Social media has taken the world by storm. It is the new form of word-of-mouth advertising. That is why every business is trying to leverage this communication channel in its marketing strategy. You want to get ahead of the curve in deploying social media resources in your marketing so that you become more effective than your competition in reaching your audience.
Content Marketing and Social Media
Social media marketing works best when used as part of a strategy known as content marketing. Your business creates content that positions you as a valuable information resource for your audience. When people see that you are an expert problem-solver in your field, they will turn to your business when they have a need. Once you create excellent content and post it to your blog, you will need to promote it on social media.
The key question is how to effectively promote your content on social media. To be successful, you are going to have go beyond the basics of just sharing your link with an image. Here are four unique ways to promote your content on social media platforms:
Post Your Content Multiple Times
The more times you post your content, the more likely it is that your audience will see it and share it. Of course, no one wants to see the same thing multiple times, so you want to vary the way you present this content. Here are some things that you can vary:
Headlines. You can change the headline of the link that you are sharing. Developing multiple headlines gives you a number of different ways to hook your readers into clicking on your content.
Images. You can change the image that accompanies the link. It is no longer enough to have one good image to accompany your link. It is best to find several images and share them in combination with different headlines.
Message: You can vary the message that accompanies the link. Different text can highlight different features of the content. Some messages might try to highlight benefits while others might focus on the problem that the content will solve. The more messages you craft, the more ways you can try to appeal to wide variety of readers.
You should also develop a schedule for sharing each piece of content. You might consider sharing three times the first week, two times the second week and once in the third week. Some people recommend sharing even more frequently, so experiment and find out what works best for your audience.
Paid Social Media Advertising
The day of using social media as free advertising are over. The value of relying solely on organic social media is rapidly shrinking. Moving forward, you are going to need to consider paying to promote your content on social media. Here are a few best practices in this area:
Use attractive images that show user experience and not just an image of the product. People respond better when you show them what they are going to get.
Use clear and direct text. Many social media sites favor ads with images, so keep the text simple.
Make sure there is a clear next step. You want to let your audience know what you want them to do.
There is a lot learn about paid social media advertising, so make sure that you are educated before you invest. You need to investigate which social media platform is right for you and what advertising options are available there.
Create Brand Advocates and Ambassadors
One really powerful aspect of social media promotion is that you can harness your social media connections to promote your content. When your employees, customers and other strategic partners come on board to promote your content, you amplify your reach exponentially. There are software tools that help you to manage and reward brand advocates for sharing your content.
Build Relationships with Strategic Partners
Whether you are a blogger or an online retailer, you want to build relationships with strategic partners. You can develop these partnerships with other exerts in your field. Online retailers might find strategic partners in the same niche who are not direct competitors. By identifying these influencers, developing relationships with them and contributing to their marketing, you can win their support. They, in turn, can help you promote your content and expand your audience.
Creating great content is just part of effective content marketing. Creatively promoting your content with social media is an important part of a successful marketing strategy.
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Content has always been considered king when it comes to developing and marketing a website. For a long time this meant creating articles, reviews, and product descriptions packed with target keywords that the search engines could pick up on and include in their results pages.
Unfortunately, this tactic would typically overlook the end user, whose experience should be the number one priority if you're trying to build a trustworthy brand and increase your profits. But because of the many updates Google has made to their algorithms in recent years, balancing content that offers a positive user experience and that also gets ranked well in search results is pretty easy to manage.
Sure, you still need to decipher which keywords to base your content off of to give Google and other popular search engines an idea of what your content is about. But whether you're posting on a blog, writing descriptions for your products, or simply trying to introduce your business to the world, you'll also need to create a unique and rewarding user experience for your readers.
The more helpful and engaging your content is, the more likely your readers will be to stick around and read what you have to say. The longer readers stick around, the more often they'll share your content and buy your products and services. And all of these actions are tracked by search engines, indicating to them that your website has something of value to offer – and therefore, your site is more likely to show up on the first page of search results for your chosen key terms.
