Do you know what type of messaging strategy works best on your Facebook Page? Most Page administrators might look at Facebook Insights every so often and may drill down to the per message detail to get their answers. Unfortunately, this isn’t enough to truly measure the effectiveness of your messaging strategy. Some element of test and target must be done, in my opinion, to effectively measure how well your messages are really doing.
Unfortunately, with Facebook it’s pretty much impossible to set up split testing and if you’re thinking about multivariate testing… then forget about it. That is, not in the traditional sense anyways. As an administrator of a page you have the ability to control certain things on your wall. Targeting messages to certain fans and not others, hiding messages from fans, testing message type or time of day, etc… all possibilities on Facebook.
When you drive traffic to your wall whether it’s through ads or referral traffic from other sources like TV or radio ads, testing can be made easier. You can control traffic a bit easier, allowing you to manually perform a split test. Whats the first message going to be that they see on your wall? This is all the more important with Facebook Timeline. No more landing pages! Figure out which message strategy is the most effective for your goals to maximize the traffic going to your wall. Without the call to action of a landing page, or the lure of additional content, coupon, etc… you very well could be less effective at getting your brand noticed, “Like”d, and shared.
With Facebook Timeline, testing the waters with different messaging strategies just got a bit easier. The ability to pin and star posts allows administrators of a page to dictate the effective size and placement of status messages – well the important ones anyways. Use this feature to test out your messages as well as provide a solution to that pesky no default landing page option.
Pinning a post will place that status message at the top of your wall for 7 days. You can choose to take it down sooner than 7, but the post cannot stay up longer than 7 days. The key here is that you’re able to control one of the first places your visitors land now: the top of your page.
Pin a post for a promotion you’re doing, but hide one message and switch out with another to test new traffic coming in from an ad you’re running elsewhere. Pin a similar post to the top of your page consistently for several days to test the content types effectiveness or the time of day. Depending on your data size (fan count), it can take quite a while to start seeing trends.
Starring a post expands the post to fit a larger area on your wall. This is great for status messages that contain preview images or are themselves images. This feature in essence calls out the status message and highlights it to your fans when viewing your wall. Use this feature to test out content types and time of day as well.
To me there seem to be a lot of potential options for this type of testing on Facebook. What type of messaging test and targeting would you like to do on your page? Tell us in the comments below!
Interested in learning more about the new Facebook Timeline and how it affects your Page? Attend my webinar on April 12th – register here: bit.ly/AprWebinar
Pinterest now boasts more than 11 million unique monthly visitors. According to comScore, the average Pinterest user spends 98 minutes per month on the site. The visual bookmarking website also has a higher rate of engagement than Twitter. What do all these staggering stats indicate? That Pinterest is all set to become a major player in the social media arena in the coming years. If your business is not leveraging this online platform yet, you might be missing on potential opportunities to engage your target audience.
Before we delve deep into how you can get your business up and pinning on Pinterest, let’s have a look at the top ten categories on this site.
1. Home (17.2%)
2. Arts and Crafts (12.4%)
3. Style/Fashion (11.7%)
4. Food (10.5%)
5. Inspiration/Education (9.0%)
6. Holidays/Seasonal (3.9%)
7. Humor (2.1%)
8. Products (2.1%)
9. Travel (1.9%)
10. Kids (1.8%)
If you want to create your business presence on Pinterest before it’s too late, given below are seven tips that you can use.
#1. Set Up Your Profile
To get started, you need to create a profile on Pinterest. Since the social media site is still in beta-invite only mode, you can ask a co-worker, colleague or friend of yours to send you an invite. Once you receive the invite, you can register on the site and complete your profile information. While filling out the profile, you should include links to your business website and social media pages. You can also include the link to the RSS feed.
Since you’re using Pinterest for business purpose, you should select the profile picture carefully. Choose a picture that represents your brand or company so that consumers can easily identify who you are.
#2. Create Boards
After you’ve completed the profile section, it’s time to start creating boards. While creating boards on Pinterest, you need to think what’s significant to your business. Depending on your specific requirements, you can create multiple boards and name them appropriately.
If you’re in an interior design business, you can create boards like ‘home décor ideas’, ‘ideas for home’, ‘dream bathroom’ and ‘kitchen makeover ideas’ among others.
