When testing copy, make it worth testing. Use power words or emotional calls-to-action to really analyze what messaging has a stronger appeal and why.
Please visit Search Engine Land for the full article.
Reblogged 2 weeks ago from feeds.searchengineland.com
As brands find new channels and avenues to promote their products, there’s no shortage of data to track and measure. The sheer amount of performance data available often leaves marketers overwhelmed. Which metrics matter to you and which ones should you focus on?
Share of voice (SOV) is a metric that illustrates your place in the market, making it a great place to start. It puts can put all of your other social media metrics into context so you can understand where your brand stands.
Does your brand come up in relevant conversations about the type of products you sell? Do people consider your company a leader in the industry? If not, you might have a problem with your brand’s share of voice.
In this post, we explore this metric in-depth and show you ways you can build up your share of voice on social media and other channels.
Share of voice is a measure of the market your brand owns compared to other brands in the same industry. It gauges brand awareness and customer engagement to show you how you stack up to the competition.
In the traditional sense, share of voice determines how big your media spending is compared to that of your competitors.
As digital marketing channels have grown, the share of voice definition has since evolved to include online visibility as a whole. It now encompasses various elements of digital marketing and advertising. This includes mentions on social media and traffic for certain keywords.
Measuring your brand’s share of voice helps you see the bigger picture and where your brand fits into it. It adds context to your performance data, allowing you to pinpoint opportunities for growth and improvement.
There are plenty of areas where calculating your share of voice benefits your business:
Social media share of voice metrics extract insights from authentic conversations that are happening on social media. They look at what people are saying about a certain brand or topic and use that information to determine consumer opinions and preferences. Sprout Social’s social listening tools are one way to gain these insights from customer conversations.
With share of voice data, you may be able to identify exactly why people are choosing your brand over the competition or vice versa. For instance, maybe your products are more budget-friendly or your customer service is exceptional. Or perhaps your competitors have a website that’s a lot more intuitive than yours and they offer better shipping options.
Moreover, you may even be able to identify opportunities to reach untapped audience segments. For example, if you run a skincare line, there are people who’ve always wanted to use your products but would prefer fragrance-free versions of them
Knowing your competitors is the key to setting your brand apart. Identifying their strengths and weaknesses will help you develop strategic ways to catch up or get ahead.
Using SOV calculation, you can find out exactly where you stack up to the competition. Which brand is dominating the conversations in your industry? How much share of voice do they have compared to yours? Where are the conversations happening? And what’s the sentiment around those conversations?
Understanding the answers to these questions will help you identify opportunities to improve and set your brand apart. You can uncover new opportunities by conducting in-depth competitor analysis with a share of voice lens.
Share of voice data shows you the number of conversations around your brand and the sentiment behind those conversations. This allows you to monitor your brand reputation and benchmark it against that of your competitors.
Changes in those benchmarks could indicate a brewing controversy or a potential product issue. It’s particularly important to track while running a new campaign. This helps prepare you to quickly develop an appropriate response and manage your brand reputation.
Use the following formula to calculate share of voice:
Share of voice = Your brand metrics / Total market metrics
The same share of voice formula applies across all marketing channels with slight variations on the specific metrics. For example, while you track brand mentions for social SOV, link clicks will determine organic search SOV.
Now it’s easier than ever to calculate share of voice with tools that can do the hard work for you and give you fairly precise results.
Generally, there are four major areas to focus on when calculating share of voice:
Consumer conversations across different social platforms add up to your social media share of voice. This makes it a highly accurate metric since you’re measuring actual posts and conversations from consumers.
Social media analytics tools simplify this process by identifying all your brand or product mentions across platforms. You can then compare your brand measures against those of the competition to find out just where you stand.
The social listening tools from Sprout Social will help you visualize share of voice data. You also get a breakdown of the data based on engagements, impressions, unique authors and sentiment. You can also narrow down the results by network, keywords and other advanced filters.
Your PPC share of voice measures your ad visibility by comparing the potential number of times an ad could’ve showed up vs. the actual number of times it showed up. Google AdWords lets you calculate this as Impression Share and takes into consideration your campaign and keyword settings to determine this “potential” visibility.
Here’s how to find this dat: from your Google AdWords account, go to the Campaigns tab and click on the columns icon. Then select Modify columns and click on Competitive metrics. You can then choose the impression share columns you want to track.
You can use your PPC SOV data to determine how effective your campaigns are currently, or where you need to fine-tune your budget.
Calculating share of voice on organic search is a little less straightforward, but can be accomplished by using SEO tools that compare your search visibility on important keywords for your business to competitors.
First, you need a list of main keywords relevant to your industry. These are keywords that get the most clicks for a particular topic. Then paste this list into a tool like Rank Tracker from Ahrefs and enter your competitors’ domains. In the “Competitors” overview tab, the visibility metric will show you your organic search share of voice.
This is the share of all clicks from the keywords you tracked that landed on each site. Use this data to determine if you have gaps in your visibility on key topics for your business, and where you may need to increase your competitive research efforts.
Media share of voice measures your brand mentions across news websites and blogs. Which industry publications are talking about your brand and in what context? How many industry experts or journalists are writing about you and in what light? This gives you an idea of your brand popularity among peers and industry experts.
Additionally, you can also identify which publications are talking about your competitors and compare how many publications are mentioning them compared to you. This will give you an idea of which publications to focus on for your outreach and PR efforts.