As you can tell, search engine placement and user experience work hand-in-hand to get your website the attention it needs for success. When users appreciate your content, so do the search engines. When the search engines are happy with your website and rank it well, more readers find your content. And when your website is filled with awesome content, your business looks really good to customers, investors, and competitors! Here's what makes for engaging content that generates an optimal user experience:
Short and Direct Content Development
Create your content as if you are having a conversation with your readers. This ensures an easy-to-read flow that can be quickly digested and easily comprehended by a wide range of audiences. Tell a story with your words, but don't spend an entire paragraph setting up the scene. People shouldn't have to reread sentences to get a firm grasp on your message. Test your content on readers before publishing it on your site.
Actionable Content that Makes a Difference
Your readers should be able to actually put your message to use in their own lives somehow. If you're selling cosmetics and your content is about choosing a fall color for the eyes, tell readers how they can test shades at home with the right lighting, palettes, and mirrors. If you are promoting a clothing line, give readers tips on how to mix and match their old pieces with new ones. Helpful, actionable content helps to position yourself as an authority figure in your industry and demonstrates your experience and enthusiasm for the topics you're talking about.
Clear Credibility Built into the Content
It's important to build credibility within your content so readers know that you've done your research and can trust what you have to say. Anytime statistics or numbers are used, it's a good idea to link to a study or reliable website that backs up your claims. Your ideas, insights, and even your tips and tricks are typically trusted more when authority websites can backup your information.
Adding one or two valuable links to your content can significantly increase your brand's credibility. You can even link to other pieces of content within your own site to show readers that you've spend time covering the topic before.
Clean and Easy to Read Content Structure
Your content's structure is just as important as its words. Readers should be able to scan the content structure to get an idea of what is covered, and to quickly find the aspects that appeal to them. Clear subheadings are important because they break the content down into comprehensive elements, and short paragraphs are needed to keep the content display nice and clean. Adding graphics to the mix is a great way to break the text up and make it more pleasing to the eye.
Implementing these tips and tricks into your quality content is sure to make a positive impact on your success.
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As mobile Internet use continues to rise, optimizing content for a mobile world is a must when companies want to stay at the top of search results and maintain high click-through rates when posting content via social media websites. Businesses that have mastered the art of maintaining an online presence using traditional content marketing methods may still be struggling to keep up with the changes that need to be made to optimize content for mobile users. Here are some valuable tips that help your business come out on top when it comes to keeping up with the changing ways that consumers access content.
Add HTML Markup Later
Creating content first and adding in HTML markup later is a best practice when mobile content is so important. Markup could make content unreadable on a mobile device, so it makes sense to focus on the content itself before worrying about layout issues and presentation. The same content can then be used for both mobile and desktop platforms.
Avoid Separate Pages
Mobile users do not want to click "read more" or arrows to get through page after page of content. Instead, mobile users prefer scrollable content that does not require new pages to be loaded over and over again. If separating content into pages is a must, make sure that mobile users are able to swipe to get to the next page instead of having to click a button and wait for the next page to load.
Define Your Audience
Optimizing content for mobile use is difficult to do if you're not sure who your audience is and why they are accessing content through a mobile platform. Figuring out the target audience allows businesses to cater the layout and topics in a way that appeals to the mobile user. For example, a company with a line of food products may offer recipes that are optimized for access on a mobile device to allow readers to keep the recipe handy as a grocery list while at the store.
Choose Graphics Wisely
While clear, high-quality pictures and relevant videos can help boost content views on a computer, these same images would make it difficult for mobile users to access the content at all. When choosing graphics to accompany mobile content, keep in mind the limitations of the average user's mobile device. While visual examples or accompaniments can be used, keep these additions minimal.
Keep It Simple
Simplify the layout of the website as a whole to help users navigate to the content they want to read. One-column layouts allow mobile users to easily scroll through content and re-size it to their needs.
Do Not Limit Mobile Users
While content should always be optimized for mobile users, give them the option to view content on the full website if they would like to. Some mobile users have high-tech tablets or mobile phones that can handle the added graphics or have bigger screens to easily view content. These users may be frustrated if their access is limited to the mobile version of the website.
