Launching a New Product or Service? Here’s How to Create a Content Marketing Plan to Reach Your Audience + Win Sales

How to Create a Content Marketing Plan

Nobody likes a cold caller or an in-your-face salesman that doesn’t let you get away. When it comes to investing in a product we want choices. We like to build trust and find out how it works. In a world where marketers can easily put their product in front of you on Facebook, through Google or pop into your inbox – the “hard sell” can quickly be deleted and ignored. To promote a new service or product, we need to engage, show you’re an expert and provide value. And – that’s why content marketing is key.

Here’s How Content Marketing Will Grow Your Business

Provide value

We love getting as much as we can for our money. And – as a species, we LOVE freebies! And, that’s why offering free downloadable guides and resources work so well. You’re giving your potential client much more than a product or a service. You are proving that you are the solution to their problems.

If your audience has spent time reading your blog or chosen to download a guide, they know you know what you’re talking about. And before getting told about your new product or service, they trust your brand.

Enhance your SEO

In addition to building trust, content marketing ticks all of the SEO boxes too.

Say goodbye to the‘black hat’ SEO days.

Google now sees good, helpful SEO optimized content as the #1 ranking factor your website. The more helpful content you publish on your website, the more search engines indexes you.

And – the more your content is found on a search engine, the more chance you’ll have of connecting with a potential client.  

Engage with your audience + start conversations

By default, we engage with people and emotions. Showing our personality through the content we post on social media, blog posts, emails, online forums – we build meaningful relationships. Our ability to interact is what builds customer loyalty and wins a sale.

Become an expert

We’ve touched on how we need trust to make a purchase.

If you’re making a claim that you’re social media services will increase sales. You’ve gotta give evidence for that skill set. Through your content marketing you can demonstrate your ability to solve problems. You can feature case studies and prove your products/services are worth investing in by posting testimonials.

Using a combination of content marketing strategies you can provide rich information that’ll build your authority and put you ahead of your competitors.

To gain exposure and build as much hype around your product launch as possible, here are a few ideas to connect with your audience and get your name out there:

  1. Get Blogging!

Your blog should be your first point of call. As well as boosting your SEO, your blog posts will be the platform for the rest of your content marketing to build on.

Your blog posts don’t need to explain your new product or service, they just need to include keywords, spark interest and get your readers engaged with the advice you are publishing.

Brainstorm blog post ideas around the topic of your product/service that’ll be published in the six weeks prior, during and after your launch following this rough timeline and structure:

Blog Post 1: 2 weeks prior offering a free content upgrade to collect email addresses (after launch – update this post with banner images and product/service details)

Blog Post 2: 1 week before (after launch – update this post with banner images and product/service details)

Blog Post 3: On the day of launch offering a free guide based around the theme of your product/service to build your email subscribers

Blog Post 4: 1 week after launch

Blog Post 5: 2 weeks after launch including a free worksheet based on the theme of your product/service

Blog Post 6: 3 weeks after launch

  1. Create Opt-In Freebies to Embed into Your Blog Posts

As detailed above, you’ll see that we recommend creating free downloads to offer to your readers in Blog Posts 1, 3 and 5. These ‘lead magnets’ will get people signing up to your mailing list so you can get to work on priming  your audience for your product launch.

Follow our guide to designing an email sign-up form that can be embedded into your blog posts so you can automatically send out your freebie.  

  1. Set up an Email Sequence that’ll be sent to Your Freebie Downloaders & Mailing List

Email marketing is a great way to prime your audience for a service or product launch.

  • Brainstorm + write an email sequence of around 6 emails.
  • Send out 2 emails before launching.
  • And – send your mailing list 4 emails on or after the launch.

Here’s an example of an email sequence to your mailing list or after your freebie is sent out:

  1. Advice surrounding the theme of your product/service.
  2. Show how you/your business benefited from your product/service – the more personal the better – it’ll show what you’ve learnt from your journey and help your audience connect with you.
  3. Product launch email – feature case studies, your USPs and briefly mention your product/service. You may also want to link to recent blog posts related to the topic of your product/service.
  4. If you’re planning a webinar or Q&A on Periscope – send an email out to promote what they’ll learn from you & mention what you’re clients say.
  5. Pitch your product/service – mentioning an exclusive discount to email subscribers.
  6. Mention that it’s the last 24 hours of your discount and briefly go over the benefits of your product/service.
  1. Promote Your Freebies on Facebook Ads

Everybody loves a free gift.

As well as creating a post to promote your product/service launch, use Facebook Ads to promote your free downloadable guides.

People are more likely to trust a business that offers them free information in place of an advert of a service you’re offering.

In your Facebook advert, use your email sign-up URL to send out the freebie to your audience. You can find out how to find the email sign-up page URL in our How to Create an Email Newsletter Guide.

By creating a Facebook Ad, you can hit your demographic, offer a freebie to provide valuable helpful content that’ll show off your expertise and collect email addresses to add to your mailing list.

Through your mailing list you can start conversations with your potential customers, promote your recent content in your email newsletter and hopefully sell to them further down the line.  

  1. Facebook, Twitter + LinkedIn Posts

Write posts to direct traffic your blog posts and your new product/service for each social media network. For each link we recommend writing:

4x Twitter Posts

2 x Facebook Posts

1x LinkedIn Post

If you’re a member of a Facebook or LinkedIn group, post your content in places where it will be of most use.

  1. Guest Blog!

An amazing way to reach your target audience AND improve your website’s SEO is by guest blogging. Here’s how to promote your product/service through guest blogging:

  • Firstly, research businesses/blogs/websites which has a similar target audience to yours.
  • Email them to see whether they accept guest posts.
  • Brainstorm blog post ideas surrounding the theme of your product/service.
  • Arrange to publish your guest blog around on or after your product/service launch.

Find out why publishing content on sites is useful your website’s SEO in our article: A Beginner’s Guide to SEO.