To calculate your media SOV, you can use the same social listening tools that you use for calculating your social media SOV. Tools like Sprout already include news outlets and blogs in their analysis, so you just need to select the appropriate filters to narrow down the results on media mentions.
Social media is a great channel to actively increase your brand share of voice for quicker results that you can measure and refine.
It can take time to analyze the impact of your SEO and PPC campaigns, which also delays your SOV measurement. And you have a little less control over your media SOV since it involves working with third-party publications.
Meanwhile, social media is easier to control and adjust. You can quickly analyze performance and then make changes to optimize your efforts.
Try out these five tips to boost your social media SOV specifically.
For your brand to gain visibility on social media, you need to be active.
A single Tweet a day or Instagram post an Instagram post a day isn’t going to cut it when you consider the millions of conversations happening on social networks every day. Plus, social algorithms continue to prioritize behaviors like active engagement and regular posting. Unless you actively and consistently share content, all the noise will drown out your voice. That means your competitors have the perfect opportunity to grow their share of voice while you’re left behind.
To increase your brand voice on social media, you need to start posting frequently and consistently. You can use our research on the best times to post or examine your analytics to look for trends in how posts at different times of day perform. Keep on track by creating a social media calendar to plan your content ahead of time, and schedule your posts consistently.
Avoid the mistake of solely using social media as just another content distribution channel. Rather, it’s a place for communities to connect and engage with each other.
That means in addition to posting regularly, you should also engage with your audience. Respond to their comments and messages – whether it’s to answer a question, resolve a complaint or provide support.
Beyond customer queries and complaints, consider responding to positive brand mentions. Use the opportunity to acknowledge and thank your loyal customers for choosing you.
In fact, the Sprout Social Index, Edition XVII: Accelerate found that consumers think that the top traits that make a brand best in class on social offer strong customer service (47%) and engage their audience (46%).
It’s no wonder that brands like Wendy’s are so popular on social media. The fast-food chain actively responds to fans and haters alike.
that sounds good tbh
— Wendy's (@Wendys) July 15, 2021
You can use the right content formats to create more opportunities for your followers to engage with you. Create social media polls, ask them questions, get them to vote between two options in your Instagram Stories or start a hashtag challenge and get them to participate.
You can also encourage people to share user-generated content to drive more social media visibility for your brand. Then engage with those posts and share them on your accounts.
One of the best ways to get people talking about your brand is to create share-worthy content.
Create content that provides value to your audience, which will then encourage them to share it with their audience. That means your content should do any one of the following:
You could share tips, motivational quotes and how-to guides that are practical and relevant to your audience. Or you could share the latest industry news to inform them about the landscape. You could even share relevant memes and jokes that your audience can relate to. Whatever you decide to share, make sure it resonates with your audience and fits your brand voice and identity.
Cult Beauty, for instance, regularly shares makeup inspiration videos, skincare tips and memes related to the beauty industry.
If your customers are engaging in other channels like your blog posts or customer service, consider finding ways to drive conversations to your social profiles. You can consolidate conversations that are occurring across multiple platforms to drive more engagement and ultimately increase your mentions and share of voice.
One way to get your customers to go to social rather than email or phone support is to highlight social customer care on your website. This could be faster response times, easy communication or even getting quick answers with chatbots.
Pushing conversations to social will drive more engagement for your brand socials. It also increases your brand’s social share of voice since there are more conversations and mentions of your brand on social.
In many cases, the conversations will be visible to the public. So a good customer response will reflect positively on your brand reputation. As our Index data on the value of customer care shows, demonstrating how you respond to customers with questions and concerns can help push other prospects closer to a purchase.
Increasing your brand’s share of voice doesn’t stop at social media. There are plenty of ways to boost your brand voice using other marketing channels:
Your social data can tell you a lot about your brand’s share of voice and how to boost it for overall business success. Yet according to the latest Sprout Social Index, Edition XVII: Accelerate, a whopping 46% of marketers still use social data only as a marketing resource rather than bringing it into org-wide strategy. So capitalize on the opportunity to leverage your social data and grow your share of voice while uncovering valuable customer insights.
Download the latest Sprout Social Index to learn more about how other marketers are using social data.
The post Share of voice: Measuring it for social media, PPC, SEO and PR appeared first on Sprout Social.
Reblogged 2 weeks ago from feedproxy.google.com
Also Google said HTML title tags still used for ranking purposes.
Please visit Search Engine Land for the full article.
Reblogged 2 weeks ago from feeds.searchengineland.com
As any marketer knows, social media is an undeniably powerful tool to reach new audiences and connect with existing customers.
In fact, as of 2021, social media is now the #1 channel used by marketers.
But with all that Tweeting, Liking, Posting, and scrolling, it can be difficult to know which platforms give you the most bang for your buck.
Sure, it’s important to ensure your brand interacts on whichever platforms are most popular with your audience, but it’s equally critical you take the time to determine which platforms provide the best ROI for your business. This information can help you determine where to invest in paid advertising, as well as which channels you should use for lead generation.
However, social media usage can shift overnight. The platforms that provided marketers with the highest ROI five years ago likely don’t deliver the same results anymore. That’s why we conducted research to find out where marketers saw the highest ROI in 2021.
Here, we’ll explore which channels provided marketers with the highest ROI in 2021. We also reached out to experts at Talkwalker, Socialinsider, Casted, Brandfolder, LiveChat, Sprout Social, MarketingLabs, and HubSpot to determine how marketers can leverage certain tactics within those channels to increase engagement and drive sales. Let’s dive in.
