GUTS DEVA presentation 25th october
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This document provides information about content marketing and using social media for business promotion. It discusses developing a content strategy by understanding potential customers, competitors, and goals. It emphasizes the importance of listening to customers and monitoring trends. A variety of content types and formats are presented, including visual content like images, video and infographics. Tools for creating, sharing and analyzing content across different social media platforms are also introduced.
GUTS DEVA presentation 25th october
- 1. Social Media & Content Helen Bottrill @Cosmic_UK
- 2. What is Get Up to Speed? • Fully funded business and community support alongside roll-out of superfast broadband • Helping to ensure we all make the most out of the superfast broadband Delivered by Cosmic Peninsula Consortium
- 3. How do I know when superfast is coming? www.connectingdevonandsomerset.co.uk/where-when/
- 4. What are we doing? • Free sessions • Showcase new technologies • Hands-on Workshops – tablets, smart phones, internet beginners • Gadget shows • Seminars • Briefings • Taster sessions • Signposting to other services
- 6. • Ethical IT company based in Honiton, Devon • Social Enterprise • Build websites • IT training • Social Media • Videography • Tech support • Work closely with community • Deliver projects throughout South West Who are we?
- 13. What is Content Marketing? A marketing technique • create and distribute valuable, relevant and consistent content • to attract and acquire a clearly defined audience • with the objective of driving profitable customer action
- 14. What is Content?
- 15. Types of content • Images • Archived content • Infographics • Video • Blogs • Explainers • Web pages • PDF downloadable content • Podcast
- 16. Explainers
- 17. Infographics
- 18. Easel.ly
- 19. Piktochart
- 20. Meformers vs Informers • Researchers at Rutgers University found that only 20% of us are informers on social media, while the other 80% are meformers. • Meformers — Users who post social media updates mostly relating to themselves • Informers — Users who post updates that are mostly information-sharing • Informers had more than twice as many followers than meformers. • Sharing information is better for your follower count than sharing about yourself.
- 21. • Answer their questions – what are they asking? • Educate & Inform • Entertain & Inspire What?
- 22. Who is your customer? • At the heart of every successful content marketing campaign is a clear understanding of your customer. • Think about your customers behaviour • What makes them engage? Look at your own activity to get an idea of your followers engagement
- 23. Developing a persona • Develop a picture of your ideal customer: • who are you already appealing to? • who are your favourite customers? • who is using your services the most? • When you have answered these questions, describe your ideal customer in detail including what they wear, where they live, what their hobbies are and what concerns them. What do they look for and what do they need? This will help to shape a voice for your avatar that you use for your marketing activities.
- 30. • Having refined your customer persona, you can now tailor your marketing messages so that they speak in a voice your persona can relate to and reflects their desires or concerns. • Having a persona also makes it easier to market your business around your customer and what they really want, not what you think they want, with the ability to make decisions relating to: • how and where to advertise • what channels or mediums you should be using • what vocabulary to use. How can you now target your customer?
- 31. Further down the line keep track of analytics, & your customer journey to find out more about their activity
- 33. What are your goals? • Ask yourself what you want your social media activity to accomplish. Is it… • Building brand awareness • Driving traffic to your website/blog • Getting new customers • Encouraging existing customers to write great reviews • Interacting with customers to collect feedback • How will you make this happen?
- 34. How can you stand out? • Tell us what your USP is (unique selling proposition) • In other words – what makes you stand out from the others? • Think about YOUR story. What can you tell people? What can they learn from you?
- 35. What are your competitors doing? • How are they interacting/engaging with their customers? • What can you do differently? • How can you target your customer before they do?
- 36. Content!
