SEO, Social Media & Digital Constultancy in London by Zelezny
Lukasz Zelezny is a Respected Keynote Speaker, Author and Top 10 UK Marketing Influencer. Helping People to increase organic traffic, conversion rate & ROI. Read about SEO, Social Media, Analytics and more.
The lack of creativity occurs in every area, including marketing. There is nothing strange about it – we are exposed to many factors and information every day, which disrupt the information transmission and make us lack creativity in our own ideas. Unfortunately, there isn’t any time for no strength. If you want to interest your followers with your content you have to sprinkle some fresh ideas. We present 15 ideas for engaging content in social media.
The right quotes can move peoples’ hearts, encourage discussion or cause controversy- they don’t go unnoticed, especially if they fit the brand. Creating a simple quote that fits the brand’s communication is possible in online graphics programs, for example Canva, Crello or Fotojet. You will get a font, color and graphic scheme, one of the photos (you can use free stocks, such as Librestock, Pexels, Rawpixel, Pixabay or Kaboompics) and you can easily generate graphics in a few seconds. You only have to share it on social media. Voila!
Let your customers choose one of several options and encourage them to explain their opinion! Followers on social media prefer simple interactions (voting), but also engaging discussion and interaction with the brand. It is also a great source of feedback- information about the interest or popularity of the services you want to introduce or have already introduced. Such data can help you make business decisions and ensure you in your strategy.
Are you introducing a new service or product? Are you launching a new series of treatments? Did you produce something innovative or appear in an event? Inform fans about it in social media – they can also get involved in offline content (visiting your stand or getting acquainted with the product), or keep information in mind and return to your brand on another occasion.
Have you put a great story or content on Instagram? Don’t hesitate to post it on the FB profile: private, FP or on a group belonging to your profile. A new message appeared on your blog that you would like to share? Put it on your LinkedIn – it’s great content that can affect not only the recognition of your brand, but also your personal branding.
Your followers love promotions designed specifically for them! If you propose an attractive special offer that they can use in a given period, they will feel appreciated and more willing to get acquainted with what you have prepared for them. What may work great on them is the time-limited offer and discount code (which can often help you measure conversion!) dedicated to the channel. Such tactics are often used by influencers partnered with brands – thanks to personalized codes it is easier to track conversion sources.
A well thought-out competition that brings value to your brand and avoids generality, and, above all, in accordance with the regulations of social platforms and the law, can have a positive effect on the profile of your brand in social media. Suggest an interesting contest (it can be combined with your product or service, it can also engage present customers) and properly promote the competition, engagement, likes on your profile and sales can go up. Be cautious of people who specialize in winning competitions – they probably won’t generate valuable traffic to your site and won’t be loyal members of the community around your brand.
Photos of services/products
Choose one communication line and embed it in your chosen aesthetics – around the pictures of your products or services-you can make a characteristic frame, add a logo or shade the photo. Such a procedure easily shows your offer and allows your potential followers to get used to communication. Everyone will recognize your brand through communication consistency.
Do you know that preparing an animation can be fast and free? It may sound abstract to you, but there are applications on the market that work great both with video processing and with the preparation of material from the start. Try mobile applications such as Hype Type or Ripl, which create mini-animations. In the computer version, Lumen5 can be the perfect choice for you. You can also use native social media capabilities – Facebook allows you to use the video format. Social media users love the video format!
In the next part of the article, we will present non-standard and non-obvious solutions that brands have used for a long time.
We distinguish them as a separate category of communication- they are short, often ready and under a license allowing for its further sharing. GIFs can also be used as a response to comments – this is the practice of Netflix- another example of non-standard GIFs.
You can create your own dedicated GIF series and examine your community’s response to the proposed solution. For many of them, this format is still very attractive – it is short, interactive and often funny, it can easily be played on any device. However, you need to remember to properly match the GIFs to the brand profile – if cats are a sweet social theme, they don’t have to match the business profile of a serious company. However, there are GIFs that will do the job!
It is forbidden to use this mechanism in contest activation, however, in the case of traditional posts, you can use it in your activities. Prepare an attractive post and invite followers to share the post and tag a person in a comment. Remember to avoid offensive content for anyone! You would be surprised how many people willingly tag mothers and how quickly the coverage of such an entry increases! The key to success is a good copy: short, clear, and specific.
TIP: Try to copy post, if the context permits, add a subtle REQUEST for sharing. Many people will respond to your “request” and will be happy to share the post.
UGC – User Generated Content
After obtaining all permits, sometimes also contracts or transfers, the content sent by the followers may become the most engaging content. By placing such photos, publications, articles or videos, we glorify the target group that feels more connected to the brand, appreciated and respects and admires the work of others. If you already have a committed community, think about communicating ideas in a group. Getting material can go be faster – but remember about the formalities!
Real time marketing
Is your brand ready for real time marketing activities? You can’t plan them – you can, however, plan time, substantive and technical resources needed for proper communication. Imagine a situation in which Poland wins the World Championship. Real time marketing is the fastest response to the final result: it is maintained in the tone of the brand’s communication, reflecting its values and its branding. It is worth trying to act in context, but it is better not to act at all than to act without an idea and without being imaginative.