#3. Upload Items (and Grow Them)
Next, you need to add images to each of the boards that you’ve created. Add at least 6-12 items (images or pins) to every board. Be careful to choose only those images that can quickly grab the attention of the user. You can also add videos.
#4. Learn the Pinterest Etiquette
Now that you’ve a business presence on Pinterest, it’s time to have a closer look at the Pinterest etiquette. Pinterest is a thriving social community and you should always remember to abide by the community guidelines. Pinterest doesn’t support blatant self-promotion. Be authentic and treat other community members with respect.
Read the Pin Etiquette now.
#5. Follow Other Pinterest Users
In order to grow your business presence on Pinterest, you also need to follow other users. Following other Pinterest users, re-pinning and liking their pins is vital to spread the word about your own brand. You can also choose to comment on other people’s pins as well as respond to those that are left by users on your own pins. Re-pinning and commenting on your followers’ pins is indicative of the fact that you don’t excessively self-promote.
#6. Add the Pin-It Button to Your Website
You may have added different social media buttons to your website already. Add one more – the ‘Pin it’ button (grab the code here). Placing this button on your site makes it easier for visitors to pin your visual content.
#7. Run a Contest on Pinterest
Launching a contest on Pinterest is an excellent way of creating awareness about your brand and drive social momentum among the audience. Several small businesses have already launched different types of contest on Pinterest in the past few months. If you’re sure it’s something you need, you too can announce a contest on Pinterest to fulfill your business goals.
Make sure you launch the right kind of contest (Best Pinboard, Most Repins, Sweeptakes Entries etc).
Is your business on Pinterest yet? Please feel free to share your views and opinions.
If you’re like me, you might be a little wary of automated solutions that allow you to grow your Twitter list exponentially, but also have the potential of getting your account shut down. So instead, I thought I would share with you my simple strategy for slowly and steadily growing your Twitter followers.
This isn’t about getting a huge number of just any Twitter followers, but a smaller concentration of Twitter followers that will be interested in your content.
Tweet Links with Author’s Twitter Handle
If you read and tweet blog posts a lot, chances are you are using the Tweet button on the post or an app like Buffer to schedule your tweets. But one thing you might be missing out on with either approach is adding the blog post author’s Twitter handle to your tweet. Let’s say you were tweeting a post off of Mashable, for example. It’s not likely that @Mashable will notice your tweet considering they have dozens of posts daily that are getting tweeted around 1,000+ tweets each.
The people who might notice your tweets, however, are the authors of those posts. Simply click on the name of the author to get to their author page.
There, you will find a link to their Twitter profile.
When you tweet the post, be sure to include the author’s Twitter handle in the tweet and also follow the author.
Does this work all of the time? Of course not. But if you’re already tweeting a blog post, you might as well take the extra moment or two to find the author’s Twitter handle and include them in on the tweet. As a bonus, if you do establish a good relationship with a regular author on a major blog, you could ask them to introduce you to their editor to get a great guest posting gig for yourself!
Follow People Who Tweet Your Posts
Do you notice the same person regularly tweeting your posts? Simply follow them and thank them for tweeting you! This personal interaction may get them to follow you back if they are not following you already.
Follow People You Converse With
Do you get the occasional Twitter question from someone who isn’t following you? If they’re talking about your niche or industry, be sure to answer and follow them. They’ll likely take notice and follow you back since you’ll be fresh on their mind!
Monitor Keyword Discussions
Not sure where to find new followers? Try this approach. Search for a particular keyword on Twitter to see who is talking about it.
You can save your searches on Twitter itself or, better yet, save this search in a Twitter management tool like HootSuite so you can continuously monitor it.
Whenever someone asks a good question, answer it and follow the person. Since you’re helping them out, they’ll likely view you as an authority and follow you back for more information!
Last, but not least, make sure you get the most exposure for your tweets by simply adding a keyword hashtag to them. You know things like #seo, #socialmedia, and #blogging are popular. But if you’re not sure about others, use Tospy Analytics to search hashtag ideas to see which ones get the most usage.
Beneath the graph, you can see the types of tweets that are shared with that hashtag and the number of influential users that use it.
By doing this, the people who follow that hashtag will see your tweet as well as the people who create Paper.li papers and other content based around the hashtag.
How Do You Grow a Steady Following on Twitter?