- 37. Why is Content important? Content marketing has become one of the key online marketing tools to help businesses promote themselves in a crowded digital market. Content is King for: SEO Social Consumers Email Marketing PR
- 39. Social doesn’t work if you don’t have the content that people want to share with one another. •Find your audience. •Target them with content they actually want. •Then surprise them with increasingly useful, innovative or entertaining pieces in a variety of formats. •Repeat. •Watch your audience grow. https://econsultancy.com/blog/65066-the-importance-of-quality-content/
- 40. Content ideas • How to’s / hints and tips / practical advice • Studio / Office / behind the scenes • Work in progress / latest products / special offers • Competitions / Giveaways • News / Press mentions • Events / Attractions (yours or others) • Industry statistics • Questions / Quotes • Colleagues / staff / clients / visitors • Shares / Blogs
- 41. Where can you find your content? • What do you already have? • Other social media channels; • Listening through Twitter • Facebook pages & groups • Researching via Pinterest • Blogs • News channels • By being at the fore front of your industry and keeping up to date with latest news and events
- 42. The Law of Listening… “Success with social media requires more listening and less talking” Susan Gunelius
- 43. Listening Use Social media as a highly effective listening device: • Colleagues/staff • Journalists • Peers • Competitors • Influencers • Events • Activities • Customers • Relevant subjects
- 44. Listen in on hashtag conversations
- 45. • http://www.spaceandtime.co.uk/all-uk-twitter-hours- hashtags-updated-regularly/ • Keep up to date with all the hashtag hours relevant to your industry
- 46. #DevonHour
- 47. • Geographic specific – #plymouth – #exeter • Industry specific – #holidaysindevon – #3Dprinting – #engineering • Campaign specific – #BetterForIt – #JustACard • Media specific – #journorequest – #prrequest Use hashtags to listen
- 48. Trending
- 49. • What searches do you want to look for? • Keywords – what is unique to your business? • What will your customers look for? • What are your competitors saying? • Try to think about keeping abreast of latest news • Events and activities happening in the area • What is relevant to you? • Hashtagify.me
- 51. Monitor Activity
- 54. Warble Alerts
- 55. Google Alerts
- 57. Listening and scheduling tools • Tweetdeck • Hootsuite Easier to manage hashtag hours Manage more than one account Watch more than one subject Schedule posts to go out when you are away from your computer Watch for keywords Don’t miss anything
- 58. Tweetdeck
- 59. Hootsuite
- 61. Using Instagram to listen
- 63. User Generated Content • UGC is defined as: • "any form of content such as blogs, wikis, discussion forums, posts, chats, tweets, podcasting, pins, digital images, video, audio files, advertisements and other forms of media that was created by users of an online system or service, often made available via social media websites“ • Customer feedback/photos
- 65. Using UGC on Instagram • http://www.business2community.com/instagram/3-incredibly-simple-ways-use- single-instagram-image-01437514#jXSuy9h6hvTfuc4W.97
- 67. Visual Social Media tools
- 68. The Power of Visual • The human brain processes visual information 60,000 times faster than text • People only remember 10% of what they hear, 20% of what they read, but 80% of what they see and do • 83% of human learning is visual
- 69. And with regards to Social Media… • Articles that contain images get 94% more views than articles without • 40% of people will respond better to visual information than plain text • 44% of users are more likely to engage with brands if they post pictures • People who click on real-people photos are twice as likely to convert to a sale • 93% of people say that visual imagery is the #1 factor impacting purchasing decisions
- 70. *According to scientists, the age of smartphones has left humans with such a short attention span even a goldfish can hold a thought for longer. Researchers surveyed 2,000 participants in Canada and studied the brain activity of 112 others using electroencephalograms. The results showed the average human attention span has fallen from 12 seconds in 2000, or around the time the mobile revolution began, to eight seconds. Goldfish, meanwhile, are believed to have an attention span of nine seconds.
- 71. Pablo for Buffer
- 72. Picmonkey
- 73. Adobe Spark
- 74. Piktochart
- 75. Canva
- 80. For Pinterest…
- 81. For Instagram…
- 83. Pixabay.com
- 84. What kind of visuals?• Works in progress • Behind the scenes • Great quotes about your industry • Facts & Figures • Latest news • Put a face to the brand • Show off your product in action • Give visual tips, tricks or tutorials • Ask thought provoking questions • Tell your story
- 87. Let’s make a plan! • Social media planner. There are lots of free printables online or you can create your own. • Create two – a weekly and a monthly one. • Monthly – mark what events are coming up, yours and others. Exhibitions & events, seasonal, local, sales & offers. You know to schedule content prior to these to make the most of the promotion. Have it above your laptop or in your studio so you can add to it. • Weekly – content planner. Create the content and then schedule the posts on each platform.
- 88. Things to remember • Hashtags? • Trends? • News? • Events? • Inform, educate, inspire & entertain • http://dustn.tv/editorial-calendar-strategy/ • http://coschedule.com/content-marketing-editorial-calendar/
- 89. Start an industry calendar
- 94. Keep in mind the following… • Who are your users? • Who are your competitors? • What do you bring to the table? • What do you hear? • What content do you already have? • What is the purpose of your content? • How often should you publish & distribute content? • Who is in charge/produce/maintain your content?
