Tag Archive | "Media"

The Problem With Only Using Social Media To Grow Your Business

In recent year’s a new crop of entrepreneur/freelancer/coaches have risen off the back of social media channels like Facebook, Instagram, and Snapchat. These people use the tools to distribute their knowledge and thus attract clients. You share some pictures, write short updates, do live videos, and eventually, a few people…

The post The Problem With Only Using Social Media To Grow Your Business appeared first on Entrepreneurs-Journey.com.

Entrepreneurs-Journey.com by Yaro Starak

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Social Doubt: Beware the downside of social proof in social media marketing

Social proof is a psychological dynamic that helps power some of the success that marketers see from social media.
But there is a downside of social proof in social media marketing. Read on to learn some of its pitfalls and how to avoid them

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The Problem With Only Using Social Media To Grow Your Business

In recent year’s a new crop of entrepreneur/freelancer/coaches have risen off the back of social media channels like Facebook, Instagram, and Snapchat. These people use the tools to distribute their knowledge and thus attract clients. You share some pictures, write short updates, do live videos, and eventually, a few people…

The post The Problem With Only Using Social Media To Grow Your Business appeared first on Entrepreneurs-Journey.com.

Entrepreneurs-Journey.com by Yaro Starak

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Google Assistant adds new media capabilities ahead of HomePod release

You can now wake up to a favorite playlist and use voice to pick up where you left off with Netflix shows.

The post Google Assistant adds new media capabilities ahead of HomePod release appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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3 Holiday Social Media Campaigns to Emulate for Your Business

Major holidays, like Christmas, are typically very lucrative seasons for most businesses. It also opens up a lot of opportunities for them to connect with potential clients. Unfortunately, the holidays are a very stressful time for consumers.

The wrong marketing campaign can alienate clients, damage a company’s reputation, and waste precious opportunities to develop brand loyalty and increase sales. Conversely, the right campaign can give a company a major boost in terms of revenue and reputation.

Here are three highly successful holiday social media campaigns that are inspiring and worth imitating:

REI #OptOutside Campaign

Image result for #OptOutside Campaign

Several companies have benefited greatly from a well-executed hashtag campaign. REI, Starbucks, and UPS have even parlayed their successful hashtag campaign into a yearly event.

REI’s #OptOutside started in 2015 when the outdoor retailer made their decision to close all their shops on Black Friday the focus of their marketing campaign. Not only did the company go on a break on the biggest shopping day of the year, something virtually unheard of at the time, but they also paid all their employees to spend the time outdoors with their loved ones.

The company also encouraged customers to also spend the day outside and to share their photos with the hashtag. The campaign immediately went viral and the company won various awards that year. REI’s campaign is still going strong three years in, and the company has kept things fresh, rolling out a new search engine that collects user-generated content with the #OptOutside tag.

Elf Yourself by OfficeMax

Image result for office max elf yourself

Some of the best marketing campaigns directly involve customers. Despite being more labor-intensive and time-consuming, fun user-generated contests are memorable and easily boosts a brand’s name recall.

A prime example of this is OfficeMax’s Elf Yourself contest. The company provides one video template that all contestants can use. The template shows five dancing elves, and users can customize it by putting in their friends’ faces. Needless to say, millions of people have fun making the video, uploading it and sharing it with friends and family on various social media platforms.

Nordstrom’s Advent Calendar

Instagram is a wonderful vehicle for brands hoping to get noticed, and the Christmas season can make a key difference. Nordstrom really went to town with its Instagram marketing campaign this year. The company opted to go with an Advent calendar theme, posting a unique video every day as the company counts down to Christmas Day. The daily videos, which were sprinkled with some brands the store carries, helped customers get into the spirit of the season.

It was also a big plus that the video offerings were all very creative and fresh. Customers definitely had a great time viewing them and undoubtedly enjoyed buying from Nordstrom as well.

There’s a lot more riding on the marketing campaigns of today, as the different social media channels give companies more opportunities to have deep interactions with their consumers. But to do this, businesses have to be more creative in coming up with strategies for unforgettable content and its distribution. This is particularly vital during the Christmas season.

[Image via Pixabay]

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Writing Headlines that Serve SEO, Social Media, and Website Visitors All Together – Whiteboard Friday

Posted by randfish

Have your headlines been doing some heavy lifting? If you’ve been using one headline to serve multiple audiences, you’re missing out on some key optimization opportunities. In today’s Whiteboard Friday, Rand gives you a process for writing headlines for SEO, for social media, and for your website visitors — each custom-tailored to its audience and optimized to meet different goals.