According to HubSpot’s 2021 State of Marketing report, Facebook is the social media channel that provides marketers with the highest ROI.
Over 40% of marketers cited Facebook as the most effective channel for their businesses, followed by the roughly 30% who saw the highest ROI from Instagram, which is another Facebook-owned social platform.
By comparison, the other social channels in the list — including LinkedIn, YouTube, Twitter, and Snapchat — all ranked much lower, with less than 10% citing each platform as the best channel for ROI.
Let’s dive into each of these platforms to uncover why the top 3 social media sites perform better than others when it comes to ROI — and how you can leverage them.
With roughly 2.8 billion monthly active users as of 2021, Facebook has an undeniably impressive reach. It also offers advertising opportunities to more than 200 million businesses, making it one of the most popular advertising platforms.
With Facebook, marketers can advertise on a user’s News Feed, via Messenger or video, and more. Marketers can also leverage Facebook Lead Ads to encourage Facebook users to fill out a lead generation form without leaving the social platform.
One of the major benefits of Facebook’s advertising tools is its segmentation abilities. You can target your ads towards certain audiences depending on interests, demographics, behaviors, or even connection to your business — like whether they’ve attended one of your events, or have friends who’ve liked your Business Page. These targeting capabilities can help your business reach users who are most likely to purchase your product or service.
Nicole Ondracek, HubSpot’s Paid Advertising Marketing Manager, agrees that Facebook is an incredibly viable channel. She told me, “At HubSpot, Facebook is a valuable channel for us in driving return on ad spend. A main reason why is that we can provide our content to a relevant audience using Facebook’s audience targeting features. For instance, Facebook’s lookalike audiences allow us to go after people who look like our current customers.”
“Facebook’s algorithm is great at finding similar audiences who are likely to convert, which is why we see a positive return on investment going after these types of audiences.”
With over one billion Instagram users, it’s unsurprising that Instagram is second in this list when it comes to ROI. Instagram offers marketers the ability to increase reach, engagement, and sales through a variety of methods, including Instagram Shoppable ads, Stories, branded content, Reels, and more.
So … why doesn’t it surpass Facebook for generating ROI?
Most likely, Instagram falls short of producing strong ROI due to its more intangible metrics — such as brand awareness, reputation, loyalty, and consumer engagement.
For instance, an Instagram user might never click on one of your business’ ads directly from the platform. Instead, perhaps the ad simply increases a user’s awareness of your brand. Down the road, perhaps they click on your website after seeing a Google ad. Certain metrics are difficult to attribute to Instagram, but that doesn’t mean it isn’t a good idea for your business.
Despite only roughly 10% of marketers rating LinkedIn as their top channel for ROI, LinkedIn is an incredibly effective channel for lead generation and nurturing. Over 750 million professionals use LinkedIn for networking, career advancement, and more.
The platform offers a variety of tools designed to increase your business’ ROI, including Sponsored Content, Sponsored Messaging, Text or Video ads, and more.
To succeed on the platform, you’ll want to create valuable content that resonates with your LinkedIn audience. Conduct research to determine which types of content perform best on LinkedIn — and which content will perform best with your target audience — to ensure you’re hitting the mark here.
Additionally, try running experiments when you start using LinkedIn’s advertising tools. For instance, Cellular IoT Connectivity company Aeris set up an ad plan and tracker to determine which targeting combinations worked best for the brand, which failed, and which generated the highest-quality leads. As noted in this post, “It took rounds of testing and optimization to get to [the brand’s] 25% submission rates.”
Now that we’ve explored a few of 2021’s most popular social channels, let’s explore the strategies and best practices you can implement to increase your ROI across platforms, according to experts.
First and foremost, it’s vital you understand your audience before creating any social media campaign. If you don’t do your research, you risk spending time, money, and resources on the wrong channels — and missing out on more profitable connections elsewhere.
As Dan Seavers, Content Marketing Manager at Talkwalker, told me, “No matter the social media channel, the best way to increase your ROI is by improving your consumer intelligence. Get to know your customers better than your family, and understand what they’re saying about your products, and where they’re discussing them.”
“That way, when you launch a campaign, you’ll be hyper-relevant. Not a jarring ad that interrupts a customer’s life, but a well-timed, well-targeted experience that people will engage with instantly.”
People love videos – and yet, it seems most brands rely on images when advertising their products or services, and that’s a mistake.
“Facebook wants to become a video-first platform and favors pages with video content, but for most brands, it is [primarily] a photo-sharing platform.”
Jipa adds, “A recent study about Facebook video strategy shows that only roughly 15% of the content [on Facebook] is video, while photos represent 38.58%.”
To stand out and increase ROI, consider how you might incorporate video into your social media efforts.
Additionally, consider testing out different types of video formats across your channels. For instance, Facebook offers brands the opportunity to create vertical video ads for the mobile-friendly user.
As Jipa points out, “you can use vertical videos on ads to get more clicks. According to this poll, almost 69% of marketers say video ads outperform image and plain text ads on Facebook. 81% of Facebook users only access the platform via mobile devices, so using the vertical video format allows you to get more visibility and increase the chances of getting more clicks. Facebook videos ads can increase the CTR by 2-3X.”
Most social teams create content in silos. Perhaps they tell one message via an Instagram post, and then create entirely different materials for a YouTube video or Tweet.
This undoubtedly requires a lot of time, effort, and resources — which can become frustrating when you don’t see the ROI you need from these channels.