- 95. Video
- 97. Video stats • Video on social generates 1200% more shares than text and images combined • Companies using video enjoy 41% more web traffic from search than non users • Video on a landing page can increase conversions by 90% or more • 70% of marketers claim video produces more conversions than any other content • 90% of Twitter video views happen on a mobile device • 40% of consumers state that video increases the chance they’ll purchase a product on their mobile device • ‘How to’ searches on YouTube are up 70% year on year • 4 x as many consumers would rather watch a video about a product than read about it
- 99. Social Video • Facebook Live • Periscope • Snapchat • Instagram • Meerket
- 100. Key demographic • Social video owns the all-important 18 to 33 year-old demographic. Millennials are spending less time in front of their TVs (if they even still own one) and more time watching video on their mobile devices and laptops. By 2030, millennials will comprise 75 percent of the global workforce, making it hard to ignore video platforms that resonate so well with this key audience.
- 102. What to post? • How To’s • Highlight your skills • Showcase your event • Reveal a new product • Go behind the scenes • Use what you have
- 103. How long?
- 106. How to get followers • On all of your social media channels, this isn’t going to happen overnight. • It is about engagement with others. Sharing other posts, building up a story of who you are, what you do, and what you like. • For people to interact with you, you need to interact with them. • Follow pages that appeal to you – chat with them, show interest in what they do, share their content • Give your followers interesting information that they then want to share with others
- 107. Top tips • Consistent branding throughout your channels • Good quality logo & images • Comprehensive biography • Correct links to your website/blog • Focus only on the ones where your customers hang out • Post a variety of rich content • Be current, and relevant • Speak the right language of that platform • Engage! • Don’t worry about number of followers…
- 109. Facebook – a few facts • Launched in Feb 2004 by Mark Zuckerberg • 1.59 billion users (14% increase year on year) • 4.5 billion likes generated daily • 1.04 billion people log on every day • 307 million people on Facebook in Europe • Age 25-34 is the most popular age demographic • Five new profiles are created every second • Highest traffic occurs mid-week between 1-3pm • Every 60 seconds on Facebook: 510 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded.
- 110. Profile, Page, Group? • A personal profile is a standard account created for a person to keep in touch with friends and family. • A Page is a public fan page for a business where you can build up a following of people who are interested in your page and products. • A Group is for a community or club that share a common interest. It can be private or public. • You need a personal profile to set up a page or a group. You must not use a personal profile as a business page.
- 111. Things to think about • Page Name – business name, is it available? • Images – profile and header (logo?) • Type of business • Bio • Links • What is your story? • Details & photos can be amended at any time in your settings
- 112. Facebook • Business page engagement is dipping • Still good to have a presence but make it work for you • More people using Groups – Can’t use as a business • Algorithms have changed • Focusing on friends and family – Encourage sharing on personal profiles eMarketer study projects 75% of Facebook users will be using mobile access by 2020 (currently 55%)
- 113. 2014 forecast
- 114. The facts • According to The Information, ‘original broadcast sharing’ (posts consisting of users’ own words and images) fell 21% from 2014 to 2015, contributing to a 5.5% decrease in total sharing. • Only 39% of people sharing an average of 5 posts per week. Overall, this ratio equates to a collective average of 1.95 posts per user per week – a number significantly down on the average of 22.5 posts per user per week of just 6 years ago.
- 116. Facebook groups • At a time when businesses are struggling to get seen on Facebook through their pages, using groups becomes a more popular option • Committees, Organisations, Teams • Product Launches or Special Projects • Mentoring • Post Conference/Event/Workshop Hangouts • Sharing the Social Media Love • Business Networking • Exclusive Memberships
- 117. Building your community, or tribe - personalisation - audience focused
- 118. Grow Advocates Your social media community isn’t just composed of prospective buyers; it’s also full of potential advocates—the people who will spread your message beyond your reach to their own networks. In a business climate where 92 percent of people trust earned media, such as recommendations from friends and family, above all other forms of advertising, these social media advocates are indispensable.
- 120. How to use? • Share updates that are useful for your community • Publish updates often—both new content as well as responses to your community • Make information easy to find for your community—fill out your bio, add links to your website, etc • Do your best to keep your community engaged on your profile by responding to comments, holding chats, building groups, etc • Let other members answer the questions for you – you will find that the support each member gives each other is more valuable
- 122. Twitter – a few facts • Launched in 2006 • A real-time social network - allows people to discover what is happening all over the globe right now, to share information and to connect with others wherever they are and whatever they are doing. • 347,000 tweets sent every minute • 34% of Twitter users log on more than once a day • 45% Twitter users are between 18-29 • 80% of tweets are accessed from a mobile site, and this is only set to increase. • 83% of businesses would recommend Twitter to other small or medium sized businesses.
- 123. So, what is a tweet? • A tweet is a message, posted on Twitter, containing 140 characters or less. • It can include text, photos, links, gifs or videos. • Links automatically take up 22 characters of your allotted amount.