Try to engage your target group with simple but relevant questions. Questions that are too complicated will not succeed: coverage may be limited, and the number of responses is low. Short questions, fun “finish sentences” or games using popular emoji are great. The easy the questions or riddles, the more likely it is that more people get involved and stay with the brand for longer.
The brand from a different side
Show the rope of your brand from a totally different angle. You can involve employees (this is especially important if for some reason you care about employer branding) and show delivery of a new collection, operation of machines, range of services – also with your employees in the main roles. Show the headquarters of your company – office, clinic, you can also mention clients if you have their permission. It is also a good communication line for sharing received reviews and recommendations, press mentions, articles or expert statements – it builds image, professionalism and credibility.
Valuable external publications can and should find their place in your strategy. By sharing high-quality material, you confirm the knowledge of trends, trade tracking, familiarity with the topic and expert image. Remember to add your own comments with the interpretation and CTA – call to action (eg “comment”, “give us know”, “write”) – then you strengthen the message and increase the chances of an interesting discussion under the shared content.
Of course, these are just 15 ideas of what you can publish on social media. At each point, we hid several solutions that you can add to your marketing strategy.
The amount of tasks makes that people are forced to plan and organise duties. Fortunately, they are not alone with this. Apart from many planners and calendars, we have a whole range of tools, that help us to plan work accurately. But is only this type of tools for improving our productivity? There exist many factors, to which it’s worth to draw attention, e.g. music, meals and drinks. We’ve prepared a list of tools that we think should be looked at more closely.
Listening to music while working often increases our productivity. It’s important that it has to be music that we like, but also doesn’t negatively affect our focus. This is not only a human whim – studies show that music has a very positive effect on the work of our brains. That’s why it’s worth to know the brain.fm application. You can find there a few categories of music, e.g. to maintain concentration, achieving a relaxing or quieting state. The creator of the app for several years studied the impact of music on the work of our brain. The tool also contains soughs that are supporting the work of our head and ambient music.
Coffee is probably the most-consumed dring while working. If you are one of the people that like working in the field, e.g. in cafes, but you not always can be there, know the Coffitivity application (https://coffitivity.com/). Thanks to it, you can turn on the café buzz – calm, not loud, which does not precipitate from concentration, and works somewhere in the background. You have a choice of several sounds, so you can choose the most suitable for you and feel in the company’s office or home as in a cafe. All that remains is to prepare a good cup of coffee and sit at the computer.
In order for any task to be omitted, it is a good practice to make a list of tasks. One of the applications created especially for this purpose is Wunderlist (https://www.wunderlist.com/). The app is available equally on mobile devices and in each browser. Additionally, you can integrate the tool with others, such as with files from Dropbox, showing tasks in Sunrise or another calendar, unite with Slack and Twitter. After turning on the application, we are redirected to our lists, that is shown according to our preferences (e.g. today, a week). The tasks you can mark with stars or emoji. The lists you can share with other users, who can collaborate with you while creating them. Making tasks, we can add to them every needed information.
Another application to create tasks lists is Trello (https://trello.com/). They say: ‘Trello lets you work more collaboratively and get more done.’ What are the differences between this tool and other? The most critical is that tasks are located on the right side, we can tag members to a given task, the stage of advancement of activities we can mark with different coloured labels. If you need a list that is similar to these, that you used before, you just have to import it. An important function is the ability to set deadlines for yourself and other users. It is not an application that is only suitable for small projects – it will be perfect for long-term work.
Regarding joint project management, Asana (https://asana.com/) is a valuable program created for this purpose. In the application, you can create an initial outline of the project, to which you will join your co-workers. Each task has its own progress, in which we can make notes, marks other people working on a given project, deadlines, comments on the completed tasks. We can add maximum 30 people to one project, but if a larger amount is needed, you have to contact Asana’s support. The application is transparent and intuitive. It is also possible to use keyboard shortcuts that make work even easier.
Another application that is specially addressed for project management is Basecamp (https://basecamp.com/). The system allows you to manage many projects in a clear and transparent way. It also has all the options that generally include programs to control your work. The Basecamp’s strongest point is the document editor. It allows the work of many people, keeping all previous versions.
Beyond planning tasks, we also have applications for developing good habits, such as regular drinking water or regular exercise. The Momentum application works like a motivator. Its function is very simple – by filling in fields in the tool, we set a reminder for the behaviour and after completing it, mark it in green. The most important is regularity and systematicity.
We have a significant amount of applications like that, so it’s worth to test a few of them and find the best for you. It is certain that such programs are helpful in everyday life and certainly foster the development of habits.
In the digital era, when more and more social media posts are created each day, creating outstanding graphics plays an increasingly important role. Proper visuals have been appreciated in almost every industry, and thankfully, you don’t need to be an actual graphic designer to create them.
Thanks to the possibilities offered by modern marketing tools and software, almost each post published on the Internet has now an appropriate photo or picture. No wonder! The research carried out by Nielsen Norman Group shows that graphics, including product images, are more effective than text and make it easier to remember the ad itself.
The situation with infographics is similar, as they get much more reactions on social media than other post formats.
