How to get a response from your social media posts

Posted by on Jun 3, 2016 in Content Marketing, Digital Media Marketing, Social Media Marketing, Social Selling |

Any person with a digital marketing campaign of any sort, knows the importance of having a presence on a number of social media platforms. They also know that it’s important to post regular content and to build a following of prospects that will convert to sales. It’s good to know what is important, but ticking all the boxes is one thing – getting a genuine response is what it’s really about. So how do you create content that evokes a response and spreads like wildfire? Assuming you already know your target audience and what they’re interested in reading about, you need to find a way to spark a reaction. One theory is to use the Who, What, Why, When and Where words. It sounds simple, because it is – but they’re powerful tools to get your social media posts triggering the right kind of response. Using the word Who in your social media titles immediately grabs attention, like Who You Should Be Following on Twitter, or Guess Who Just Got A Million Likes? Using this word makes the reader want to know who you are talking about, a psychological trigger much like FOMO (fear of missing out). The word What reveals that there is a topic or something interesting being discussed. In a title, you are letting a reader know that they will find out just what you’re hinting at if you read the article. Think of titles like What Every Woman Should Know Before Internet Dating, or Find Out What Makes This Billionaire Tick. People pay attention to this word, as you are indirectly telling them something they need to know. Why is a word that demands an answer. A title with Why in it implies that you are going to reveal the answer, or give a solution to something. Starting an article with a question gets the reader thinking in the right direction, showing them you’re going to help them find the solution. Why Does Eating Chocolate Make You Happy? or Why Earthlings Will Never Live On Mars are examples that create curiosity – people love to learn new things. We are all a bit obsessed with time and When is the word to use to get your audience thinking about a time frame. When Are You Going To Make A Change? or similar creates a finite period for a task, that needs to be fulfilled. Where To Find Quality Influencers shows people how to find something – again, you are hinting at providing an answer they need to know. No one wants to be left out, so revealing where the fun stuff happens is very likely to get you a response. Crafting an article using the...

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Using Facebook’s Canvas in your mobile marketing

Posted by on Jun 2, 2016 in Content Marketing, Social Media Marketing, Website Design |

It’s a fact that mobile usage has overtaken the desktop, yet mobile advertising is still a largely untapped medium. One of the main reasons for this is the speed – mobile users are impatient and if a page fails to load in under five seconds, you’ll lose the traffic. But all is not lost – Facebook has introduced Canvas, a new mobile-only product that allows businesses to use storytelling to showcase their products. Psychology shows that emotions are far stronger in the buying process than information, across all types of advertising media. In addition to swaying the buying decision, customers have more loyalty to a brand, based on how it makes them feel. So it’s simple really, create an advert that’s eye-catching, beautiful and emotive, using content and interactive elements that work instantly, on a mobile device. That’s quite a tall order, but one within reach if you explore Canvas. Canvas uses Facebook Instant, so there’s no delays and waiting for pages to load. It’s ideal for consumer facing brands where emotions play a big role. Interactive media, delivered at high-speed is the perfect way to introduce new brands, products and offers to people. By creating a memorable advertising experience, you can really highlight features of your offerings and increase the user engagement. Early statistics have pointed to an increase in mobile engagement when using Canvas, which is awesome when you consider the attention span of your average mobile user. It also offers the ability to incorporate a single clickable CTA that leads the user to your website. Another advantage is that using Canvas costs no more than your normal News Feed ad on Facebook. You can create ads easily using the self-service tool, dragging and dropping design elements. Unlike a static ad that you see and then click on, or the annoying auto-play videos, Canvas gives the user the opportunity to interact with the ad, before clicking on the CTA.  Using the creative specs provided by Canvas, you need to build a storyboard to plan the interaction – almost like creating an app or building a mini website. It’s an amazing way to engage mobile users like never before and to boost awareness of your products or services. For more on the tricks of the trade when it comes to mobile marketing, contact us today! Please follow and like...

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Why spelling and grammar is such a big deal

Posted by on Jun 1, 2016 in Content Marketing, Copywriting, Digital Media Marketing, Social Media Marketing, Website Design |