- 124. What is ‘@’ ? • Every account begins with an @. This is called a Twitter ‘Handle’. • To tag (or include) someone else in your tweet you use ‘@username’ and they will get notified that you have mentioned them and therefore you can start a conversation.
- 125. Examples
- 126. How about a hashtag – what does that mean? • A hashtag is a way of getting involved in a wider conversation. • A hashtag can be any word or phrase, which cannot include punctuation, that starts with the # symbol. • This word or phrase can be used to communicate with others talking about the same subject – you may have seen on television whilst watching your favourite programme a phrase in the corner with the symbol. • If you search this hashtag you find tweeters all over the world tweeting about that subject.
- 127. Examples
- 128. Why do I click ‘follow’? • By following a user, this means that every tweet they send will appear in your newsfeed.
- 130. What does RT mean? • RT stands for ‘retweet’. • A retweet is when you copy someone else’s tweet to your own followers. • You can directly RT the tweet, or you can add some of your own comments to the RT before you press send. • This is useful for any relevant information that you have seen on Twitter that your own followers may be interested in. • If you get retweeted, remember to thank people – they have just sent your information to a potential huge audience that you may not be able to contact.
- 131. What is the heart? • Clicking on the heart underneath the tweet ‘likes’ the tweet. • Like Facebook, liking a tweet is an acknowledgement that you are grateful for a tweet that you may have been mentioned in. • It also serves as a bookmark, enabling you to find that tweet later on with ease.
- 132. Examples
- 133. Home page
- 134. Newsfeed
- 135. Link shorteners • If you are using scheduling tools then they will automatically shorten your link for you, otherwise you can manually shorten it using bitly.com • https://bitly.com/shorten/ • http://www.cosmic.org.uk/blog/time-saving-social-media- visual-tools becomes: • http://bit.ly/1OKz3sM
- 136. Signing up • Keep in mind… • User name (handle - @) this is what people will see • Branding • Continuity through social media channels • Biography – 140 characters, what will make people follow? • Images – profile & header • Website link
- 137. Starting up • Who do you follow? • Think about current customers, colleagues, clients, companies, all that you are linked with. • Who do you want to connect with? • Any accounts that you already know of? • Look at who they are following
- 138. Instagram
- 141. Recent changes to Instagram #1 Video length increased from 15 to 60 seconds in April 2016; #2 You can see how many views your video has had; #3 A tap on a photo ad reveals the call to action; #4 News Feed Visibility Shifts With new Algorithm; #5 Introduces Stories; #6 Business profiles starting to roll out.
- 142. Building your Instagram brand • Look at your whole strategy – can Instagram fit with that? • How? • What do you want your audience to feel? • Brand consistency • Personalisation • Data Measurement
- 143. Business profile • Mirrors Facebook’s business profiles, complete with a huge “contact’ call-to-action, allowing users to email, call or text the business. • Ability to promote posts • Access to insights where you can see impressions and engagements; • Analytics and insights built into the app;
- 144. Do you want to convert from Personal to Business? • Remember what happened to Facebook Pages? 2007 = a page was a page 2007 onwards = started to roll out Business Pages June 2016 = changed its algorithm to send less traffic to content sites Meaning you have to pay to have your content seen…….your Organic reach is pretty much non existent! • In a Blog post on March 2016 Instagram announced: “your feed will soon be ordered to show the moments we believe you will care about the most”
- 146. Benefits of not converting just yet to a business profile • You will keep your Organic Reach; • Do you want to be labelled as sponsored? • The brands that perform the best on Instagram create an emotional connection with their followers -- one that triggers a human feeling. • Advertising removes the human factor; “People want to believe that a really awesome person who is similar to them (or someone they aspire to be) is behind these brands. When we see a sponsored post from a brand, the robotic features of automatic posting arise, and the human features of transparency and authenticity are lost” MADELINE POPELKA; Marketer, Founder of Digi
- 147. Creating a cohesive theme • Choose how you want your followers to feel, and describe your account’s personality • Choose a colour scheme • Use just one filter • Use similar editing settings on all your photos • Use the same lighting • Use 1-3 backgrounds • Choose 1-2 fonts • Resist the urge to post things that won’t fit in!
- 148. Colour themes
- 149. Giant Square app
- 150. Zoom • Announced in September that we are now able to zoom in on images and videos in our feed.
- 151. Share more video content • Share more video content, especially if you like to repurpose content from other networks, such as downloading your Snapchat story video to Instagram; • Click on the number of views & you will see who has liked your video; option to follow those who have liked; • Are your videos resonating with your audience? What is your reach versus engagement?
- 152. Instagram Stories • Quicker, less composed • More of a glimpse into behind the scenes • Keep audience engaged • Like snapchat • As many or as little as you like • Lasts for 24 hours • What can you snapshot??