  1. Upload Images to Instagram and Pinterest to Promote Every Blog Post

Create a pinworthy image for every blog post you create. Pin this to your boards + shared boards to get as much traffic as possible.

On Instagram, publish images featuring a question that relates to the content of your blog post. By posting these images to your Instagram with relevant hashtags you can hopefully kickstart a conversation with your potential audience.

  1. Lead a Q+A And/Or Tutorial on Periscope

An amazing way to show your expertise and connect with your potential clients is by using Periscope. Here you can host a livestream of a tutorial or Q+A related to your product or service.

What’s best is that your audience can interact with you and other watchers in the chat running at the same time as your live stream. Unlike educating your audience through a blog post, Periscope allows you to connect with your audience as well as your audience engaging with you.

You can briefly mention the benefits of your product/service and direct watchers to your website to find out more.

New to Periscope? Find out all you need to know in our Beginner’s Guide to Periscope blog post.

  1. Host a Webinar

Webinars are an awesome platform for generating revenue – they’re becoming increasingly popular too! Here are a few ideas for your webinar:

  • Think of one of your FAQs or what your potential client would like to learn from you. Use this idea for the basis of your webinar.
  • You can host the same webinar 2 or 3 times.
  • Pitch your product/service at the end of the webinar.

Questions? Comments? Leave them below or reach out to us on Twitter! We love to engage!

Google Analytics: Step By Step Guide

 

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As a lot of you will know, Google has a host of tools available for web developers and bloggers on everything from Analytics, to sharing documents, Adsense and even Adwords where you can advertise your site at the top of Google search pages.

Today, we’re starting with Analytics which allows you to track everything from the age and gender of your visitors to how a specific post has performed on your website.

So let’s get started!

Setting Up An Account

googlesignup-1

  1. Head on over to https://accounts.google.com and create a simple google account using your
    email address and a password. If you already have a google account for Gmail or Youtube, you will be able to sign in with this.
  2. Once registration is complete, head on over to google.com/analytics and click on “sign in” on the top right corner, before selecting “Google Analytics” from the drop down menu.
  3. You will then be redirected to a new page where you will be asked to “sign up”, click on this.
  4. Enter an account name of your choice, your website and a few other straight forward questions. I would recommend leaving all of the “Data Sharing Settings” ticked as recommended by Google themselves. However, do have a read through them and decide for yourself before clicking on “Get Tracking ID”
  5. Accept the terms and conditions once you have read them.
  6. You will then be issued your verification code which you will need to insert into your html, PHP or Tags of every page you wish to use analytics for on your website. (I recommend the index page first and foremost but ultimately the whole website.)
  7. Once that is done, your site is verified and you can move onto using Analytics!

Okay so now that you have set up your account, it might take a day or so to show any information. Once this appears, you’re ready to start viewing your website or blog’s analytics.

“Analytics” basically refers to visitor information such as:

  • How many people visited your website or individual page
  • What time they visited
  • How they found you (if they clicked a link on social media or search engine)
  • How long they spent viewing the content (and if they clicked on links etc)
  • The age and gender of the visitor0
  • Location of the visitor (US, UK, Australia, Europe, China etc)

A lot of terminology on Google can be confusing if you’ve never used Analytics before, so I thought before we went any further that I would explain some important ones.

  • Sessions – This refers to a group of interactions from one user. A session refers to multiple pages being viewed, social interactions and events.
  • Users – An individual who Is viewing your content
  • Page Views – How many pages your visitors looked at on the site.
  • Pages/Session – How many pages were viewed during a session
  • Avg. Session Duration – The amount of time spent on the site
  • Bounce Rate – The Percentage of visitors who leave your site after viewing just one page.
  • % New Sessions – percentage of views from new visitors to your website (rather than recurring)

So there you have all of the Google Terminology explained. Now, let’s move on to navigating through your Analytics control panel.

Once you’ve signed in to your analytics account, you will be taken to a page that looks like this:

 

image-2 (1)

 

So let’s just talk through some of the navigaton on the left side where you will see options such as Dashboard, Shortcuts etc

  • Dashboards

Dashboards basically allow you to create your own “dashboard” where you can view the elements which are most important to you at a glance. For more information on setting up a Dashboard, head on over to Google Help Pages.

  • Shortcuts

Shortcuts allows you to view your most commonly viewed reports straight from your home tab. For more help on Shortcuts, visit Google Help Pages.

  • Intelligence Events

Intelligence Events lets you know about changes in traffic on a daily, weekly or monthly basis. For fore help on Intelligence events, Click here.

  • Real Time

This is addictive!! Say for example you Tweet a link to your followers and want to see how it translates to clicks on your site, then click on Real Time where you will see activity as it happens. It really is addictive to watch. I’ve spent many hours watching people roam my website. #GetALifeHolly

  • Audience

Now this is the most important aspect of Analytics (In my opinion). This is where you find out who your visitor is, where they came from, how they got there, where they clicked, how long they stayed, their gender, age and location and so forth.

 

image-3

 

By clicking on ‘overview’ you will be given a brief look at your demographics such as how many visitors you received during a specific time frame. You’ll be given a few different statistics such as Bounce Rate and Pageviews which I referred to earlier. You’ll also be given a list of nationalities of your visitors whether they be viewing from the US, UK, Australia, Europe or otherwise.

  • Active Users

If you look at the navigation on the left again, you will see “Active Users”. To put it simply, Active Users are unique visitors. For me, I use this the least of all the features on the Analytics.

  • Demographics

The Demographics overview will let you know how many of your visitors are male or Female. It will also let you know which age group they fall into which is great for tailoring future content.

  • Interests

The ‘Interests’ section lets you see what interests your visitors have. So for example they might be sports fans, or car lovers. Google is a clever search engine and collects a lot of information from it’s users.

  • Geo

This will show you which Geographical location you are being visited from. This is really handy again for catering content to your main visitors – for example if 7% of your website’s visitors are visiting from Australia, it might be worth referring to Australian issues or events on your website.

