Tag Archives: content

Modern day content marketing means businesses and personal brands need to publish as much quality content as possible to stand out, and that generally leads to an overload of content on social media and the internet. It is much harder to get noticed unless quality meets quantity.

So what are some ways for you to make your articles go viral?

1) An intriguing title

Let’s face it – human beings do not have much patience with content these days, so you’d be silly to think every article gets clicked on. Want to capture attention? The title needs to be very captivating, and about a subject the user can relate to, in order to get your click.

 

2) Visuals

Graphics are going to become more and more popular. The human eye generally prefers something colorful to look at, and written content alone doesn’t always attract attention, but visuals do! Make it a habit to include them in the featured image and in the article as well.

3) Release

Once the article has been published on your website, make sure it’s also a headline act in all the social media feeds you use. When it comes to Twitter, tweet it out as many times using different hashtags and messages, all relating to the same story. These can be scheduled or done spontaneously.

4) Pay up?

Because of social media’s changing algorithms, businesses have a lot less joy reaching out to all their followers for free. It’s almost necessary to spend money if you want any kind of content to reach in the hundreds if not thousands of users. If you feel your article hasn’t received the traction it deserves, sometimes spending between $5 and $10 to ‘boost’ the post could be key in getting results.

Managing social media pages and running social media campaigns are not quite the same thing. What we do as an agency is the former, and upon client request we would run a campaign that would last a short while. Campaigns that big brands have undertaken can teach everyone, including us, how to take it to the next level. By writing this blog, we are also educating ourselves!

Eurostar, with the help of an agency, had created a campaign through Instagram with about 200 images and animated videos. They even created a separate account with the name of the campaign (La Vie on Board), and attempted to dazzle followers with visuals as well as subtly offering special ticket prices to destinations in London and Paris.

Their campaign was successful because they created something so unique within an existing platform. They managed an additional following as well as plenty of engagement.

Music.ly is an emerging platform that is generating plenty of buzz, although it’s not for everyone. If you are into music and make your own videos, hop on to it NOW.

Coca Cola is known for its tasty beverages, but even more for it’s amazing marketing campaigns. Following up on ‘Share the coke’, they had started a new campaign in China, which they then brought into the US. Their campaign was called “Share a Coke and a song”, where they targeted music.ly as the main campaign platform and got some famous artists to collaborate. A contest was hosted which invited their followers to create music videos with the songs on the bottles and share them on Musical.ly.

That, too, went very well! 900,000 new music videos and over 100 million views and a trendy new hashtag, #ShareaCoke . Coca Cola specifically wanted to target teenagers passionate about music, and there was a platform exactly for that!

Are you a Taco fan? If yes, you’ll enjoy this segment of the blog. Taco Bell and an LA Agency partnered up to create…. a taco emoji! This was a Twitter campaign that was based on audience engagement with emojis, and Taco Bell would respond with a GIFs whenever they got a tweet. However, to keep up with demand, TB automated the responses, but the campaign was very successful too.

 

 

What does a brand do when a competitor sponsors an event they want to get their name into? AirBnb had to get creative around its limits around the Oscars, which in a way turned out to be a blessing in disguise. Their hashtag #LiveInTheMovies encouraged followers to suggest what movie they would have liked to be in during that weekend. AirBnb was NOT even allowed to talk about the Oscars.

Things worked out just fine for the big brand and showed that there is always a way to think outside the box when limitations are imposed.

These stories will carry on over the next couple of weeks. If there’s a social media campaign that recently caught your attention, feel free to share it in the comments! We have already learned so much from this! 🙂

We are approaching in the middle of 2017, and social media can take different twists and turns every week; it can often be unpredictable, but there are always certain ways to stay in control of one’s brands, despite what can happen at anytime.

1. Jumping on trends

As mentioned time and time again, your brand shouldn’t be commenting or participating on every trend that is taking place on social media. New things happen everyday that turn into a popular hashtag, but if it’s not relevant to your industry, or politically controversial, it is best to stay away, for the sake of your following!

2. Millennials

Not all are the same. Each generation is behaving differently, although there are some important similarities. Be cautious with how you communicate to all of them, in general.

3. Customer service is important

Nowadays, most of the customer service is done on social media, especially Twitter. There will always be someone trying to be a troll or a credible complaint, so make sure the comment is properly analyzed and responded to promptly. A response can make or break a brand’s reputation – so some not-very-nice people can be a blessing in disguise, if attended to properly!

 

4. Live streams

Get on it. We’ve spoken about them before. It shouldn’t be done too regularly, but a good opportunity once in a while to engage with your audience. Even if you can’t respond to all the comments, get up close and personal with your following; it’s never a bad strategy. But before you record a live, do some planning but keep it as natural as possible.

