to any public conversations, means that you don’t need a large (or any) following to be effective. On LinkedIn and Facebook, your ability to interact with others through a brand channel is limited, whereas on Twitter you can more easily engage directly with potential clients you find when searching for relevant conversations.
Your content can also be discovered by anyone if you use the right keywords and hashtags. And all it takes is one retweet or response from someone with a significant following in order for your post to quickly be seen by a far larger audience than your follower count might indicate.
So instead of aiming to rack up followers, focus on being present and active in conversations where you can demonstrate your thought leadership, provide value to potential clients, and ultimately improve your brand reputation and awareness.
These are just a few of the many ways that Twitter can be a gold mine for marketers and other professionals looking to grow their brands.
On November 11, at 12:00 PM ET, I’ll be hosting a 60-minute virtual workshop on Entrepreneur about how you can boost your business using Twitter. The workshop will dive more into these overlooked aspects of Twitter, along with other key insights such as:
How to get more reach by selling less and engaging more
How to use Twitter in tandem with LinkedIn to more effectively reach relevant decision-makers
How to more easily discover what’s being said about your brand, competitors and industry
How to thrive in the Wild Wild West of social media by becoming a digital savage
You’ll also have the chance to ask me questions directly about how to improve your social media marketing. Save your spot now, complimentary with an Entrepreneur Insider subscription or available for a one-time fee of $19.
Do you want a better way to track your social media marketing conversions? Looking for tools that can help you better measure attribution? In this article, you’ll discover six attribution models and tools that can help you. Why Attribution Matters to Marketers One common challenge for marketers is performing in-depth analytics. You’re most likely marketing…
Do you want a better way to track your social media marketing conversions? Looking for tools that can help you better measure attribution?
In this article, you’ll discover six attribution models and tools that can help you.
Why Attribution Matters to Marketers
One common challenge for marketers is performing in-depth analytics. You’re most likely marketing your product or service through a variety of channels so how do you know which channels are performing well and which ones aren’t?
Is the huge influx of traffic to your site from a Facebook ad or a piece of content you just published? Which of your marketing channels caused a spike in conversions that led to increased revenue?
Without proper attribution, you’d only look at vanity metrics like the number of link shares or comments. To gauge the success of a marketing campaign, you need to delve more deeply and look at things like how a lead first came in contact with your content, what pushed them to make a purchase, and so on.
With marketing attribution, you can study the full journey of how a person went from lead to paying customer, which helps you see what’s working. Maybe your Facebook ads aren’t optimized or converting at all so you’re better off pausing your campaign and re-strategizing. Or perhaps you’re getting a lot of return on investment (ROI) from your email marketing, in which case you’d want to intensify your email outreach since it works.
Without marketing attribution to help you see which touchpoints contribute to your business growth, you’ll keep wasting your time on things that aren’t bringing any positive ROI.
Now let’s look at six common attribution models and the pros and cons of each one so you can decide which model is best for your business and marketing channels.
#1: First-Touch Attribution Model
With the first-touch attribution model, you can see which channel first directed a lead to your product or drove a visitor to your website.
To visualize this, suppose a lead was first introduced to your website through a Facebook ad. Then they clicked a link on your site that directed them to a webinar. At the end of the webinar, they subscribed to your email newsletter and later converted through your email outreach. The credit for that conversion would be attributed to the first touchpoint, which is the Facebook ad, and not the email outreach.
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The idea behind the first-touch attribution model is that any conversions that occur at the end of the funnel wouldn’t have been possible without the first touchpoint.
Note that this kind of model isn’t the best option for B2Bs because usually a lot of touchpoints are involved before a lead converts.
First-touch attribution is the easiest model to set up and doesn’t involve a lot of analysis and calculation. It’s simple to track and focuses on demand distribution rather than weight distribution.
This model is prone to errors. It emphasizes just the beginning of the customer journey, which only tells part of the story of how that customer was converted.
First-touch attribution makes it difficult to optimize your marketing process because you can’t say for sure what led a customer to make a purchase. A prospect usually goes through multiple touchpoints before converting. The touchpoints that made an impact, like the email newsletter in the example above, should be further optimized to increase conversion rates.
When Should You Use This Model?
The first-touch attribution model helps you measure which top-of-funnel marketing campaigns are most effective. It doesn’t give you the complete picture but it can help you optimize your lead generation process.
#2: Last-Touch Attribution Model
The last-touch attribution model is similar to the first-touch model. But instead of measuring where the lead first came in contact with your business, it attributes the whole sales process to the last touch, the end of the marketing funnel.