Writing headlines that serve SEO, Social Media, and Website Visitors

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about writing headlines. One of the big problems that headlines have is that they need to serve multiple audiences. So it’s not just ranking and search engines. Even if it was, the issue is that we need to do well on social media. We need to serve our website visitors well in order to rank in the search engines. So this gets very challenging.

I’ve tried to illustrate this with a Venn diagram here. So you can see, basically…


In the SEO world of headline writing, what I’m trying to do is rank well, earn high click-through rate, because I want a lot of those visitors to the search results to choose my result, not somebody else’s. I want low pogo-sticking. I don’t want anyone clicking the back button and choosing someone else’s result because I didn’t fulfill their needs. I need to earn links, and I’ve got to have engagement.

Social media

On the social media side, it’s pretty different actually. I’m trying to earn amplification, which can often mean the headline tells as much of the story as possible. Even if you don’t read the piece, you amplify it, you retweet it, and you re-share it. I’m looking for clicks, and I’m looking for comments and engagement on the post. I’m not necessarily too worried about that back button and the selection of another item. In fact, time on site might not even be a concern at all.

Website visitors

For website visitors, both of these are channels that drive traffic. But for the site itself, I’m trying to drive right visitors, the ones who are going to be loyal, who are going to come back, hopefully who are going to convert. I want to not confuse anyone. I want to deliver on my promise so that I don’t create a bad brand reputation and detract from people wanting to click on me in the future. For those of you have visited a site like Forbes or maybe even a BuzzFeed and you have an association of, “Oh, man, this is going to be that clickbait stuff. I don’t want to click on their stuff. I’m going to choose somebody else in the results instead of this brand that I remember having a bad experience with.”

Notable conflicts

There are some notable direct conflicts in here.

  1. Keywords for SEO can be really boring on social media sites. When you try and keyword stuff especially or be keyword-heavy, your social performance tends to go terribly.
  2. Creating mystery on social, so essentially not saying what the piece is truly about, but just creating an inkling of what it might be about harms the clarity that you need for search in order to rank well and in order to drive those clicks from a search engine. It also hurts your ability generally to do keyword targeting.
  3. The need for engagement and brand reputation that you’ve got for your website visitors is really going to hurt you if you’re trying to develop those clickbait-style pieces that do so well on social.
  4. In search, ranking for low-relevance keywords is going to drive very unhappy visitors, people who don’t care that just because you happen to rank for this doesn’t necessarily mean that you should, because you didn’t serve the visitor intent with the actual content.

Getting to resolution

So how do we resolve this? Well, it’s not actually a terribly hard process. In 2017 and beyond, what’s nice is that search engines and social and visitors all have enough shared stuff that, most of the time, we can get to a good, happy resolution.

Step one: Determine who your primary audience is, your primary goals, and some prioritization of those channels.

You might say, “Hey, this piece is really targeted at search. If it does well on social, that’s fine, but this is going to be our primary traffic driver.” Or you might say, “This is really for internal website visitors who are browsing around our site. If it happens to drive some traffic from search or social, well that’s fine, but that’s not our intent.”

Step two: For non-conflict elements, optimize for the most demanding channel.

For those non-conflicting elements, so this could be the page title that you use for SEO, it doesn’t always have to perfectly match the headline. If it’s a not-even-close match, that’s a real problem, but an imperfect match can still be okay.

So what’s nice in social is you have things like Twitter cards and the Facebook markup, graph markup. That Open Graph markup means that you can have slightly different content there than what you might be using for your snippet, your meta description in search engines. So you can separate those out or choose to keep those distinct, and that can help you as well.

Step three: Author the straightforward headline first.

I’m going to ask you author the most straightforward version of the headline first.

Step four: Now write the social-friendly/click-likely version without other considerations.

Is to write the opposite of that, the most social-friendly or click-likely/click-worthy version. It doesn’t necessarily have to worry about keywords. It doesn’t have to worry about accuracy or telling the whole story without any of these other considerations.

Step five: Merge 3 & 4, and add in critical keywords.

We’re going to take three and four and just merge them into something that will work for both, that compromises in the right way, compromises based on your primary audience, your primary goals, and then add in the critical keywords that you’re going to need.


I’ve tried to illustrate this a bit with an example. Nest, which Google bought them years ago and then they became part of the Alphabet Corporation that Google evolved into. So Nest is separately owned by Alphabet, Google’s parent company. Nest came out with this new alarm system. In fact, the day we’re filming this Whiteboard Friday, they came out with a new alarm system. So they’re no longer just a provider of thermostats inside of houses. They now have something else.