  • Behaviour

This basically lets you know what your visitors did whilst viewing your content. You will see how long they spent on the site, which pages they visited, which links they clicked and if they engaged or interacted with you – such as sharing your links etc.

  • Technology

Technology allows you to see which web browsers and internet networks were used to find and browse your website. So for example, this will let you know if the majority of your visitors used Firefox or Internet Explorer.

  • Mobile

Mobile will inform you of which device they used when visiting your website, for example, Tablet, Mobile or Desktop. Google has even listed exact phone and tablet models of your users, so you will be able to see if the majority of your visitors prefer Apple or Samsung products as an example.

  • Custom

This is pretty self explanatory but again, Google give you the option to customise which items you view so you can find it all in one place.

  • Benchmarking

This is a VERY important part of Analytics. Benchmarking let’s you see how your visitors came across your website. So for example, if they clicked on a link in Twitter, found it in a search engine, email newsletter or directly typed it into the URL field. This is important so that you can focus on the traffic sources that give you the highest amount of views.

  • Users Flow

Users Flow let’s you see which page your visitors landed on when they first entered your website and which demographics landed there.

  • Acquisition

This is very similar to benchmarking but is much more streamlined. It allows you to see the referring sites and/search that was used to find your website at a glance.

I think I’ve mentioned everything there is to know about Google Analytics. Feel free to let us know if there’s anything I’ve missed and I hope this has been useful to you – I know that when I was starting out, a guide like this would have made my life much easier!

As always, let us know your comments below or tweet us @purelysocialtip

Until next time!

Holly x

Online Marketing 101: Identity Economics

ONLINE MARKETING 101-

The marketing industry comes with a myth attached to it. You’re told to focus on your customer as an individual. You are told to know the individual as well as your favorite shoes, profile them, study their thoughts, find out their wants, and match your advertising accordingly. Except – as the latest idea in economics goes – there may be no individual. There is only group. Or to put it in another way: The individual buys according to what the group says. Knowing more about this idea can give you another handle on how to market your wares. And maybe sell them more effectively.

Identity Economics: It’s The Group That Buys Your Products

Our marketing principles come from traditional economics. Reasoning goes that people have their wants and needs. You’ll sell your product if you find out what those wants and needs are and show your targeted client how you can help him better than anyone else.  This way of thinking assumes that the targeted client knows his needs and chooses independently.

Marketing is based on this traditional economic view. Almost every single marketing modality from customer-centric to relationship marketing pivots the customer as an individual.  Personalized marketing says draw up a thorough profile of your desired customer – clothes, breakfast, schools, and so forth – so you know exactly whom you’re reaching.  Social media marketing tries to forge cozy interactions with the client. That’s what surveys are for! They ask the desired client, “Pray pretty please. What do you want and how can I help you achieve it?” Metrics measure whether or not your customer has bought. If so, supply more. If not, repeat the process.

Only the decision-maker may not be the individual. It may be the group. In which case, your marketing may flounder unless you consider that angle.

Identity Affects Your Health, Wealth, And Success

Sixteen years ago, economist and Nobel Prize winner George Akerlof and professor of economics in Duke University Rachel Kranton, launched their theory of identity economics. The model says that our identity affects our health, wealth, and success – and everything in between.

Identity refers to the different groups that we belong to, such as religious, gender, national, class and so on. People identify with different groups at different times.

How can we relate identity economics to marketing?

People buy according to their group because they want to conform. This makes them feel good and gives them some sort of social status. So they eat what their group does, dress as their group does, send their children to the same schools as the group does, ad infinitum. Kranton and Akerlof concluded: If you want to motivate someone don’t look into every nitty-gritty about the person. Scrutinize the norms of the group.

For instance, I run a site that offers hidden jobs to freelancers. Recently, a person tweeted: “Thanks but doesn’t look secure … this site is flooded w/shady gigs…The site isn’t safe for any legit freelancer.” The visitor explained: “Indians don’t pay well/on time.” (Note: 5% of the ads are from companies that carry Indian names).

Ordinarily, I would have have rejected this visitor’s feedback as prejudiced. The theory of Identity Economics made me look beyond her as being an individual and made me consider her opinion as Group. I looked into whether or not she was my typical client. If so, I would have to reluctantly use her feedback as cue to restructure my marketing because I wanted to sell.

This case also made me wary of using my bounce rate as a metric of site success. Marketing analytics urge you to monitor your site’s statistics. But maybe visitors leave because aspects of your site conflict with their social beliefs. Maybe you retain only two or three people but these are the people you want.

Looking at the prospective client as reflecting the opinions of a group rather than the opinions of him or herself give you a different handle on your marketing.

On The Other Hand…

Identity economics has its limitations. Marketing research recently found that advertising backfires when it scrunches the person into a group. Cases include Jif peanut butter that targets mothers by noting that “Choosy moms choose Jif.” or DirecTV that advertises, “If you call yourself a sports fan, you gotta have DirecTV!” or Gamefly.com that urges video gamers, “You call yourself a gamer? You have to have it!” or when Chevrolet asserts that real Americans drive Chevys.

In each of these cases, those who were surveyed protested that they have a mind of their own. They disliked being lumped into a group!

So, social context is an answer, but not the whole. Our self-concept is made up of both a personal identity and a social one and, when marketing, we can profit by considering both.

How Can You Use Identity Economics To Improve Your Marketing?

  1. Target marketing to the group – I work for a solar company that markets itself on price and environmental concerns. Research, however, shows that people put solar panels on their homes when other solar-powered homes are nearby. I adjust my marketing accordingly.
  2. Boost the signal strengthCustomers tend to tend to select products that most clearly broadcast membership in their specific group. Subtly highlight those signals or omit them. For instance, blood donation levels go down when blood donors are paid to give blood. The social identity of giving is core to the motivation and this is the aspect that needs to be highlighted.
  3. Ignore bounce rates – Rather focus on how you can improve your product so that it helps your customers. People are always going to be influenced by their cultures and there’s nothing you can do about that. Focus on the product and keep on marketing. Your clientele will grow.