5. Influencers

We think this has been their year. They are becoming ever more important for brands to collaborate with, and their endorsements of anything can change a business’ life. As long as they are offered something tangible in exchange, you may have a lot of joy getting big influencers to collaborate with you!

6. Creative leads to growth

Brands always need to test out different things, to see what works and doesn’t, so that they can grow. Everybody is going to fail at one point or another, but as long as the damage is minimal and the experience is learnt from, the next phase will be very positive!

7. Engagement

Engage, engage, engage. Being active on social is often trying to have a conversation on a daily basis with all your followers. It’s the best way to grow fast, because you are being valuable and customers like that. You are not a robot who just pushes out content. Relationships have to be built and maintained, in order to form new ones.

 

 

2017 has been showing us that social media is mainly all about major news, animal and baby photos, as well as celebrity gossip. Social media also helps businesses grow online through branding and engagement with the many people that use social. However, this blog will focus on the business side of things, e-commerce.

E-commerce businesses are so focused on what they do that they forget the need to engage with their community through social. Especially in a time where organic reach is declining and competition is fierce, ignoring active behaviour on social media can be detrimental to sales.

1. Why does social media even matter?

As a business owner, it’s easy to be completely distracted by all the other responsibilities that are associated with e-commerce, such as sales, inventory, finances, orders, customer service, and the rest.

According to the Pew Research Center report on mobile and social media usage:

– 72% of online adults are Facebook users, amounting to 62% of all American adults.

– 31% of online adults use Pinterest (up from 15% in 2012), and 28% use Instagram (up from 13% in 2012).

– 59% of Instagram users are on the platform daily, including 35% who visit several times a day. This 59% figure reflects a 10-point increase from September 2014 when 49% of Instagram users reported visiting the site on a daily basis.

– 70% of Facebook users log on daily, including 43% who do so several times a day.

Social media will likely never go away, even if it fades a tiny bit. It is the era we live in, whether in a personal or business capacity. The more people gain access to internet and a smartphone, the more accounts are going to get opened. However, the networks are making advertising on their sites slightly more complicated, but that’s for another time.

Business owners are making a mistake by not investing on social media – missed opportunities with many potential customers, especially with a very good product or service.

2. Platform choosing

Being an e-commerce business owner means you may not be very familiar with using social media for business purposes. The problem that these businesses have is jump on every platform to try and develop a presence in. It is not necessarily a good idea!

Unless you have a team managing social media presence, being consistent alone, on all platforms, is going to be very difficult. Pick your networks wisely so that you save time and dedicate your effort for a couple of platforms only. Your customers will also only be using a couple of platforms, so make sure you post content where they can see it.

At the end of the day, you just want to make sure you reach current and potential customers, who will also play their part in helping your business grow.

3. Building the presence

Once you have started setting up your business accounts on social, you need to figure out how to build the presence – this is done through the content, both written and visual, as well as the brand voice. If you have a team managing the pages, make sure you have set policies on what you’d want, otherwise giving an individual too much power can take you in a direction different to the one you desire.

The first weeks of starting social media accounts will keep you busy, so get the most out of it while you’re building a community.

4. Content type

When a new business begins sharing content on social media, they need to be aware of what they are trying to achieve with each message. We have mentioned in previous blogs that making the content all about your products and services will push people away and not get you the clients you need.

The objective with social media is to bring value to the followers through education and entertainment. This does not mean you should not promote the business itself – it should be minimal. The content is meant to be more about the public than about you.

5. Community management

This is becoming the most important part of social media. The best thing any kind of business can do is engage with the public consistently. It shows a human side to the brand and people will appreciate it more. Magic won’t happen overnight, but as long as you are consistently good, your efforts will be rewarded eventually! Do not get discouraged.

 

6. Third-party tools

These help make social media management easier, but are not necessary. They are useful to track metrics for the website as well as social media insights, as well as scheduling posts in advance.

“If you want to stay in the game, you have to participate.

If you want to win the game, you have to dominate.”

Last time, we covered the first stages of the email marketing process and how it would be maintained. This weeks’ blog will give you pointers as to how to keep it all in check, as you go on month by month.

Editing. Every draft needs a proofread, no matter your role in the writing of the newsletter. Once the email is sent out, there’s no fixing it anymore. Anything with poor grammar or style doesn’t look good on the company either.