Last touch is usually the default setting in most attribution models. Google Analytics also uses it as the default attribution model.
This model focuses on what drove a lead to convert and ignores everything that came before the conversion.
Suppose someone did a Google search for the keyword “pink shoes,” came across your ad in the search results, and was redirected to your site. This person didn’t make a purchase at that time but later they came back directly to your site and made a purchase. In this case, the conversion would be attributed to direct traffic to your site and not the earlier Google Ads campaign.
Last-touch attribution shows what directly led a customer to convert. If you’re only interested in conversion-based metrics, this is the best model for you. It’s simple to use and doesn’t have a learning curve.
This model neglects everything that led up to a lead converting. This makes it difficult to analyze every aspect of your funnel such as whether your ads are working, your email marketing is converting, or your content marketing efforts are having any impact.
The last-touch model has the same problem as the first-touch model. It doesn’t give a full picture of what’s working and what isn’t.
When Should You Use This Model?
If you’re only concerned with conversion rates for your campaign, this is the best model for you. It helps you determine which part of your messaging works best. It could be that the copy in your landing pages is more effective than the copy in your email newsletters. This model will help you figure this out.
#3: Linear (Even-Weighted) Attribution Model
The linear model attributes credit equally to all of the touchpoints that led to a lead converting. Everything from first touch, lead creation, opportunity creation, and customer closing are all treated equally.
The main problem with marketing attribution is determining which touchpoints are most important in a customer conversion journey. Linear attribution has a simple answer to this: Give all of the touchpoints the same level of importance.
The linear model is a huge improvement from the first-touch and last-touch models. It gives marketers a more complete overview of everything that occurred from the beginning of the funnel to the end stage where the lead converts. It doesn’t decide that the middle of the funnel is more important than the bottom of the funnel but instead gives them equal importance.
This model is easy to set up and can be used to compare results from other data models. And you don’t have to worry about which touchpoints should receive credit for a conversion.
The linear attribution model doesn’t help you fully optimize, because in reality, not all touchpoints are equal.
Is your Facebook ad truly contributing more than your Instagram ad? Are social media comments more important than shares? How do you know what made a customer really decide to make a purchase when you give equal credit to all touchpoints?
Certainly, some touchpoints will make more of an impact than others. It’s important for you to optimize those touchpoints and improve the areas that aren’t contributing as much.
When Should You Use This Model?
The linear attribution model is best when you have a small team and your marketing process typically involves a long sales cycle. You can get the full picture of all of the touchpoints that lead to conversion without putting in a lot of work. This model also helps fill in the gaps that are left by the first- and last-touch attribution models.
#4: Time-Decay Attribution Model
The time-decay attribution model gives more significance to the touchpoints that are closer to where the conversion occurred than the top of the funnel. It’s a multi-touch model that’s similar to the linear attribution model.
It gives more credit to the middle and bottom of the funnel and represents them as being worth more because they’re the points that drove the lead to convert.
This method isn’t foolproof, though. Perhaps a lead interacted with your ad and signed up for your demo, and then later purchased your product through a link in a blog post. Should the blog content receive more credit than the ad or the demo? Most likely not.
Often, the touchpoints closest to the point of conversion have the most weight. This model helps you optimize those points that lead to conversions directly.
Devaluing the first touch might not always be the right thing to do. Depending on the circumstance, the first touchpoint may have played an important role in the conversion.
When Should You Use This Model?
If your business has a long sales cycle, this model could work for you. It helps you neglect the early stages of the funnel and concentrate on the later stages that led to a conversion so you can optimize lead generation.
#5: U-Shaped (Position-Based) Attribution Model
The U-shaped attribution model gives credit to three main touchpoints. It credits 40% to the first and last touch, and attributes 20% to the middle point.
It emphasizes the first touchpoint (the point of first impact where the leads come in contact with your business) and the last touchpoint (the point at which the lead converts).
In marketing, the first and last touchpoints are usually the most important but that doesn’t mean you should neglect the middle touchpoints. The middle touchpoints might be having an impact that is necessary for the lead to convert.
Unlike the first- and last-touch attribution models that place importance on just one aspect of the analysis, the U-shaped model gives equal importance to both values.
The first point of interaction of a lead with a business is just as important as when that lead converts and this model helps you optimize these channels.
There are times when the first or last touchpoint isn’t as important. When doing an analysis, you should always check if the first touch is as important as the last point.
When Should You Use This Model?