In short, people buy according to a variety of reasons. Social context is one of them. Knowing how group comes into the buying can open up cost-effective ways of improving your marketing. It is individual as well as group that decides.

Look into both to sell.

 

Cracking the Deep Web: How to Get Steady Customers Fast and Free

Hi Guys, Mika here!

As you know, we’ve been increasing our team to include a few new bloggers varying in expertise. The newest member of our team, Leah Zitter, has a wealth of experience in SEO and the deep web. This week’s article is an introduction to just that. Enjoy! 

visible web

Three years ago, I used the Deep Web to promote my website that offers hidden jobs for freelancers. As far as I know, I was and remain the first person to do so.

I invested three hours a week using Deep Web engines.

Within that first month, I gathered 375 visitors.

What is the Deep Web?

The Deep Web consists of all sites that are hidden from search engines such as Google, Yahoo, Bing, or DogPile. Regular search engines can only retrieve information from pages that are accessible to it or that are large enough to be discovered. But there are many other groups on sites such as Twitter, Behance, Ryze, forums, password-protected business sites, Tumblr, Reddit, or up-and-coming blogs that are inaccessible because they are too small, password-secured, or not registered with search engines.

The science journal Nature notes that Google only indexes 16 percent of the surface Web and misses all of the Deep Web. This means that about 3000 out of 1 web pages are hidden from engines. Think of the ocean and the hiddenness below. The ocean is your worldwide web. Underneath is your deep or invisible web. This is where your clients chat.

I sought tools that could probe this hiddenness so that I could connect with them.

Why I used the Deep Web

Part of the reason I turned to the Deep Web was because I was looking for other ways to conduct free surveys. I also wanted to probe my targeted person’s subconscious needs. I wanted to connect with them in as real a way as I could and show them I could help them. For that to occur, writing articles was not enough. I wanted to talk with them; to capture their words for help so that I could refer them to my service. Along the way I sought their opinion. The engines that probe the deep web helped me do this. They helped me make some of my posts viral.

I collected 78 FB followers from zero in 2 months and gathered references from those who tweeted their thanks.

Method

I spent 8 months tracking down uncommon engines that dated since 2000. I investigated those that survived. Engines dip in and out of existence regularly, so, for instance, I wrote a few articles on MetaSearch.org only to have that amazing search engine die within months of those articles  being published.

I also read books on the deep web such as The invisible Web: uncovering information sources search engines can’t see by Chris Sherman and kept up-to-date with events on the Deep Web via researchbuzz.me.

Thirdly, I probed and used some of the methods of certain HR recruiters who had devised their own systems for spooning out hidden names.

Most important, I am a research scientist with an advanced degree in logic and formal training in Search Engine Marking. I used that training to fiddle with different keywords and algorithms running some for a few months before adding or replacing with others to see which terms, posts and sites were most popular and effective.

Here are the results.

Deep Web Engines: Top 3 for advertising and marketing on forums and groups

Boardreader – You’ll want to use the ‘Advanced Search’ to help you make the most of this site. Few engines need as exact keywords as this does. Surprisingly, I found the Imbd option helpful.

Omgili –‘Oh My Gosh I Like It’ really does help you find communities, message boards, and discussion threads on any topic. Type in your key words (I used ‘looking for freelance _’) and access Discussion Posts or Blog Posts. You may find News Articles helpful.

Webring – Find people and groups who share your interest. It is small (because its relatively new) but its members are more earnest than on FaceBook and you can engage with them at greater length than you can on Twitter.

Deep Web Engines: Top 3 for advertising and marketing on social media

Socialbearing.com – This engine helps you drill Twitter. It is excellent for tracking real-time conversations.

Twazzup.com – This is a new all-in-one Twitter search engine. Twitter has other search engines that you can use such as OneRiot and Louis Gray, but the helpful thing about Twazzup is that you can type in whatever interests you and Twitter returns all – noise and all.

Smashfuse.com – Terrific. Smashfuse travels FaceBook, Twitter, YouTube, Google+, Pinterest, Vimeo, Tumblr, and Flickr among others. It is also fast. Minuses: It lacks advanced options. (I add date or country to the keyword or I simply use general keywords. The latter option is probably best).

Deep Web Engines: Top 2 for advertising and marketing on blogs

Blogsearchengine.org – This engine swims through stumbleupon and delicious. Minus: It lacks advanced options.

MeltwaterIceRocket.com – This is one of the most powerful blog search engines. It searches blogs, Twitter, Facebook, and sites on the worldwide web. I  use the advanced search options to type in certain words such as ‘ paying submissions’, the date (‘today only’) and tag – which searches for words in the post. Example [tag: writer telecommutes].

Deep Web Engines: Top 3 for getting eyeball-boggling content

Dotmos.com – It helps you dig news in your field that you may less likely see on the common search engines. I use it for real-time conversation and for creating content.

GigablastGigablast is an open source engine. You’ll find its advanced search options below the blue border of its title. I sometimes also use ‘Ixquick’.

Tiptop insight engine – This engine captures news. If you’re savvy with your keywords, it can help you capture real-time conversations. The engine needs permission from Twitter to grant you access but it digs up from pages that are well beyond Twitter.

Interesting, right? Feel free to reach out in the on twitter, via email, or in the comments below with any questions, comments, or if you need help implementing. We look forward to hearing from you!

 

 

 

 

A Beginner’s Guide to SEO

a beginners guide to SEO

If you’re thinking about launching a business with little risk, the internet is an excellent platform to launch a business and have instant access to thousands of potential customers. The only disadvantage – anyone can do it so your business can be easily lost in amongst your competitors. That’s where SEO comes in. It’s the means whereby you show Google that you’re an expert in your field so they can rank you high in search results.

With 93% of online experiences starting on a search engine, working on the SEO of your website is an effective way to get you in front of your customers. In effect – search engine optimization needs to be an essential part of your marketing campaign.

Follow these tips to improve your SEO, get online enquiries and watch your business grow.