Without a doubt, attractive visuals make it easier to focus on the post (and thus notice the product or service) and boost engagement or even increase sales. That’s why it’s so important to publish only high quality graphics. But what to do if you can’t find the right picture or have no skills to make one? Are you able to create it without the need to turn to a graphic designer? Thanks to the creators of online tools, now you can. Here you can find a few useful apps meant for creating various types of visuals.
It’s extremely easy to create graphics with Canva – dedicated among others to social media channels, but also presentations, leaflets and other print materials. Many templates and elements are available for free, while the others cost as little as $1 per piece. You can also adjust the size and personalize the visuals completely. Thanks to a variety of ready-made designs, creating attractive graphics has never been easier.
Crello is often called the more advanced sister of Canva. Like its predecessor, Crello allows you to create graphics in many formats. The difference? Crello allows you to create simple animated posts, suitable for both Facebook and Instagram. This tool, like Canva, is extremely easy to use, making it possible to quickly create any graphics, regardless of the purpose.
Youcreo is a Polish invention appreciated in the Think Big 2016 competition. This tool gives you the opportunity to design graphics on your own, as well as to make good use of the templates available. It’s an intuitive app, allowing you to create nice visuals in no time. You can use the graphics online or offline, since you are also able to download them in a PDF format.
Fotojet is not a free tool, but using it won’t cost you more than 7$, plus you can always test it for 7 days without any payment. The software is similar to Canva, Crello or Youcreo – all you need is choose the format and type of graphics from the available collection. As per usual, the app gives you the possibility to edit the proposed patterns (to a larger extent than in the other tools), and edit photos (applying a filter, changing the brightness of an image or the saturation of colors, just to name a few).
It’s a mobile app (available for iOS and Android) that allows you to arrange Instagram Stories into one history. Access to both free and paid patterns and fonts is possible even without creating an account. It’s easy-to-use and well-designed, and it makes the Instagram Stories look great.
The tool for creating graphics based on the ready-made designs is helpful especially when searching for materials for your social media profiles. A huge amount of additional elements is extremely useful, and the creators of Easil know it. Each of them can be adapted to your needs – you can edit the colors, formats and layouts, as well as the selected typography.
Nowadays, there are many solutions dedicated to graphic design. We chose the most user-friendly tools that, thanks to a very intuitive interface, will help you refresh your brand communication with a relatively small amount of time, effort and money. Each of the described tools offers many templates and adapts the formats of saved files to their intended use. When using most of them you can also import a photo and use it as an element to enrich and personalize the modified pattern. Such a solution can be extremely beneficial when you don’t have much time to create proper visuals graphics or you don’t possess graphic design skills. Thanks to these tools, you don’t have to anymore.
Nowadays, having a social media strategy has become a standard for most brands. Most of them know what a potential lies in building a community around a product or service. However, there are many companies that are just starting their adventure with social media. What are the most common mistakes they should avoid at this point?
Lack of proper customer support
When starting to post on social media, brands tend to forget that the Internet has accustomed users to the immediate reaction of the admins. Unfortunately, it’s not a novelty that customers talk about their negative experiences much more willingly than about the positive ones. This also happens on social media.
Actually, fans prefer to contact the brand quicker and for free via social media than to call, wait and most likely – get annoyed when contacting the hotline. Because of that, by writing through the social channels, the client expects an immediate response. Regardless of what time they write, they expect to receive an answer and have the problem solved as soon as possible. That’s why it’s so important to monitor mentions about the brand on social media and to respond to emerging comments and messages. Lack of response can be associated with the permanent loss of not only fans but also customers.
A tone of voice that doesn’t match the target group
Many companies don’t realize how negligent communication can spoil a relationship with their audience. The more posts that don’t involve the target group in any way, the less actively (or not at all) fans engage with the profile. Facebook offers native tools that allow you to learn a lot about your target group, and even verify whether and which profiles are also followed by them (thanks to Facebook Insights and Facebook Audience).
After conducting such an analysis, you can decide which language and tone of voice you should use to communicate with your fans properly. If the target group is dominated by teenagers, then you can definitely go for an informal style and add some emoticons. If not – keep a semi-formal style. This way, it’s easier to build a relationship with your audience. One of the most common mistakes that brands use is an official style, unadapted to the audience and the channel itself.
Publishing posts that still need to be polished
Videos are increasingly common when it comes to well-performing social media formats. More than 8,000,000,000 videos a day are displayed on Facebook itself. It’s not surprising, therefore, that the future of communication lies in videos and movies. However, the format won’t bring satisfactory results if it’s unfinished and not visually appealing.
This also applies to photos, graphics and infographics. In small companies, marketers often deal with the creation of content for social networks themselves. They may not possess any graphic design skills, but that’s okay. In such cases, trust the free online free tools, which were created for that precise reason. It’s better not to add a post than to publish a random picture of poor quality. Unfortunately, this happens often. Instead of adding a photo that doesn’t appeal to your fans and definitely won’t perform well, you can use free photo banks and choose some good quality shots.
