Always-On Marketing: Embrace Content, Kill the Campaign

a man embracing his computer, because he is learning how to embrace content

Why do only 29% of B2B marketers believe that their content strategy is very successful? Probably because the rest are forgoing always-on marketing in favor of old-school, one-off campaigns that don’t work anymore.

In contrast, always-on marketing wins every time. As you consistently publish content, you uncover actionable insights to optimize your approach and reach your goals.

Discover more about why an always-on content strategy is the gold standard for marketing and how to start.

Key Takeaways:

  • Always-on marketing means providing a steady flow of content and using the right amount of automation to achieve that goal.
  • Always-on content marketing isn’t easy, but you can succeed by preparing to confront the challenges of finding usable data and integrating your tools.
  • As you start, take one step at a time and optimize older content for quick wins.
  • Focus on your customers and their needs and remain patient to get outstanding long-term results.

Stay Ahead of the Trends with an Always-On Marketing Approach

Always-on marketing is just what the name suggests: nonstop marketing efforts that have endless impact. How on earth can you accomplish that?

When you provide evergreen content that delivers value to a prospect or customer at any stage of the buyer funnel, your marketing stays “on” indefinitely. You don’t need an advertising team constantly promoting your brand because valuable content draws qualified leads to you.

Why Campaigns Don’t Work Anymore

Compare the always-on strategy with the outdated, expensive, and sucky campaign methodology: Your team settles on a message and picks a favorite creative approach. Then, you launch the campaign and pray that it will work (i.e., liquor and guessing).

In this model, maybe you gain traction; maybe you don’t. Then, right when you finally start learning what works (or doesn’t) and why, you halt everything because your budget runs out.

With seamless, always-on content, you’ll achieve results that can catapult you beyond the ordinary and into the realm of thought leadership. That means you’re everywhere your target customers hang out, reaching them at the right time.

How We Know Always-On Marketing Works

How can we be so confident that always-on marketing works? Because we use it here at Marketing Insider Group to overwhelming success.

We publish content every day that solves problems and answers questions for our target audience. Not only that, but we also make it a habit of listening and responding to customers as much as possible.

After only a few years in business as a boutique agency, we used our always-on content to rank number one on Google for our target keywords. We also get a million visitors and gain a wealth of loyal clients that range from Fortune 500 firms to small and mid-sized companies like ourselves.

As you commit to an always-on marketing strategy, you can mimic similar results. (If you’re ready to start now, we’re ready to help!)

Address the Potential Roadblocks in Executing an Always-On Approach

Initiating your perpetual content marketing machine takes genuine effort. If it were easy, everyone would be doing it, right?

Prepare to meet the following obstacles to avoid stumbling with your always-on marketing.

1. Creating a Constant Flow of Content

While always-on marketing always includes content, all content creation is not necessarily part of an always-on strategy. Content marketing is only becoming more and more competitive, so you can’t afford a spotty activity.

Maintaining production is particularly hard to do if you’re not a writer. Plus, writing a good blog post can easily take half a day, even for the pros.

In most cases, outsourcing your content marketing is the best idea. You can focus on doing what your company does best and be sure that your message is gaining traction in the world.

Constant content from always-on marketing yields the best results.

Image Source

2. Discovering Usable Data

Finding data is no longer difficult in today’s data-driven marketplace. However, the struggle lies in figuring out what information is usable and provides actionable insights.

Start by identifying the tools to add to your martech stack that help you learn about your target audience. Test which metrics and conversions really count to create always-on marketing that performs.

3. Integrating Your Infrastructure and Systems

A mechanic can have a strong wrench and sturdy bolts, but if they don’t fit together, she’ll have a hard time finishing a repair job. Likewise, you can subscribe to good martech tools, but do they fit with your other productivity solutions?

Before you automate, ensure everything aligns correctly. Don’t collect data in siloes where your customer relationship, inventory, and workforce management software are working separately and you can’t see the correlation.

Progressively build an always-on marketing infrastructure where all of your insights come together. Then, you’ll see where you need to focus your attention in marketing to meet demand.

4. Staying Patient

When you’re planning for the long term, you have to be patient. That can be difficult for us Type A go-getters who want clear results and proof yesterday.

The thing about being a marketing scientist is you have to test a hypothesis, refine your ideas, and repeat until you have a winning formula. Success takes time.

Fortunately, you already have a winning foundation for what to do from companies that have done it all before. Especially when working with an experienced content marketing firm, you can see great results within months, such as lower costs per lead and higher conversions.

Develop an Always-On Marketing System With These Tips

If you’re ready to start your always-on marketing program, use the following tips to ensure victory.

Start With Baby Steps

Remember that great marketing is about building solid connections with your customers. Still, no matter what you see in the movies, people build strong relationships from a lot of little positive actions, not a handful of grand sweeping gestures.

Which individual experiences create warm and fuzzy feelings in your target audience? Determine what things a segment or two likes and hone in on that type of content.

Again, we’ve found that consistency with this is critical in the beginning stages. It’s way too easy to launch with a bang and drop off suddenly, so put out at least one blog weekly and stay active on social media.

Repurpose Successful Content To Start Your Data-Based Strategy

We’ve already mentioned that the heart of always-on marketing is data. Use that intel for systematic optimization by looking at what already worked and using the following tips:

  • Promote long-form think pieces on social media.
  • Use content on one channel to create new pieces for other channels.
  • Repurpose the tips you published in a blog post into a how-to video for more visual learners.
  • Revise your poorly performing or outdated content to meet your customers’ needs more efficiently.

After you see the results of these always-on marketing efforts, test them again. Tweak things and repeat the process until you gain traction with your target audience.

data driven content marketing

Listen to Your Customers and Respond to Their Needs

Glean everything you can about customers through analytics, such as their likes, preferences, online behavior, demographics, and pain points. This research allows you to then provide the exact information they need to solve their problems at just the time they need it.

However, don’t derive all of your insights from software. Engage with your audience to understand how to personalize your content to your customers’ needs and review comments and feedback.

Paying close attention helps you tailor content to each segment, which is critical to content marketing success. In fact, Neil Patel touches on the power of a customer-focused strategy in this recent video:

At Marketing Insider Group, we know that power first-hand. We use content analytics to find out what our audience wants and then create content that is a source of thought leadership.

Of course, we use this data-driven, always-on marketing strategy to do the same for our clients, delivering the kinds of search traffic increases that result in more sales. Since always-on content marketing is the most cost-effective strategy you can employ, their ROI is massive.

Embrace Always-On Marketing Today

With always-on marketing, your costs are few, yet your potential is limitless. If you’re ready to drive this kind of traffic to your site with quality content, check out our Content Builder Service today!

Did you miss our previous article…
https://www.sydneysocialmediaservices.com/?p=8660

/by

7 Persuasive Tactics for Backlink Outreach

Woman wearing jumpsuit shouting into a megaphone sharing persuasive tactics for backlink outreach

Have you ever wondered what really makes a website stand out in the crowded online space? It’s not a fancy design, a big brand name, or even the platform you’re using. It’s your reputation.

Imagine the internet as a big party, and the most-talked about guests are the ones who get noticed. Now, enter backlinks. They’re the conversations that make everyone turn their heads and listen.

You might be wondering, “What’s a backlink?” Simply put, it’s when another website gives a shout out to yours with a link. These links act like gold stars or thumbs-ups for your website. With backlinks, not only will search engines like you more, but you’ll also get more visitors directly from those links.

If you’re thinking of starting some backlink outreach of your own, stick around. In this article, we’re sharing some top-notch tactics and tips to help you earn links and make your website the talk of the town.

1. Be Clear and Direct

About 41% of companies say that link building is the most challenging part of SEO, making it essential to nail down an effective strategy from the start.

bar graph shows that 41% of companies say that link building is the most challenging part of SEO

Image Source: AIOSEO

When you’re reaching out for a backlink, the key is to get straight to the point. If you’re asking someone for a favor, you tell them exactly what you need, right? The same goes for backlink outreach.

Here’s why being direct and clear is crucial:

Immediate Understanding

Start your outreach email with a clear intention. Introduce yourself briefly and then dive right into what you’re looking for. This ensures the recipient grasps your request right away.

Stand Out in the Inbox

Everyone’s inbox is flooded. Most people skim through emails. A direct and clear email is more likely to catch their attention and elicit a response.

Show Respect

Being straightforward is a sign of respect. It indicates you value the recipient’s time and aren’t sending a generic, mass-produced request.

Build Genuine Connections

Clear communication reflects your professionalism and genuine intent to establish a meaningful relationship, not just a one-off transaction.

So, when detailing your request, be sure to:

  • Mention the specific article or content you’re hoping to get linked to.
  • Suggest a relevant anchor text.
  • Highlight the mutual benefits of the link.

Remember, everyone’s time is valuable. By being direct, you show respect for their time and make the whole process smoother for both of you.

2. Actually Read Their Content

Authenticity goes a long way. It’s one thing to send out a well-crafted email, but it’s another to show genuine interest in the recipient’s content. Just as you’d appreciate someone taking the time to understand your work, the same courtesy should be extended to others.

Here’s why taking the time to read their content is invaluable:

Demonstrate Genuine Interest

By referencing specific details from their content, you show that you’ve done more than a cursory glance. This can set you apart from the hundreds of generic requests they might receive.

Tailored Requests

When you’re familiar with their content, you can tailor your outreach request to align with their niche, style, or recent topics. This increases the relevance of your proposal.