- 153. Instagram tools
- 154. Later.com – free for up to 30 posts a month • Schedule Instagram Posts From Any Device Later allows you to schedule Instagram posts at future times. Once it reaches the scheduled time, you get a simple notification asking you to approve the post. • Key Features: • Plan & Schedule Posts - Efficiently schedule photos and videos with customized captions from any device. • Search & Repost - Simply search and post content from the web. • Add Team Members - Add your whole team to later and make managing posts a breeze. • Later is as close as it gets to automating your Instagram posts.
- 156. Repost - Free • Ideal for sharing UGC – easily repost another users post on your own feed • Key Features: • Bookmark Photos - Save photos and videos to quickly repost them later. • Search - Find amazing photos and videos by user or hashtag • One Tap Repost - Repost and automatically credit the content creator with a single tap.
- 160. Instagram campaigns • Get involved in current campaigns • Create your own • Build engagement with others • What is trending and current in your industry • Who is similar to you? • Who has the same interests? • How can you attract them?
- 165. • Build follower base • Engage with followers • What can you ask? • Encourage their support by offering free gift? • What can you give? • What can you do with their information? • Build community through users • Helps build your UGC
- 167. Pinterest
- 168. • 79.3 million users • 50 billion pins • 1 billion boards • 500,000 business accounts • 86% of users are women, but... • 30% of new sign ups are men • 67% of content pinned on Pinterest is from a business website • 96% of pinners have used Pinterest to research and gather information • 72% of brands use ‘pin it’ button on their product pages • 47% of US online shoppers bought something as a result of a Pinterest recommendation
- 169. The Visual Search engine of Discovery “Nearly 9 in 10 users on Pinterest use it to help decide what to purchase.” That’s a pretty remarkable number. It’s almost as if Pinterest has become its own type of search engine”
- 170. Pinterest Business Account • Create a business account from your personal account or from scratch • Go to https://business.pinterest.com - either convert or create • Select your business type and business name, plus a username • Username can only be 3-15 characters long • This becomes your url, eg: https://www.pinterest.com/cosmic_UK • You then have to verify your website which creates a link between your Pinterest account and your website – enables you to see Pinterest analytics • If you have your own website then add a pinterest button – makes it easy for people to pin your images
- 171. Allows you to see • Top pins & boards • How many people view your profile weekly • Where you audience is from • What they are interested in • Helps you measure & tailor your content • Keep tracking data
- 172. • Can you add what you do to your profile name? Keywords - will come up in searches • How can you help? • Call to action
- 173. Your Pinterest boards • Stick to theme / your niche • Your boards should be there for your audience, not you • Keep boards secret if you need personal ones • You will then attract the right people • What do they want to know? • How can you help them? • 15-20 categories – name them well – keywords – what will your audience be searching for?
- 174. • Use the same pin on different boards • Users get board recommendations rather than account • Boards should be appealing and organised
- 175. Board descriptions • Make sure keywords are included • No robotic – speak to your audience, ask questions • What will they search for?
- 176. Optimise your Pins • Use high quality images, well composed and in focus - ideally 800x1200 pixels • Go for tall pins - vertically oriented pins look better on mobile screens • On brand colours & fonts – stay consistent • Use text, but limited. Get a good hook - why should people click? • Add website link or logo (but small) • If you have anything to give, mention it (free download etc)
- 178. • The image should be indicative of what's at the pin's link; • Make sure that people know what's inside the pin so they feel enticed to click. • Remember to add text to the pin if required – it could make the difference between someone clicking on your pin or not. • Make sure the pin takes you to the correct place
- 179. Focus on your descriptions • Provide a specific and thoughtful description, one that helps the users find the image they are looking for when performing a search. Add all the details that describe your image and create a natural flow of text that will favour your pin’s discovery towards others. “Don’t just drop in keywords or hashtags. The description is an important part of captivating Pinners. Set a scene that incorporates the right search words, and you’ll help Pinners imagine themselves with your Pin”
- 180. Think keywords • But make it conversational • Call to action – click through to read full post eg • By not adding keywords your pin won’t appear in searches • SEO – Name – Bio – Boards – Pins – Targeting your audience
- 181. Every time you create a pin • What will your audience get out of reading this? • Give them a clear benefit for clicking • Helps you to know what to blog about • Get straight to the point in your title – How to do/Make/Become – 5 ways to… – Why you should… – 7 steps to… • More detail in the pin description • Clear imagery
- 184. • A blog is your perfect opportunity to generate quality content that can be used throughout your social media channels • By planning blogs into your content strategy you focus on the subjects you want to, and you can link that into all your platforms • Content can be added to your website and your newsletters • You become seen as an expert in your field and it gives you the opportunity to gain more trust from your followers
- 185. Blogging - the stats • 1.13 million blog posts are written per day • 77% of internet users read blogs • Small businesses with blogs generate 126% more leads • 61% of consumers have made a purchase based on a blog post • Companies who blog receive 97% more links to their website • 60% of businesses who blog acquire more customers • 5th most trusted source for accurate online information
- 186. And more… • A new blog is created somewhere in the world every half a second • Around 175,000 blogs are added to the Internet daily • There are over 150,000,000 blogs on the Internet
- 187. Blogging tips • Include engaging photos or graphics – articles with images get 94% more views • Use clean design and layout. Good design along with quality content are the top two factors that add credibility • Make sure your site is mobile optimised • Have a unique voice – write conversationally, use simple words & short sentences • Connect with Social Media to greatly increase your traffic • Create a call to action – eg sign up to newsletter • Write a comprehensive ‘about’ page • Have regular makeovers of your blog to keep it fresh • Read more blogs and engage with other writers
- 188. How to stand out?