Step one: So if I’m a tech news site and I’m writing about this, I know that I’m trying to target gadget and news readers. My primary channel is going to be social first, but secondarily search engines. The goal that I’m trying to reach, that’s engagement followed by visits and then hopefully some newsletter sign-ups to my tech site.

Step two: My title and headline in this case probably need to match very closely. So the social callouts, the social cards and the Open Graph, that can be unique from the meta description if need be or from the search snippet if need be.

Step three: I’m going to do step three, author the straightforward headline. That for me is going to be “Nest Has a New Alarm System, Video Doorbell, and Outdoor Camera.” A little boring, probably not going to tremendously well on social, but it probably would do decently well in search.

Step four: My social click-likely version is going to be something more like “Nest is No Longer Just a Thermostat. Their New Security System Will Blow You Away.” That’s not the best headline in the universe, but I’m not a great headline writer. However, you get the idea. This is the click-likely social version, the one that you see the headline and you go, “Ooh, they have a new security system. I wonder what’s involved in that.” You create some mystery. You don’t know that it includes a video doorbell, an outdoor camera, and an alarm. You just hear, “They’ve got a new security system. Well, I better look at it.”

Step five: Then I can try and compromise and say, “Hey, I know that I need to have video doorbell, camera, alarm, and Nest.” Those are my keywords. Those are the important ones. That’s what people are going to be searching for around this announcement, so I’ve got to have them in there. I want to have them close to the front. So “Nest’s New Alarm, Video Doorbell and Camera Are About to Be on Every Home’s Must-Have List.” All right, resolved in there.

So this process of writing headlines to serve these multiple different, sometimes competing priorities is totally possible with nearly everything you’re going to do in SEO and social and for your website visitors. This resolution process is something hopefully you can leverage to get better results.

All right, everyone, we’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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How brand marketers hitched a ride on the solar eclipse in social media marketing

Every few years, everyone everywhere stops what they’re doing to watch the BIG THING that is happening, whatever it might be — the OJ Simpson trial, balloon boy or, most recently, last Monday’s (moon-day’s) total solar eclipse.

Take tips from the brand marketers featured in this post on how to stand out from the crowd and grab customers’ attention through social media trend jacking.

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How Will Amazon’s New Social Media Platform Benefit Brands?

Online retailer giant Amazon just found another way to make it easier for people to part ways with their money. The company has ventured into the world of social media with Amazon Spark, which was launched last July.

Amazon Creates Social Media Platform

At first glance, Amazon Spark looks a lot like some other social media platforms such as Instagram and Pinterest. The newcomer platform’s feed is also heavy on photos but a marked difference is that these are images of products available on Amazon.

Image result for amazon spark

Of course, encouraging people to post pictures of the products they love or make reviews on items they have tried is Amazon’s brilliant way to deepen consumer engagement on their platform. At the moment though, only Amazon Prime members can make posts or comment on them, but non-Prime members can still use the platform to view posts.

Just like your typical social media platform, Spark requires first-time users to register. Once a user has logged in, Spark requires the user to choose at least five interests that would later become the basis for what posts will be included in the feed. The platform actually allows more than five interests, which range from generic, broad categories like “Music” or “Books” to more narrowed-down options like “TV Bingewatching.”

Spark is also using its own version of a “Like” called “Smile” to indicate approval of a post.

Image result for amazon spark smile

The Advantages of Spark

While it shares a lot of similarities to older platforms, Amazon Spark has several advantages over its competitors. Unlike other social media platforms where people log on to see what’s the latest buzz on virtually everything, there is only one reason why Spark users would log on to the platform and that is to see what is worth buying.

Essentially, Spark is a social media network for consumers—people looking for the best products to buy. As such, you can expect the conversion from traffic to actual sale to be higher on this social media platform than most others. Before logging into the platform, users are already eager to buy something. They’re just looking for the right product to justify a purchase.

The higher conversion rate will offset Amazon Spark’s smaller user base compared to other platforms. At the moment, there are around 80 million Amazon Prime members who are allowed to post and comment on Spark. However, there’s a hidden number in there somewhere that brands should not ignore. Apparently, Prime members spend around $ 600 more per year than non-Prime members. Multiply that by 80 million and you’ll get a rough estimate of its gargantuan potential for brands.