While it is important to optimize content for a mobile audience, your company may be struggling to get started. Use these tips to improve the layout, load times and ability of mobile users to access your content to improve number of views and provide consumers with the information that they need to make a purchase decision.
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You can read all the advice about how to create and promote effective content, but if you do not measure the success of your content, you'll never know if your efforts are paying off. Don't waste another minute focusing on a subject that isn't gaining traction or an outlet where you're not getting readers. Check these metrics regularly so you can focus your efforts where it matters.
1. See Who is Reading
The first place to check the success of your content is to see who is reading it. These numbers are usually very straightforward and measure the volume of simple traffic that your content is getting. For websites and blogs, Google Analytics can tell you how many page views and visitors you're getting and how long the average visitor is spending on your site. You'll also want to keep an eye on how many of your emails are being opened and how many get a click-through.
2. See Who is Sticking Around
Once you get an idea of the total number of clicks and visits you're getting, it's time to take a look at how many of those people are interested enough to stick around. Google Analytics can tell you how many of your website's visitors are repeat guests and how many pages each guest is visiting. It will also provide you with your bounce rate, or the percentage of visitors who leave your website after landing on one page without taking any other action.
You'll also want to check in with your subscribers, fans, and followers. Keep track of how many people subscribe and unsubscribe to your newsletters, and how many new social media followers you have from month to month.
3. See Who is Spreading the Love
If your content is connecting with your readers, they will be inspired to share it with their friends, family, and professional connections. Tracking this sharing activity can tell you what content is breaking through. There are a variety of tools to use on your website - you've probably seen them while browsing in the form of little icons at the bottom or on the sides of pages. If you're posting links through social media channels like Facebook and Twitter, a tool like bitly can help you track clicks and shares, too.
Getting reader engagement involves establishing trust and delivering quality, useful content on a consistent basis. Engaged readers will read down to the bottom of the page, click links to find more information, comment on your blog posts and social media posts, and tell their friends about your content. Engagement can be elusive to track because it's an evaluation of trends that become visible in other metrics instead of being a separate number to track.
If your unsubscribe rates generally hold steady, but have a sudden jump, you might attribute that to an individual message. On the other hand, if your unsubscribe rate is steadily rising over time, you're having a problem with engagement. Similarly, if you have a blog post or two that tank, then you just missed the mark on those two posts. If your blog isn't getting off the ground, or if you're losing traffic on a steady basis, you're lacking engagement.
5. Lead Generation
If your content is delivering lots of fresh visitors, plenty of repeat visitors, and is engaging readers so that they trust you and want more of your content, you're almost there. Tracking leads is the last piece of the puzzle. The best way to track leads is to use individual landing pages for your offers and signup pages for subscriptions. These pages act as gateways to whatever the visitor is after (ebooks, whitepapers, subscriptions, and actual products) and should collect visitor information before delivering and turn those visitors into countable leads.
Reaching Your Goals
Measuring the success of your content is a vital part of the content marketing process, and it doesn't have to stop at lead generation. You can continue down the sales funnel to see if those leads become customers so you'll know if you're pulling in the right leads. You can also check in with the search engines to see how your pages are ranking. You can dig as deep as you have the time and resources for, however, sticking with these 5 on a regular basis will ensure that you're always heading in the right direction.
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It's not enough to provide informational pieces to your readers in hopes of gaining attention for your brand. Nowadays, brands like yours find success by connecting directly with current and potential customers through popular social media platforms including Facebook, Twitter, and even LinkedIn. But engagement is the key when it comes to getting the results that you want – here are four effective ways to improve engagement for your business through your social media content:
Create Effective Calls-to-Action
An effective call-to-action is important when communicating with followers through social media. If you don't ask people to do what you want them to do, there is no reason to expect them to do it on their own. So don't be afraid to ask people to click "like" or to share your content. You can increase your newsletter roster simply by asking folks to sign up once in awhile.
And when it comes to promoting a new program, eBook, service, or product, it is just a matter of telling your readers to click a link and learn more. You don't have to include a call-to-action in every piece of content you publish through your social media accounts, but it's important to make it a regular effort to maximize your results.