Build Trust

Did you know that more than half of decision-makers spend over one hour each week reading and reviewing thought leadership content?

graphic shows that 54% of decision-makers spend more than one hour each week reading and reviewing thought leadership content

Image Source: LinkedIn

Showing that you’ve invested time in understanding a future collaborator’s work can foster trust. It’s an implicit way of saying, “I value what you do, and I believe we can collaborate meaningfully.”

Enhance Mutual Benefits

By understanding their content, you can better highlight how your proposed backlink can add value to their readers, creating a win-win situation.

To genuinely engage with their content:

  • Dive deep into their recent articles or popular posts.
  • Look for gaps or areas where your content can complement theirs.
  • Mention specific sections or points in their content that resonated with you or where you see potential for collaboration.

Taking the time to read and understand their content shows your commitment to building a genuine relationship. It’s not just about getting a backlink, but rather establishing a connection based on mutual respect and understanding.

3. Personalize Your Outreach

Where inboxes are flooded with generic messages, a touch of personalization can make all the difference. In fact, 90% of leading marketers say that personalization significantly contributes to profitability.

graphic shows that 90% of leading marketers say that personalization significantly contributes to profitability

Image Source: Ninetailed

Just as you’d appreciate a message tailored to you, the same holds true for those you’re reaching out to. Personalizing your outreach is a reflection of genuine effort and interest.

Here’s why personalization stands out:

Capture Attention

A personalized message is more likely to be opened and read. It signals to the recipient that this isn’t just another mass email, but something created specifically for them.

Build Rapport

By referencing specific details about the recipient, whether it’s a recent post they made or a shared interest, you’re laying the groundwork for a more meaningful connection.

Show Effort

Taking the time to personalize your message demonstrates that you’ve done your homework and genuinely care about building a relationship, not just securing a backlink.

Increase Response Rate

People are more inclined to respond to messages that resonate with them personally. By tailoring your outreach, you increase the likelihood of getting a positive response.

To effectively personalize your outreach:

  • Research the recipient’s recent content, achievements, or interests.
  • Mention any commonalities or shared interests you might have.
  • Compliment genuinely, avoiding generic praise. Be specific about what you admire or appreciate in their work.
  • Address them by name and, if possible, reference any past interactions or discussions.

Personalizing your outreach is more than just a strategy to get noticed. It’s a gesture of respect and genuine interest. It’s the personal touches that can turn a cold email into a warm introduction.

4. Limit Your Follow-ups

Persistence is admirable, but there’s a fine line between being persistent and becoming a nuisance. In the world of backlink outreach, understanding when to follow up and when to step back is crucial.

Here’s why limiting your follow-ups is essential:

Respect Their Time

Everyone’s busy, and while your outreach is important to you, the recipient has their priorities. By not overwhelming them with messages, you show respect for their time and workload.

Maintain Professionalism

Overdoing follow-ups can come across as pushy. By keeping your follow-ups to a minimum, you maintain a level of professionalism and poise.

Avoid Being Marked as Spam

Repeated unsolicited messages increase the risk of your emails being marked as spam. This not only affects your current outreach, but can also impact future communications.

Quality Over Quantity

graphic shows illustrated scale with people representations of quality and quantity

Image Source: Right On Interactive

It’s better to send one well-thought-out follow-up than several rushed ones. A single, meaningful message can have a more significant impact than multiple generic reminders.

To strike the right balance in your follow-ups:

  • Wait a reasonable amount of time before sending a follow-up. Give the recipient a chance to respond.
  • Make your follow-up relevant by referencing your initial message and adding any new information or insights.
  • If after one or two follow-ups you still haven’t received a response, consider moving on. Sometimes silence is an answer in itself.
  • Always remain courteous and understanding in your messages, acknowledging that the recipient may have other pressing matters.

While follow-ups are a natural part of the outreach process, it’s essential to approach them with tact and consideration. It’s not about how many times you reach out, but how effectively you communicate your message and respect the recipient’s space.

5. Offer Value

In any form of outreach or collaboration, reciprocity is powerful. Offering value in your backlink outreach not only increases your chances of success, but also fosters a foundation for long-term relationships.

Here’s why offering value is a game-changer:

Mutual Benefit

By providing something of value, you’re not just asking for a favor. You’re proposing a mutually beneficial collaboration. This approach is more likely to resonate with the recipient.

Stand Out

In a sea of generic outreach requests, offering genuine value helps your message stand out. It shows that you’ve put thought into the proposal beyond your own needs.

Build Trust

When you lead with value, it establishes trust. It signals to the recipient that you’re genuinely interested in a partnership rather than a one-off transaction.

Encourage Positive Responses

People are more inclined to engage with and respond to offers that benefit them. By highlighting the value you bring, you increase the likelihood of a positive reception.

To effectively offer value in your outreach:

  • Identify what the recipient might need or be interested in. This could be unique content, a collaborative piece, or even a tool or resource that complements their work.
  • Highlight the mutual benefits. Explain how your proposal can benefit both parties, whether it’s increased traffic, diversified content, or enhanced credibility.
  • Be genuine in your offer. Avoid over-promising or using it as a mere bait-and-switch tactic.
  • Consider non-traditional forms of value, like sharing their content on your platforms, offering insights or data they might find useful, or even suggesting a joint venture or project.

Offering value is about building a two-way street. It means recognizing that successful outreach is a partnership where both parties stand to gain.

6. Use Relevant Anchor Text

Anchor text, the clickable words in a hyperlink, plays a pivotal role in backlink outreach. It’s not just about getting a link, but rather ensuring that the link seamlessly integrates into the content and provides context for both readers and search engines.

Video Source: Sleeping Giant Media

Using relevant anchor text is a subtle yet powerful way to boost the effectiveness of your outreach. Here’s why using relevant anchor text really matters:

Contextual Relevance

Anchor text provides context about what the linked content is about. Relevant anchor text ensures that readers and search engines understand the connection between the content and the link.

Boosts SEO Value

Search engines use anchor text as a ranking signal. Relevant and descriptive anchor text can enhance the SEO value of the backlink, benefiting both parties.

Enhances User Experience

For readers, relevant anchor text offers a clear indication of what to expect when they click on the link. This improves user experience and can lead to better engagement.

Builds Credibility

Using appropriate anchor text shows that you’ve thoughtfully considered how your content fits into the larger context of the recipient’s content. It demonstrates professionalism and attention to detail.

screenshot of marketing insider group blog post shows example of backlink

To effectively use relevant anchor text in your outreach:

  • Analyze the content you’re hoping to get linked to and identify key themes or topics.
  • Suggest anchor text that naturally fits into the recipient’s content and aligns with the topic of your linked content.
  • Avoid over-optimized or spammy anchor text. Aim for natural, descriptive phrases.
  • Consider the flow of the recipient’s content. The proposed anchor text should integrate seamlessly, enhancing rather than disrupting the narrative.

Using relevant anchor text is more than just an SEO tactic. It creates a cohesive and valuable experience for readers. When reaching out for backlinks, always consider how your content can be introduced in a way that feels organic and adds value to the broader conversation.

7. Be Patient and Persistent

When it comes to backlink outreach, immediate results are rare. Successful outreach requires patience and a touch of persistence. However, it’s essential to strike a balance, ensuring you remain respectful and professional in your approach.

Here’s why patience and persistence are crucial:

Building Relationships Takes Time

Genuine connections aren’t built overnight. By being patient, you allow relationships to develop naturally, leading to more fruitful collaborations in the long run.

Avoiding Burnout

Constantly chasing immediate results can lead to frustration and burnout. By adopting a patient approach, you can maintain enthusiasm and motivation in your outreach efforts.

Respecting Recipients’ Timelines

Remember, the individuals you’re reaching out to have their schedules and priorities. Being patient respects their time and increases the likelihood of a positive response when they’re ready.

Learning and Adapting

Persistence allows you to learn from each outreach attempt, refining your approach and improving your chances of success with each subsequent effort.

To effectively balance patience and persistence in your outreach:

  • Set realistic expectations. Understand that not every outreach will result in an immediate response or positive outcome.
  • If you don’t receive a response, consider a gentle follow-up after a reasonable period, but avoid bombarding with messages.
  • Reflect on your outreach strategies. If certain approaches aren’t yielding results, take the time to understand why and adjust accordingly.
  • Celebrate small wins and view setbacks as learning opportunities. Each interaction provides insights that can inform and improve your future outreach efforts.

While it’s natural to desire quick results, the realm of backlink outreach rewards those who are patient and persistent. Remember, the end goal is to build lasting relationships and collaborations.

Build A Successful Backlink Outreach Strategy Today

Backlink outreach is an art that combines strategy, genuine effort, and a touch of finesse. As we’ve explored in this article, the key to successful outreach lies in understanding the recipient while also presenting your request in an effective way.

From being clear and direct in your approach to offering genuine value, each tactic plays a key role in ensuring your outreach efforts are productive.

Are you ready to create the ultimate backlink outreach strategy? Check out our SEO Blog Writing Service or schedule a quick consultation to learn more about how Marketing Insider Group can help you earn more traffic and leads for your business.

/by

Revitalizing Your Nonprofit’s Image: 4 Steps to Rebrand

A magnifying glass focused on your nonprofits brand image

It’s no secret that, in order to further your nonprofit’s mission, you need to attract supporters to your organization and inspire them to take action. That’s why you likely put a lot of time and effort into cultivating your organization’s image across a variety of print and digital marketing channels.