Reluctance to testing different solutions
At the very beginning, many marketers are afraid of making major changes, for example in targeting ads. Consequently, communication often becomes boring – fans simply don’t want to engage in conversations under uninteresting posts. Does it have to be this way? No! Having a profile on social media means constantly testing and improving the efforts. Firstly, you have to set measurable and achievable goals, and then through various attempts and mistakes – develop the best posts possible, corresponding to the needs of the target group and encouraging discussion.
Refusing to promote posts and create ads
This is another mistake that marketers in smaller companies tend to make. Usually, the reason behind it is a limited budget that a fledgeling brand can spend on advertising. However, with an appropriately targeted advertising, you can easily improve your sales. Thanks to the optimization of all activities, there is no loss of money. The lack of promotion of posts nowadays makes the brand even less likely to occur and break through the large amounts of published content, especially on social media.
No smart analysis
Social media abounds in all kinds of data. Starting from demographic data on the target groups, coverage, engagement, to the characteristics of the published content. Appropriate optimization is designed to achieve the goals set at the beginning. Lack of it can create chaos and definitely won’t improve the sales. Actually, it can even lead to a decrease in the number of fans and more importantly – conversions.
Communicating in social media is often seen as an additional element of the strategy. Still, many brands, especially the smaller ones, don’t realize how powerful social media can be when used wisely.
Designing marketing materials is not a simple task. The message must be clear, concrete and simple, presenting not only your offer, but, above all, the value for the consumer.
The marketing material can be a poster, banner or leaflet, but also forms of online promotion – advertising on social media, cover photo or AdWords campaigns. How do you design marketing material so that it attracts the attention of target groups and acts successfully on followers?
Remember the main message
There is nothing worse than a marketing message deprived of quality and overloaded with content that isn’t transparent to the followers. How many leaflets did you keep in your life and how many of them drew your attention? In the era of information overload, don’t forget that leaflets only encourage exploring your offer – don’t submit everything that you can offer within your service. Give your customers a chance to check all the information, while maintaining the maximum information that won’t overwhelm them.
Aesthetics are important
Try not to shout through your leaflet. While the use of CAPS LOCK and intense colors used to be popular and effective, todays followers are sensitive to intrusive advertising content.
Focus on the aesthetics of your creation, stick to clear color combinations and highlight only the call to action – regardless of whether it’s material for internet distribution or a leaflet that will be printed and distributed at many points. Remember that your material should not be overloaded with content, directly contact interested people (phone, address, profiles in social media) and try to keep the aesthetics in check.
Stick to the usual color patterns. If the design of your website is kept in blue and white, it will be good to stick to similar colors in other marketing materials. It builds the image of your brand in the minds of followers. Coca-Cola did it with red, Fanta – with orange and Heineken with green. Even if your brand isn’t so recognizable, color consistency, as well as cohesion in terms of the fonts or images used, will help it to achieve higher brand awareness. You don’t need to have a book brand and specific types of fonts that you can use only in selected situations.
Call for action
What does your marketing material have to communicate and what kind of reaction do you want to a get from your followers? These are important questions that you should answer before you start designing the creation. The call to action should be clear: ‘make an appointment!’, ‘Subscribe!’, ‘Call’, and such a message should have clear value for the follower. Creation without CTA (call to action) is exposed to lower conversion rates and marketing impact. Such a call can also direct followers towards the selected action and inform them about features they didn’t know about.
Suggest a discount
Marketing materials that are published on the Internet can make an impact on your conversion thanks to the results provided, for example, by Google Analytics. How do you count the conversion from offline promotion? There are several ways you can try, but the most effective is to provide a special value to people who are getting to know your offer. You can offer them a special rebate code (which will be distributed only to channels that you choose), discount for the password given in the campaign, post, leaflet or free gig to collect after showing the leaflet. In this way, measuring conversions can be even more precise, and potential customers will be more likely to test your services.
The times of boring and similar marketing materials are over. In order to be noticed, you have to stand out. Think about the non-standard use of promotional activities – on the Internet it can be a video or format of Canva on Facebook – time-consuming, but extremely spectacular. The offline version can be based on non-standard size leaflets, folded forms or interactive posters or city lights. The more non-standard form your promotion will be, the better – to get the total attention of your followers, you must surprise them.
Designing promotional materials can be fun and also bring measurable results!
Conducting the online actions requires from brands achieving the highest level and successive degrees of perfection. At the time, when the Internet develops very dynamically, it’s not enough to use photos, that contain a product placement to make the communication aesthetic.
Increasingly the brands decide to use so-called banks of free graphics. The principle of their working is simple – the banks share photos in a determined number for free. For more downloads, you have to pay. In case of free graphics banks, the downloading is usually possible without registering at the platform. Each of the photos is shared based on the principles of a chosen licence, that includes the protection of photographers’ copyrights. Depending on the chose licence, the photo can be published only on the Internet, some of them on the Internet and press, and some of them only in the press. In the market also exist many paid banks of photos, that shares them in a few different sizes. What should we do, when we don’t have funds to buy the paid photos? Which of the banks is the best? We invite you to check out our inspirations.