“Far too often, content is created for one-and-done campaigns or promotions,” Casted’s CEO and Co-founder Lindsay Tjepkema says. “This means marketers are working harder and harder to constantly produce more and more, yet ROI and ROE (return on effort) results are disappointing — and social is no exception.”
She continues, “To change this, we must stop creating content for content’s sake and start focusing instead on creating content that educates, entertains, and delights and can be broken down and amplified across all other channels — like social — not just once, but many times over. When you focus on creating engaging content that can be used in multiple ways across channels, you’ll see improved ROI and ROE (return on effort) across your campaigns — including your social activation.”
To repurpose your content across channels, perhaps you post snippets of a full YouTube video on Facebook or Instagram. Alternatively, maybe you take text from a blog post and re-post on your channels to add value from your existing content, repurpose user-generated content across channels.
There are countless ways to refresh and re-use content to appeal to new audiences in unique ways without exhausting your social team.
It’s difficult to achieve results on social without taking the time to set clear goals for your team, and ensuring you’ve all discussed an appropriate strategy to get you there.
As Brandfolder’s Senior Digital Marketing Manager Amanda Turcotte told me, “In order to achieve a return on your social media investment, you must have clear goals set before any tactical planning takes place. Various social media tactics can be applied differently to each of the platforms, meaning they’ll produce different outcomes. So your goals need to be determined up front to ensure they’re aligned with your social strategy.”
Once you’ve determined your social goals, you’ll want to create a consistent posting strategy so your audience knows when, and how often, they can expect content from your brand. To make this easier, try using a social posting tool like HubSpot’s Social Inbox Tool or Later.
Turcotte told me, “In order to move your team from strategy to action and keep everyone on the same page, it’s crucial to develop a regular posting plan that documents your approach across each channel, located where all team members have access. “
Agnieszka Jaśkiewicz, Head of Social Media & Community at LiveChat, agrees that creating a strategy and using tools to support your team’s goals is critical for finding success on social channels.
As she puts it, “The greatest area of ‘untapped potential’ for most brands comes in the form of streamlining creative workflows to support the volume needed for quality social activity. Digital workspaces that allow creatives and marketers to collaborate from a central location to stage, revise, and produce content limits back-and-forth communication and unnecessary steps in production.”
Additionally, Jaśkiewicz says, “Digital templates for creative assets — set to the specifications of the organization’s core social media platforms — can also add agility to social media managers’ ability to publish, allowing teams to be more timely and quickly act on new opportunities.”
Over the past few years we’ve seen rise to a new trend: social commerce.
In essence, social commerce is the ability to purchase from a brand within a social platform without leaving the site. Examples include shoppable ads and chatbot checkout.
Rachael Samuels, Senior Manager of Social Media at Sprout Social, told me she sees social commerce as a great opportunity to increase ROI on social channels.
Samuels says, “Social media has quickly become a primary communication channel for brands and consumers alike. As a result, marketers must seek new ways to engage with audiences while keeping other goals, such as lead generation, top of mind.”
“One way we’re seeing this unfold is through offerings like social commerce, which not only provide more seamless buying experiences for customers, but equip marketers with the ability to show direct attribution and ROI as a result of their efforts.”
Samuels adds, “To maintain this momentum, marketers should ensure their tech stack enables them to integrate their CRM and social management tools so they can easily surface social insights with their broader sales and support teams.”
One reason you might not be seeing the ROI you’re hoping for? Perhaps you’re just not tracking properly.
As Matt Janaway, CEO of MarketingLabs, told me: “Tracking is now more important than ever thanks to the complications of iOS privacy improvements, so to really yield the best ROI, you have to make sure you are using UTM tags on all links. This way, you can correctly track the performance of your campaigns in Analytics.”
Janaway adds, “This should give you the data you need to make decisions that can drive more engagement and ROI.”
One area of major untapped potential? Your employees.
As Casted’s Tjepkema tells me, “Employee activation is a huge and mostly untapped resource for brands. As consumers, we’re far more driven to engage with user-generated content, yet so many brands spend too much time and money trying to only push content from their own brand instead of enabling their employees (and partners, brand fans, etc.) to amplify their content.”
“Rally your employees around the content you’re creating and encourage them to share it with captions that show their unique and personal perspectives. This is a great way to help each member of your team build their personal brand, while also amplifying your content to audiences in a more authentic way.”
LiveChat’s Jaśkiewicz agrees with this notion, saying, “[You should] give employee advocacy a bigger seat at the table in your social media strategy, especially when it comes to LinkedIn. It takes some time and effort to provide people with the knowledge and imply the ‘brand ambassadors’ mindset in the organization — however, employee engagement is a cost-effective way to increase your reach organically.”
HubSpot, for instance, created #HubSpotEmployeeTakeover on its HubSpot Life Instagram account. The campaign helps show audiences the faces behind the brand, and creates a sense of community and authenticity that you wouldn’t find with branded content alone.
Increasing ROI across your social channels won’t happen overnight — but by applying these strategies and remaining dedicated to iterating on your strategy as you collect audience insights over time, you’ll surely begin to see stronger results from your social efforts.
Reblogged 2 weeks ago from blog.hubspot.com
You know you’re a marketer when you’re sitting in traffic on the highway, it’s completely bumper to bumper, and all you can think about is “Why can’t I drive traffic to my website like this?”
If you’ve struggled with driving traffic to your website, you’re not alone. According to 2020 research done by Content Marketing Institute, 63% of content professionals are challenged with finding enough staff skilled in content strategy which is one of the top drivers of website traffic.