Ask Thought Provoking Questions
People love to take part in coming up with solutions, and gaining feedback from your readers provides you with free insight that can be used to grow your business with customer satisfaction in mind. There is no need to divulge personal company information to create high engagement levels. Instead, come up with interesting topics that are derived around your products and services that can be used to connect with readers.
For instance if you sell above ground swimming pools, you can ask people how they might handle problems with birds taking baths. Or if you run a sign printing company, you may want to ask readers which of a set number of slogans they like best for your new company banner. The idea is to get people involved with the decision making process when it comes to things like product development and ongoing maintenance.
Put Together Fun Social Media Contests
Social media contests can generate a lot of attention for your business and help to increase your social stats as long as they're done correctly and in good timing. Here's how to ensure that your contests are effective for your business:
- Target a specific audience to ensure that you aren't only snagging the interest of people who want nothing more than the free prize you are offering.
- Make sure that the prize you offer is specific to the contest and the products or services you are promoting throughout the contest.
- Ensure genuine interest in participants by asking for shares instead of offering entries for them.
Perhaps the most important aspect of putting together an effective social media contest strategy is knowing exactly what your end goal is, which needs to be more than simply getting a specific number of "likes" or "follows" through your various social media accounts.
An effective option is to create your contests to conduct research that will provide you with the information you need to convert your leads into actual sales. This can be done by having people fill out a questionnaire as part of the contest entry requirements.
Provide a Unique Spin on the Given Topic
While it's always important to make sure any information or statistics you post can be by a reliable source, it is just as important to make sure that the content you create offers a unique spin that's not found through other commentary that's published on the topic.
Whether it is a personalized perspective, a story crafted of fiction, or a comedic take on a not-so funny topic, choose your topics and angles based on what your current and potential customers are specifically interested in.
These four tips and tricks will help you break through any communication barriers you are experiencing with your social media followers, and they should ultimately help you to improve your bottom line and ensure success in terms of organic business growth.
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No matter how well you break up your text with subheadings and bullet points, a bunch of text is still a bunch of text. A 2008 study discovered that people are only reading about 20% of the words on an average web page. Getting the written portion of your pages in good shape is important, but visuals also play a key role when it comes to attracting more visitors to your website and convincing more of them to stick around longer.
A Picture is Worth a Thousand Words
They are also worth a few more clicks and leads, too. Web sites that include infographics grow traffic 12% faster than those that don't and content that features compelling images average 94% more page views than those without.
Why do visuals get so much more attention than text? For one thing, they are processed 60,000 times faster than text. Compared to reading, that's almost an instant understanding of visual content. Visuals also tug at our emotions, and once a visitor is emotionally connected to your content, they are more likely to stick around and see what you're all about.
How to Get it Right
It doesn't take much convincing to believe that visuals have an impact on visitor behavior. On the other hand, using visuals the right way makes a difference, too. You don't want to just plop down pictures of puppies throughout your article on roofing supplies because people like puppies. Instead, visuals should be relevant to the content they are supporting.
Here are a few tips for effectively incorporating visuals into your content.
- Tell a Story. Connect to your visitors' emotional side by sharing an image that tells a story about the rest of your content or speaks about the passion of your company. From pictures of products in realistic settings to candid shots of employees brainstorming, one picture can tell an entire story in an instant.
- Demonstrate Ideas. Videos are a great way to explain complex ideas and demonstrate products. Instead of four paragraphs of information describing shingles, embed a video that shows what the different types look like on different homes.
- Break Down Statistics. A few compelling statistics can be summarized with text, however, after the first few the numbers just start blending together. Charts and graphs are perfect for visualizing numbers, and infographics are perfect for organizing a bunch of charts and graphs into a single unit.
- Entertain. From cartoons and comics to how-to videos, visual content can help lighten up the information so people stay on the page longer.
- Grab Attention. Because visuals stand out from a block of words, calls to action and other clickable links always perform better when they are linked visuals rather than linked text.