As your nonprofit expands and evolves, so should its image. Eventually, you might find that your organization’s values and personality no longer align with your brand—i.e., the visuals and messaging you use to represent your nonprofit in your communications. When this happens, it may be time to rebrand!

In this guide, we’ll walk through the four core steps for rebranding your nonprofit, including how to:

  1. Define Your Goals and Values
  2. Create New Brand Assets
  3. Communicate With Stakeholders
  4. Roll out Your Rebrand

Be advised that an organizational rebrand is no small undertaking—it’ll require a lot of time, energy, and resources from your team. However, the increased potential to reach new audiences, retain existing supporters, and spread awareness about your mission that often comes from rebranding will make your efforts worthwhile. Let’s dive in!

1. Define Your Goals and Values

The first thing to do when considering rebranding your organization is to determine what exactly you want to get out of the process. Common goals for nonprofit rebranding include:

  • Improving supporter engagement
  • Increasing awareness of your work
  • Positioning your organization apart from other similar nonprofits
  • Signaling an internal change in your nonprofit’s direction, like a leadership transition.

After you’ve established why you want to rebrand your nonprofit, consider your organization’s mission and values. Your brand should help you tell your organization’s story, so think about what type of visuals and written content would allow you to do that most effectively.

2. Create New Brand Assets

Once you’ve gone through the planning process, it’s time to dig into the actual work of rebranding by developing new brand assets for your nonprofit. Keep in mind that not all rebrands will require a complete overhaul of your existing branding—sometimes, you might just need to update a few elements.

Some aspects of your nonprofit’s brand that you might consider redesigning include your:

  • Color palette. Colors are naturally associated with certain feelings and ideas, so your brand color choices should align with your nonprofit’s values. For example, if your primary brand color is currently red, you’re communicating that your organization is passionate and strong. However, if you’d prefer to convey a sense of trust and professionalism, switching your main brand color to blue will help you achieve that.
  • Typography. The fonts you choose for written content should be easily readable first and foremost, but their style and weight can also represent your nonprofit’s personality. Choose at least two brand typefaces—and no more than three—to add visual variety to your content without making it look cluttered.
  • Logo. Nonprofit logos typically combine the organization’s colors, typography, and images related to their area of work into a graphic that serves as the foundation of visual branding. To that end, make sure your updated logo reflects your mission and helps build an emotional connection with your audience.
  • Messaging standards. Although visuals are more commonly associated with the term “branding” than messaging is, the way your nonprofit communicates in written form is just as important as how your marketing materials look. Consider revising the guidelines for tone, word choice, and other stylistic elements of written communications as you rebrand to ensure your organization is accurately represented.

Loop’s article on nonprofit branding suggests compiling all of these elements into a single document known as a brand guide. As you rebrand, make sure to keep your brand guide up to date so that it can serve as a reference for anyone inside or outside your organization who works on your marketing materials.

3. Communicate With Stakeholders

One of the main risks you take by rebranding your organization is losing its recognizability in the community. To avoid this issue, communicate with your nonprofit’s stakeholders throughout the process. That way, they’ll not only be aware that your organization is rebranding but also be able to provide feedback on your new brand elements before they’re finalized.

Here are the main groups of stakeholders to involve in your rebranding process:

  • Staff members. Your employees have an insider view of your nonprofit’s operations, and each staff member will bring a slightly different perspective depending on what area of your organization they work in. Ask them to describe your nonprofit’s mission and values in their own words, and take their ideas into consideration as you revise your guidelines.
  • Board members. Your board members are in a unique position as both leaders at your nonprofit and representatives of it in the community. Therefore, they can provide advice based on both their own observations as they oversee your organization and what they know about your nonprofit’s broader reputation.
  • Supporters. Because the target audience for your rebranding efforts is your supporters, they should have a say in the process as well. Consider sending out surveys or holding focus groups to get their opinions on different updates you’re considering making. Asking for supporter feedback in these ways can also allow you to cultivate stronger relationships with them, helping you achieve a potential goal of your rebrand.

Use the insights you receive from each of these groups to make revisions to your new brand assets. Also, communicating the timeline of your rebrand with all of these groups makes them less likely to be caught off guard when you roll out your updates and generates excitement around this new undertaking for your organization.

4. Roll out Your Rebrand

When the time comes to roll out your rebrand, the key is ensuring consistency across all of your organization’s communications. Incorporate your new brand assets into the following marketing materials:

  • Your nonprofit’s website. Add your updated logo to the top left corner of the navigation bar with a link to your homepage so that it appears on every page of your site. Additionally, use your revised messaging standards across all of your website copy, from your About page to your blog.
  • Email marketing. Design new email templates for newsletters, event announcements, and other updates that include your color palette and typography so supporters see it as soon as they open your messages.
  • Social media. Change all of your organization’s profile pictures to your new logo, and create graphics for Instagram and Facebook that include your color scheme. Although it can be more challenging to apply your brand messaging standards to post captions than in long-form writing, try to align the shorter copy with those guidelines as much as possible.
  • Print communications. Your nonprofit’s branding should remain consistent offline as well as online. Write direct mail messages using your brand typography, and design eye-catching flyers that feature your new logo and color scheme.

In your brand guide, include examples of how your updated brand can be applied to each of these marketing materials. By being consistent in the way you apply your rebrand in practice, you’ll help supporters continue to recognize your brand and emotionally connect with it.

Your nonprofit’s brand should inspire your audience to learn more about your mission and take action to support it. Rebranding can provide the renewed inspiration your supporters need to do just that. Use the steps above to get started, and don’t hesitate to reach out to experts if you need help or have any questions along the way.

/by

19 Amazing Examples of the Best Brands on Social Media

happy dog taking a selfie to represent great content posted by some of the best brands on social media

Everyone’s on social media these days, and it’s no surprise that more and more people are joining every year.

graph shows the growing number of social media users from 2017 to 2027

Image Source: Oberlo

Big platforms like Instagram, Facebook, Twitter, and TikTok let businesses talk to customers all over the world. By using these sites, your business can get noticed, interact with its audience, and create meaningful relationships.

The best part? Using social media doesn’t have to be expensive. It’s a great way to find and talk to the people who really care about what you offer. And when you chat openly and honestly on these sites, people will trust your business more.

But here’s a tip: To really do well on social media, you need great content to share. That means having great stories, pictures, and updates about your business.

So, wondering how to get started or what to post? To help you out, we’ve put together a list of 19 top brands that are rocking it on social media. Let’s dive into what they’re doing right and how you can learn from them.

1. Slack

Large enterprises and small businesses alike can take advantage of Slack’s easy-to-use platform. It helps teams communicate effectively and collaborate online. On social media, Slack targets various demographics to appeal to different facets of its target audience. By being inclusive, the company effectively reaches and engages a more extensive consumer base.

Slack shares productivity tips, news articles, how to create a better work-life balance, and other helpful content relevant to every team member – from the entry-level employee to the CEO. Slack also shares inspirational quotes and customer stories to keep users at the center of their brand story.

2. Spotify

Music connects us all, and Spotify knows just how to tap into this universal truth. Their social media channels are vibrant, showcasing playlists for every mood and occasion. What we admire most is their personalized approach. Remember the year-end wrap-ups they create for users?

graphic shows example of mobile view of 2022 Spotify Wrapped

Image Source: Spotify NewsRoom

Those are social media gold, with users eagerly sharing their unique musical summaries. It’s a brilliant strategy, and one we often recommend for brands looking to personalize content.

3. LEGO

LEGO isn’t just a toy; it’s a tool for imagination. On social media, LEGO brilliantly showcases the limitless creations possible with their iconic bricks. From intricate architectural replicas to imaginative scenes, their content is both nostalgic and innovative.

We’ve been impressed by their user-generated challenges, where they prompt followers to build specific designs. It’s interactive, fun, and keeps the brand fresh in the minds of both young builders and the young at heart.

4. Nike

With over 300 million Instagram followers and 38 million followers on Facebook, Nike is killing the social media game. Never shying away from supporting worthy social causes, Nike knows how to engage the crowd and inspire millions by highlighting different athletes and cultures all over the world.

Keeping the players, athletes, teams, and its audience front and center, Nike makes the consumer the hero of the stories they tell. Instagram, especially, is where Nike shines – sharing inspiring images and videos of people working hard to achieve their goals and dreams. Nike uses Facebook primarily for larger campaigns. On Twitter, they focus on communicating with their audience and addressing pressing concerns.

Whether Nike is using its platform to encourage people to social distance throughout the pandemic, support the BLM movement, or empower girls to chase their dreams despite their circumstances, they aren’t afraid to speak out and stand up for what they believe in. Their campaigns resonate with people from all walks of life, inspiring them to have courage and achieve greatness.

screenshot of Nike’s instagram post shows an example of the company as one of the best brands on social media

Image Source: Chegg

5. Starbucks

Starbucks fills its social media platforms with colorful photos of drinks and people worldwide experiencing the joy and happiness that comes from drinking them. Their tagline is “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.” With over 35 million followers on Facebook, almost 18 million on Instagram, and over 10 million on Twitter, they’re clearly succeeding.

Starbucks frequently interacts with its customers on social media, answering questions or addressing concerns to let people know they see them and care. The brand also understands how to use social media to influence users.