- 189. •How to hook your readers or get people pinning your blog? •Catchy title: •Hubspot blog topic generator •Portent’s content idea generator •Entertain & Engage, Inform & Inspire
- 195. Blog ideas • Run a contest/giveaway • Review books/products/films • How to’s/guides/tutorials • Interview someone • Post a cool infographic • Create a photo post • Write inspirational/motivational post with famous quotes • Lists – 15 best ways to… • Behind the scenes • Ask questions / post responses to blog comments • Share your goals • Share your favourite blogs / bloggers • Invite readers to submit guest posts • Share your fail stories, not just your successes • Historical ‘On this day’ posts • Hints & Tips about your industry
- 196. Think big! • Think of the bigger picture – where can you use this content? • Sharing snippets of the blog on social media – facts and figures • Share on Facebook, Twitter and Pinterest • Remember visuals that can be Instagrammed and pinned • Make one piece of content go so much further • Enables you to be seen as the experts • You are knowledgeable and influential
- 197. Sharing your blog • Share your blog throughout your social media channels • Encourage readers to subscribe to your blog – how can you tempt them? • E-newsletters, use a round up of your blogs to include in your mailing list • Pinterest – pin all your blog posts to your boards, and group boards. Use excellent descriptions throughout – what are people going to ask?
- 198. Ideal blog length? • The ideal length of a blog post is 7 minutes, 1,600 words ‘What it means is that it’s worth writing however much you really need. Don’t feel constrained by presumed short attention spans. If you put in the effort, so will your audience.’ Source: Medium.com • Longer content has a better chance of giving search engines an idea of the quality and topic of the page. Theoretically. • Although sometimes longer blog posts are higher quality because of the sheer amount of time and research it takes to create them.
- 201. Remember! • Spelling and grammar – if possible get someone to read through it before posting • Weekly if possible, if not then as regular as you can • Good quality images – and make them pinnable • Don’t waffle! • Share your blog through your social media • Link to your website • Try to get guest bloggers once you are a little more established • Read other blogs • Plan ahead
- 202. The Power Of E-News
- 203. Let’s look at some stats… • There are over 4.1 billion email accounts. This figure is predicted to reach 5.2 billion by 2018 which is a growth of more than 26% • There are 2.5 billion email users worldwide, including both business and consumer users • 72% of US online adults send or receive personal emails via smartphone at least weekly • 122,500,453,020 emails are sent every hour
- 204. And it is clear that people prefer email for commercial communications; •72% of consumers say that email is their favoured way of communicating with companies they do business with. 61% say they like to receive promotional emails weekly and 28% want them even more frequently •68% of consumers find email to be their #1 preferred channel for receiving commercial messages •66% of consumers have made a purchase online as a direct result of an email marketing message •One in five (19%) of consumers said they read every email newsletter they receive just to see if something’s on offer
- 205. Remember mobile! • By the year 2017 1.779 Million people will access email via their mobile device • Mobile email will account for 15 to 70% of email opens, depending on your target audience, product and email type • 30% of consumers now read their email exclusively on mobile devices
- 206. E-newsletter conversion rates B2B Conversion to Website
- 207. Ability to measure
- 208. Gather customers emails religiously • 3-4 stories • Keep it simple • Keep it visual Always link back to website
- 209. • Use your content marketing plan • Personalise your content • Have a snappy subject line • Keep it simple – 2-3 stories within your newsletter is enough, you can link to longer articles within your newsletter so your audience can choose what they want to read • Use great photos • Experiment with time and techniques • Segmentation – target your audience right
- 210. Summary • Plan your strategy • Where are your customers? What do they want? • Concentrate on the social channels that work for you • Produce great content • Send e-news to customers regularly • Blog! • Give a variety of content posts • Keep website regularly updated • Keep branding consistent • Keep it all in context
- 211. Questions
- 213. Building up a following • Content, Content, Content! • Keep it visual • Use video • Inspire, educate, entertain and inform • Take it slow • Build advocates • If you need some help then a ‘boost’ can work – not to be relied upon
- 214. Putting it in action • Look at your content plan • What content can you find? Where do you hear it? • Follow users and engage with their content • Research & share • Find a variety of content forms – from a variety of sources • Remember Context! • What hashtags do you want to follow? • Which users do you need to keep track of? • Become an informer – keep your followers excited & inspired
- 216. Let’s make a plan! • Social media planner. There are lots of free printables online or you can create your own. • Create two – a weekly and a monthly one. • Monthly – mark what events are coming up, yours and others. • Exhibitions & events, seasonal, local, sales & offers. You know to schedule content prior to these to make the most of the promotion. Have it above your laptop or in your studio so you can add to it. • Weekly – content planner. Create the content and then schedule the posts on each platform.