It’s a pretty common thing these days to spot spelling mistakes and bad grammar when you’re surfing the internet – adverts, blog articles, website content – there’s no one area better or worse than another. While some people may not notice spelling or other errors, a lot of people do, so just how big a deal is accurate content? There’s nothing wrong with using a conversational tone, especially in blog writing, but using slang, txtspk and sloppy grammar is just unacceptable. Studies have shown that people are less likely to engage with companies that post error-riddled sales copy, as they feel it undermines the credibility of the company (are they just as careless with their orders, accounts or delivery?). Creating any kind of negativity towards your business is a sure-fire way to kill sales, so why do it? With online companies like Grammarly, offering automated proofreading services, it’s a mystery why there is still so much room for improvement in online writing. It’s been shown that over 40% of web users are influenced by spelling or grammar blunders in online content. When you sell or communicate online, most of the time it’s done by using the written word, so it’s quite obvious the damage it can do to your conversions. Questions have been raised over the importance of correct spelling and grammar in social media interactions, since it’s a more relaxed medium for communication, especially when using platforms like Facebook. That said, any business using Facebook to increase their exposure, should treat it with as much importance as their website or LinkedIn profile. There are simple ways to improve your content, which can make a real difference to your bottom line. These are: Read your content backwards: this disrupts the natural flow of how you perceive things, so it forces you to read every word, making misspelled words easier to spot. Ask someone else to read your writing: a friend or co-worker who has not been working on the same piece of content for hours will spot inaccuracies that you will miss time and time again. Read your piece out loud: some errors can be more easily heard than seen, so reading your writing out loud forces you to listen. Use software like Grammarly: it really does make a difference. While you may not agree with all their suggestions, it does help to sharpen your eye. Whether or not you agree on the importance of accurate writing, think of a website with sloppy grammar and lots of error. Would you be happy to give them your credit card details? Didn’t think so. If you’d like to know more on content marketing or need help creating the perfect content for...

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The importance of using images in your blog or content marketing

Posted by on May 24, 2016 in Content Marketing, Online Marketing |

Statistics show that content with images get a whopping 94% more views than those without! Content with visuals is not only more shareable (Facebook posts with images get 87% more shares, Tweets with images get 18% more clicks, 89% more favourites and 150% more retweets), but they give your piece personality. They also break up long pieces of content that can be off-putting to a reader with little time. While you think your content may not have a suitable image to enhance it (so why bother?), even a quirky or funny image that has the smallest link back to your article, can be the difference in its success. In a survey conducted by Buzzsumo, posts with an image every 75-100 words got the most shares across various platforms. Without counting the words of your blog and getting uptight about it, the general rule is to place an image right near the top of the post, one after every two or three paragraphs and an image in every section, especially if sections are broken up with subheadings. Colourful images work better than black and white – like advertising, bright and bold visuals sell products. If you have strong brand colours, try to incorporate these in with your content – it all goes towards strengthening your brand. Use different types of images too, not just photographs. Pie charts, graphs, cartoon figures and infographics hold just as much appeal. Remember to use your logo if you are creating the visual – a good infographic is often one of the most shared images on social media. A good blend of entertaining and informative images is a balance to strive for. When using stock or free images – which is most of us, since not many small businesses can afford a photographer or graphic designer to whip up the perfect visual whenever you need one – try to avoid the overused ones. Choose an image that conveys an emotion, however tenuous the link. Finally, use keywords to optimise your images – this will help your search rankings enormously. Use the keyword(s) you are targeting in your image file names, as well as in the alt text field describing the image. For more on content marketing and blog writing, contact us. We’re here to make your digital marketing easier and more productive. Please follow and like...

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The low down on adaptive content

Posted by on Apr 21, 2016 in Content Marketing, Website Optimization |

Statistics show that 94% of companies claim that personalisation is a key component of their success, while 56% of consumers would happily purchase from a company that provides good personalised service. It’s stats like these that have led to the development of adaptive content – that is, using personalisation to enhance the customer experience and preparing content for delivery across multiple platforms. By implementing these into your content strategy, you’ll quickly be able to build your awareness, trust and engagement with new and existing customers. There are five elements that are crucial to the success of your adaptive content strategy: Reusable content: content that you can use on multiple platforms, in different formats, to reach a wider range of customers. Structured content: small chunks of content that can be used on multiple devices, including mobile. Presentation-independent content: raw content, without over-the-top formatting. Meaningful metadata: the hidden data that describes the purpose and intent of the content. Usable CMS interfaces: a simple, functioning system that makes the delivery of the above elements possible. As with most areas of business, for success, you need a strategy. You’ll need to build a strategy for personalisation, looking at your ideal audience and determining what type of content best supports this audience. You also need to consider the challenges of different devices – responsive web design is essential. Adaptive content requires a vast investment of time and resources, so you need to determine if it’s worth it for your business. Identifying the chunks of your content useful for adaptive content is not that difficult. Here’s how: Every photo or graphic should be described, including keywords – think about how the content will be categorised, so it can be manipulated by machine code. Identify your best-performing content. Use verbatim quotes using exact wording. Create stand out headlines, differentiated in a way that machine code can recognise and call it out. Set the first few words of the article in a large font. Ensure the lead-in, or first paragraph to your story is awesome. Attribute sources and refer to other places of importance – be consistent about this. Create a nutgraf (nutshell paragraph), containing all the essential elements of the article, in a concise summary. Highlight a section for special emphasis Include a short audio or video segment that introduces the content and entices the visitor to continue. By having your content ready to pull into adaptive content feeds, you’ll be ready for publication on any and all platforms. Don’t be left behind. To keep on top of the latest and greatest in digital marketing, contact us – we’ll happily take you through the ins and outs of adaptive content. Please follow and like...

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