Their popular seasonal drinks (like the famous Pumpkin Spice Latte), inclusive content (like the #WhatsYourName campaign), and their focus on diversity are just a few examples of what keeps Starbucks on top. They also know how to think outside of the box to grab users’ attention, as in their #ExtraShotOfPride campaign to celebrate Pride month in June 2019.

screenshots of Starbucks instagram posts as an example of great social media marketing

Image Source: Social Insider

6. Shopify

Shopify targets every entrepreneur. The ecommerce and point-of-sale platform makes selling online easy for businesses of all sizes.

Using social media, Shopify shares insights and educational content via video on YouTube and Facebook. Their social media posts are bright, colorful, fun, and uplifting. They also publicly stand for social and environmental issues to incorporate meaning into their business and to connect with consumers on a deeper level.

Linking to landing pages from social media, Shopify effectively generates new leads and grows its customer base. Try using written and video content to educate and entertain your target audience in a similar manner so your business can do the same.

screenshot of Shopify’s instagram post promoting conversation around mental health

Image Source: Medium

7. Square

Square makes it easy for all kinds of businesses to accept credit card payments on mobile devices. Instead of tooting their own horn, however, Square does an outstanding job of focusing on their clients first and showing their followers how much they care about them. Using social media, the company highlights customer businesses and real people sharing their experiences using Square’s products.

Their social posts are minimalistic, clean, clear, and user-focused. Like many other leading brands on social media, Square supports social movements and speaks out about them online. Recently, they’ve highlighted Asian American and African American users on Instagram. On Facebook, Square shares industry reports for specific industries, current trends, and educational articles for target consumers.

8. Ben & Jerry’s

Ice cream and social justice might seem an unlikely pair, but Ben & Jerry’s has seamlessly blended the two. While their mouth-watering flavors are prominently featured, they also use their platform to advocate for causes they believe in.

Their campaigns perfectly balance product promotion with activism. By taking a stand on pressing issues, they resonate with a socially-conscious audience and prove that brands can be about more than just profit.

9. Glossier

Glossier, a beauty brand, has built its empire largely through social media. They’ve mastered the art of engaging with their audience by showcasing real people using their products.

screenshot of Glossier’s instagram page shows user-generated content

Image Source: Jumper Media

Their Instagram is a mix of product shots, user-generated content, and behind-the-scenes glimpses. By asking followers for product feedback and ideas, they make them feel valued and involved in the brand’s journey.

10. GoPro

With millions of followers on Instagram, Facebook, and Twitter, GoPro has made a name for itself as “the world’s most versatile camera.” The business tells compelling stories through social media to show consumers how they can also share their unique views through video and photography.

GoPro highlights projects created by real customers to inspire others to join the movement. Their social media strategy effectively gets prospects thinking and considering how and why they may want to add a GoPro to their life to record their adventures and personal journeys.

For each social media platform, GoPro is strategic about the type of content they publish. Every post is catered to the audience on its respective platform, resulting in maximum engagement.

  • On Facebook, the brand promotes the business, connects with customers personally, and strives to expand its reach.
  • On Twitter, GoPro focuses primarily on communicating with followers and promoting or announcing new products.
  • Instagram is where they get to show off their high-quality photos and videos while sharing user-generated content.
  • On YouTube, the brand shares tips, tricks, and tutorials to help newbies and GoPro enthusiasts use products to their full potential.

screenshot of GoPro's instagram post shows the brand as an example of a company with good social media marketing

Image Source: GoPro

11. Shutterstock

Shutterstock’s tagline, “It’s not just stock, it’s Shutterstock,” sums up the company’s mission – to provide quality, authentic images customers can use for creative solutions in their businesses. Shutterstock uses its social media platforms to inspire consumers to create something new quickly and affordably. Through quality photography and video, they show viewers what they can achieve by using their subscription service.

Shutterstock recently introduced Newsroom by Shutterstock, giving users 24/7 access to breaking news from journalists, videographers, and photographers. This move shows off their innovative spirit and willingness to evolve with the times and give users what they want. Shutterstock’s YouTube channel is full of tutorials, trends, and an artist series that “humanizes” their brand by spotlighting Shutterstock contributors.

Source: Shutterstock Presents

12. Wayfair

The popular home décor company uses social media to showcase and sell products to customers online. On Instagram, Wayfair shares tips, ideas, and inspiration using photography and infographics. They also host giveaways to boost engagement. Wayfair’s videos show consumers different ways to decorate and update various parts of the home – featuring their own products, of course.

Consumers can easily shop and buy online using Instagram’s convenient shopping features. If you spot something you love, you can easily view the price, click on the item to land directly on Wayfair’s website, and make your purchase. These convenient features have helped Wayfair boost clicks, leads, and sales. The company also highlights real user reviews in their posts to boost authority and brand loyalty.

13. Airbnb

Airbnb has truly transformed the way we travel. On social media, they’ve taken us on virtual journeys to dreamy destinations and unique accommodations.

We’ve noticed how Airbnb consistently highlights real stories from hosts and travelers, making their brand narrative genuine and relatable. Their Instagram feed, filled with breathtaking images of homes and experiences, invites users to imagine their next getaway.

screenshot shows Airbnb’s instagram page as example of great social media

Image Source: The Shorty Awards 

By using the hashtag #AirbnbExperiences, they encourage users to share their own stories, fostering a sense of community. When we advise clients on creating a sense of belonging, Airbnb often serves as a prime example.

14. Dove

You’ve likely seen some of Dove’s empowering ads online or on television over the years. On social media, Dove shows images and videos of women from all walks of life with various skin tones to prove that beauty comes in all shapes and sizes. They aim to help every woman feel confident in her skin by breaking down harmful stereotypes and unrealistic expectations.

In 2020, for example, Dove promoted their “Courage is Beautiful” campaign to honor healthcare workers on the front lines during the pandemic. Another recent campaign, #NoDigitalDistortion, shows the danger filters and photo editing can have on young girls today. Through the campaign, Dove encourages everyone to take the pledge to only share natural, unedited photos – in hopes of boosting self-esteem and acceptance among women and girls today.

By standing up for kids and teenagers and marketing to mothers and caretakers, Dove effectively builds trust and brand loyalty across its large consumer base. Dove’s motto – “Let’s change beauty together and inspire the next generation.” – encourages adults to lead the charge.

screenshot shows Dove Beauty's instagram post

Image Source: Dove Beauty

15. National Geographic

With over 160 million followers on Instagram, National Geographic is the world’s leading brand account on Instagram (besides Instagram itself). The account shares striking photos of people, places, and animals all over the world through the eyes of different photographers. National Geographic is the king of visual storytelling, helping people experience the world and various cultures in an authentic, unfiltered light.

National Geographic places the power into the hands of its contributing photographers to create a one-of-a-kind channel. Contributors even write their own captions to share first-hand experiences and unique perspectives with users.

The organization uses its voice on social media to elevate people and raise awareness about social issues like global warming, health, poverty, and inequality. Their social platforms are highly educational and eye-opening for millions of viewers around the world. Distinctly, they effectively use Snapchat to reach and educate young people.

16. Salesforce

Salesforce also does a superb job of interacting with followers, sharing educational content, and throwing some humor in now and then. Their graphics are eye-catching, and their content is highly relevant to their target audience. They also love focusing on their employees to keep their brand down to earth. This makes them more relatable and less intimidating.

Other similar businesses may struggle to reach consumers due to their technical business offerings. Salesforce does an excellent job promoting accessible, inclusive content on social media. On Facebook and Twitter, Salesforce highlights its positive company culture by celebrating employee achievements and sharing how the organization is socially responsible.

screenshot shows social media post about Salesforce's corporate social responsibility

Image Source: Salesforce

PS – Check out our latest case study that shows how we helped one company double their leads!

17. Mailchimp

This software company also makes strides on social media with fun graphics, engaging video content, and helpful articles. Mailchimp is great at giving their audience variety and diversity.

On Instagram, the company shares advice, inspiration, reports, gifs, artwork, videos, and more. They even have short films and podcasts to further engage and educate entrepreneurs and businesses. With close to 140,000 followers on Instagram, their innovative techniques are worth following.

screenshot shows Mailchimp's instagram feed

Image Source: Mailchimp

18. IBM

IBM was founded over 100 years ago. The company loves sharing its rich history through brand storytelling on social media. Sharing snippets on Twitter, for example, IBM shares innovative discoveries and advancements throughout history to inspire and inform loyal followers. IBM also uses storytelling effectively to communicate how new technology positively impacts businesses, people, and communities around the world.

19. Duolingo

Learning a new language can be daunting, but Duolingo makes it fun and accessible. Their social media channels are filled with humorous memes, success stories, and gentle reminders to practice.

The joy of completing a Duolingo streak showcases the motivational power of their friendly, green owl mascot. Duolingo’s approach is a testament to the fact that even educational brands can have a playful side, engaging users while still providing immense value.

What the Top Brands on Social Media All Have in Common

Ready to create inspiring and engaging content for your audience? Here are some expert tips from the best brands on social media.

  • Have clear goals in mind for every post you publish – on every platform.
  • Consistently and frequently engage with your audience and followers.
  • Try sharing more user-generated content, featuring consumers as the heroes in your stories and promotions.
  • Don’t be afraid to get creative and innovative and to think outside the box.
  • Create campaigns that are meaningful and authentic and, therefore, powerful, inspirational, and relatable.
  • Use consistent tone, style, photography, designs, voice, and branding in your posts and across different platforms.
  • Focus on providing value over promoting your products or services.

Whether you have a creative, unique brand or a highly technical offering, you can use social media to offer value and engage with your audience. Don’t be afraid to experiment with different types of content and social media strategies to see what your audience loves. If you’re consistent, you’ll give your followers reason to check your social channels daily and share your content with others often.