This tool is a browser of free photos. After finding the right view, you have only to click the right button of your computer mouse and save the picture on your disc. The advantage of this browser is the possibility of finding not only a high-quality photo but also all types of free icons useful while creating infographics and other informative publications. The unquestioned asset of the browser are excellent photos, that won’t break, e.g. scaling on a website.
Librestock is a video materials browser, often used by internet marketing adepts. The files are available for free or in paid versions, depending on the topic. It offers the possibility to download videos in diverse quality versions. Free versions you can download without registering on the platform. In the case of paid versions, the page redirects the user to a page of the content’s distributor, where you have to log in to download the file.
Pixabay is a bank of free photos that enable to download pictures from different thematic categories, available in one size. Images are downloaded from this source you have to adjust to your place of publication. Photos are marked by extremely high quality. They have the licence for free commercial use, so you can use them to create advertisements or to communicate your brand on the Internet. To download the image you only have to click on the button, that is located on the right side of the photo and then save it. You don’t have to register or log in to do that.
Pexels.com is a bank of free, high quality, stock photos. It is marked by the lack of the typical, characteristic ‘stock’ look of the images. They are created in a natural convention, thanks to what they will look reliably in your marketing communication. You can download the photos for commertial and private use. Similarly to Pixaby, the images are in one size.
Unsplash like Pexels, it’s a free photos bank, based on natural shots. The majority of the photos is not too manipulated, so it won’t cause the wrong connotations when you use it in your advertisement: aesthetic crop, real shots. Downloading of a photo takes only a moment. The licence also includes the commercial use of images. To download a picture you don’t have to register on the page. The possibility of downloading appears after clicking on a chosen photo.
It is an ideal solution for people looking for free icons to download. An app contains thousands of different icons that you can modify and change colours. Those files will work well on various types of infographics and educational materials. To download an icon, you have to log in on the page. To do that, the registration on the platform is necessary.
When running an online store, many marketers focus their attention on the number of people visiting the storefront. You can admit they are right, the number of guests on the site is essential. However, the most important thing is what visitors do on the site and whether they will make the conversion about which we care as sellers. Therefore, first and foremost, we should try to shape its path of presence on the website so that they can do the planned by us action. Usually, too low conversion results from problems related to website positioning, lack of aesthetics of page graphics, problems with website navigation, or incompatibility of the desktop version with its mobile equivalent. Most of these problems can be solved. Below we present a few simple ways to increase the conversion on your site with a small effort.
Facilitating shopping to Increase eCommerce Conversion Rate
At the stage of making a buying decision, many factors can discourage the consumer and, consequently, lead him to abandon the cart. What can influence this? The impact may have a long shopping path that requires more than a usual commitment from the buyer. Another adversity may be the need to register to buy products. The solution is one: to make the purchase process as easy as possible so that the client doesn’t have to think about writing data into the form when making decisions. Besides, the purchasing process can be facilitated by i.a. adding clear and large “Add to cart” buttons, correctly constructed product descriptions, or even properly arranged product filtering in the store. These actions have a positive effect on the conversion on your site.
A crucial element is also the store’s position in the browser. The better-prepared website for positioning, the higher the score it occupies in the search results. A good solution will be to put hyperlinks redirecting to the social media of the brand on the store’s website. This not only affects positioning but also strengthens the credible image of the brand, enabling customers to verify the opinions left in social media by previous buyers. The option of adding product reviews directly on the site is also a good idea. Positive comments about the articles in the store will contribute to the confidence of buyers, thus increasing conversion on the website.
Transparency of exchange and return rules
The ability to return things bought online is one of the buyer’s rights. In order for the customer not to abandon the cart, and to finalise the transaction, it will be good to expose the information about the possibility of a return on the website. Of course, not every customer will be interested in it, but the part of them, for which this information is important, after unsuccessful searches, will most likely leave the store. A clear declaration about the abilities of returning the products should reassure the undecided buyer and help him make a decision. On the occasion of information on the return of goods, there should also be a short note about the mechanism, according to which the return will be accepted. The unclear and complicated process, requiring confirmations and formalities, will be perceived completely different, than a clear, short message. Make sure that the return of the products is not too expensive for the customer – otherwise the effect will be similar to the lack of information about the return.
Free delivery improve conversion rate
Sometimes it happens that a customer determined to buy, resigns from finalising shopping when he gets informed about the delivery costs of products. If marketers care about constantly increase conversion, releasing a free delivery will be a good solution. If for any reason the brand can’t afford it, you can use one of the alternatives, such as the day of free delivery, or free delivery above a certain amount. This solution will not only increase the conversion but also, in many cases, will increase the value of the order. An alternative to a permanent free delivery may be to set promotion for a specific day of the week or to organise free delivery actions once every few months.
Various methods of payment and conversion rate improvements
A checked way to increase the conversion in the online store is to launch various payment options. Thanks to this, the customer feels that he has a real impact on his purchases, paying for them in a convenient for him way – recommended solutions should be traditional transfers, cash payment upon delivery, payment cards or the latest solutions, such as BLIK or Android Pay. The most important is the possibility for the customer to choose a convenient and fast payment method, without thinking that it is being imposed on him.