This model isn’t suitable for long sales cycles or campaigns that have to nurture leads. It’s more for when a lead engages with your content and decides almost immediately that they want to make use of your service or product.
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The algorithmic attribution model is the most accurate way to measure a user’s journey from prospect to conversion. The success rate in this model is higher than others because it’s uniquely created for each business. Depending on the tool you use, this process might be done easily with machine learning or by manually entering the parameters.
You can give credit to the touchpoints that matter most to your business rather than just giving equal credit to the first, middle, and last touchpoints. It provides the most accurate data from the consumer journey.
This process is complex and involves calculations so it may require the skills of a data analyst and more advanced or powerful tools. These tools might not be available to smaller businesses because of their price points.
When Should You Use This Model?
If your business has a short, simple sales cycle, the algorithmic attribution model isn’t the best option for you. If, on the other hand, you have a long, complicated sales process that involves marketing qualified lead (MQL) and sales qualified lead (SQL) reporting, this model is for you. It would allow you to do an in-depth study on each stage of the funnel.
Note: An MQL is a lead who’s more likely to become a customer when compared to other leads. An SQL is a lead whom the sales team has qualified as a potential customer.
How to Use Social Media Attribution In Your Marketing
The social media attribution process won’t be the same for every business. Your business might start a social media campaign because you want to drive traffic to your website, increase brand awareness, or drive sales of a particular product. To make effective use of attribution, you have to break down the “why” of your campaign.
Answering this question will help you determine which attribution model you should use and how much time and effort you’d have to put into it. You need to set the goals you want to measure before you get started with attribution.
Choose a Social Media Goal for Your Campaign
These are some of the most common goals you can set:
Trials and demo registrations
Downloads of lead generating content
Contact form inquiries
All of these goals are trackable, which is the whole point of attribution.
To get the most accurate picture, concentrate less on vanity metrics such as social media shares and comments, unless the whole point of the campaign is to increase engagement. Instead of just focusing on whether someone liked a post, dig deeper and see if they took any significant actions like signing up for your newsletter or buying your product.
Track Social Media Attribution for Your Campaign
After defining your goals, the next step is to develop a system for tracking them. The simplest tool for tracking your social media goals is Google Analytics.
To do an in-depth analysis of conversions, open your Google Analytics dashboard and go to Acquisition > Social > Conversions.
If you haven’t previously set up any goals in Google Analytics, you need to do that now. Click Set Up Goals to get started.
Depending on what your goals are, you need to enter the value. If your goal is to get people to take action on a landing page, for instance, set the goal type as the destination page.
This URL, when clicked, is what will be triggered in Google Analytics when a conversion is made. Remember that the link should have a no-index value so the only way this page can be accessed is by someone going through your page or email newsletter. If this page can be accessed via search engines, it would affect the data.
Use Attribution Data to Analyze Campaign Performance
The only way to know, after attribution, whether you have a positive or negative ROI is by keeping track of both earnings and expenditures.
You can calculate your social media ROI for each campaign after you’ve calculated your expenses. Here’s a simple formula to do this:
[(Revenue – Costs) x 100] / Costs
Your costs include time spent, content, social media tools, and so forth.
Calculating your ROI helps you determine whether your social media campaign needs to be optimized or scrapped entirely.
Oktopost is a social media management platform that helps marketing teams manage and monitor activities on their social media channels.
Here are some notable features of this tool:
Supports social media sharing.
Easily integrates with Google Analytics. Oktopost can automatically create tracking codes for you that are visible within Google Analytics.
Supports integration with other marketing tools like Marketo, Salesforce, and Bit.ly.
Creates lead gen forms for social media using Oktopost code. This allows you to easily track links from leads to conversions.
Monitors content (and even a keyword) on different channels.
After you sign up for an Oktopost account, add the social media profiles you want to monitor and connect these profiles to your account. Then, depending on what license you paid for, add team members to your profile if you want.
To automatically add Oktopost tracking codes to the links you share on social media, add them to the campaign section in Google Analytics. This allows you to see the journey that the lead went through after clicking your link. To illustrate, did they click your link and then subscribe for a webinar, or did they sign up for your email newsletter?
On the Oktopost configuration screen, you’ll see tracking codes called UTM codes.
Parameters like ‘utm_source’ are added to the end of the links to provide Google Analytics with details about the link. For instance, ‘utm_source’ tells Google Analytics which channel this link is coming from.
You can also easily integrate Oktopost with your other marketing tools.