Become One of the Best Brands on Social Media with MIG

Incorporating these tips from the best brands on social media into your own strategy can be transformative. Remember, it’s all about genuine engagement, showcasing real stories, and understanding your audience’s needs. At MIG, we’ve seen firsthand the power of effective social media marketing, and we’re here to guide you every step of the way.

Ready to become one of the best brands on social media? Check out our SEO Blog Writing Service or schedule a quick consultation to learn more about how Marketing Insider Group can help you earn more traffic and leads for your business.

/by

Reminders Ads for Instagram Placements

There’s a new optimization option in Ads Manager for Reminders Ads using Instagram placements…

Using the Engagement objective, select “On Your Ad” as the conversion location.

On Your Ad Conversion Location

Click the Engagement Type dropdown menu and select “Reminders Set.”

Reminders Set Engagement Type

The performance goal will be “Maximize reminders set” and it cannot be changed.

Maximize Reminders Set

The only placements that will apply to Reminders are Instagram feed, Instagram profile feed, and Instagram Stories. Why? Reminders is an Instagram feature.

Reminders Ads Placements

When you create your ad, the call to action will be “Remind Me.”

Remind Me Call to Action

Enter your Event Name and select both an event date and time.

Reminders Ads Event Details

Reminders are for online or offline events. We aren’t creating the event itself, but merely providing a way for people to get reminders about that event. It could be a product launch, Instagram Live, or store sale. This could be good for Black Friday sales.

You’ll need to provide details in the ad about what the event actually is that they are getting reminded about.

If you have a strong Instagram presence, this is something to try out. Let me know what you think!

The post Reminders Ads for Instagram Placements appeared first on Jon Loomer Digital.

Did you miss our previous article…
https://www.sydneysocialmediaservices.com/?p=8622

/by

Elevate B2B Marketing News Weekly Roundup: LinkedIn’s Collaborative Articles, New Trust Barometer Report & Gated Content in B2B

Which Core B2B Marketing Responsibilities Have Most Increased in Importance? [Study]
Analytics and performance measurement has seen the greatest increase in importance among the key marketing responsibilities of B2B marketers, followed by content development and distribution, with lead generation holding the third spot, according to newly-published survey data of interest to B2B marketers. MarketingCharts

Are Marketers Equipped to Build Trust for the Long Term? [Edelman Trust Barometer]
The importance of long-term trust and ongoing brand engagement were among the key findings in the latest edition of Edelman’s annual Trust Barometer report, with over 70 percent of consumers having said it’s more important in 2023 to trust the brands that they purchase from than it has been previously — three of numerous statistics of interest contained in the recently-released trust report data. ANA

LinkedIn Updates Collaborative Articles, a Key Traffic Driver for the App
Microsoft-owned LinkedIn (client) has rolled out an array of new collaborative article features, including new content layouts that better highlight key contributors and include a more robust user interface, along with easier-to-access in-feed emoji and other reactions, Microsoft recently announced. Social Media Today

YouTube Q3 Ad Sales Jump 12.5% to Nearly $8 Billion, Alphabet Beats Estimates
Search giant Google parent firm Alphabet has reported revenue that was up by 11 percent for the period ending in September, with its YouTube video business having recorded third-quarter advertising sales that climbed by some 12.5 percent, with Google’s Cloud segment having seen revenue rise by 22.5 percent, Alphabet announced recently. Variety

LinkedIn Reports ‘Record Levels’ of Engagement With 985M Members
Microsoft’s latest quarterly performance report has revealed that its LinkedIn professional social network has topped the 985 million member mark and seen continued record levels of engagement, with the number of user sessions expanding by 12 percent, accompanied by revenue that grew by eight percent during the most recent quarter year-over-year, Microsoft recently announced. Social Media Today

Most B2B Tech Decision-Makers Are Sometimes Disappointed by the Value of Gated Content
23 percent of B2B technology decision-makers have said that they are often disappointed with gated content, with 48 percent finding disappointment sometimes, while 22 percent said that they were rarely disappointed with the gated content they accessed — some of the findings included in newly-published survey data of interest to B2B marketers. MarketingCharts

2023 October 27 statistics image

Instagram Adds Polls in Comment Streams on Feed Posts and Reels
Meta-owned Instagram has begun rolling out the ability to add custom polls within the comments of posts on the social platform’s general feed as well as its Reels video posts, an addition that will offer brands a new option for connecting with audiences, Instagram recently announced. Social Media Today

LinkedIn influencers are a thing now—and brands like Intel and Hootsuite are courting them
An increasing number of major brands have begun harnessing the power of creators on LinkedIn, with influencer partnerships becoming more commonplace as brands have increasingly found success with such relationships on the professional social platform, and Fast Company recently took a look. Fast Company

“It’s important to acknowledge that LinkedIn is not designed for virality, and the reason for that is we’re about economic opportunity.” — Alice Xiong of @LinkedIn
Click To Tweet

AI Verve: Brands Worldwide Are Adding The Tech To Their Marketing
When it comes to the use of AI within the marketing departments at organizations, 88 percent of businesses have said that they were already using at least one form of AI in 2023, with 64 percent having noted they plan to adjust their strategy around AI within the forthcoming year — two of numerous findings of interest to B2B marketers contained in newly-published report data. MediaPost

LinkedIn Looks to Help Candidates Stand Out With ‘Top Choice’ Job Application Option
LinkedIn has rolled out a new “Top Choice Jobs” premium subscriber feature that allows users on the platform to choose their top job role choices, which are then highlighted more prominently as part of the platform’s top job initiative, LinkedIn recently announced. Social Media Today

ON THE LIGHTER SIDE:

2023 October 27 Marketoonist Comic

A lighthearted look at “Share of Wallet and Funflation” by Marketoonist Tom Fishburne — Marketoonist

PLATO: How an educational computer system from the ’60s shaped the future — Ars Technica

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Donna Robinson / TopRank Marketing — 5 Ways To Think About Leadership For 2024 — Forbes
  • TopRank Marketing — Insights from the World’s Top Content Marketing Influencers — Public Sector Marketing Institute
  • TopRank Marketing — The Top Generative AI Tools for B2B Marketers [Infographic] — MarketingProfs
  • Lee Odden — 59 Content Marketing Quotes That Will Make You a Better Marketer — ActiveCampaign

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Pantelis Chiotellis @pantelischio
Shruti Deshpande @shruti12d
Caroline Hof @Caroline_Hof
Rasmus Sørensen @rumbas
Lisa Marcyes @lisa_marcyes

Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry.

Have you found your own top B2B marketing news item we haven’t yet covered? If so, please don’t hesitate to drop us a line in the comments below.

Thank you for taking the time to join us for this week’s Elevate B2B Marketing News, and we hope that you’ll return again next Friday for another array of the most up-to-date and relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @TopRank on Twitter/X for even more timely daily news.

The post Elevate B2B Marketing News Weekly Roundup: LinkedIn’s Collaborative Articles, New Trust Barometer Report & Gated Content in B2B appeared first on B2B Marketing Blog – TopRank®.

/by

17 Tips for Creating Highly Shareable Content

a group of people gathered around a phone looking at highly sharable content

Content marketing is a low-pressure yet effective way to earn attention from your target audience by offering useful insights and expert advice.

Over time, repeat visitor engagement produces high-quality leads who already know and trust your brand. When they’re in the market for your product, you’ll have a loyal customer.

That’s no doubt why 79% of marketers say generating leads is their top goal for content, but 83% say they use organic traffic for judging success – outshining lead metrics by nearly 20%.

But you can’t earn traffic and leads without first earning someone’s attention. As we all know, that’s not easy to pull off today online. Why is that?

Every time you publish a fresh blog, video, podcast, or any piece of digital content, you’re competing for attention with the rest of the internet: every app, social feed, meme page, and cat video. Your industry competitors usually aren’t the ones distracting your blog readers with dopamine-boosting push notifications.

Imagine reading a dry and technical yet thorough blog about why companies in your industry are all switching to one algorithm from a slightly different one for an important process.

Is the topic useful? Absolutely.

Actionable? Yes!

Interesting enough for readers to resist the allure of notifications from Reddit or YouTube?

  • Well, let’s see what the truncated part of this Reddit post says first so we can get that out of the way and focus on the algorithm thing.
  • Then we’ll open YouTube just for a sec to save the video for later and…
  • Hey, weren’t we reading something important?
  • Oh yeah, the algorithm thing!
  • Eh, we’ll just Google it later when it comes up.
  • Maybe someone else will publish a blog on the same topic that’s not such a snoozefest in the meantime.

We’ve all been there. Both sides.

You need two basics in every piece:

  1. Innate value to the audience without asking for anything.
  2. Strategy for distributing the content where the ideal audience will see it.

For creating shareable content so engaging that notifications feel annoying, that innate value must offer something important to the reader – something they’ve never learned or considered before. In other words, not the same 5-item listicle as everyone else already ranking for the keyword phrase.

Now, if you want your audience to actively remember and seek out your website for more content and even trust your content enough to share it with their audience, you need to make sure that your content entertains and inspires.

Look at links in your feeds. Shareable content is never overly technical or dry.

So, how do you stand out from the noise and win a customer’s attention?