Between writing a new blog post, posting on social media, and strategizing for a new email campaign, it’s hard to look back and see what’s driving traffic to your site and what isn’t.
The list below will help you increase the traffic to your website, generate more leads, and improve ROI.
Inbound marketing focuses on attracting the right people to your company. One of the best ways to do this is by creating content through blogging.
To come up with content that will attract the right visitors to your website, you must first understand the buyer persona you’re targeting. Once you know your audience, you can create content that will naturally attract them to your website.
But how do you write a good blog post that will draw in the right audience? Follow these five steps:
Pro Tip: You can learn more about how to implement a blogging strategy here.
Ranking higher in Google will increase the organic traffic to your site. At HubSpot, we do this by using the pillar/ topic cluster model. Google favors sites that are known to be topic experts on the subject matter they’re writing about.
To be seen as an expert, you can create a pillar page, which is essentially a longer blog post that broadly covers all aspects of a topic. Then, you write “cluster content,” or supporting blog posts, targeting long tail keywords that show you’ve covered a topic exhaustively. Focusing on long-term traffic will help you rank higher on search engines
Christina Perricone, a senior blog manager here at HubSpot, says, “The pillar cluster model organizes content on your site around a single topic and search term through internal linking. This organization helps search engines easily crawl and categorize all of the content that you have on a particular topic, thereby making it easier for you to rank for that search term. When the model is done right, it also helps visitors navigate your site and move through related pages, boosting traffic for all of the pages in your topic cluster.”
Organic social media is not a new strategy, but it’s still something marketers should pay attention to. Besides posting on social media platforms, you can also use Instagram Stories (hello, swipe up feature!), live video, IGTV, or Facebook Messenger. The key with organic social media is to be an early adopter of new features.
For instance, Facebook released an automated lead generation feature on Messenger, allowing businesses to create an automated chatbot experience within Messenger to link to content offers on your site. This is a great feature for sending traffic to your website.
It’s also important to have a diverse social media strategy and use the right social media platforms — not just Facebook, Instagram, and Twitter. Platforms like YouTube or Pinterest can generate a lot of traffic to your site.
Henry Franco, a brand marketing associate at HubSpot, recommends two things regarding organic social media. “First, don’t spam your audience — it costs a user nothing to scroll past your post, and if you don’t offer them any value, that’s exactly what they’ll do. Know your audience, and craft content that speaks directly to them,” Franco says.
“Second, stay active with community management. People love when brands like and reply to them — it’ll humanize your business, and keep people coming back for more content.”
Pro Tip: Check out our social media marketing guide to learn more.
Let’s do a little reverse engineering of our thought process. Before you drive traffic to your website, it’s important to learn about your audience. To do this, analyze your website using platforms, such as Crazy Egg, to see where you’re losing and gaining visitors. With this information at your disposal, you can create the right content to drive the right traffic to your website.
We know that customers are more likely to buy from organizations with excellent word of mouth, but how do you create great word of mouth? First, delight your customers. Second, work with influencers.
Influencer marketing isn’t a passing fad. In fact, it’s a budget-friendly option to drive traffic to your website. When influencers post discount codes, links, reviews, or giveaways, you are tapping into their audience to drive traffic to your website.
Using your current readers and customers is a great way to drive traffic to your website. When you post a new blog or content offer, you can promote it to your followers/subscribers for a quick traffic boost. With content-heavy websites, having repeat readership is helpful for traffic goals, conversions, and lead generation.
To get started with this, build an email list or grow your current list. Below are a few strategies you can use:
The more brand recognition you have, the more traffic you will drive to your website. One way to achieve brand recognition is to be active and engaged within the market. You can implement an engagement strategy today by participating in Facebook group discussions in your industry, answering questions on public forum websites, and interacting with your followers on social media.
One of my favorite brands on social media is Taco Bell. Taco Bell delights its customers on social media just about every day. See a couple of examples from the company’s Twitter below.
In the example above, Taco Bell uses a simple tweet from a customer to engage with them and build community organically.
Just remember to be helpful and human. No one likes spammy links or self-serving rhetoric when they’re asking a quick question online.
On-page SEO can help your website rank higher in search engines and bring in more traffic. Some on-page SEO elements include the bpage title, header, meta description, image alt-text, and the URL (plus more). Showing up in search engines will generate more traffic for your site.
Pro tip: To get started with on-page SEO, check out our ultimate guide to on-page SEO.
In order to drive traffic to your site, you need to rank high in search engines. In order to rank higher in search engines, you need to be an authority in your industry. One way to do that, besides the topic/cluster model described above, is by acquiring quality backlinks. If websites with high authority link to your site, that gives you more credibility.
Irina Nica, senior content strategist at HubSpot says, “There are two main ways in which high-quality backlinks can help drive more traffic to a website: boosting ranking and driving referral traffic. On the one hand, backlinks are one of the most important ranking factors for every major search engine out there. By constantly earning high-quality backlinks from relevant websites, you’ll improve your rankings in SERP and, as a result, see a lift in your organic traffic.”
Nica adds, “On the other hand, backlinks can also drive a substantial amount of referral traffic. That’s something to be expected if you get mentioned on a popular news website. You can also see referral traffic coming through if you’re mentioned (and linked to) in an article that’s already ranking well for high search volume keywords and is getting a constant flow of traffic.
Pro Tip: Want to learn how to earn backlinks? Find out more here.