- 217. Things to remember • Hashtags? • Trends? • News? • Events? • Inform, educate, inspire & entertain • http://dustn.tv/editorial-calendar-strategy/ • http://coschedule.com/content-marketing-editorial- calendar/
- 218. Start an industry calendar
- 221. Planning your content • 70/20/10 • 70% planned campaigns • 20% near future • 10% real time • 80/20 • 80% shared content • 20% your content
- 222. Storing Content• Saving on Facebook • Favouriting on Twitter • Private boards on Pinterest • Cloud – google / dropbox • Helps you manage and plan your content throughout your channels
- 226. • A blog is your perfect opportunity to generate quality content that can be used throughout your social media channels • By planning blogs into your content strategy you focus on the subjects you want to, and you can link that into all your platforms • Content can be added to your website and your newsletters • You become seen as an expert in your field and it gives you the opportunity to gain more trust from your followers
- 227. Blogging - the stats • 1.13 million blog posts are written per day • 77% of internet users read blogs • Small businesses with blogs generate 126% more leads • 61% of consumers have made a purchase based on a blog post • Companies who blog receive 97% more links to their website • 60% of businesses who blog acquire more customers • 5th most trusted source for accurate online information
- 228. And more… • A new blog is created somewhere in the world every half a second • Around 175,000 blogs are added to the Internet daily • There are over 150,000,000 blogs on the Internet
- 229. Blogging tips • Include engaging photos or graphics – articles with images get 94% more views • Use clean design and layout. Good design along with quality content are the top two factors that add credibility • Make sure your site is mobile optimised • Have a unique voice – write conversationally, use simple words & short sentences • Connect with Social Media to greatly increase your traffic • Create a call to action – eg sign up to newsletter • Write a comprehensive ‘about’ page • Have regular makeovers of your blog to keep it fresh • Read more blogs and engage with other writers
- 230. How to stand out?
- 231. •How to hook your readers or get people pinning your blog? •Catchy title: •Hubspot blog topic generator •Portent’s content idea generator •Entertain & Engage, Inform & Inspire
- 237. Blog ideas • Run a contest/giveaway • Review books/products/films • How to’s/guides/tutorials • Interview someone • Post a cool infographic • Create a photo post • Write inspirational/motivational post with famous quotes • Lists – 15 best ways to… • Behind the scenes • Ask questions / post responses to blog comments • Share your goals • Share your favourite blogs / bloggers • Invite readers to submit guest posts • Share your fail stories, not just your successes • Historical ‘On this day’ posts • Hints & Tips about your industry
- 238. Think big! • Think of the bigger picture – where can you use this content? • Sharing snippets of the blog on social media – facts and figures • Share on Facebook, Twitter and Pinterest • Remember visuals that can be Instagrammed and pinned • Make one piece of content go so much further • Enables you to be seen as the experts • You are knowledgeable and influential
- 239. Sharing your blog • Share your blog throughout your social media channels • Encourage readers to subscribe to your blog – how can you tempt them? • E-newsletters, use a round up of your blogs to include in your mailing list • Pinterest – pin all your blog posts to your boards, and group boards. Use excellent descriptions throughout – what are people going to ask?
- 240. Ideal blog length? • The ideal length of a blog post is 7 minutes, 1,600 words ‘What it means is that it’s worth writing however much you really need. Don’t feel constrained by presumed short attention spans. If you put in the effort, so will your audience.’ Source: Medium.com • Longer content has a better chance of giving search engines an idea of the quality and topic of the page. Theoretically. • Although sometimes longer blog posts are higher quality because of the sheer amount of time and research it takes to create them.