Beware of Distractions
Too many visuals and poorly placed visuals can take attention away from your main objective (usually to compel a visitor to follow a call to action). While you want your visuals to get attention, they shouldn't compete or overwhelm your main attraction.
This case study takes a look at the home page of a truck service and evaluates the visual information using a heat map. The original landing page featured a bright red starburst that announced "no fees," but otherwise offered no action to take or direction to follow. That starburst was also hogging all the initial attention while key components of the page were ignored completely.
The visuals on the page were completely restructured to make the main call to action more prominent, and then tweaked a bit to make them even more compelling and effective. The rest of the important information is still there along with an interesting image of a truck, but none of it competes with the instructions to "Call Now."
Visuals Still Need Backup
Your visual content may lead the way to more page views and more sharing of your content, but only if it is backed up by solid information. Even if people enjoy looking at nice visuals, chances are they came to the page to learn something or to buy something. Always make sure you're delivering what they came for in addition to pleasing visuals. That complete package is what will get you what we're all after: more conversions.
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While all of us would love to work on creative plans for dynamic, contemporary companies with cutting edge styles or technology, the truth is that most consumers spend their money on things that are a little more mundane. From car tires to work boots to accounting services, these companies all need great marketing to get ahead. Finding an exciting angle, on the other hand, can seem a little challenging.
While the obvious product or service might seem boring, to add a little excitement to a brand, you have to stop thinking in terms of advertising the product and move towards selling the company itself. Storytelling lets consumers get to know a company, it takes them on a journey and stirs up emotions. Storytelling makes a connection on a more personal level and gets consumers to feel aligned with a company rather than excited about its brand or its products.
How to Incorporate Stories Using Content
Draw inspiration from all around the company. From the owner who brought the company up from nothing to the kid sorting the mail, everyone has a story to tell. Dig through customer comment cards and online surveys to see if anyone has shared anything that is inspiring. While you're working on your stories, remember these key points:
- Be Real. Base every story you tell on the reality of the company or brand you're describing. Although your stories can be fictional, they should still maintain some consistency so consumers know what to expect.
- Create Characters to Cheer For. The heart of every story is a hero or a villain who people can connect with and cheer for or against. Create fictional characters based on the buyer personas you're using for the rest of your content.
- Be Emotional. Stories are all about emotional connections so be sure to use lots of emotional language and compelling imagery throughout your stories.
Easy on the Branding
One common thread through all these ideas is that none of them include branded content. This type of content can be used successfully as part of a larger marketing plan, but stories usually don't have a place for a bunch of advertisements. It's one thing to share a story of a customer who bought your work boots and include a picture of her with the boots on. It's another thing entirely to create a whole story around how your boots make her life worth living.
4 Examples of Stories that Work
Since storytelling involves a lot of creativity and can't really be broken down into a formula, here's a few examples of successful storytelling in marketing so you can get an idea of how to use it.
- Mayhem. This hilarious anti-hero has changed the face of sleepy insurance to something that is completely relatable. Allstate's Mayhem is the physical embodiment of all the things that can go wrong, and he illustrates why insurance is a good thing without actually selling it.
- This is Wholesome. Honey Maid Graham Crackers got a lot of attention for this campaign for showcasing diversity while portraying it as simply normal. It is, however, a great way to see storytelling at it's finest. It's just a series of families going about their lives, and they happen to like graham crackers.
- Land O' Lakes. This entire website feels like Grandma's Kitchen. You want to get a hot mug of tea and listen to her tell stories while she bakes buttery delights. Every inch of this website has a story to tell. For example, this blog post starts with the writer sharing a story about the dinnertime meltdowns she's working through with her toddler, moves on to a tasty weeknight recipe, and ends with confirmation that said toddler did not melt down over these enchiladas. Brilliant.
- GE Reports. "Where does the human end and the machine begin?" This website is dedicated to telling stories from around the world about science and technology while quietly positioning GE as an innovative, thoughtful company. Take a look at this post. The photo alone tells a story, but the post below really hits home.