 

Testing. Before you send out your very first newsletter, make sure there is a phase where the email is tried and opened on different devices, so that clients opening the letter on a tablet, smartphone, or desktop will all get a version that is readable and well-presented. A person who can’t open a newsletter on their phone will eventually start ignoring and end up unsubscribing. There’s nothing wrong in making sure the system becomes flawless.

Mobile devices. As mentioned in the last paragraph, it would be no surprise if the majority of these emails are opened on mobile devices, whether the person is in or out of the house. The present is mobile and that’s where all the attention is. Make sure it is working best there, by using a template that’s responsive on mobile.

Spam! It’s the one thing that annoys everyone, so make sure you follow some rules before it potentially gets ugly on your subscriber list. Don’t send the email to people who didn’t sign up to it in the first place, and always make sure the newsletter has a clear unsubscribe button.

Shareability. When subscribers voluntarily share your newsletter with their networks, it’s a sign of a job well done! You want to make sure the content is so compelling that it is routinely shared and new subscribers join in because their friends referred them to it. Social media links to LinkedIn and Facebook would be a good idea too.

Metrics. Stats don’t lie, so a monthly checkup on the newsletter performances should give you an idea of the direction you should be taking it next, but that can be a very good thing too! But if the important numbers are low, redefine your strategy.

Personalization. Many companies send newsletters that sound very automated. Make sure you personalize it as much as you can, with an informal, friendly tone of voice.

Something to say. Content strategy is important here. Don’t send a newsletter if there’s nothing valuable to share with your subscribers, because you’re wasting their time, and yours.

Just like the previous two weeks, the next two blogs will cover yet again another aspect of digital marketing (that also happens to be a part of our services) – email marketing. It is also another good tool to reach customers, although usually less popular than social media. This two-part blog will hopefully point you in the right direction if your business is already engaging, or plans to, in e-mail marketing.

1. Subscriptions

You want to gain as many subscribers as you can, so make it easy for people to do so. Asking for few basic pieces of information that will take someone only a couple of minutes to get signed up. It would also be useful to advertise said newsletter on your social media accounts, perhaps once a month?

2. Subscriber expectations

In the signup process, give as much detail as possible on the content that this newsletter sends out, so that the receiver isn’t surprised and then opts out of signing up, because they don’t like the ideas.

 

 

3. Welcome email

A new subscriber always wants to feel important. A warm welcome and a show of enthusiasm for the adventure that is to follow could make them pleased they signed up in the first place. A welcome email can also be a thank you email.

4. Newsletter design

Don’t forget that the newsletter is part of the brand’s ‘product’. Make sure the design and template are aligned with the brand’s look, so that it’s not completely different. Readers will notice and appreciate the effort.

 

5. Easy on the eye

Remember, your subscribers are likely very busy people, so getting their attention for a short time even a couple of times a month can be tricky. Try not to make the content too long, and make sure it’s presented adequately while including images and maybe GIFs. It’s an experience they want to enjoy, and look forward to opening your next email.

6. Desirable content

Depending on the software you use to create and send your newsletter, make sure you give subscribers a choice on the content that you offer – as it is possible to segment it; the software may offer features like groups and segmentation to help make the content relevant to the subscribers. This segmentation allows to target certain subscribers on your list without assigning them to a particular group, especially if it’s a store sale in a specific area code.

 

 

7. Publishing calendar

Starting and maintaining a newsletter is a commitment, so make sure you publish content a couple of times a month to stay relevant to subscribers, so that they don’t forget about and neglect it in the future if you can’t maintain the regular publishing.

When we pitch to SMEs to work on their social media accounts, we usually take into account that like many other businesses, they wouldn’t want to spent plenty of money on their social media marketing. When they set their monthly/yearly budgets, they believe to have more important things to take into account, but know the necessity of setting money aside to hire an agency or independent marketer. So what are things businesses could take into account when SMM budget planning?

 

 

1) Targets

What are the objectives? And who is the audience? We assume that the bigger the goals, the bigger the cost for the marketing? Some businesses value online presence less than others, depending on priorities.

2) Content

What kind of content will you expect from the person or agency you outsource it to? The content is exactly what you pay for, so make sure the demands are relative to the costs. You must bear in mind that graphic design and video editing can be time consuming.

3) Platform

Amidst all the talk of organic reach becoming more obsolete and having to start paying for reach, you need to decide where your audience is most active and present, to share your content on said platform. There are always a number of choices, but not all necessary. Facebook, Twitter, Instagram, Snapchat, LinkedIn, Pinterest, Google+, YouTube – all interesting places.

 

 

4) Analytics

At the end of each week or month, you want to know how the marketing is performing. This can give you the chance to make adjustments that will either increase or cut costs, and the softwares themselves may not be free of charge.