- 243. Remember! • Spelling and grammar – if possible get someone to read through it before posting • Weekly if possible, if not then as regular as you can • Good quality images – and make them pinnable • Don’t waffle! • Share your blog through your social media • Link to your website • Try to get guest bloggers once you are a little more established • Read other blogs • Plan ahead
- 244. The Power Of E-News
- 245. Let’s look at some stats… • There are over 4.1 billion email accounts. This figure is predicted to reach 5.2 billion by 2018 which is a growth of more than 26% • There are 2.5 billion email users worldwide, including both business and consumer users • 72% of US online adults send or receive personal emails via smartphone at least weekly • 122,500,453,020 emails are sent every hour
- 246. And it is clear that people prefer email for commercial communications; •72% of consumers say that email is their favoured way of communicating with companies they do business with. 61% say they like to receive promotional emails weekly and 28% want them even more frequently •68% of consumers find email to be their #1 preferred channel for receiving commercial messages •66% of consumers have made a purchase online as a direct result of an email marketing message •One in five (19%) of consumers said they read every email newsletter they receive just to see if something’s on offer
- 247. Remember mobile! • By the year 2017 1.779 Million people will access email via their mobile device • Mobile email will account for 15 to 70% of email opens, depending on your target audience, product and email type • 30% of consumers now read their email exclusively on mobile devices
- 248. E-newsletter conversion rates B2B Conversion to Website
- 249. Ability to measure
- 250. Gather customers emails religiously • 3-4 stories • Keep it simple • Keep it visual Always link back to website
- 251. • Use your content marketing plan • Personalise your content • Have a snappy subject line • Keep it simple – 2-3 stories within your newsletter is enough, you can link to longer articles within your newsletter so your audience can choose what they want to read • Use great photos • Experiment with time and techniques • Segmentation – target your audience right
- 252. Summary • Plan your strategy • Where are your customers? What do they want? • Concentrate on the social channels that work for you • Produce great content • Send e-news to customers regularly • Blog! • Give a variety of content posts • Keep website regularly updated • Keep branding consistent • Keep it all in context
- 253. Any Questions?
- 254. Community
- 255. Grow Advocates Your social media community isn’t just composed of prospective buyers; it’s also full of potential advocates—the people who will spread your message beyond your reach to their own networks. In a business climate where 92 percent of people trust earned media, such as recommendations from friends and family, above all other forms of advertising, these social media advocates are indispensable.
- 256. Influencers vs Advocates • 18% trust influencers • 92% trust brand advocates • People are 4-10x more likely to act on a recommendation of a trusted peer or advocate • Only 33% of buyers trust the brand whilst 90% of customers trust product or service recommendations from people they know • Customers referred by other customers have a 37% higher retention rate • On average, loyal customers are worth up to 10 times as much as their first purchase • Advocates are loyal, long lasting and are passionate about your business
- 257. Nurturing your warm audience
- 260. Building community - Ask questions…
- 261. Facebook Groups
- 262. • Share updates that are useful for your community • Publish updates often—both new content as well as responses to your community • Make information easy to find for your community—fill out your bio, add links to your website, etc • Do your best to keep your community engaged on your profile by responding to comments, holding chats, building groups, etc • Let other members answer the questions for you – you will find that the support each member gives each other is more valuable
- 264. Listening and scheduling tools • Tweetdeck • Hootsuite Easier to manage hashtag hours Manage more than one account Watch more than one subject Schedule posts to go out when you are away from your computer Watch for keywords Don’t miss anything
- 265. Tweetdeck
- 266. Hootsuite
- 268. • Think about the streams you want to set up • What hashtags do you want to follow? • By being there quickly you can support and engage • Are there any users you want to collaborate with? • Share information to your followers (your people) • Be an informer and engage with those in the know
- 276. • Keep your followers happy • Engage and answer their questions • Makes them feel good • Builds their trust • Forms a community • Translates through social • They become advocates and endorsers • Create your own group boards and invite others
- 278. Campaigns
- 279. • Get involved in current campaigns • Create your own • Build engagement with others • What is trending and current in your industry • Who is similar to you? • Who has the same interests? • How can you attract them?
- 284. • Build follower base • Engage with followers • What can you ask? • Encourage their support by offering free gift? • What can you give? • What can you do with their information? • Build community through users
- 285. Summary • Listen to what is being said • Say Hello & Goodbye • Give your followers their full attention • Engage with your people • Find your brand’s voice and follow it • Make sure communication goes both ways • Be authentic & honest
- 286. Any questions?