Lessons we learned from real life experience in the social media world

Timing – Posting/Sharing the article at the best times will help you get more traffic and engagement. Factoring in the time zones of the target audience definitely helps.

Content Translation – If you want your message to reach a wider audience, a proper translation to native language is a good strategy. Two of our articles have a Thai translation version and it reaches to a handful of a unique audience in Thailand.

The Length of Stay – If we reach the right group of audience, their length of stay on the page tend to be longer as they spend time reading the article.

The length and the content of the post itself matter in attracting more audience. Who wants to read a long post about boring subjects?

Advertising for the articles – When you try to engage the audience with a sneak peak of the content in the post text they would be more engaged and click the link.

Funny and catchy titles get more engagement than the serious ones – even if the subject is not very interesting for your audience, you should create a title that makes them at least smile in order to make them click on the link.

Original content is a key for engagement – for example, creating the video with original ideas and scenes attract people more because they know they will see something new and different from other social media contents.

Targeting closest friends and family is the easiest form of spreading information – the larger the group working on the project or post, the more seeds you have to pump out information. For example, Willamette University students were engaging well with the content because they are in our community.

Graphics such as gifs or movies help adding some content to the articles that can increase visitors time spent on the website.

 

 

Self Promotion Tips from a Kardashian

 

Social media and Kardashians go together like peanut butter and jelly, and their social media presence has contributed significantly to their success in connecting with and growing their audiences. So, what exactly is it about their media postings that gain so much attention?

Here are the 5 things they’re doing right:

1. Locate your audience

For Kim, Khloe, Kourtney, Kylie and Kendall their audiences are primarily on Twitter, Facebook, Instagram and Snapchat. However, look at the demographics and engagement levels on each of these platforms and determine if they are worth the time and investment if your audience is not actively engaged.


2. Don’t just post about yourself

Looking at the Kardashian Clan’s social media presence, their posts are related to news articles, new or upcoming product launches, and promoting shared interests (such as fitness, shopping or makeup). Given that your audience may not want to see 4-5 posts daily of selfies, provide content that may be a shared interest between you and the audience.


3. Link your profiles together

Ensure your audience can follow you on all channels, so link and display your snapchat username to your Facebook, Twitter and Instagram pages and visa versa. By allowing followers to choose their favorite form of social media, it increases awareness and the odds of having consistent engagement.


4. Be platform specific

Ensure that if you have followers on all your social media sites, they are not seeing the same content. Mix it up a little and post different content on different sites!


5. Find your voice

The Kardashians are not afraid to post a meme about themselves or each other, as long as it follows their voice. Find the voice for your company, and post content according to your values.


In the end, these 5 tips from the Kardashians will help you utilize social media for your business (or your personal profile), but no guarantee that you’ll gain 88.9 million followers. That kind of social media fame is reserved for dedicated selfie celebrities.

The 7 Deadly Sins of Content Marketing Strategy

In a world where the importance of content marketing is rapidly growing, marketers must beware of the 7 deadly sins…

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  1. You only need to be on social media if your customers are on social media. FALSE!

You don’t have to be on every social network, but you should be on the ones that will help grow your business.  Your current customers may not be on social media, but chances are your future customers will be if you have a strong inbound marketing strategy.

  1. Want more exposure on Twitter? Use as many hashtags as you can fit. FALSE!

Less is more.  Tweets with only one or two hashtags receive 21% higher engagement than tweets with three or more hashtags.

  1. You don’t need to be on Pinterest unless you’re a B2C brand that sells food or clothing.  FALSE!

B2B brands can utilize Pinterest to share company photos, favorite infographics, user generated pins, and even lead-generating content.

  1. The best way to quickly increase email performance is to buy lists.  FALSE!

Get your email lists organically. They make take longer to generate, but they’ll be significantly more engaged.

  1. Marketing automation will solve all of your email problems.  FALSE!

Automation can help solve email nurturing problems, but not all of them.  If your new leads aren’t becoming customers, take a look at the bigger picture.

  1. The more personalization, the better! FALSE!

Don’t creep out your customers.  Personalization is a good thing, but not when it’s overdone.

  1. If you write it, they will come. FALSE!

There’s tons of content just like yours on the internet.  You need to develop a strategy to push the content in order to attract readers.

Ginny Soskey is the Manager of Content Marketing Strategy for HubSpot’s marketing blog.  Check out more of her helpful marketing tips on her blog or on Twitter.

Social Media Discussion with Ms. Mojo Risin’

This week, I had the opportunity to speak with Ms. Mojo Risin’ (@mojowriting), founder of Mojo Writing, a full-service online marketing provider for Loudoun County and Northern Virginia businesses and organizations. On twitter, her bio  states, “Writer, single mom, feminist, social media strategist, copywriting & SEO’ing your world. Random lyrics. I eat brains. #amwriting #intj #yoga #FriesBeforeGuys.” For me, that was enough to earn an instant follow.

Our conversation covers her business and marketing approach, how she helps women business owners, and her advice to companies using social media. My questions are in bold.

Q: In a few words, describe what your business does.

 

My business provides online marketing solutions like blogging, articles, social media and strategy services.

 

Q: How did you get started in this field ? What is your background and how long have you been doing this work?

 

I learned layout and design in high school (yearbook, actually). I’ve always been pretty tech-savvy and was in several “right places” at the right time, so it was a pretty seamless transition into web and graphic design with the small businesses I worked for. Eventually, I worked at a start-up web design company and spent a lot of time learning HTML there and on my own.

 

Eventually, I decided that everything I was doing could be done on my own and I began freelancing web and graphic design. Once social media became a thing, I started building discussion forums (the web side and the administration side).