These are just a few ways to build a slow and steady following on Twitter that shouldn’t backfire and get your account penalized. What other methods do you use to build followers?
You’ve seen the Facebook stats: 845 million active users (161 million active US users), 2.7B daily likes, 60% of all internet users in the US and UK are on Facebook, and 2 billion total registered users. The social media site we’ve been use to for the past 5+ years has grown and evolved – and your marketing strategy should as well.
Improving your Facebook marketing strategy over time requires a bit of trial and error. Heavy testing is involved and is my – 1st T: TEST. If you aren’t testing now, you’re missing out. Having your social media team utilize Facebook Insights is crucial to your success. Test and monitor your messaging strategy in the following ways:
- Time & date of successful status message updates
- Type of content and it’s success – pictures, video, etc…
- Trends in weekly total reach – look for cyclical patterns and spikes
- Friends of fans count – look for spikes to help you determine your most influential fans
- # of engaged users and reach per message
There are key sets of data you can obtain by testing, as you can see above. Utilize this information to target your messaging in a better way to your audience – T #2: TARGET. It makes sense that messaging strategies that target your demographic are going to be the most successful, but surprisingly many Facebook admins update their status messages ‘willy-nilly’, often forgetting who their real target market is.
With T #1: TEST, you’ll get a good idea of how your current fans engage with your page. Use this information to target your messages. Do Q&A type of posts work better? This type of messaging, when asking the right questions, can target users in certain buying cycles and help push them over the edge to make purchases. Is more engagement on posts targeted to a certain type of fan? Status messages catering to a female demographic, if you have more female fans than male, can produce higher engagement scores. Do you have a lot of international fans? Page admins can target messaging by location or language. Look at the data and target – enuf said!
And on to – T #3: TAG. It’s surprising to me how few brands actually use tagging. This is one of the best features on Facebook that allows you to cross promote your page and engage as a brand with other pages. Start using tagging in status message updates to highlight business partnerships, give shoutouts to employees, highlight an awesome charity or shed light on a new cause. Start using tagging to engage with other pages and you’ll find the fans of those pages will slowly follow.
Something else to remember when using Facebook to market your business is – T #4: TRENDS. I use Facebook both personally and professionally, so it seems I’m logged in quite a bit. Over time you start to notice trends in the messages of your friends. Whether it’s things they’re talking about, types of questions they’re asking, events they’re reporting about or even content they’re sharing – these are all opportunities as marketers to get great ideas for your business page.
For example, the “meme” trend and caption photos are pretty hot right now on Facebook. As a business page you can utilize this trend and make your own memes or caption photos. If you weren’t following the trends, however, you may have missed this type of messaging on Facebook. The “Doppelgänger” fad from a few years ago is another example. Using these trending topics to engage with your users can help improve engagement and the effectiveness of your efforts.
Well there you have it, the 4 T’s to help improve your Facebook marketing strategy. Can you think of a few more T’s to add to the list?
SEO is here to stay for a long time. Though it’s important to stick to best SEO practices and guidelines, you should never use too much SEO. Google spam team head Matt Cutts attended the SXSW a week ago. During his panel, he announced that Google is working on an update that’ll specifically target those websites that indulge in overdoing SEO.
Matt’s announcement is yet another proof that SEO won’t die soon. It’s here to stay and webmasters need to be more careful while incorporating search optimization strategies into their sites.
So, you need to ask – ‘Is my site overly SEO’ed?
The upcoming update is going to be a massive one. A hard pill to swallow for SEOs! Though Google usually doesn’t pre-announce an algorithmic update, this announcement should quickly raise the ears of SEOs around the globe. If you are working really hard at SEO (which I know many of you do), it’s about time you stopped this right away.
Though over-optimization or overdone SEO has been in discussion for a long time, you can’t ignore it anymore. The algorithmic update (which many Google engineers are already working on) will be launched anytime in the next few weeks. It sounds pretty scary, right?
Signs of Over-Optimization
I know this is what you actually want to ask. You want to know how much SEO is too much so that you can identify whether your site is overly SEO’ed. On the other hand, there are those who are over-optimizing their web pages and they know that they are overdoing it. Brace yourself!