1. Analyze Your Audience and Understand Their Needs

Before approaching the process of content creation — social media or otherwise — you need to know who you are writing for. People won’t share your piece if they don’t care about the topics you cover and the solutions you provide. These are the questions you need to impose to yourself:

  • Who are you writing for? Who would read the content? College students, travelers, teenagers, unemployed people, or business owners? Speak their language!
  • What problems does your audience have and which solutions can you offer?
  • When can you reach the greatest number of people? You need to publish in a moment with high social media activity.

2. Offer Something Useful

People love getting tips that solve some of their problems. For example, you needed to find out how people can share your content more, so you started reading this article that offers proper solutions. Once you identify the problems of your audience, you should offer effective tips that they can implement into practice.

The key to social media content management is creating useful articles, blog posts, and social media updates. For example, if you’re selling clothes, then you can offer tips on how to fit a trendy piece into a harmonious outfit.

3. Engage the Audience

Social media is the place where you can interact with your fans, followers, and customers. If you don’t achieve high level of audience engagement, you won’t reach great popularity on social platforms. When you create content, don’t focus solely on the piece you’re about to publish! Think about the discussion it would encourage. Will it impose questions? Will the readers want to comment on it? If you get plenty of comments, more people on social media will see the post. Thus, you’ll get more shares as well.

Ask questions! That’s a great way of generating conversations. Of course, you need to respond to the comments if you want to gain appreciation. Have you noticed the effects of Oatmeal’s responses on his reader’s comments?

4. Awaken Some Emotions

Play the card of provoking emotion! When your content awakens happiness, astonishment, sadness, hope, sadness, or any other emotion, the readers will relate to it and they will recommend it to their friends. It’s best to make the topics and recommendations positive and fun, but don’t forget that emotions of disappointment from society will also get you tons of shares.

Again, think about your niche and the needs of your target audience, and you’ll surely realize which emotions you can awaken.

5. Create How-To Blogs and Tutorials

Showing and teaching people how to do something may not be a novel idea, but it certainly still an effective tactic for creating shareable content.

It does what content is supposed to do unapologetically: inform and teach audiences.

Investigate Google’s “people also ask” section for your primary keyword to get inspired – and keep digging.

6. Publish Listicles That Exceed Expectations

Nielsen Norman Group broke the internet back in 1997 with their eye tracking studies revealing that people don’t read every word in blogs and web pages – they scan. Over 20 years later and a repeat study showed audience behavior hasn’t changed.

Website layouts sure have though.

Content should help eyes bounce around the screen, and listicles work brilliantly here because they have:

  • Bulleted lists
  • Lots of subheadings
  • A logical format
  • Graphics
  • In-line quotes and stats

Shareable content is easy for readers to skim through in a matter of a few seconds and find what they want. That’s why listicles are an effective format to drive readership and sharing. People can easily scan the list and read the sections they are most interested in if they are short on time.

Listicles can be informative and educational, but they can also be fun and entertaining, which adds the viral factor to help drive sharing for your content. Just keep your full list on a single page rather than a page for each entry.

7. Make Use of Statistics & Facts

Some of my most popular posts of all time include interesting facts and industry-related stats that my readers appreciate. Our top blog doesn’t mention anything about stats in the title, but you’ll find plenty inside:

8. Use Infographics

Infographics were hot in 2014 and while some folks just aren’t fans, infographics still earn traffic and shares. Just look at Google Images results filled with nothing but infographics for many keywords:

You can create your own infographics and write blogs around them. You can also take infographics created by others and add your own insights or ideas to freshen it up.

9. Use Authentic Images

There’s a reason stock images are called “stock” and why most people don’t like them – or most products with the “stock” attribute.

They just don’t look or feel real, robotic even. That’s the opposite of what you need from shareable content. You need to humanize your web presence. Raw authentic photos always work well.

10. Don’t Pass Up Videos

Have you noticed Google’s looked a little more animated lately? Certain searches – especially for how-tos and DIYs – include dynamic and interactive videos right in the SERPs.

Google says it has more tricks like this up its sleeve coming with the Core Web Vitals update for digital experience. Don’t pass up an opportunity to reach wider audiences when Google hands it to you.

Consider beefing up your multimedia library of quality shareable content so you have relevant and engaging visuals to optimize in every post.

11. Rely on Experts

When you’re maintaining your own website or business, you can hardly find the time to analyze the audience, think about their problems, discover solutions and create awesome content that would get tons of shares. That doesn’t mean you can neglect this aspect of content marketing; you should simple delegate it to someone who can handle the responsibility.

For instance, you can use writing service that offers assistance by talented writers and editors. You simply provide the instructions and wait for your custom-tailored content to be ready on time.

12. Make Your Content Personal

Readers over the age of 30 will no doubt remember the days when sharing basic personal information, like a photo and first name, online was considered extremely dangerous. Not so much anymore.

If you are willing to reveal and share something personal with your fans or just tell a story, you’d be surprised by all the free, crowd-sourced marketing they can get you.

13. Stoke Curiosity with Headlines

If you google “effective headlines,” you can easily find hundreds of tips and tricks for writing a killer title.

Some say you should keep your headlines simple, direct, and short for creating shareable content that won’t get shortened in search results. But don’t count longer headlines out for sharing and engagement either.

Vice runs plenty of longer headlines when the situation calls for more conversational tones, and this one sits at 12 words. It’s clever and effective at teasing your curiosity, and it makes you want to click to find out more. Do an experiment to see what clicks with your audience.

Vice

14. Put Effort into Long-Form Content

While long-form content isn’t always a viral sensation, it will remain relevant and valuable for your target audience over time. Plus, you can easily adjust and build on long-form blogs as needed.

Done right, your long-form content will continue earning reads, shares, and rankings in search results when combined with SEO techniques.

Timely, fun, or topical blogs also have their value. Pick a trending topic and link to your relevant long-form content throughout. Even a surge of traffic to one viral blog for a few days can temporarily boost your rankings site-wide. Why not take the chance?

15. Use Tools to Make Images for Social Media

Twitter isn’t the most visual platform, but you can use it to your advantage with the right types of images. Regardless of platform, people gravitate toward visual content.

Using photo editing tools like Canva to turn quotes into visuals can help increase your social sharing.

16. Use Hashtags on Social Media

Hashtags make you popular! The more people find your content, the more shares it will get. This simple promotional tool is functional across many social platforms. Use popular hashtags and start your own trend that will engage the audience.

People who use hashtags are more likely to get involved in social conversations and promote your brand in front of their friends. Be as creative as possible, since hashtags can get you in the wrong direction if you don’t know how to use them.

17. Provide Convenient Sharing Options

If someone reads a great piece of content on your site or blog, he will immediately search for the social sharing toolbar. No toolbar – no shares! The reader doesn’t want to waste time copying the link and pasting it into social media; it’s just too much work for something so simple. Make it easy for your visitors to share each article you publish!

Feature the social sharing buttons on a prominent position at the top or underneath the content. This simple addition will quickly lead to a great increase in shares.

Find Your Formula for Creating Shareable Content

Creating shareable content requires some nuance. Scroll through Twitter and LinkedIn for just a few minutes, and you’ll see plenty of content screaming “please share me” but with a desperate tone you definitely want to avoid in your content.

It all starts and ends with value. What value can you offer via your expertise? Can you add fresh value to the topic’s current conversation in SERPs? What would your audience find valuable on the topic and what are they sick of hearing?

You might not charge money for access to your blog, but readers still pay for your content with their time – a finite resource. Keep that in mind every time you create content and see how it changes your approach to value.

Feel like you’re not driving the best value from your current content marketing investment? Our custom Content Builder Packages earn clients 138% YoY organic growth on average, and we can help you get there, too.

Did you miss our previous article…
https://www.sydneysocialmediaservices.com/?p=8607

/by

What You Own

Just because you built it doesn’t mean they’re comin’…

Don’t build your house on rented land, they say. It’s not that simple. Having something you own is less than half the battle.

You should have your own website. You should own an email list. You should own as much as you can. But you will rely heavily on platforms you don’t own.

Google sends you traffic organically until they don’t. Or maybe AI chat eats into referrals.

Twitter sends you traffic organically until link headlines are removed and the user base is cut in half.

Facebook sends you traffic until videos get prioritized.

Google and Facebook ads send you traffic until the costs double and you run ads less often.

You drive people to your website with your email list until privacy regulations and other changes impact open and click rates.

You absolutely should own as much as you can, but you’re at the mercy of things you don’t own more than ever before.

Each platform is a spoke in your marketing wheel. While you control none of them, you need to use several to keep driving people back to what you own.

What do you think?

The post What You Own appeared first on Jon Loomer Digital.

Did you miss our previous article…
https://www.sydneysocialmediaservices.com/?p=8604

/by

Unlocking Success: Expert Insights On Content Marketing Strategies For Your Business

Did you know there are nearly five billion active internet users globally? Well, that accounts for 69% of the world’s population. It also means there is a ton of opportunity for your business to engage with an audience and drive higher sales.

Now that websites are a dynamic marketing tool, yours should also provide much more than the basics. With a strong content marketing strategy, you can create, publish, and distribute valuable content and propel lucrative customer interactions.

A CMI study states that content marketing generates 3X as many leads as traditional outbound marketing but costs 62% less. And yet, despite its undeniable impact, many businesses do not know how to implement an effective content marketing strategy.

In this article, we have rounded up the most powerful content marketing tips  – straight from the experts in the field. So, roll up your sleeves and grab a pen and paper. You are in for a lot of insightful info!

1. Understand your target audience

Before you create any sort of marketing strategy, you must know your audience. In this context, you risk creating content that is too broad or irrelevant, and that could result in a low ROI. In fact, today, an average of 40%-60% of content published produces zero value.