It’s time to add video marketing to your content strategy because the audience is looking for video content. Statista reports that 77% of internet users ages 15 – 35 are using YouTube to consume video content.
You can create videos for Instagram or Facebook Stories, live videos, IGTV, Facebook Watch, news feed videos, YouTube, etc. Want to get started today? Learn everything you need to know in our ultimate guide to video marketing.
Need content to drive traffic to your site but struggling to come up with ideas? I get it. A great way to overcome this hurdle is to repurpose old content. Take a well-performing blog post and repurpose that into a video. Or if you have a podcast that did really well, write up a blog post on that topic. Using content that has already performed well will continue to drive traffic to your site.
To drive traffic to your website, it’s important to be a student of SEO. Learning SEO tools such as Google Analytics, Ahrefs, and SEMrush will help you develop a strategy to generate traffic to your website.
These tools will help you learn and analyze what’s working on your site and what isn’t. Plus, these help you come up with ideas for content that has the potential to generate high traffic. Check out our roundup of the best SEO tools to monitor your website.
Historical optimization is the process we use at HubSpot to update old blog content and generate more traffic and leads. If you’re anything like us, a majority of your monthly blog views and leads come from older posts.
Pamela Vaughan, a principal marketing manager on HubSpot’s Web Strategy team, a.k.a. the person who introduced us to the concept of historical optimization, has written about this extensively.
She says, “Historical optimization is a tactic best-suited for a blog that’s been around for several years because you need to 1) be generating a significant amount of organic search traffic, 2) have built up a critical mass of blog subscribers and social media followers, and 3) have a sizable repository of old posts at your disposal.”
Vaughan adds, “Historical optimization should be a piece of your overall blogging strategy — not the whole strategy.”
Pro Tip: Follow her step-by-step process for historical optimization.
Remember in “The Little Mermaid” when Ariel wanted to go where the people were? That same principle applies to digital marketing. In order to drive traffic to your website, it’s important to show up where people are searching.
Voice search is an increasingly important area in which to rank. In fact, according to eMarketer, voice searches will have increased 9.7% by the end of 2021. That’s why optimizing your content for voice search is essential.
Here are a few tips to get started:
If your company is a brick-and-mortar store, local SEO is an important factor to consider. My colleague, Kelsey Smith, wrote about it in this blog. She says, “To gather information for local search, search engines rely on signals such as local content, social profile pages, links, and citations to provide the most relevant local results to the user.”
For example, when someone types in “best soul food restaurant” on Google, the results are generated by the user’s location. Tools such as Google My Business and Moz Local help businesses manage their directory listings and citations so they show up in local searches. Here’s a restaurant that shows up for that search in Memphis, TN.
If there’s one thing that brings technology and the real world together better than any other tool, I’d bet my bottom dollar it’s the QR code. This interesting image of pixels can drive traffic to your website from just about anywhere with a flat surface. And they’re not just for restaurants trying to operate safely during the Covid-19 pandemic — marketers love them because they drive traffic — trackable traffic.
The main catch with QR codes is that you have to give the user a reason to scan them, so you can’t place them haphazardly. That shouldn’t be too difficult though, think of it as creating a real-life CTA button. If you make it enticing and accessible enough, people will scan it, and you’ll get to assess the success of that QR code’s placement in real-time. That’s something you’d spend weeks figuring out in a digital-only traffic campaign.
Besides driving traffic to your website, you know you’re a marketer when your motto is, “Test, test, and test again.”
A/B testing is a split test that helps you determine what version of a campaign performs best. These tests can give you key information about your audience so you can create tailored content and offers that drive traffic to your site. There are a lot of tools you can use to get started. Check out our roundup of the best A/B testing tools.
When a visitor comes to your blog, your goal is to get them to continue reading on other pages of your website. That’s why internal links — links to other pages on your site — are very important. When visitors continue to other pages of your website they’re more likely to convert and become a brand enthusiasts.
For example, you can create an internal linking structure using the pillar/cluster model described above. Pillar and cluster pages link back and forth, which boosts your site’s credibility on search engines, while also increasing the likelihood of a conversion.
Technical SEO focuses on the backend of your website to see how the pages are technically set up and organized. Factors include elements like page speed, crawling, indexing, and more. Matthew Howells-Barby, HubSpot’s director of acquisition, has written about technical SEO in this blog.
In it, he says, “Don’t underestimate the power of technical SEO changes. [Technical SEO] resulted in us growing our organic traffic by more than 50% in just one month.”
To get started with your technical SEO, use some of the tips from Howells-Barby’s article, including:
Building a community of brand enthusiasts is a great way to continuously drive traffic to your website. You can build a Facebook group, Twitter chat, LinkedIn Group, or Quora Space specifically for your followers and others in your industry where you create value, while also linking back to your site.
A great example of community building comes from career coaching business CultiVitae. They have a closed Facebook group where Emily, the founder, answers questions and provides networking opportunities.
With over 10.3k members in this group, CultiVitae creates value for its followers, while also promoting its product.
These types of communities keep you top of mind in your customer’s eyes. Plus, it’s a great way to engage with your followers and learn more about your audience as they evolve over time.
Content offers, sometimes referred to as lead magnets, are a way to use content to drive traffic to your site and generate leads. Content offers vary depending on what stage of the buyer’s journey your customer is in, but can include webinars, guides, reports, trials, demos, checklists, and more.
Earned media coverage is a great way to drive brand awareness for your company and traffic to your website. If your marketing and public relations teams work together, you can generate traffic to your site and create excellent word of mouth.