A site is overly SEO’ed if -
it repeats keywords in Meta tags
it has long keyword-stuffed URL strings
it has keyword-stuffed alt tags
it focuses on SEO content, rather than the visitor
it has an unnatural backlinks profile
it has too many anchor-text manipulated hyperlinks on web pages
Many times, you would force yourself to complete 500 words when you can say or express your idea in just 300 words. You do it only because you want to meet a mythical search engine word count so that you can rank at top positions in search engine results pages. This is exactly when you start to create fluffy SEO copy, which indicates you are in the habit of overdoing SEO.
What to Do
Without any delay, you should warn all your SEOs or the search optimization agency (if you outsource the work) to beware before it’s too late. If you’re working with a SEO company, it’s always a good idea to keep a close watch on everything they are doing to improve your site’s rankings. Don’t make the mistake of handling your sites to a SEO agency or professional and never bothering to check what strategies they are using. After all, it’s your businesses and you’re accountable for where you want to take it.
Please people and search engines will be happy too. Google has told it time and again that they want to enhance the web user’s experience. If you want your site to survive in search rankings, you need to focus all of your attention to people. By writing for people, you won’t only escape search penalties, but you’ll also increase the rate of conversion on your site.
And, be careful if you plan to hire a SEO agency or professional because prevention is always better than cure.
Should Google Define ‘Too Much SEO’ or ‘Over-Optimization’?
This is an important question. A lot of people are worried because they have no idea how Google is going to differentiate between great content and overly SEO’ed sites. Publishers and small businesses are investing in SEO in large numbers. They really need more clarity about what Google considers as ‘over-optimized’ or ‘overly SEO’ed’. Will Google ever answer?
What do you have to say about this upcoming Google search update? I really hope that your site doesn’t fall into the ‘overly SEO’ed’ catgory.
Do you want to keep up with the latest news for your favorite Facebook fan pages, but don’t want to miss out on them because EdgeRank is hiding them from your new feed? Or would you prefer to not have to go to Facebook at all until your favorite pages have updates?
One of the Google Chrome extensions I use, RSS Subscription Extension, puts an RSS icon in the browser’s address bar when there is an RSS feed discovered on a page. On Facebook pages that haven’t been converted to the new Timeline design, that icon comes up so you can subscribe to your favorite page’s RSS feed.
For pages with the new design enabled, however, the RSS feed has gone missing.
Fortunately, the feed is still available though. You just need a little workaround. To get any page’s RSS feed, first you will need to grab the page’s ID number. For pages that do not have a customized username (http://facebook.com/username), the ID number will be at the end of the URL. For those pages that have a customized username, the quickest way to grab the ID is through the Open Graph. Simply take the page’s username and add it to the following URL.
Highlighted in the above is my page’s ID number, 255576081168962. To create the RSS feed, take the page ID number and insert it in the following.
Take this URL and paste it into your preferred RSS reader. Mine is Google Reader, so I would paste it in to the Subscribe field.
Now, you can see your favorite page’s updates all in your RSS reader.
With Google Reader, you can even gain some insight into how many times a page posts per week on average.
I’m not sure how accurate that really is, but you might find it insightful sometimes. My page shows an average of six posts a week when lately I have only done one to two per week. Mashable’s page, on the other hand, shows an average of 120 post per week and 23 subscriber’s to their page’s RSS feed.
Do you use RSS feeds to follow Facebook pages?
How much do your customers really use social media? This seems to be a question that’s asked often and answered often. You might ask this question if you’re just starting out in a new industry or maybe you’ve been in your industry a while but just don’t have a clue where to start online. Lack of knowledge, disconnect with data and not knowing who your customers are can cause issues when trying to figure out how social your customers are.
The first step in figuring out how social your customers are is research. Turn your lack of knowledge into expertise just by putting in the research. Conduct social listening exercises across multiple platforms to get started. Here are some suggested social listening exercises to help you gain the social insight you need into your industry.
Monitor the large social networking sites such as Twitter, Facebook, LinkedIn, Pinterest and even MySpace. Use the search functionalities of each of these sites. Search for keywords related to your products or services. Who is talking about your products and services? Are any of these users very influential – you can figure this out by going to their profile and looking at how many friends they have and how active they are.
Additionally, try typing in frequently asked questions into the search bar. Are there users asking those questions? Make note of how regularly messages are sent out and/or responded to. This can help you figure out how social your customers are too.