For great SEO results, content is king

Gone are the days of keyword stuffed webpages, spammy link building and black-hat SEO practices. Google has improved its ranking factors to penalize bad practices in order to get the loyal experts to the top of the search results. And – Google does this by indexing exceptional, useful content.

Get blogging

By blogging regularly, you get your business visible on Google by targeting a large number of keywords and getting more webpages indexed in Google searches.

Blogging is one of the most effective ways to get your target audience onto your website. In fact, 60% of consumers feel more positive about a purchase after reading content on a website; content is key. In effect – attracting customers on to your website via a blog post, is one of the best practices to get your target market to trust your brand and invest in you.

What’s more, HubSpot found posting 1-2 blog posts every month can generate 70% more online enquiries than businesses who don’t blog. If you are publishing relevant, useful blog posts 6-8 times per month, you can see an increase of 140% more enquiries.

Publish your content on other websites

In order for Google to place your website ahead of your competitors, you need to make Google value your website. Google calculates this by your domain authority. You can build your domain authority by getting your URL published on websites. So, the more Google sees you, the more Google values you.

Get your name out there by posting blog posts on high quality websites that are relevant to your brand. This will build links to your website and put you in front of an audience that are likely to click through to your website. For example, if you sell organic skincare products, get your content featured on health and beauty blogs and websites.

seo tips

Fix these Common SEO Mistakes 

  1. Not using Google Analytics

Monitoring your results on Google Analytics can help you see which keywords are converting and which  are not. You may find that you’re getting a lot of traffic from high-traffic keywords – but if they’re not converting into online enquiries, it’s worthless. By analysing results, you can tailor your content to include keywords to engage with the right audience.

  1. Not optimizing for local searches

If you’re business serves a certain area, optimising your website for local searches helps potential customers in your region find you. Begin by including your area in page titles and meta descriptions.

  1. Not optimizing the right keywords

When it comes to keywords, it’s best to be as specific as possible to get better search engine rankings and accurate traffic.

  1. Not using unique page titles and meta descriptions for every page & blog post

Every page needs a unique title that includes a keyword and a descriptive meta description that will attract a potential customer to click through to your website.

  1. Not using anchor text for internal links

When you’re linking to services or products in your web content and blog posts, make sure to use a keyword as the hyperlink. For example, instead of “click here” which holds no SEO value, use “social media management services”.

  1. Not creating shareable, useful content

To improve your domain authority and direct quality traffic to your website, you need to create extremely useful content that people will link on their websites and social media platforms.

For example, as a social media marketing company we publish tips & guides to provide our readers with content that’ll be a great value to their blogs and businesses, such as:

Top Five Tips for Blogging Success
A Beginners Guide To Periscope
5 Tips of Boosting Your Fashion/Beauty Social Media Page

Use these SEO Tips & Tricks

  1. Identify your keywords on Google AdWords

To find out your relevant keywords, sign up for a Google AdWords account and use the keyword planner tool to identify the most popular search terms for your industry.

  1. Use keywords in your page titles

Your page title is the first line of content that shows up in search results for your website. Every page needs a unique page title that includes a keyword at a maximum of 70 characters.

  1. Write engaging and optimised meta descriptions

Your meta description is the text underneath the page title in search results. Using 160 characters you need to attract potential customers to click onto your website. Include a unique selling point, what exactly you do and a keyword within the text.

  1. Include meta tags/keywords on every page

Assign every page with keywords that are unique to the page. Use a maximum of five keywords. Not forgetting that your chosen keywords also need to be included in the content of the page.

  1. Implement H1 tags in your page content

H1 tags is the largest HTML heading there is (they go up from H1 to H6). Using a H1 tag will help Google identify the keyword you’re optimising. In the HTML editor of your page or blog post, use H1 tags to lay emphasis on your primary keyword.

For example:

<h1>Social Media Management</h1>

  1. Add your keywords to your alt text in every image you upload

Like the written content on your website, you need to optimise images with keywords. When you’re uploading images, optimize a keyword in the ‘Alt Text’ of your image. The ‘Alt Text’ shows up when an image cannot be displayed. This also tells Google what you’re optimizing so they can index your images for Google searches.

  1. Title text

The title text describes the link’s content, to get the most SEO value, use keywords to describe the destination to tell Google to rank you for a particular keyword.

For example: when you’re hyperlinking a service, ‘Social Media Management’ will appear in place of hyperlinked text such as ‘find out more here’.

  1. Have a XML sitemap for your site

This is a map of your website and it tells Google what pages to index in searches.

  1. …as well as robots.txt

Robots.txt is a bit of code which helps search engines find your XML sitemap. In effect – this helps Google robots improve your rankings and help direct your target audience onto your website.

  1. Check your site speed

Slow loading times can make a user close your website. As Google wants to rank useful websites high in searches, your website needs to be accessible and easy to navigate. Factors to a slow web speed could be large image files, lots of adverts, unnecessary redirects, a shared web hosting provider (if you’re website gets a lot of hits), excessive scripts, broken links, too many plugins installed and a web design with a large file size.

  1. Optimise your website for mobile

In April 2015, Google rolled out an update that boosts the ranking of mobile-friendly websites in search results. So if you’re website isn’t optimised for mobiles and tablets, you could be missing out on a lot of traffic.

  1. Redirect links that have been changed or broken

If you have changed the URLs of your webpages or have URLs that don’t work, then links should be directed to a live page or a 404 page.

Want to find out more about SEO? We would love to hear from you! Feel free to comment below, tweet us at @purelysocialtip or send us an email beseen@purelysocialmedia.com.

Social Media Strategy Template

Originally posted on Scoop.it under Social Media News http://www.scoop.it/t/social-media-news-source

Originally posted on Scoop.it under Social Media News
http://www.scoop.it/t/social-media-news-source

Top 3 Reasons to Hire a Social Media Professional

1

Social media marketing is a not a difficult concept. It’s pretty logical and straightforward once you understand the basics, but a lot of times, you simply don’t have the time to break it apart and figure it out. Social media management requires consistency, constant effort. It requires strategic planning and research, and can turn into a full-time job if you’re really trying to make your social media presence work for you. The problem is that you didn’t go into business to spend 4-8 hours a day on your social media marketing. As a small business owner or an independent business professional, that time can be spent doing other things for your business and focusing on your core values.