From insurance to butter to washing machines, even the most mundane consumer transactions can be transformed into a meaningful story. Find the story behind the company you're marketing, and see where opportunities lie to make a connection. Show people what there is to laugh about, think about, cry about, or rejoice about, and they will be happy to make the journey with you.
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The page has turned on another full calendar year. As we progress through 2015, marketers will need to be looking in as many places as possible to find leads for their business or their clients. Research confirms that marketers are trying many things: the Content Marketing Institute reported in October that the average marketer used 11 different tactics for content marketing.
One of the hottest new channels for content marketing is Pinterest. Pinterest is a social network that saw exponential growth in 2012: Marketing Land reported in December of that year that Pinterest experienced a 1,047% year-over-year increase in visitors. If you haven’t already incorporated Pinterest into your content marketing plan, there are a few reasons that you should start this year.
One of the big reasons that companies decide to market on Pinterest is because it is rapidly becoming a major part of the social media realm. Kevin Roose at New York magazine wrote in May of 2014 that Pinterest was responsible for more traffic for Internet publishers than both Reddit and Twitter combined.
Pinterest is also a very valuable social media channel for companies that primarily market their services or products towards women. 80% of Pinterest users are women, which is a significant number of female users when you consider that there’s about 40 million active users on Pinterest each month.
Best Practices for Pinterest Marketing
One of the most important things to know about Pinterest is timing. It is important that you time your posts the right way so that you can get as many views as possible. Many believe that the best time to post on Pinterest is between 6 PM and 8 PM EST, when most people are finished with their work responsibilities.
Another important part of your Pinterest initiative should be to integrate your Pinterest activity with the rest of your marketing efforts. For example, if you publish an email newsletter or blog, be sure to provide links to your latest pins so that you can drive traffic to your company’s Pinterest. Above all, it is important to always be tweaking your Pinterest tactics by seeing what works and what doesn’t work for bringing in new prospects and attracting attention for your pins.
Marketing Tools for Pinterest
Marketers who want to get as much as they can from their efforts to bring in customers on Pinterest might find it valuable to use third-party tools to help them achieve this goal. One of the best of these tools is known as Tailwind. Tailwind can help marketers schedule pins, determine how effective their pins are, and optimize their timing based on their ideal audience. Another great platform for Pinterest marketing is PinAlerts. PinAlerts provides users with email notifications when someone pins something from your page and allows you to thank people who pin your content.
Pinterest holds tremendous opportunity for content marketers who are informed enough to include it in their social media plans. If you haven’t already started taking advantage of this rapidly-growing social network for marketing purposes, this should be the year that you begin capitalizing on the power of Pinterest.
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Each new year brings with it revolutionary developments in the world of online marketing and new strategies for calling attention to content out on the Web. While it will be important to stay on top of new tactics as they come to light in 2015, you still should be taking advantage of the tried and true methods of the past.
Going into 2015, there are many different content promotion strategies that you will want to already be exploiting through your brand's online presence. A successful online marketing campaign involves creating an effective aggregation of the best content promotion methods- methods that have withstood the test of time by maintaining their strong impact and high ROI despite the rapidly evolving nature of search engine marketing, social media marketing, and content marketing.
Starting the year off right
Do you want to take content promotion to the next level in 2015? Get off to a great start by incorporating the following methods into your campaign so that you'll be ready for the changes and challenges of 2015 as they arise. Companies that are looking to make waves in their industry in 2015 by offering superior content should understand the following content promotion trends and resources:
Becoming an authority
A key aspect of content marketing is becoming an authority in one's industry. Through content, successful online marketers are able to establish a brand name as a trustworthy resource for information and expertise.
How can companies become authorities and noted industry influencers? The following are three things brands can do to become authorities in their industries:
- Reach out to prominent figures- If you want to establish yourself as an authority, you should be paying attention to already established authorities. By building relationships with well known figures in your industry, you may be able to take advantage of endorsements and expert sources that can build upon the credibility of your brand image.
- Be part of social media communities- Social media networks often offer communities of people interested in a certain niche or subject. You can join these companies and provide useful input to other members to build up recognition of your brand. Examples of some prominent social media communities are Google+ Communities and LinkedIn Groups.