Search for competitors brand pages. You can gain a lot of insight by seeing just how other brands are using social media. How active are their fans? Do fans comment, “like”, “share” and post regularly? Do they foster a sense of community on their pages? Make note of how your competitors are using social media marketing.
Use a search engine to find discussion boards and forums. How regularly are people posting, answering and sharing? The conversations in forums and on discussion boards can show you how often your customers feel compelled to post about industry related topics.
Blogs & Industry News
Use a search engine to find industry blogs and websites. Does the site allow contributors? How many bloggers write for the site and how active are they on social media? Make note of how regularly posts are updated, commented on and responded to. This can help you see exact how social your customers are.
With each of the listening exercises above you’ll gain great insight into the social activities of your prospects. In addition to the research you put forth through social listening, try looking at studies put together by by Forrester, Marketing Hub, Pingdom, and others. Some of these studies will help you identify how social certain demographic groups are.
Additionally, you can get insider tips from people within your own industry. Search Google for articles about marketing to your industry through social media. Or follow experts like Jay Baer who wrote this great blog post, “4 Detective Tricks to Find Your Customers in Social Media”.
Hopefully after a few of these exercises you’ll start to get a better grip on exactly how social your customers are. Don’t forget to go back and conduct these exercises often – the social activities of your customers change over time.
What sites do you currently use to conduct social listening?
Wow, a content inventory is an excellent idea! Yes, creating a content inventory helps you assess the current status of your website, how you can improve the content and what you need to do to take your website to the next level. The biggest benefit of having a content inventory is that you can use it to enhance the SEO of your website or blog. So, how do you do it?
First of all, you need to know what a content inventory is. Well, a content inventory is an information architecture which is used to list all the content (whether text-based, images or videos) on your website so that no single piece of content is hidden from your sight.
Content has been the king for a long time now. It rules even today. If you want to enhance the SEO of your site, creating a content inventory is just the perfect way to go. After you’ve created the same, you’ll become an authority on what your website contains. With this in-depth knowledge, you’ll be all set to use the SEO tactics and strategies that your website badly needs.
What Does a Content Inventory Look Like?
Initially, creating a content inventory looks like a maddening exercise. Once you get started with the same, it can be a lot of fun. A content inventory is actually a spreadsheet, which contains information about each page that you have on your website or blog. The number of columns in the spreadsheet may vary depending on the number of on-page factors that you want to optimize for.
A content inventory, meant to improve SEO, looks a little different from a standard information architecture content inventory. Such an inventory does a great job to keep you abreast of all the individual content pieces on your site as well as help you plan your SEO strategy for future.
For example, the inventory can include information like the page title, URL structure, targeted keywords (or phrases), keyword density, meta description and image file name, for every web page in the spreadhsheet.
The Process Can Be Easier If …
If you have a big website or blog, you may find the task of creating a content inventory quite cumbersome. It’s, therefore, advisable to include other people (or employees) from your company so that you can assign each one of them some specific chunk. That means you’ll first need to break up all the components of your website in smaller chunks that you can easily manage. Once everyone completes their assigned tasks, you can draw up the entire spreadsheet and start analyzing the data to work out your future SEO strategies.
So, It’s Time to Analyze!
It’s a good idea to provide everyone (who was involved in the process) access to the copy of the content inventory (spreadsheet). Then, you can all get together to analyze the data collected in the spreadsheet and share inputs and suggestions among one another. During the content audit, you can also add notes about deleting, rewriting or optimizing various pages, according to specific SEO requirements of your site.
Now you are ready to take action! You can delete the pages that have zero performance or you don’t really need. It’s a good idea to take appropriate action first on those pages that are most popular with readers. You can prepare a list of all the actions that you want to take in terms of on-page optimization. Delegate the tasks to responsible people (or parties), set deadlines and improve the visibility of your website or blog in search engines.
How does creating a content inventory for a site sound to you? Please feel free to talk back in comments.
I am regularly asked about the effectiveness of article marketing. It’s been a little over a year since the first Google Panda update in February 2011 when many sites took a major beating in keyword rankings.
While researching free SEO tools, I found a nice feature in SEMRush that allows you to see the number of keywords a site is ranking for over time. Using a graph that pulls information from the last four years, you can easily see if and when Panda updates hit the site. You can also tell if the site has since recovered their rankings.