These are just 5 factors that, adjusted to the customer’s needs, will ensure an increase in conversion on the website and, as a result, will cause real sales results. There are more ways to increase website movements and the conversion. The basic task, however, is a detailed analysis of the users’ behaviour in the website and the selection of appropriate ways to optimise the shopping path, to minimise the abandonment of the basket before finalising the transaction.
Content marketing may be used in a few different ways – one of them is to help you establish a relationship with your customers and build a positive brand image, so clients would be more willing to use your services or just to know you better. You, obviously, need to create content that is not only attractive and useful, but also is an answer to your clients’ needs. Creating content is not enough, though – you should take care of distribution as well.
Preparing a valuable article is only the beginning of the journey, and the thoughtful distribution can help your content go places. Take the full advantage of the potential that content marketing gives. Below, you will find five ideas of repurposing your content to reach as many people from your target groups as possible.
People love video. Give them some short formats!
Currently, the video format rocks on social media. With so many tools at your doorstep, creating an engaging video is no longer a rocket science. You can include some highlights, or just title, of your article in a format of short video, so it could play a role of a trailer. You can cut your longer video and provide your audience with so-called trailers. You can use AI-based solutions (such as Lumen5) and they can work for you: by choosing and identifying the best parts of your content, simply the best moments to catch others’ attention.
Remember about giving reference as to where to find your video or where to find out more. Your video needs to be catchy, consistent, transparent, understandable. A lot of brands add subtitles to their videos to reach also those who can’t familiarize themselves with your audio content, but still could watch a video.
Video is a simple way to make your content interactive and engaging, when scripted right it can even go viral! Use tools like Biteable or Reevio to make your content stand out of the competition. You can also choose photos, videos and slideshows for the text to power up your video.
Pro tip! Placing the video natively on Facebook instead of sending fans back to YouTube or Vimeo can increase the reach of your post and will make your post look nicer on a News Feed.
Infographics for the win!
Visualising your content may be a great idea to reach more people. It can be just an overview of the most important information and encouragement to read your article or download your report. Infographics can present a process, advanced terms and complicated procedures in more user-friendly form.
What is important in this step is layout. You can use services of a professional graphic designer or try your best with several tools available online. Some simple infographics you can make thanks to Canva, Crello or Easil, mainly for free. If you need a longer version, full of icons and data, Piktochart, Venngage or Infogr.am seem to be better options.
There’s gotta be more to social media than Quora
Using Facebook, Twitter, Instagram for sharing your content always comes as no surprise. However, there are more places where your content can be appreciated!
Quora is a Q&A site, a social network that stands out of the competition of other social media platforms thanks to a high-quality discussions. When you register, you need to specify what your areas of interest are so Quora would show you only relevant content, your feed would not be disturbed by something you don’t like or know.
Quora allows users to ask questions and respond to other questions, and is a well of inspiration and knowledge. How can you use it for your content?
Get involved in discussions held by Quora’s users. Find questions that are all about the issues in your articles or videos to provide an answer. Remember that the content must be relevant, and spammy approach is what Quora hates the most. By providing help and value, you build your brand awareness, redirect people to your website and make your content sparkle.
Publish on LinkedIn!
It is believed that even 80% of leads from social media in the B2B segment come from this platform.
LinkedIn is a social media network, focused on bringing together the community of people interested in creating professional relationships and developing their business. LinkedIn Publishing is a form of blog that can be posted directly on LinkedIn (and shared, for instance, on Twitter). The most important advantage of this method of sharing content is the fact that after the publication of the post, the followers can get a notification immediately. Also, by adding hashtags and keywords your content can be noticed easier.
Using Instagram Stories
If your target group is on Instagram, you can successfully try a series of stories to redirect your audience to your blog or website.
If your brand’s account has less than 10,000 of followers you unfortunately can’t add a link or direct CTA to the story, but you can do the trick – paste a link to your article in your account’s bio, and encourage your followers to get familiar with it. Also Instagram Stories themselves can be a great idea to grab your followers’ attention.
Valuable content is the core, but its appropriate, thoughtful distribution is equally important. Think about where you can find your target group and promote your content where they are active and ready to interact. The given examples of redistribution are just the tip of the iceberg. Try our methods or test out your own ideas to encourage users to engage with your brand. Check the statistics and select the most effective solution. Even if you fail, keep testing!
Social media can open the world full of possibilities! Each social media manager has to struggle with many novelties, and being lost comes easy. Also, posting can be tricky as you seem to have no limitations as what to publish. However… is it worth it?
What are the top 5 things not worth investing your time and efforts on social media, and impacting your professional appearance?
1. Buying likes, followers and engagement.
When you set up a profile or a social media page of your brand, you would like to see the effects in the form of some fans, likes, shares, comments and other signs of engagement as soon as possible. This is possible, when your activities are conducted systematically and patiently, and you publish relevant content for your target groups. You can buy hundreds of fans – this type of auctions occur, e.g. on eBay, but can you see any value? The answer is straightforward: no. There exist at least a few causes why buying followers can be a terrible, terrible idea. First of all, it’s a real waste of money – even if you see it as a fantastic investment and it costs a few pounds.