 

It all pretty much came together after that. The business side of things and how that connects directly to online marketing and those efforts.

 

In one way or another, I’ve been at this for 23 years.

 

Q: Compare the way you marketed your business at the beginning to how you do so now?

At the beginning, I had the normal freelancer mentality, I believe. It’s hard to start out and you pretty much are grateful for even an inquiry, much less an actual gig. However, the majority of my clients (then and now) have been women, who not only hesitate in business but also with computers and technology. So I’d like to think my early marketing was simply keeping lines of communication open with those clients and getting referrals as a result.

 

Honestly, I don’t do things much differently right now, just a better understanding of where to focus the energy and when to walk away from a campaign, client or project.

 

I have a new division, if you will, that I’m launching. Along with a fairly niche community project that I’m testing out. Those projects and the campaigns I run for clients require a pretty complicated strategy, but one that is soaked in social media. I refer to it as the old  “spokes on a wheel” concept and it holds true at all times, no matter the niche or the client. Online marketing is integrating those spokes into a seamless experience for both the client and the customer.

 

Q: I’ve known you through twitter, how important have social media accounts been to your business and promoting yourself  and your business?

 

I often tell people not to be like me on Twitter, at least not if they want to be taken seriously. I’m fortunate that what I do requires a certain level of risk-taking and showing I can be technical, swamped in pop culture, in the throes of #momlife, and still a very accessible person.

 

For what I do, social media is vital on all levels. You can’t sell social media without being social media.

 

Q: So you mentioned that you largely work with women, you still do to this day, why is that? Was that a natural targeting decision or something done more strategically ?

 

Most of my clients are women still. I think a lot of that came from helping friends  launch websites in the past or encouraging them to register as an LLC or just supporting their ideas. I feel there’s a natural affinity between women in business that is a lot like when we get together to cook a big meal or go sailing or whatever.  I’m drawn to that and I like to think I help bring that same vibe to the women I work with.

 

Q: What is one piece of social media marketing advice that you have for business owners?

 

If you wouldn’t trust your intern (child, nephew, pet goat, neighbor’s cousin’s ex-girlfriend, etc.) to drive your car, don’t trust them to run your social media. You and your business deserve better.

 

How-To Growth Hack ANYTHING with Content Marketing

What IS Growth Hacking?

Growth hacking is a process of rapid experimentation across marketing channels and product development to identify the most effective, efficient ways to grow a business. This term was coined and made famous by Sean Ellis (@seanellis) who later started a company of the same name.

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Case Study: How One Company Growth Hacks through Content Marketing

The Good, a trusted conversion advisory in Portland, Oregon uses content marketing to growth hack their own marketing efforts. The Good creates 100% original content on digital marketing topics and distributes the content through a variety of channels:

  • Weekly emails to 140,000 loyal subscribers
  • Syndicated content on social media
  • Guest posts on partner websites like UXPin, Leadpages, etc.

All topics for the original content are carefully selected based on the latest trends in digital marketing and website conversion rate optimization. The content marketing staff at The Good culls through a variety of sources to learn what the hot topics are in the industry:

  • Google Trends
  • Twitter Trends
  • Recent findings from real research
  • Expert opinions
  • What the loyal subscribers are asking for

The goal of this company’s content-driven growth hacking is to consistently generate Thought Leadership in their area of expertise so that potential clients view The Good as the first place to go when they need to purchase these professional services.

Through growth hacking experimentation, The Good determined the two most effective content types are “Timely” and “Timeless” content:

Timely

  • Topics that match pop culture to business
  • Hot and trending topics
  • Ranking lists (e.g. Top 10 Best ___ of 2016)
  • Listicles (a list-based article)
  • Controversial topics

Timeless

  • “How to…”
  • “What is…”
  • “The Definitive Guide to…”
  • Case Studies

Scannability is KEY

For the largely business-based subscribers to The Good’s original content, time is always at a premium so The Good optimizes all articles for key components of scannable layout:

  • Headers
  • Sub-headers
  • Short paragraphs
  • Numbered lists
  • Images
  • Videos
  • Tell stories, not boring research

Heatmapping is a key tool used to help gain insights about the effectiveness of an article layout. Real visitor data is tracked and aggregated to show where clicks, movement and scrolling occurs on a given page.

Sample movement map on an article
Sample movement map on an article

Content effectiveness is then measured daily using the following metrics:

  • Visits by time of day
  • Pageviews
  • Bounce rate
  • Time on site
  • Pages per visit
  • Traffic sources
  • Popular social posts

Popular Tools to Help Content Marketing

  1. AHREFs – an online tool to show topic popularity and which keywords are most effective to drive organic search traffic to your content.
  2. Google Trends – shows what people are searching for, how they’re forming their search terms, and when they’re searching for it.
  3. Canva – tool that allows users without Photoshop expertise to make high quality graphics–easy and free-ish.
  4. Hootsuite and Buffer – tools to schedule and syndicate content across social media channels
  5. Reddit – the original message board is still wildly popular. Great for finding trending and controversial topics.
  6. SlideShare – a LinkedIn tool that turn PPTs into digital content.
  7. Hotjar – a heatmapping service.

Advanced Strategies

  • Influencer Marketing
    1. Identify key people with large base of followers
    2. Develop content that mentions influencer in a way that benefits them
    3. Ask influencer to share your content with their audience
  • Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
    1. Find highly-ranked keywords
    2. Use keywords in all the right places
    3. But don’t use TOO many of the keywords
    4. Meet as many of Google’s standards as possible
  • Backlinking
    1. Find popular ranked content
    2. Create better “timeless” content
    3. Ask related content owners to “backlink” to your content

Get Your Free PDF Download: How-to Growth Hack Your Business with Content Marketing