 

 

What we believe many companies fail to realize these days is the importance of SEO for their website. Succeeding in organic search for Google has become so competitive that many websites do not get the visibility they deserve online because of poorly managed SEO. This blog will attempt to give useful insights on strategies that can be implemented to maintain or improve organic search success.

1.Make friends online

Partnerships on the Internet are more important than ever. It is always better to get others saying good things about you and trying to promote your website in any way they can. Having an influencer who is an expert on your subject matter and with a big following can take you many places.

2.Develop a content-marketing strategy

As we have previously mentioned, content-marketing is only a small part of the whole package. SEO can depend alot on how your business goes about its content, because that will affect your organic search. It needs to be diversified among videos, webinars, white papers, and social media posts. The use and choice of keywords become Google‘s best friend.

3.Generate traffic to your site and pages

Another way to get people to link to you is by writing for a large publication, giving video or written interviews and always recommend your content in networking events and to your surroundings. If this feels overwhelming and there is an additional budget to spend, you can hire an agency that will do the work for you.

 

webtraffic

 

4.A mobile-ready website

Not only do you now need a beautifully-designed website that is user friendly, but it also needs to be adapted to smartphones. You’d be in deep trouble with organic search if people cannot view your website on their mobile device. Laptop computers and desktop are not used as often anymore, and people want faster access to information.

5.Https

Going more towards the security and technical side, it is recommended websites now add the ‘s’ to their URL. Google wants businesses’ websites to start with https:// so that they are more secure and will get better rankings on the search engine.

httpssecurity

 

6.Schema.org

This is a type of markup that can be used in your website’s coding. Using that ‘code’, you can tell Google to identify your website’s logo, client reviews, videos as well as other important info. Google previously mentioned that using that code will also help optimization rankings in the near future.

 

If you are unsure about your SEO strategies or do not have the time for it, please contact us for more information and we can help make sure your business’ website remains competitive.

While we are in a generation and era where everyone is excited about digital marketing and jumping on board with marketing teams due to their desire to create content and promoting products and services, it seems many of us are not quite doing it properly, thus the frustration of not seeing results when we curate content online.

A report written by Steve Rayson suggests that “The majority of content published on the Internet is simply ignored when it comes to shares and links. The data suggests most content is simply not worthy of sharing or linking, and also that people are very poor at amplifying content…”. When marketers create content for social media pages, they expect every post to get plenty of interaction, but the real result being 0.5% of that. This blog describes several factors behind this situation and how it can be resolved.

Bad writing

Great non-visual content begins with top writing skills. Most businesses spend most of their time thinking about the media, consulting and design and make the writing the least important priority. They think writing is the easiest part, so will not invest as much time on it and trust any decent writer to get the content done.

badgrammar

 

SEO what?

We understand it may be the least popular part of digital marketing, but one way to get traffic to your website and blog is by… doing SEO! Using keywords, tags and links to help rank high on google searches is the only way googlers will be able to find you, if they are looking for a product or service like yours!

Not promoting your content

Take a moment to picture, in your head, how many social media posts, blogs and general content gets published on the web everyday; we are talking millions! How many get noticed and followed? Not much. It’s one thing to create and publish great content, and another to promote it as cleverly and hard as you can. Similar to SEO!

No originality

To make your content popular, it needs to inspire and add some sort of value to the reader – what good does it do for them? Many brands and content marketers are just putting out content for the sake of it, but are not making a difference in anyone’s lives. However we cannot blame ourselves or anybody else; it’s not the easiest thing to do, but often necessary. Original content will both attract and retain customers, or fans, depending on the brand.

 

Networking-shy

Alright, you have now mastered all of the above, without realizing it’s all a solo effort! Success also comes from building relationships, whether it be clients, influencers or partners. This networking is not necessarily just going to ‘meetups’, where you meet people over drinks, but it can certainly make a difference through word of mouth. You have to interact with top people in the industry who can collaborate with your brand and help promote the business.

Single-mindedness 

It’s very easy to act like someone you’re not online, and this means trust can easily fade away between networks of people. The last thing you want for your business is losing customers because they can’t trust you anymore. You can solve this problem by bringing in known and trusted people, to also achieve user-generated content. Nothing nicer than your clients endorsing you publicly because they like you so much!

Neglecting conversion

No objective or purpose for your digital marketing will result in failure. Just having content created and sitting there may not get you very far, you need to be in control of everything you do and constantly monitor your pages – and have an objective for everything you do.

Not using email

Many marketers are still hesitant on that one, thinking it may annoy subscribers. Much of the conversion happens through email marketing; and a big part of how you get sales.