Ellie Flanagan, a senior corporate communications manager at HubSpot, says, “Although most outlets these days try to stay away from including backlinks in their stories (it’s usually against their editorial guidelines), that doesn’t mean that a good story won’t drive folks back to your site.
Media coverage provides great third-party validation for your company. Stories about new products or services, your company culture, or even industry thought leadership can all be great drivers for a reader who maybe hadn’t heard of your company before and wants to learn more.”
Social share buttons are links that make it easy for your readers to share your content on social media. When your readers become promoters of your content, your traffic will increase. Here’s a quick cheat sheet on creating social share buttons.
Once you’ve created your social share buttons, how do you get people to share your content? Here are a few tips to get started:
Once your content is posted and you begin ranking on search engines, make sure people are clicking through to read your posts. Your click-through rate (CTR) measures who clicked on your post and read it against the number of people who viewed the link to your post (e.g., the landing page, email, or advertisement) in total.
A great tool to measure your organic CTR is Google Search Console. To get more people to click through and drive traffic to your site, it’s important to write compelling and apt meta descriptions and titles. To write quality meta tags that are click-worthy, make sure your titles are short and snappy, and your description leaves visitors wanting more. This ties into on-page SEO, described above.
One form of content that can drive traffic to your website is educational content. If you create courses, certifications, or educational posts that are helpful to your audience, you’ll likely see an increase in traffic.
For example, HubSpot uses HubSpot Academy to generate content that is helpful to our audience. We provide videos, certification courses, and knowledge base articles to answer questions. See an example of a knowledge base article below.
Have you heard of Reddit and Quora? These are social news sites and they’re great for driving traffic to blog articles. By nature, these platforms are similar to social media because they foster asynchronous connections between users. The difference is that these types of sites engage people around a question or topic, and external content can be shared to help explain the users’ points of view.
Another way external sites benefit from increased traffic via social news sites is when they’re shared in popular channels. You can share your website’s content on these sites yourself if you’re just starting out, but do so carefully. Just like on traditional social sites, too much self-promotion is frowned upon in the Reddit and Quora communities. You’ll fare best when you share your content in context of the topic and when it’s the best information to answer the user’s question.
You can drive traffic to your website quickly with paid advertising. With search engines, you can run pay-per-click or retargeting ads. With social media you can run display ads or sponsored posts. Your strategy will most likely include a combination of different types of advertising like social media, display, and search ads. In fact, according to the 2020 CMO Survey, firms expect social spending to rise by 62% over five years.
Pro Tip: Getting started with paid advertising can be a simple process — learn more about it here.
A simple way to drive traffic to your website is through contests and giveaways. This can give you a quick boost, while also rewarding your followers. You can host giveaways on social media, through your email list, or both.
Implementing a strategy like this can be simple. Just follow these six steps:
In that same vein, writing guest posts can generate traffic to your site. Guest posting shows you’re active in your community, while also linking to your website — more on generating backlinks below.
To implement a guest posting strategy, you need to find a site that would be a good fit for your company, draft a blog post, and then write a pitch. Caroline Forsey, senior content strategist on the Blog team, says, “I’m always particularly intrigued with a guest pitch if it shows me the writer has done their research ahead of time.
For instance, I’d pay much closer attention to a pitch if it tells me how this piece could appeal to my readers. Additionally, I’m impressed when a writer can recognize gaps in our content and how their piece will fill those gaps, rather than competing with existing content.”
As an example, here’s what HubSpot looks for in guest posts to the Marketing Blog.
According to Edelman’s and LinkedIn’s 2020 research, more than half of decision makers spend an hour or more reading thought leadership content each week. It’s clear that people have an interest in this topic, so why not dedicate more of your calendar to it?
Just about every industry has several well-respected people with words of wisdom to share. Even if they come from a completely different background than what your company specializes in, influential thought leaders have transferable knowledge that can be helpful for your readers.
When choosing a thought leader, the most well-known person isn’t your only option. Instead, look for great storytellers. The HubSpot Blog Team recommends keeping your eyes peeled for up-and-coming experts as well as individuals who thrive in less hyper-digital industries like agriculture, food and beverage, and humanitarian work like Sippie Siphiwe Mungaraza does at Mealtime Limited.
Driving traffic is a never-ending task, but it’s also a task that yields results long after you get started. There are so many paths your future customers can take to reach your website, all you have to do is find the one that works best for your business. Try one of these methods in your next quarter’s demand generation strategy to see a significant traffic boost.
Editor’s note: This post was originally published in October 2019 and has been updated for comprehensiveness.
Reblogged 2 weeks ago from blog.hubspot.com
This is the latest move that Google is making to push automation through their ad products.
Please visit Search Engine Land for the full article.
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Instagram’s insatiable thirst for your personal data now comes with a threat: hand it over, or else.
The Facebook-owned social media platform announced Monday that, going forward, users will be required to submit their birthdays to the company. If they don’t feel like complying, then they won’t be able to use the service.
“We’ll show you a notification a handful of times and if you haven’t provided us with your birthday by a certain point, you’ll need to share it to continue using Instagram,” reads the press release.
What’s more, Instagram says that plans are in the works to catch people inputting fake birthdays.
“We recognize some people may give us the wrong birthday, and we’re developing new systems to address this,” warns the company. “As we shared recently, we’re using artificial intelligence to estimate how old people are based on things like ‘Happy Birthday’ posts.”