This is supported by the fact that only 42% of marketers know the basic demographic information of their target audience, the products they are interested in purchasing, where they consume content, and so on.

Therefore, besides having one specific target audience in mind, it is super important to get to know them, according to Alexandra Cote, a seasoned SaaS content consultant.

She says, “analyze their activity and behavior, conduct targeted interviews, or run surveys to get a feel of their pains, needs, and jobs to be done. This will ensure that your ideas, tips, and examples will resonate with your target customers and can provide value.”

And if you are sick of sketching out pretty but useless customer avatars and ideal customer profiles, follow the Jobs-To-Be-Done framework – according to Hannah Szabo, Head of Operations at Digital Brand Kit shares.

She says, “JTBD does not care about your age, gender, college major, favorite color, or number of hairs on your left kneecap. Instead, it seeks to understand your customers based on the reason they “hired” your product or service. What emotional, physical, or social job do they need help with? 

Here is a simple but sturdy template you can use to identify your customers’ job(s) to be done:

When [problem situation], I want to [motivation, what action do I need to do?] so that I can do [outcome, utilitarian job], making me feel [emotional job]. So others see that I am [social job].”

In addition, you must remember your content marketing strategy should engage and delight potential customers at any stage of the buyer’s journey. That could mean listening to sales call recordings and reading prospect notes in your CRM.

content marketing strategies: Identify, empathize, provide

Levi Olmstead, Associate Content Marketing Director at Whatfix, emphasizes that doing so shines a light on the challenges potential customers need to solve, what current customers are finding value in your platform, and your product’s key differentiators.

“This will enable you to create content that resonates with your product’s hyper-contextual target persona and write specifically to their needs, with details on why your product is the right solution for that specific issue,” he explains.

n average of 40%-60% of content published produces zero value.
Click To Tweet

2. Choose the ideal content hosting platform

Not all traffic is created equal. It does not matter if Facebook sends you 100 new website visitors every time you post; all they do is lurk and never buy. If the audience coming from LinkedIn converts, that is where you should be paying attention.

Choosing the right platform also depends on your target audience and the type of content you produce. For example, LinkedIn is more business-oriented, making it ideal for B2B companies or professional content, while Facebook is great for B2C businesses or more casual and engaging content. 

The BeReal app, on the other hand, is a great platform to produce authentic content on-the-go. You can take advantage of it to highlight behind the scene moments, put the spotlight on your team, share projects you are working on, and so on. 

Obviously, for each platform you wish to have a presence on, creating unique content copies that align with the format most likely to generate engagement is necessary.

Social selling platform Depop, for instance, has found much success on Instagram. Their core strategy involves them reposting content from the Depop site itself, doing a bit of influencer marketing and running paid ads on top of that. Their Instagram account aims to instill a sense of FOMO in the users, prompting them to head back to Depop as much as possible.

Similarly, Chipotle was one of the first brands to take a chance on TikTok – an investment that paid off for the restaurant chain in the long run. Most of their content involves the TikTok trend of challenges. Its first campaign, #ChipotleLidFlip, generated 240+ million views on the platform.

In addition to choosing the right content hosting platform, Alexandra Tachalova, Founder of Digital Olympus, suggests repurposing the content you create for your blog across other platforms

“On LinkedIn, you can create a deck summarizing the main points of your content piece – on YouTube, a short video discussing the key ideas; on X, formerly Twitter, a thread sharing the key takeaways. To add a unique touch to each post, you could include expert quotes or additional tips not covered in the original content. This strategy will enhance the promotion of your existing content while saving time on generating new ideas,” she explains.

3. Emphasize quality over quantity in content

Content marketing aims to provide your audience with helpful information, not with something readily available. Therefore, whenever you see a great idea, avoid replicating it with some minor adjustments. Instead, seek new ways to create your unique angle and scale your content.

Project management software, Monday.com published 1,000 SEO articles in a span of 12 months, upping the number of content pages on their site to 2,000+. They focused on four key elements:

  • Having a proper style and editorial guideline for the writers to maintain consistency in writing, structure, and tone of voice
  • Identifying keywords and topics based on priority and relevance – for instance, they spent one month in the beginning publishing content on the “project management software” keyword. They are in position 1 for a high-value conversion page with 50,000 monthly searches.
  • Building a strong team of 15 high-quality writers

And with that amount of content resulted in an uptick in their blog traffic.

Of course, this does not mean you should also publish 1,000 blogs in a year. However, 80% of your focus should be on quality and 20% on quantity or vice versa depending on the focus of your website. However, you must think of ways you must stand out in the crowd.

Shelley Kilpatrick, Manager of Content Marketing at BigCommerce, shares interesting tips to create quality content. She explains, “If you are looking for epic content, I am a big fan of original research. Not only is it unique to your brand, but you can take the results and use them to fuel all kinds of content all year. For example, you can:

  • Publish a long-form report as a downloadable asset, interactive infographic, or microsite
  • Host a webinar to dig deeper into the data and share additional insights from subject matter experts
  • Repurpose snippets of the data across other channels, like digital ads, blogs, email series, podcasts, videos, etc.
  • Send a press release and pitch the survey results to media outlets to increase your brand’s visibility.

And if you do the same study each year, you can compare results to see what has changed, build more authority for your brand, and keep people coming back year after year.”

We should also remember that content quality matters more than ever as we move into an age of AI. In recent months, there has been a huge surge of low-quality, generic, and low-effort AI-generated content. This is only set to increase as the tools become more widely used.

In the future, Google’s new approach to search will likely make low-quality AI-generated content redundant, which is risky for publishers that rely on it.  

According to Samantha North, SEO coach and consultant at SamanthaNorth, with thoughtful and well-crafted prompts, you can generate high-quality content with the help of AI. But the human touch is essential.

She says, “To achieve high-quality content, I always do three things:

  • Create a comprehensive research-driven outline.
  • Go beyond the page 1 competitors, and make sure you bring in fresh insights and perspectives.
  • Include personal expertise and opinion, either that of the writer themselves or by interviewing experts in the field. (My favorite tactic is using HARO queries to easily find a range of expert quotes).”

So, focus on crafting high-quality content such as online courses, that appeals to your target audience and provides them with in-depth, valuable information. It is better to publish five pages worth of eBook that thoroughly answers a specific question than one simple blog post that answers ten questions with minimum explanation.

4. Uphold consistency in content production and publishing

This is cliched advice but true. Regularly posting quality content to the appropriate channels can be tedious and time-consuming. However, this consistent practice helps build your brand to be identifiable at a glance and meets your customer expectations.

According to Forrester, a consistent experience across all touchpoints influences brand trust positively. In another research, consistent brands are worth 20% more than those that are not.

Maryia Fokina, Digital PR & Content Specialist at Tidio, says, “The world of content marketing is very fast-paced and does not tolerate anyone lagging. What worked a few months ago might not work today, and professionals must acknowledge it. How does one stay in the loop?

Consistency is key. If you produce one amazing piece of content, it will probably be successful. However, even if it is evergreen in your industry, one article can only do so much.

On the other hand, if you consistently produce pieces that show your authority, expertise, and trustworthiness (the famous E-E-A-T), you will climb the content marketing ladder, grow your traffic, and establish your brand as the industry leader.

I see our content marketing efforts as one big puzzle my team and I must complete. There are a myriad of pieces, and we consistently pick one up and put it in place. Eventually, we start seeing the bigger picture, and our efforts pay off, but only if we do it consistently.”
Popular FinTech company PayPal’s approach to content marketing is highly consistent. For starters, it knows its audience well and uses storytelling to turn what could be sterile, technical subjects into engaging narratives.

It also addresses topics relevant to their target audience, such as financial equality for women or the benefits of touchless payments for small businesses, to resonate with the people who are most likely to use their services.

Therefore, to be consistent in your content marketing:

  • Keep your editorial calendar handy as it helps you plan out what content will be posted, when, and where.
  • Keep up-to-date with the latest SEO trends and guidelines to ensure your previously published content stays easily discoverable.
  • Once you have determined a schedule that works for you, stick to it. Regular posting keeps your audience engaged and looking forward to the next content piece.

5. Monitor content performance

How do you know if your content marketing efforts strike the right chord with your audience? A SEMrush study suggests that 84% of businesses have a content marketing strategy but only 11% think they have an excellent one.

The thing is, target audience research, quality content planning, and content repurposing are simply building blocks that need to be stacked correctly. If you manage to align everything, the results will show but where will they show? Which metrics should you keep an eye on?

According to Olga Mykhoparkina, Founder at Quoleady, it depends on the content format and the platforms you are working with.

She explains, “When it comes to SEO blog content, I usually recommend tracking traffic – users coming to visit your website as well as conversion – both numbers and rates (%). These are the most important metrics that make a difference. Essentially, you need to increase traffic and improve conversion to see some great results. However, there are also intermediate things like click-through rate (CTR), bounce rate, and scroll depth that are important to track as they could influence your traffic and conversion numbers, affecting your bottom line.”

On the other hand, Lauren Funaro, Head of Content at Scribe, says, “Traffic is an excellent leading indicator of success. But my north star metrics are:

  • Sign-ups + activation (did they use the product?)
  • Pro conversion (did they see so much value that they became a paid user?)

These tell me that my content is both reaching the right audience and is compelling enough to turn them into users likely not to churn. And if something is not working, we can optimize it for traffic and conversion.”