Theoretically, your page can gain fans, but they are followers that don’t engage. Usually, these groups have nothing in common with your brand or even with your country, and they often don’t even understand your communication. Much more profitably would be investing money in any advertisements that will attract the recipients, who are genuinely interested in your products or services and they could potentially purchase it or interact with your brand.
To sum it up – buying followers can bring you joy for a moment, but then you will see zero benefits and even some losses: the algorithm of Facebook is ruthless and can start to take your coverage up even more. Moreover, when your dear audience discovers your lie, they can turn you away sooner than you think. Have we mentioned that campaigns targeted to your page’s following can be extremely ineffective?
2. Call it a fake engagement.
Look at your newsfeed to see many click baits! There are so many posts like “Tag your friend that…” or “Which actor will you choose? Vote with a reaction!” This type of posts usually isn’t aesthetic and don’t arouse positive feelings in the recipients. What is even worse, people who engage with a particular post not necessarily engage with a brand: they may not even know what the brand is about.
This kind of posts can be considered as a SPAM and mark your page negatively. Facebook has already taken actions to fight against these publications and is continuously changing the algorithm to prevent harmful practices in this matter.
Are you sure that it is something you need for your brand, and that it gives added value to your audience? Post relevant content and your brand will flourish.
3. Organic reach? Say no more.
Facebook seems to like cutting the organic reach and testing out new tactics to make people pay for services. This doesn’t come as a surprise, because at the moment Facebook is a media to rule them all.
Brands need and want to reach their audiences, and it is more and more often just not possible without the paid support. With all of the opportunities for targeting new groups, creating audiences and testing out some new formats, this is the high time for you and your brand to sparkle on social media finally. The organic reach comes as a privilege, not a requirement.
4. Encouraging your family to like your activity.
This is a common mistake not only among marketers but mainly about people taking care of themselves of their business on social media. To grow following quickly, the easiest way often seems to be inviting your friends and family to become your brand’s first followers. Is that a way to go, though? As long as they support your business and efforts, they may have no clue about what you are really into, and they may not be your target group.
Are all of your friends interested in the topic of your profile? Probably the answer is no. Of course, you still can encourage your friends to follow your page. However, be sure that you invite only those who are genuinely interested in your topics and could interact with your communication.
5. The content you have no rights to use further.
So-called ‘duplicate’ or just ‘stolen’ is a nightmare of the present days. It’s widely known that with the huge amount of content published in the Internet, copying is common. It’s almost impossible that some ideas and posts wouldn’t be copied. Many of them are repeated so many times and by so many brands, that we can get confused where the original version comes from.
Also, stealing is a crime. No matter if someone steals your content, or you steal someone’s content: crime is a crime and should be punishable. Getting inspired by content is more than welcome, however, you should remember that plagiarism is against the law, and the source is always worth adding. When publishing content, double check if you have all rights for using it.
Those five points are only the drop in the ocean of those better-to-avoid things, and the list is developed continuously. However, if you take advice and care about the quality of your brand’s communication, you’re good to go!
The Comprehensive Guide to Building an Audience on Twitter
Twitter is one of the longest standing social media platforms on the internet. You can use it to meet influencers and develop your professional network. The conversation never ends on Twitter, so it’s easy to keep engaging when you have a few spare minutes in your schedule.
Think of Twitter as an open communication channel between your personal brand and the world at large. It’s a way to communicate down to your target audience and up to your favorite influencers. The best part is that you don’t need to invest a lot of time to make this platform work for you.
Here’s how you can build a consistent audience on Twitter.
Twitter Basics: How to Start
The first step is to open your Twitter account. All you need is a profile picture, a banner image (similar to Facebook), and a desired username. It’s up to you if you want to use your real name or a pseudonym.
Follow at least 300 accounts right after you open your account. The best way to get comfortable with any new social media platform is to actually use it, and that starts with following other people. Pay attention to the way that they tweet and how conversations play out in this ecosystem.
Share your Twitter page on all of your other social media platforms. Link it from Facebook, LinkedIn, and Instagram. This is a quick way to pick up your first 50-100 followers and will improve your initial experience.
Posting Your First Tweets
Don’t think too hard about your first few tweets. There is no need to make them perfect or generate any kind of large reaction. In fact, the majority of your early tweets will get little to no attention since Twitter is such a noisy environment.
Instead, have some fun with your first posts. Experiment with the different features of tweeting, such as embedding photos and even live-streaming. Get your curiosity out of the way while nobody is watching and spend at least a week just playing around. Try using mobile and desktop to see which interface works best for you.
After the first week of experimentation, it’s time to get to work. You will need to execute on a specific strategy to build your Twitter audience.
Setting Goals on Twitter
What are your goals with Twitter? It’s important to slow down and think about this before you put any more work into the platform. There’s nothing worse than working hard without a clear destination in mind.
Some people use Twitter to connect with a small number of highly valuable influencers. For this strategy, you don’t need to worry about going viral or other growth hacking tactics. On the flip side, some brands want to build a large Twitter audience so that they can reach a lot of fans at once with their posts. This is a different kind of goal with different tactics to consider.