Most professionals understand the importance and value of social media management. Even so, social media management is usually the first thing to fall to the wayside due to the fact there is simply not enough time to execute an effective social media plan. That is where social media professionals come in. As social media professionals, we’ve dedicated our time and energy to focus on mastering the art of social media management. Due the fact that social media marketing is what we focus on, we’ve taken the time to learn how to make social media work for you.

Here are 3 major reasons to hire a social media professional.

1We know all things social media, just like you know all things pertaining to your industry. You wouldn’t let your local plumbing expert build you a car because your local plumbing expert is neither a mechanical engineer, nor an auto mechanic. If you want it done right, it just makes sense to hire an expert to do expert work. We always say not to overthink social media, but you really shouldn’t underestimate it either. If you want your social media platforms to be effective in helping to grow your online presence and increase revenue, this isn’t something you want to half-ass. Consulting a professional will help to point you in the right direction and enable you to understand where your focus should be pertaining to your social media account. Often times, we try to absorb too much at once, and when you’re trying to start, operate, and market your business, it’s hard to figure out what aspect to focus on. A good social media professional can help you assess everything and put it into easy, bite-sized pieces that can better fit into your schedule.

2You want to get to the next level in your business. We’ve encountered several clients who’ve done an awesome job in marketing themselves via their social media accounts along with other methods, and seem to be experiencing great success from their organic growth, but have gotten to a point where they don’t seem to be growing anymore and the strategies they’ve previously implemented have become less effective or completely ineffective. At this point, it makes sense to contact a social media professional to help you get from behind that brick wall. As professionals, we can assess your current strategy and pinpoint where the issue is and how to improve upon it. If you seem to have done a great job on your own, imagine what can be done if you bring us in to help out!

3You simply don’t have the time to figure it out BUT you know it’s important and want it done right. There’s no shame in admitting that you don’t have the time to do social media, the shame is when you completely ignore it and act as if it’s not important. (Shame on you!) Several social media professionals, including ourselves, offer the option of full implementation, where you essentially outsource your social media platforms to us and allow us to manage the whole kit and caboodle. This is where you absolutely MUST MUST MUST hire a professional. Social media professionals, the good ones anyway, can help you create an online identity for your business; not just a presence. An online identity is essentially your brand i.e., the culture of your business, its voice, stylistic aspects, appearance… all of those factors that are usually afterthoughts or non-thoughts to a non-professional are primary points of focus to true social media professionals. It’s the little things that set you apart from the competitor that a social media professional can contribute to your business when you don’t have the time. We take the time to understand and dissect your target market and mold your social media marketing platforms to fit that demographic.

Easy peasy, lemon squeezy…Basically it makes your life easier by hiring a social media professional. Those 4-8 hours it takes to make your social media what it needs to be to differentiate yourself could easily be spent focusing on the core values of your business/ personal brand. Even if you only seek consultation and don’t go for the kit and caboodle route, you can save time. If you can save an hour a day, 5-7 a week, 20-30ish a month, where would you invest that time? A nap would be nice, meditation, lunch, a new project, a craft, perhaps? As entrepreneurs, we struggle with time and often try to be too many places at once, with a social media professional, you can streamline all of that and be more efficient with the mere 24 hours a day that we are all allotted. It’s really a no brainer =D

As always, share your ideas with us. We’d love to hear what you have to say. We hope you found this post useful and informative. Please leave your comments below and feel free to connect with us on Twitter!

5 Reasons Why You Should Love Advertising On Facebook Again!

making the connecion - LinkedinSo we’re back after taking a month off to enjoy a little rest and relaxation!

And what better way to kick off our return then with a post discussing all the reasons why we love advertising on Facebook again! So, as many of you know, back at the end of 2013 Facebook decided that make some changes to their algorithm that left a bad taste in the mouth of most marketers and businesses. We all have watched as page posts’ organic reach fell from 16% in February of 2012 to around 6.51% in March 2014, according to Edgerank Checker.

Many felt that Facebook was double dipping, charging advertisers to have their posts viewed by the very individuals they just paid to like their page. A lot of people were ticked off and began deleting their Facebook pages as a form of protest. There was even a YouTube video, Facebook Fraud, that went viral and urged many not to wast their time advertising on the platform. Let’s just say people we’re angry and many began to pull back their presence on the platform.

Truth of the matter is that from Facebook’s standpoint, their primary focus is on the general user not the business pages. We can only assume that they believed that by changing the algorithm they would maintain the integrity of the site from the user’s standpoint. However, now Facebook is a publicly traded company, which means it is now accountable to shareholders too. And shareholders want to see profits, which are only generated on Facebook through the ads that businesses run.

So we can only speculate that all of the Facebook Fraud backlash has led Facebook to make changes to the algorithm yet again as well as completely overhaul the process for advertising on Facebook to make it a lot easier on advertisers. So here are our top 5 reasons why you should love advertising on Facebook again:

1 6 ads for the price of 1. Now when you create an ad to drive traffic  to you website Facebook allows you to select up to 6 images that can be used to service your ad over the length of your campaign. This doesn’t necessarily mean that they will all be approved by Facebook but if you adhere to the ad guidelines a majority should be approved. We love this because it’s a great way to see which ads make the most impact on your target audience. Facebook has now made it very simple to do some A,B,C,D,E,F testing on your advertising which means they next time you run an ad you can make the necessary tweaks for even better results.

2Watered Down. Previously when you ran an ad on Facebook you probably spent a good majority of your time trying to figure out what the heck they were talking about. The different steps to running an ad were not very well defined and left most newbies to the process scratching their heads or giving up on running an ad all together. Now once you’ve selected the appropriate objective for your ads, all you need to proceed is clearly stated for you on one easy to read page.