Instagram claims that this latest data grab is in the best interests of its users, and references a March move to make it harder for adults to message users under the age of 18.
“This information allows us to create new safety features for young people, and helps ensure we provide the right experiences to the right age group,” explains the company. “For example, [with users’ birthdays] we can apply recent changes we made to restrict advertiser targeting options for audiences under the age of 18 to more people.”
However, Instagram is also quick to admit that it benefits from this new policy, too.
“[Knowing users’ birthdays] also helps us show you more relevant ads.”
Instagram’s help center makes clear that, once given, there’s no way to claw your birthday back from the company.
“Note that once you add your birthday to your profile, it can’t be removed,” warns Instagram.
Oh, and in case anyone was inclined to find a silver lining in this news — perhaps Instagram’s new birthday policy will make it easier to remember friends’ birthdays? — Instagram dashes that hope, too.
“Also, your birthday won’t be shared with other people on Instagram.”
So there you have it. One of the world’s most data hungry companies just got a little greedier. Time to feed the beast.
Reblogged 2 weeks ago from feeds.mashable.com
The world of cooking on TikTok (CookTok?) is as big and varied as an all-you-can-eat Las Vegas buffet. Some of it looks scrumptious, some of it is questionable, and some of it might make you downright sick. But don’t worry, we’ve done the prep work of choosing the creme de la creme for your cooking pleasure.
There are lots of amazing cooking accounts on TikTok, so this is by no means comprehensive. But the ones to make this list were chosen for their genuine usefulness, diversity of cuisines, and unique voice. Bon appétit!
Come for the vegan recipes, stay for the iconic catchphrases. Tabitha Brown, an actress who you might also recognize from works like The Chi, cooks up vegan food with infectious enthusiasm. In one video, she makes a recipe using leftover pasta, and in another she uses liquid smoke to make air fried carrots taste like bacon. What makes her worth following though is her warmth and relatability and off the cuff remarks like “don’t let that greedy spirit burn your tongue,” before blowing on a hot bite of pasta.
Shereen Pavlides is a chef and recipe developer who brings her no-nonsense, anyone-can-cook attitude to every recipe; she often says “there’s no rules in cooking.” Each video is filled with tips and hacks along the way thanks to her knowledge and experience. Whether Pavlides is making simple dishes like burgers and potato salad, or something more complicated like Beef Wellington, it’s easy to follow even for beginner cooks.
Eitan Bernath is 19 years old, but wise beyond his years. Bernath made his public debut on Chopped at the age of 12 and has been gaining fans ever since. Bernath’s videos are very high energy and often incorporate viral food trends, or tackling the homemade version of a famous product (like McDonald’s Hash Browns.) But don’t be fooled. Behind every junk food recipe is some serious technical skill.
Nadia Caterina Munno, aka The Pasta Queen is Italian and makes pasta. What more could you want in a TikTok account? Each video is a culinary journey, transporting you from the origin of the pasta, through the recipe itself and often a characteristic hair flip. Sure, there are plenty of pasta videos on TikTok, but the Pasta Queen’s sensual voice and cultural credentials take it to the next level.
For fans of Mexican food, look no further. Jenny Martinez will win you over with her enthusiasm and family recipes. Martinez often makes traditional Mexican dishes like chicken mole or nopales, but isn’t afraid to explore fusion with dishes like al pastor pizza or jalapeño burgers. Often family or friends join her in the videos, which makes it feel like one is hanging out in her kitchen.
Like Bernath, at just 21, Jeremy Scheck is something of a culinary prodigy. Scheck shares recipes and thoughtful insights with equal amounts of confidence and conviction. He calls out pie crust standards, and backs it up by making his own which looks buttery and flaky. Like his video that breaks down how restaurants make pasta dishes, he always delves into the how and why of technique.
Poppy O’Toole is a Michelin-trained chef, but is as down-to-earth as they come. In her videos, O’Toole breaks down even the most advanced recipes with humor and warmth. In addition to tips and hacks that can only come from someone as experienced as she is, O’Toole sometimes does duets with her fans and hilariously reacts to them cooking her recipes.
Simply put, My Nguyen of @myhealthydish makes healthy food that doesn’t compromise flavor and depth. The basis of her recipes shows how using the right flavors and techniques can make any ingredient delicious — especially for children who are picky eaters. Nguyen often makes dishes that are influenced by Vietnamese cuisine, but isn’t afraid to buck tradition, saying it doesn’t matter how a spring roll is rolled.
Joshua Weissman, the professional chef behind @flakeyseasalt is quirky, adventurous, and brimming with a passion for cooking. Many of his videos consist of some kind of challenge — recreating McDonalds sauces, or competing with his girlfriend in a mushroom cutting contest. Inevitably, the result is an entertaining, and often knowledgeable video by an eccentric guy who loves food.
Many of Chaheti Bansal’s dishes on TikTok are Indian, but she often experiments with fusion. No matter what, Bansal’s knowledge of flavor and spices is vast. Her recipes, which are mostly vegan or vegetarian use a huge variety of produce and often in creative or unconventional ways and often about more than just food. In one video, what we see is a recipe using cooked watermelon rinds. But between the lines is a story about not wasting anything.
Reblogged 2 weeks ago from feeds.mashable.com
The data won’t be replaced or backfilled, as we hoped for.
Please visit Search Engine Land for the full article.
Reblogged 2 weeks ago from feeds.searchengineland.com
Plus, four tools to check for your title changes in SERPs
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