The following are some of the top article directories and how they have fared in keyword rankings since the first Panda update. Note the spike around 3/2011 in the graph and everything thereafter.
Alexa Global Rank: 806
Editorial Guidelines: http://www.examiner.com/assets/handbook/index.html
Alexa Global Rank: 209
Editorial Guidelines: http://www.squidoo.com/originalitypact
Alexa Global Rank: 293
Editorial Guidelines: http://hubpages.com/faq/#what_is_allowed
Alexa Global Rank: 314
Editorial Guidelines: http://ezinearticles.com/editorial-guidelines/
Alexa Global Rank: 7,508
Editorial Guidelines: http://www.articlealley.com/guidelines.php
Alexa Global Rank: 2,660
Editorial Guidelines: http://goarticles.com/author.html
Alexa Global Rank: 1,321
Editorial Guidelines: http://www.articlesbase.com/editorial-guidelines
Alexa Global Rank: 4,834
Editorial Guidelines: http://www.articlesnatch.com/submitguidelines.php
Alexa Global Rank: 6,336
Editorial Guidelines: http://www.amazines.com/Article-Submission-Guidelines.htm
Alexa Global Rank: 3,802
Editorial Guidelines: http://community.suite101.com/support/suite101-submission-guidelines
Alexa Global Rank: 4,842
Editorial Guidelines: http://help.helium.com/helium-writing-standards
Alexa Global Rank: 1,868
Editorial Guidelines: http://www.buzzle.com/authors/become-author.asp
Alexa Global Rank: 9,756
Editorial Guidelines: http://www.articlecity.com/article_submission.php
Alexa Global Rank: 5,030
Editorial Guidelines: http://www.selfgrowth.com/submit_articles
Alexa Global Rank: 7,681
Editorial Guidelines: http://www.bukisa.com/info/bukisa-101
Do you use article marketing in your online marketing strategy? Has it been effective since Panda? What directories would you suggest?
Every color is associated with a specific quality or emotion. They have the power to impact shopping habits of consumers. They can make readers happy or sad. They can fill visitors with excitement or depress them. Bad or unmatched colors can also drive users away. Today, bloggers are more concerned about creating top quality content and using social media to increase shareability. That’s fine. But you can never ignore the value of colors when it comes to building a blog your target audience will love coming back to over and over again.
Before we delve deep into how colors can make a difference to your blog, let’s have a look at different specific qualities of different colors (according to the North American mainstream culture).
Major corporations spend thousand of dollars to identify colors that work best with their target audiences. Whether it’s about developing a product or packaging it attractively, colors have a vital role to play. It’s because different colors have different meanings for people of different cultures and backgrounds.
Significance of Blog Color Scheme
If you understand the meaning of different colors and know how they can affect visitors’ behavior, you’ll be able to choose the right colors for your blog. Use of appropriate colors in designing can increase the time spent on your blog by readers. It can also compel readers to return again.
According to a study, 52% of visitors didn’t come back to a blog only because they didn’t like its color and design. That means any mistake in choosing the colors for your blog can make a huge difference. Whether you want to build a brand, gain the trust of your blog readers, enhance readability on your site or make visitors feel at home, you should pay careful attention to choosing the most suited color scheme for your blog.
Choose appropriate colors for each of these blog sections –
The Content Body
Colors can increase blog readership by around 40%. They also ease the process of learning and comprehension. The color of images you add to your blog posts also plays an important role in holding readers’ attention.
The size of the blogosphere continues to swell. If you don’t choose the right color scheme, it might be tough to stand out in the crowd.
Think of Your Readers (the Target Audience)
Colors for a blog should be chosen according to the specific requirements of its target audience. To achieve success, you should first try to gather as much information about your readers or the target audiences as possible. Elements like cultural differences, class differences, gender differences and geographical locations are important considerations for selecting colors that your target audience would be comfortable with.
People belonging to the working class prefer colors like blue, red and green while those with high educational backgrounds like obscurer colors. Likewise, most of the women prefer red and orange colors. People from different geographical locations also respond differently to different colors.
Don’t Forget Your Brand
Colors have the potential to increase brand recognition by as much as 80%. That’s why the color scheme selection must always be done in the light of the brand value that you desire to create. If you have a blog attached to your website, you should never ignore the known brand colors.
Does your blog use the right colors? Please feel free to talk back in comments.