Along with your goals, consider your availability. Are you a scrappy start-up with a digital marketer who will spend 4 hours a night tweeting and searching hashtags for new opportunities? Or are you an experienced executive with only a few minutes to spare on a new platform? Your personal circumstance will play into your Twitter strategy.
Building Your Followers
The most basic goal for most people on Twitter is to build your audience. You can do this internally or externally.
The internal method is to engage with a lot of different users on Twitter and to slowly accrue followers as people see you in conversations. This is a slow-and-steady approach which can lead to tremendous engagement on your posts. Start by responding to any interesting tweets in your feed, checking for opportunities a few times per day.
You can go beyond your feed by using hashtags to find interesting content. Look at the trending topics of the minute and find conversations that you want to be a part of. Keep in mind that Twitter is like a cocktail party where you can join and leave conversations at any time. Talk to new people and you’ll make friends in the process.
The external method is to market your Twitter page through your other social media outlets. If you have an active email list, you could include information about your Twitter account there and ask subscribers to follow you. Post weekly reminders on your Facebook and Instagram pages too. These kinds of tactics are useful in small doses, but don’t overdo it or you will annoy your fans.
Growing Your Network
The other side of Twitter is to connect with influencers. Influencers are busy and they get too many requests for their attention. How can you cut through the noise?
Twitter is so fast and easy that it makes it a lot simpler to talk to busy people. They might not want to engage with an email, but a tweet? Why not? It only takes ten seconds to read and respond to a question via Twitter. The fact that the platform limits the length of your interaction is a big bonus for influencers.
Don’t be too pushy, but you do want to tweet at influencers all the time. Respond to any of their tweets that you have something to say about. Tag them when you enjoy their work, saying something like “I really enjoyed @john’s new post on his blog: (link).” Influencers do see this content and it can get your name and image embedded into their minds.
View influencer marketing as a long-term goal. Engage with people whenever you can and don’t try to cash in on these relationships too quickly. Eventually, you’ll make real friends with the kinds of people you used to think were impossible to reach.
Using Twitter For Digital Influence Development
Use this article’s tactics consistently for a year or two and you may find yourself becoming a legitimate digital influencer. Your own audience will engage with your tweets and other people will fight for your attention. This is the way to turn Twitter into a valuable resource for your personal brand.
Twitter is not for everybody. The best candidates for microblogging are those who like to engage in a constant 24/7 conversation with an endless group of strangers and acquaintances. If that sounds appealing to you, get to work. The sooner you start tweeting, the sooner you’ll build a valuable network on this platform.
Twitter Tips for Increased ROI
If you are a brand builder utilizing Twitter to connect with your target audience, tracking your ROI (return on investment) is critical. Networking on Twitter can be a powerful audience builder, but you must be judicious in your approach to audience engagement. Far too many brands spew content onto Twitter without a defined game plan in place for strategic growth. If you want to ensure you are using Twitter to grow your digital brand strategically, following are six Twitter tips that should be an integral part of your social media marketing strategy.
1) Use the power of influencer Twitter list analysis to grow your brand on Twitter. Social media influencers tend to have multiple lists on Twitter that they have created to help organize their engagement activity. Find social media marketing influencers in your business’ market sector (use Buzzstream idb.buzzstream.com/search) and then check the lists they have created to streamline their tweeting activity. Once you start engaging with the Twitter users on an influencer’s Twitter lists, you’ll be surprised at how quickly an influencer’s fans become your fans too.
2) Time your tweets to your target audience. Attempting to build your B2B (business to business) company on Twitter? Your brand should be tweeting during typical business hours Monday – Friday. Want more consumers to discover your brand on Twitter? Post content in the evenings and on weekends for maximum reach. When you track engagement on your tweets, you will soon learn when your target audience is online.
3) Hashtag analysis is essential for increased Twitter ROI. Monitor the hashtags your target customers use on a regular basis and include those hashtags in your tweets. Developing tweets around your target hashtags will increase your Twitter ROI and improve your audience engagement rates.
4) Visual marketing on Twitter is absolutely crucial. Create image graphics for your tweets to exponentially increase their potential. Tools like Canva make it easy to create Tweet images. Be sure to include your Twitter handle or your website URL on every Twitter image your brand creates.
5) Twitter usage spikes during commute times. Include tweets relating to commuting, e.g. funny commuting jokes or quotes, and you’ll see increased likes and shares of your content. If you create an image featuring your funny commuting quote/tip/joke and include your business’ URL at the bottom of your image, your chances of having your tweet shared by others increases. Can you say free advertising?
6) One of the fastest ways to spread your brand’s posts on Twitter is to @ mention a thought leader in your niche in your tweet or tag them in the image you attach to your tweet. Industry thought leaders love it when others help build their reputation, so they are likely to share your post(s) with their audience. If you want to get your business in front of a specific target market, find out who the thought leaders are in that industry and make @ mentioning them part of your social media marketing strategy.
Mastering Twitter takes time and consistent effort. You won’t magically garner a following overnight and your follower counts will fluctuate over time. If you make a habit of engaging with your target audience and sharing content relevant to their needs, you will find your Twitter ROI increases. Social media marketing isn’t a panacea for sales, but it can definitely help your business grow if you are consistent in your outreach efforts.