- Consider syndication- Syndicating your content can help you to reach more people. When your content is syndicated, readers may be more likely to view your company as a major authority in the industry.
Doing the research
Brands optimize their content promotion efforts by doing research on a variety of topics. What types of research could optimize content promotion for your brand? Consider the following...
- Social insights- Social insight research involves looking into feedback on your content that has come in from audience members. These types of comments can clue you in on the interests, needs, opinions, and mood of your audience members regarding specific topics.
- Content sharing habits- By paying attention to the content sharing habits of social media users, you can get an idea of who might be interested in your content. Reach out to those who are sharing or showing an interest in content that is similar to yours.
- New resources- Research is vital to tracking down all the resources that you should be taking advantage of. Every month, new sites focused on content pertinent to a certain niche or industry come to prominence. You can only take advantage of new resources if you are aware of them. An example of the types of content promotion sites that you should be aware of and utilize if appropriate are aggregator sites like Reddit or HackerNews, which can potentially bring in a great deal of website traffic.
Making things convenient
Members of your audience are important resources in content promotion. The best way to promote content on a large scale is to get your audience to do the work for you. If you offer great content and make it easy for others to share that content, you will see your marketing campaign take off.
Encourage content sharing among readers by making sure your site and its content offer the following:
- Integrated sharing opportunities- If a reader wants to share your content, they should be able to do so with minimal effort.
- Social media snippets- Snippets sent out on social media sites are a convenient way of getting the word out regarding a new piece of content. Every time you post, you should be sure to send out snippets numerous times via each social media network on which you are active.
If the focus of your company is to assist clients in getting ahead in the business world, you are probably aware that helping them improve their social media use and visibility is a major component of the efforts that you take to achieve this goal. However, have you ever thought about the social influence of your clients? Using social media is a good start, but the actual influence that your clients have when it comes to social media determines whether they are able to gain and retain their own clients.
About Social Influence
Many companies assume that their social influence is directly tied to their number of followers, but this simply is not true. Your clients may have no problem gaining followers, but these individuals need to be engaged in order to improve social influence.
The algorithms that are used to determine social influence generally take into account factors including the number of "likes" that your clients receive on their posts, shares of your clients' posts and how many time your clients have been mentioned on social media websites.
Websites like Klout offer a score that helps you determine the social influence of your clients. These websites break down results to show the types of posts or activity that raise the score, and these reports are a valuable tool for forming a plan of action when it comes to improving the social influence of your clients.
Tips for Improving the Social Influence of Your Clients
Now that you know a bit more about what social influence is and how it is calculated, you can work to improve the social influence of your clients. These tips will help you with this task for a more successful and satisfied client base.
- Research hashtags or keywords that relate to your client's business. Using just one keyword or hashtag in each social media post can increase the chances that people will see the post when searching for the related word. While an increase in visibility does not automatically improve social influence, greater visibility will improve the chances that a wider audience will interact with your client via social media.
- Encourage your clients to craft posts with the goal of engaging customers. Stating facts without asking a question tends to limit the number of people who engage with your clients, while adding a question or even encouraging followers to share the post will improve influence.
- Have your clients use a website like Klout for one month to see how their activity changes their social influence score. Make sure that clients only check their scores a few times each week to ensure enough focus is being placed on improving the quality and timing of social media posts.
- Ensure that your clients post to social media most days of the week. Social influence is highest when a person or company posts between five and seven days each week.
- Highlight the value of interacting with customers on a regular basis. Twitter chats and Facebook conversations in comment sections improve visibility and show your clients' customers that they are interested in what their customers have to say.
- Place a focus on the quality of content that your clients are providing to their customers. High-quality content that is relevant to their customers should also include current information that is not reiterated across the Internet. Companies with the best social influence are among the first to tell their customers about the latest developments in their field.
Social media plays a huge role in the success of business today, and your clients are no exception. Understanding how your clients can maintain a high level of social influence allows you to work with them to achieve this goal.
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