Pricing: $10–$100/month for basic software; $500–$1,000/month for more advanced applications
Segment is a powerful attribution tool that helps marketers gather data from customer touchpoints and easily send the data to where you need it. This tool is perfect for businesses that use multiple social media channels.
After signing up, create a segment source that you’ll use to receive data from different social media channels. Then choose which channels you’ll collect this data from.
In addition to the website and mobile app sources, there are also a ton of third-party sources you can use for receiving data. These sources include advertising channels (Facebook Ads, Google Ads, etc.), CRM sources (HubSpot, Salesforce, etc.), email marketing (MailChimp and Mandrill), and more.
After connecting all of these sources, all you need to do is track the data with a tool like Oktopost. You’ll need to choose the destination (from 200+ options) where the results of this analysis will be sent.
Pricing: Free for developers; $120/month for teams; custom pricing for businesses
ClickMeter is a link and conversion tracking tool that lets you monitor, compare, and analyze all of your links from different social media channels in one place. This helps you carry out more efficient marketing campaigns.
Choose any source that you want to track such as blogs, forums, pay-per-click campaigns, social networks, and so on. When someone clicks on your link, the tool analyzes the information and collects important data like the geographic location of the person, platform type, visitor type, source analysis, keywords, and more.
Clkim-shortened URLs provide a ton of data you can use to track your social media marketing efforts and build user personas.
Alongside standard metrics like location, platforms, and devices, Clkim lets you track your conversion rates, A/B test URLs to see which format works best, run targeted campaigns using QR codes, and perform a host of other complex marketing analyses. See how your links perform in real time and send the report to your email for easy access.
Clkim makes it easy to track and attribute the effectiveness of your social media content.
Mark Zuckerberg has already changed the way we market. The rise of Facebook, with its mixture of detailed personal demographics and ongoing engagement, has forced marketers to create new ways of building relationships with leads and customers. As the platform has grown, we’ve all grown used to creating posts, producing videos, broadcasting live, answering questions,…
Mark Zuckerberg has already changed the way we market. The rise of Facebook, with its mixture of detailed personal demographics and ongoing engagement, has forced marketers to create new ways of building relationships with leads and customers. As the platform has grown, we’ve all grown used to creating posts, producing videos, broadcasting live, answering questions, and carefully targeting ads. The launch of Libra could change social media marketing.
The new cryptocurrency called Libra.
The new cryptocurrency, managed by an independent association but closely associated with Facebook, aims to provide an easy way to make online transactions. Instead of using a currency controlled by a national bank and limited by national boundaries, anyone anywhere will be able to buy or sell goods using the genuinely international currency.
A basket of fiat currencies will give Libra stability, avoiding the volatility problems that have hindered the use of Bitcoin. The result should be smooth, reliable transactions for Internet-based customers who won’t need to enter credit card details or pay third-parties like PayPal.
Libra taking-off as planned; results for marketers a whole new world.
One of the biggest challenges for social media marketers has been the difficulty of assigning causation. We can see how far a piece of content reaches. We can measure its level of engagement. We can track how much traffic a post or an ad drives to a website.
But it’s much harder to measure the amount of revenue any piece of content produces. We know we’re building engagement, but we can’t always tell the depth of that engagement or how much it’s worth to the business.
That’s what Libra can change. By allowing people to hit a Buy button that will take their money immediately. Social media marketing will acquire a whole new action—and marketers will be able to add a new metric to their statistics.
Actions on behavior.
The quick action will affect behavior. Some marketers will focus solely on the number of sales a post generates. They’ll experiment with different content forms to generate maximum conversions. They’ll worry less about engagement and audience retention and more about the amount of money a post produces immediately.
Producers of live video, currently a critical engagement tool often used for product demos and Q&As, may find that it pays to keep broadcasting. They can turn their live videos into something that looks a lot like a shopping channel, with sales coming in as they talk.
The smartest marketers will find that the addition of an instant Buy button doesn’t take away from social media marketing.
Joel Comm is New York Times bestselling author, blockchain enthusiast, podcast host, professional keynote speaker, social media marketing strategist, live video expert, technologist, brand influencer, futurist and eternal 12-year old. With over two decades of experience harnessing the power of the web, publishing, social media and mobile applications to expand reach and engage in active relationship marketing, Joel is a sought-after public speaker who leaves his audiences inspired, entertained, and armed with strategic tools to create highly effective new media campaigns. His latest project is as co-host of The Bad Crypto Podcast, a top cryptocurrency show making the future of digital payments easy to understand.
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