3Conversion Pixels. This small line of code allows you to track the actions being taken on your website by the traffic you drive there with your Facebook ads. Now the downside of this is: if you know nothing about code or even how to access the back end of your website; you’re going to need to have your web developer place the code for you which can be a pain. However Facebook has even simplified this by allowing you to email the person right from the ad set up with the pixel code and instructions on how to proceed. The good news is that once it’s done, that’s it! You can continue to utilize the pixel over multiple ads. Just keep in mind that there is a pixel for each type of conversion that can happen on your site, such as checkouts, registrations, leads, web page views, adds to carts and more. So if you need some help, make sure you simply add all of the conversion pixels that pertain to your site all at once. Once a pixel has been added, you’re ready to start tracking the actions of your audience and can begin to determine how to best convert those individuals into paying customers.

4 Hello, Power Editor! So Power Editor is still a fairly new addition to Facebook ads, and many business owners still don’t know it even exists. This may explain why Facebook made it more accessible in the new ad setup under audiences. If you’re not using this feature when running your ad, you’re wasting your money. What we love about this feature is that it allows you to specify who your target audience is, providing you with more control over who sees your ad. In working with different clients we’ve seen a number of clients run ads that were shown to “everyone”, not realizing that they could target their ads to an audience within 25 miles of the physical location. If you choose, you can be very specific in your ad audience, but we would advice you find a balance between broad and specific. You don’t want to be too specific and miss the opportunity to attract new followers. Nor do you want to run the risk of being too broad that your ad isn’t seen by enough of your target audience.

5Campaign pricing just got simpler.  Simply tell Facebook how much you’re willing to spend over the duration of your campaign and let Facebook do all the math. We personally suggest selecting the lifetime budget option unless your plan is to have an ad that continuously runs, in which we would suggest selecting the daily budget. Understand that while Facebook may approve your ad and run it, your ad is competing for that space and therefore can get bumped by ads of advertisers willing to pay more per click or impression. Our advice is: if you select the manually set, price per click option, we advise increasing your bid to slightly higher then the price the system generates. Understand that when bidding, if you choose the pay per impression options your paying the every 1000 individuals who see your page. Paying per clicks ensures that you only pay for the people who appear genuinely interested in your page, because they clicked on your link.

As a side note, we want to stress that if you’re going to spend your hard earned money on Facebook ads make sure it’s worth it for you. To date, paying for page post engagements and page likes has proven to be quite ineffective from an ROI standpoint. Website clicks and conversions still remain the best option for measure the effectiveness of your ads against the money you spent.

As always we hope that you found this post useful and informative! We encourage you to leave your comments below and connect with us on Twitter!

Generating Reports

*For a better view of graphics simply click on the image to enlarge

So, one of the best ways to learn something is to see it in action. In Sexy Little Numbers, by  Dimitri Maex, there is a great example of why you want to understand the numbers. Based on his teams assessment of Motorola’s 2006 phone sales in the China:

The expense of marketing as a whole generated 26% of Motorola sales. Advertising accounted for 55% of those sales, at only 11% of the total marketing budget! For every 10,000 yuan spent on advertising, 382 phones were sold. However the same spent on in store promotions only resulted in the sale of 96 phones. Assuming the industry average is a profit margin of 30% per phone sold, Motorola’s was more than double with every yuan spent on advertising yielding 15 yuan.

You have the ability to assess your efforts in a similar way. One, that will allow you to begin to make strategic decisions. One way to do this is to export the data you have from your various social platforms into Excel files (.xls). Start with one platform at a time, be sure to save your original data, simply copy and paste the data onto a new sheet to begin your analysis. For the purposes of this post we’re going to use Facebook as the platform we’re going to export our data from. You should know that you can export data related to your Facebook Page from two places, Ads Manager, which provides reports on any paid advertising you’ve done on Facebook, or from your Page’s Insights.

Ads Manager

From your Facebook Home Page/Newsfeed click on Ads Manager from the menu bar to the left of your feed, under Messages and Events. Once you’re in Ads Manager, select Reports from the left side menu bar. When you open the reports page it will default to your General Metrics for the last 30 days. Select the dates you want the report to generate from then proceed to determine what type of report you would like. Facebook allows you to view and export 7 different reports:

  1. General Metrics: provides you with an overview of each ad, reporting reach, frequency, impressions, clicks, money spent, and actions taken.
  2. Website Conversion: provides information on all ads that we’re driven to purchase or register on the landing pages you’re required to link to your ad.
  3. Placement Based Metrics: provides information on the placement of your ad, was it seen in the news feed or the right column space and was it viewed on a mobile device or PC?
  4. Responder Demographics: provides information on the people your content reaches, providing you with their age and gender.
  5. Page Actions; provides you with insight into the actions people are taking with your ads, how many are liking, sharing, comments and engaging with your content?
  6. Video Actions: looks specifically at the videos you post, how many people viewed or clicked on a particular video, did they watch the complete video, did they share like or comment?
  7. Application Actions: looks at the application associated with your page, for example you may use this when running a contest on Facebook.

FB Screen Shot 1

Page Insights

From your Business Page select Insights to generated reports related to your page and posts. Click export, this will open the Export Insights Data box. Select the dates you want the report to focus on, determine whether you want the report to be based on your page or post activity, then select the old vs. new export (doesn’t make a big difference) and click Download.