A bad website

Social media pages aside, this is the forefront of everything. A poorly designed website will make customers turn away within seconds. It should be the best part of your brand’s representation online, because it contains the most important information about the business, and links to the blog, store, social media, etc. The first thing you need to do when launching or relaunching a business is build an attractive website. It gives your brand more credibility if it’s not very popular yet.

An extreme case to get the point across!

An extreme case to get the point across!

 

No marketing culture at your company

If only the marketing department at your company is trying to do marketing and sales, it can’t be good. Everyone at the company is supposed to have some marketing acumen. All employees represent the brand and can help build a better voice.

Lack of strategy

This is basically a goal without a plan. No plan results in no results. Whatever content you decide to publish will need some thinking and planning beforehand. It helps create an identity and structure you will go by to achieve your results. It helps measure these results better.

badstrategy

 

A narrow vision

Adding to the paragraph above, setting out with a plan needs an examination of the environment the brand is trying to target. It will not be easy to hit the right spot from the beginning, but you need to look at everything around you before making final decisions.

Commitment-phobia

If you want to be in it, you have to be fully in it for it to work. You cannot treat digital marketing efforts passively. Just like a romantic relationship, you’re all in or all out, and no in-between. And yes, this also goes for personal brands.

 

That’s it from us for this month! The Mobi Apps Experts team is no perfect by any means, so this article is written by us for us, and for you as well! We always strive to improve and I’m sure you do too.

 

 

 

 

In previous blogs, we have discussed the importance of different forms of content as well as social feeds to use for your business. This week will particularly be focused on Twitter as we look at how businesses should engage their brand with the public, on a platform where you can only write a limited amount of content, but can always share photos, videos and links.

If done right, it is easy to get popular on Twitter because the best tweets always get many likes and well as retweets. If you are a brand, you need to tread carefully if you want to engage and increase your follower base by the day.

So, what are some of the things you should do?

Profile Optimization

Fill up the bio as completely and accurately as possible; this is where people get to know who you are and what you do, so describe in the best possible way and put the best pictures you have of your brand. There is also a link section for your website!

brandbio

Consistent Posting

Get active and stay active. If you want people to remember you on their timeline, you need to post content several times a week (if not a day), to increase your chances of getting replies, likes and retweets. Don’t be afraid to retweet content that other accounts are posting, because it shows you are happy to share interesting things and other brands will notice you, including the one you retweeted. There is also the option of polls if you want a different means to get audience interaction.

Planning

Make sure you stay in control of the content you are posting as well as the schedule. Anything that is overdone can be detrimental and annoying to the timeline.

twitterhootsuite

 

Lead cards and Twitter ads

Just like Facebook, Twitter has advertising capabilities. You can choose a specific target and market to them using a specific hashtag. Lead cards allow you to give consumers access to a download or subscribe to your list on a button’s click.

Engagement

In addition to the mentioned above, you can also engage by joining Twitter chats, look up and follow event hashtags, or hashtag trending topics by commenting on them as well. Always remember to interact with others as it helps you as well.

Visuals

Not only do you need to post very good written content, but visuals are just as important, if not more. Your photos and videos need to be unique and especially self made. It helps give your brand and twitter account an identity.

twittervisuals

 

Hashtags

Twitter is famous because of its hashtag use, because that’s where they were invented! Hashtags give you a chance to be found in searches about specific topics and usually two are enough per post.

Pinned posts

Those help get more traffic to your content when people visit your profile. It can be anything from a link to a new blog, a website, or even to a suggested download. They are usually located at the very top of your tweets.

Metrics

Keep track of all that is happening on your account, behind the scenes. Metrics give you a chance to see where and whether things are working which give you a chance to improve on certain aspects. It will never be perfect, but depending on your goals, you can adjust your strategy.

Now that we have covered the things you are strongly encouraged to do on Twitter, what are the few things you should not do?

stopsign

 

Self-centered tweeting

Don’t let it be about you, you, you all the time. Of course, you could tweet about news on your business or services every so often, but it’s much better to be talking positively about someone else. It will be respected and generate traffic and interest.

Auto-comments

NO. Every tweet should be manual and personalized if possible. Auto-comments will give the impression that this account isn’t of much importance to the business and push people away.

Careful tweeting

When an issue is sensitive, do your research on the topic before risking offending anyone or looking entirely stupid. It’s important to get involved in serious discussions, but more important to say the right thing.

 

Thanks for your time and see you soon again! Hope you’ve enjoyed this read and that your Twitter life will only get better from now on.