Therefore, before tracking your content performance, decide on the metrics. Instead of checking every single data and wasting your time, pick out metrics relevant to your business goal.

Use Google Search Console to see how your website is performing and pick any of these techniques to measure ROI on your content and social media campaigns.

84% of businesses have a content marketing strategy but only 11% think they have an excellent one.
Click To Tweet

6. Prioritize content promotion

Meisha Bochicchio, Digital Content Marketing Program Manager at VMware, thinks it is easy for content marketers to get stuck in an endless loop of content production. Deadlines are tight, and many teams prioritize vanity metrics, like the number of blogs launched, over metrics like engagement and performance.

She says, “But distribution and promotion are equally, if not more, important than production. Think about it this way: how effective is your content if no one sees and engages with it? 

Avoid this mistake by starting from the beginning. Add promotional planning as a requirement when you are developing your content plan. Think about each channel relevant to your audience and how the content can be repackaged and repurposed meaningfully.”

Another mistake to avoid, according to Meisha, is not simply spin up generic copy that will be copied and pasted across channels. Instead, consider what works best for each channel. Your approach to email should be very different from your approach to social media. 

“Once you know what channels you will promote your content, you can request or create customized assets and copy to optimize performance,” she signs off.

For instance, Ovira, a company that makes a period cramp relief device, produces short videos on Instagram to educate and inform on women’s health and bodies. The visual medium for this brand is a lot more effective than merely publishing photos with long captions.

Through videos, Ovira is able to demonstrate how their product works and talk more openly about the sensitive topic.

In a nutshell, your content marketing success cannot live by organic search traffic alone. Instead, it is your job to take your content to the people who need to see it. Do not overlook promotion!

Over to you for content marketing strategies

Here is the deal – content marketing is a results-oriented function. And even though it is evolving every day, its essence never changes. Content marketing is, after all, about your audience, not your business.

As our experts rightfully say, your efforts should be directed toward serving the needs of and solving the problems of your desired customers.

And if you manage to deliver content that resonates with them, you will not only build a loyal audience but also create brand advocates who will organically enhance your credibility in the marketplace. Good luck!

The post Unlocking Success: Expert Insights On Content Marketing Strategies For Your Business appeared first on Convince & Convert.

/by

5 Findings on AIs Impact on SMB Marketing

Artificial Intelligence (AI) has ushered in a transformative marketing era for small and medium-sized businesses (SMBs), specifically in marketing.  

It’s more than just a buzzword; it’s a game-changer. AI-driven tools and algorithms empower SMBs to compete with industry giants on a level playing field. From hyper-personalized customer experiences to predictive analytics that optimize ad spending, AI empowers SMBs to understand their customers in ways previously reserved for corporations with vast resources.  

The digital ally enables SMBs to adapt and thrive in an ever-evolving marketing landscape, offering efficiency and a profound shift in how businesses connect with their audiences. As SMBs continue to harness the power of AI, they’re not merely keeping pace; they’re setting the pace for the future of marketing. 

How are SMBs using AI to transform their marketing? Constant Contact and the research firm Ascend2 surveyed 486 SMB owners and decision-makers in June 2023 to discover how businesses use AI and automation to boost their business. 

Here are a few findings from the research study. 

Finding #1: Small businesses unanimously say their biggest challenge is customer acquisition. 

Attracting new customers is the biggest challenge for 60% of the SMBs surveyed, and it also takes more time to address than any other challenge. 

What are the greatest challenges your business is currently facing?

Tip: How can AI help with customer acquisition? Start by leveraging AI-powered segmentation.  

One of the key benefits of AI in customer acquisition is its ability to analyze vast amounts of data to identify and segment potential customers more effectively. SMBs can use AI to create particular customer personas based on demographics, behaviors, and preferences. By understanding their audience better, businesses can tailor their marketing messages and campaigns to resonate with specific segments, increasing the likelihood of acquiring new customers. This precision targeting saves resources and enhances the chances of converting leads into loyal customers. 

Finding #2: Small businesses are flocking to AI, but some still have questions. 

Nearly three-quarters (74%) of SMBs are interested in using AI for their business, and 55% reported their interest has grown in the last six months. However, 80% of those surveyed report having only an intermediate or beginner understanding of how AI could benefit their marketing efforts. 

Level of understanding benefits of AI

Tip: Maybe you can start using AI with your current marketing technology. Find out if your existing tools use AI technology to automate repetitive tasks like email campaigns, social media posting, and content creation.  

AI also empowers SMBs to personalize customer experiences at scale, using data analytics to deliver targeted content and recommendations. Chatbots and virtual assistants enhance customer support and engagement, ensuring SMBs are available 24/7 to meet customer needs. Moreover, AI-driven predictive analytics can help SMBs make data-informed decisions, optimizing ad spending and identifying market trends, ultimately improving ROI and enabling SMBs to compete effectively with larger enterprises in the ever-evolving digital marketing landscape.  

Nearly three-quarters (74%) of SMBs are interested in using AI for their business.
Click To Tweet

Finding #3: Small businesses that have adopted AI are seeing immediate value. 

91% of AI users say it has helped make their business more successful, and 60% reported it saved time and greater efficiency. Further illustrating AI and automation’s value, 28% expect their business to save more than $5,000 in the coming year due to using AI in their marketing. 

How much money do you expect to save in the coming year as a result of using AI and/or automation technology in your marketing? 

Tip: Saving time is a priceless benefit for small business owners. In the fast-paced world of entrepreneurship, time is a finite and valuable resource, and its efficient use can make or break a business. Here are some key advantages:Top of Form 

  • Focus on Core Activities: Time saved can be redirected towards core marketing activities like customer acquisition, increasing customer engagement, and strategic planning. This enables small business owners to concentrate on what truly matters and drives growth. 
  • Increased Productivity: With more time, small business owners can accomplish more tasks, increasing productivity. This can translate into the ability to serve more customers, take on additional projects, or expand the business. 
  • Better Work-Life Balance: Time savings allow for a healthier work-life balance. Small business owners can spend more time with their families, pursue personal interests, or relax, reducing stress and improving overall well-being. 
  • Strategic Thinking: Time provides the space for strategic thinking and long-term planning. Small business owners can assess market trends, identify new opportunities, and make well-informed decisions to steer the business in the right direction. 
  • Innovation and Creativity: Time allows for creativity and innovation. Small business owners can experiment with new marketing channels, refine marketing tactics like email marketing, and stay ahead of the competition by continuously evolving their offerings. 

Time is a valuable asset, and AI can help you maximize that asset.   

 Finding #4: SMBs use AI for social media and content creation but could EASILY use it for much more. 

Where are SMBs putting AI to use? Social media, content creation (writing or images), and in their email campaigns. According to those surveyed, these areas are among the easiest to implement AI.  

In which of the following areas of your marketing do your currently use AI and/or automation?

Tip: Small and medium-sized businesses (SMBs) can leverage AI to enhance their email marketing campaigns and achieve better results. Here are five ways AI can be used for this purpose: 

  1. Personalized Email Content: AI can analyze customer data and behavior to create highly personalized email content. SMBs can use AI to segment their email lists based on demographics, purchase history, and engagement patterns. This enables the delivery of tailored messages, product recommendations, and exclusive offers to each recipient, increasing the likelihood of conversions and customer loyalty. 
  1. Predictive Analytics: AI-powered predictive analytics can help SMBs determine the best times to send emails, the most compelling subject lines, and the content that resonates most with their audience. By analyzing historical data and A/B testing results, AI can provide insights that inform email marketing strategies for better open and click-through rates. 
  1. Automated Email Campaigns: SMBs can use AI-driven marketing automation tools to create and send emails automatically based on customer triggers and behavior. For example, an abandoned cart email can be sent immediately to customers who leave items in their online shopping cart. This ensures timely engagement and increases the chances of completing the purchase. 
  1. Optimizing Send Times: AI can analyze recipient data to determine when individual contacts will most likely engage with emails. SMBs can improve open rates and overall campaign effectiveness by sending emails at optimal times. AI can also consider time zone differences to ensure emails are received at the right time. 
  1. Email Content Generation: AI-powered tools can assist SMBs in generating email content, including subject lines and even entire email drafts. While human creativity remains essential, AI can provide valuable suggestions and streamline the content creation process, saving time and resources. 

By incorporating AI into their email marketing strategies, SMBs can enhance personalization, increase efficiency, and ultimately drive better results while optimizing resource use and improving the customer experience.Top of Form 

Finding #5: SMBs are getting to know their customers better because of AI. 

How well do you know your customers? Thirty-eight percent of SMBs that have been using AI for more than one year say they have gotten to know their customers better due to using AI in their marketing. AI can help small businesses segment contacts, understand their behavior, and spot trends in their engagement history. This allows them to send more effective and efficient marketing communications and build stronger customer relationships.  

Describe the biggest impacts that AI and/or automation technology has had on your marketing.

Tips: By harnessing AI for customer data analytics, predictive analytics, and real-time customer interactions, SMBs can gain a more comprehensive understanding of their customers. This knowledge enables them to make data-driven decisions, offer personalized experiences, and foster stronger customer relationships, ultimately driving business growth and success. 

Conclusion 

AI will only grow in how SMBs use it to improve their marketing and business. The time is now to start experimenting with using it in your company.  

To learn more, download the research study, An AI Awakening: How Small Businesses are Using AI and Automation to Bolster Their Business.  

The post 5 Findings on AIs Impact on SMB Marketing appeared first on Convince & Convert.

/by