FB Screen Shot 2

Go a head and open the downloads of your data, don’t feel overwhelmed by all the numbers on the page. To begin to digest this information it’s best to work with Excel’s Pivot Charts. Simply select the information you desire to compare, copy and paste data by columns or rows, for the sake of this exercise I suggest picking two or three things to compare at a time. For example from the original document you may select the date column, the type column (photo, link, or status), and the lifetime post reach column to paste into a new sheet. On the new sheet select Insert Pivot Table using the data you just copied to the page. Pivot Tables can be confusing if you’ve never used them before, but in the latest Window’s version you can easily drag and drop information to determine where it can be viewed the easiest.  Once you generate your desired pivot table you can convert that table into a chart, which is even easier to digest. If you’re unsure of how to use pivot tables, there are tons of videos on YouTube that cover the subject. But when you finally get the hang of it here’s what you can do:

Analysis1

Chart A

Pivot7

Chart B

Based on Chart A we can see that the posts for this account performed better in Quarter 1 than in Quarter 2. With this one piece of information you could review all of your posts from the first quarter, looking for any patterns or theme. Run another report for Quarter 1 posts and you may discover that there is a time of day that works best for your audience or you may determine that certain events or posts really attracted a lot of attention from your audience. Chart B looks at the paid ads this account ran in Quarters 1 & 2. Based on the chart we can see that 2 ads did really well in relation to the cost of the ad. What we want to point out is the last ad, Website Clicks New…, and provide a little back story. That ad was part of a two week promotion for a paid live stream event. The cost of running this add was $166, that included the graphic art used in the promotion and the cost of advertising on Facebook through Power Editor. The results of this advertising we’re 7 attendees for the live in store event, 35 online attendees and resulted in this business netting $700. This resulted in about a 24% profit margin. This company was thrilled to see that a few minor changes to their Facebook advertising strategy could not only generate revenue but also drive traffic to their site and events. It just take some time and a willingness to experiment.

But maybe after reading this post you determine you’re just not up to this whole Excel thing… Well we stumbled upon a little free tool that can easily help you analyze your Facebook efforts, Wolfram|Alpha. Make sure your signed into your Facebook page prior to clicking the link. But it does do an excellent job with providing you with important data in a easily digestible manner. Here’s an example for the same account we used above:

Analysis2

Or if you utilize a third party sight such as Buffer, Hoot Suite or Sprout Social, you can generate reports through these sites as well that will analyze all of the platforms your have linked to that particular site. Here’s an example of what it looks like from Sprout Social:

Analysis3

 

As always we hope that you have found this post to be beneficial. Please be sure to leave us a comment below, we would love to hear from you!

Data Sourcing & Analysis

 

Creating AContent CalendarWe hope that after last week’s intro into this series, you had some time to do some serious thinking about what success looks like for your business.

In the previous post, we discussed what you should be measuring from a beginner stand point, your inputs, outputs and outcomes. But you will need to look at much more if you want the complete picture, what you’ll need to look at is your business metrics. Business metrics looks at things like Market Share, Revenue, Profit, Average Order Size, and ROI. It is these metrics that allow you to access the overall health of your business and evaluate the impact of your social media efforts. But in order to do so effectively you will need to analyze one action’s impact at a time.

In Part 1, we were just beginning to touch upon data sources, the various software suites and platforms that store all of the information regarding your business. Let’s break down what these common data sources are:

  • Corporate Finance Systems: for many these systems bridge the gap between Accounting and Management. For these systems its all about the numbers, they look at everything from profits and losses to employee productivity to provide you with valuable insights to improve your business. Very often these robust systems are able to provide you with industry benchmarks and forecasts. Developers of these types of systems include but are not limited to  Intuit, Sage, Adobe and Oracle.
  • Media & Marketing Plans: maybe you did one before you went into business, maybe you didn’t. But typically if you take the time to do these thoroughly they can be a treasure trove of data and a great jumping off point when it comes to developing and implementing any marketing or sales strategy.
  • Customer Relationship Management Systems (CRM): these systems typically hold tons of data on your direct interactions with your existing customer base. Examples of commonly used CRM are Constant Contact, Mail Chimp, HelloWorld, Infusionsoft and Salesforce.
  • Market Research: which has never been easier in this digital age, are the surveys and polls you conduct with your existing customers. You’ll be surprised by what you will learn about your business if you only take the time to ask? Online services such as SurveyMonkey, make it fairly simple to get started.
  • Web Analytics: such as Google Analytics, provide you with insights on your website traffic, as well as your overall online presence.
  • Social Network Data: these are the insights provided to you by the social platforms you use.
  • Digital Ad Serving Platforms: online ads and banner management has never been more convenient and measurable then they are with Google Adwords. Your able to gain insights into the types of actions your ads invoke.
  • Online Videos: one can not deny that video is  becoming even more of an integral part of online marketing and social media. YouTube, by far the largest video platform, provides you with additional insights into the impact of your visual and media efforts

Once you’ve had an opportunity to compile data from all of your appropriate data sources, its time to analyze. Analysis is the ability to break down material into its component parts.  It is a process that serves to make improvements and streamline efforts. So it’s wise to regularly analyze your efforts. In Sexy Little Numbers, the process discussed is the A2A – Analysis to Action – framework.

Adopted from Sexy Little Numbers by Dimitri Maex

Adopted from Sexy Little Numbers by Dimitri Maex

It all begins with the data phase. This is going to require you to import all of your data into an Excel spreadsheet.  To simplify things you can utilize the Analysis ToolPak in Excel. During the analysis phase you want to figure out what worked and what didn’t work by asking the right questions. For Example:

  • Does one ad work better than another?
  • Does time of day and day of the week factor into a campaigns success?
  • Does length of campaign play a part?
  • Which products or services did well during a particle campaign?

From here you need to begin testing. What’s working, and what would the impact be on your business if you saw a small percentage increase or decrease? Knowing what doesn’t work allows you to re-work content, redistribute it, and analyze the new data. You have to be willing to do a little experimentation, going beyond A/B Testing and begin running A/B/C/D/E/F Testing.

Moving in the process from testing to share and execute, is the point at which action is required. In terms of the A2A framework the share step refers to sharing the insights of all the analysis you’ve done with your company’s team. Together you can begin to develop more engaging content and plan execution strategies based on the information your organization has.

Next week we’ll look at a hypothetical case in order to illustrate the process in action. As always we hope you have found this post to be informative. We want to hear from you so be sure to leave a comment below!