Image result for amazon spark social comparison chart

Aside from tapping the purchasing power of the horde of Amazon shoppers, there is one thing that sets Amazon Spark apart from other platforms. Since Spark is inside the Amazon application, buyers can buy the item tagged in a particular post seamlessly and without the need to log into another app to make the purchase. Since the eCommerce component is already integrated into the platform, there is simply no time for consumers to hesitate and, in a way, Spark has made impulse buying even faster.

Current Limitations for Brands

At the moment, Amazon Spark does not allow brands to make posts to the platform. However, brands can work around this problem by reaching out to “enthusiasts,” which is Amazon’s term for influencers, to make posts for their products in the meantime.

Another limitation is that Spark is only available for iOS devices at the moment although Amazon previously promised that an Android version is on the way. In addition, there is no word yet if the company plans to expand Spark’s access via desktop.

[Featured Image by Amazon]

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How Social Media Is Changing the Way Businesses Conduct Customer Service

Social media has become more than just a networking platform. They’ve become an ecosystem where friends, family, consumers, and brands interact with one another at lightning speed. In this age of hyper connectivity, brands are slowly realizing the potential of social media when it comes to providing customer service.

According to a study by Lithium Technologies, 70% of Twitter users expect a response from brands they interact with online. The same study also revealed that 50% of those users expect the response within the first hour. The need for a prompt response to customer inquiries has skyrocketed over the past few years and brands need to step up their game.

Today, consumers are quick to share their sentiments—whether it be negative or positive—on social media. Brands need to develop a more agile strategy that allows them to moderate these comments without damaging their reputation.

Image result for social media customer service

Because customer support through social media is still an emerging trend, not a lot of brands have expertise on the topic. Consumers, however, understand the power of social media and they use public posts as leverage in order to get the response they deserve.

Once unanswered questions and unaddressed concerns queue up on a brand’s social media page, their reputation is sure to take a hit. This shows the explicit need for brands to quickly allocate energy and resources in improving how they provide customer support through various social media channels.

Negative consumer sentiments shared online can hurt a brand’s online credibility. What makes them even more dangerous is their viral element. Each post has the ability to reach millions of existing and potential customers, giving brands often undeserved bad publicity.

For brands to come across as more responsive and approachable to consumers, they need to have a community manager who can focus on providing prompt and adequate responses to customer inquiries.

Aside from responding to messages being sent in by customers, community managers also play a key role in establishing a better relationship between brands and their target audience. They are also responsible for developing a more relevant tone that resonates with customers.

Once a brand figures out the right tone to use on social media, they can easily communicate with their audience in a more organic way. This tone helps brands stay consistent to the image they want to project to their target audience.

Staying on top of customer support requests are made easier by automation tools that can be integrated into social media platforms such as Facebook and Twitter. Chatbots can perform basic inquiry ticketing to help community managers address the most urgent inquiries first. Both social media sites are already conducting experiments and studies that can further improve the reliability of chatbots.

Image result for social media customer service chatbots personality

Using sophisticated machine learning and AI technology, these chatbots are also being trained to engage in more natural-sounding conversations with customers. The better these chatbots perform, the more they’ll be able to help brands increase customer satisfaction.

Given the cutting-edge tools and accessibility of websites like Facebook and Twitter, providing customer support through social media has never been easier. The rising trend in customer support through these platforms is bound to change the way brands establish a relationship with their customers and target audience. When used properly, social media can help brands give customers a more pleasurable experience with their products or services.

Social media is becoming one of the most accessible channels for conversations between brands and consumers. Whether brands are ready for it or not, social media will become a place where consumers will express their thoughts and grievances regarding their experience.

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How Social Media Marketing Improves Your Google Rank

In boosting your search engine ranking, it’s almost criminal to exclude social media marketing, especially given its pervasive presence online.

Last year, nearly 70% of people worldwide used social media in one form or another. Also in 2016, 2.34 billion people had a social media presence, and stats predict that this will increase to 2.67 billion by next year.

Number of social media users worldwide from 2010 to 2020 (in billions)

It’s not clear how Google really gauges social media when it comes to ranking websites. That’s understandable, considering the search engine has always been very secretive about its algorithms. What’s clear at this point, however, is that social media does help in driving traffic to your site, albeit indirectly.

The correlation can be found in the top ranking websites, which also have very strong social media signals. So even if Google says that social media shares don’t really count as one link, a large volume should account for something.

Below are just some of the ways social media marketing can boost rankings:

Cultivates Relationships With Customers

Social media provides an easy platform where businesses can directly interact with their customers. More than superficial interaction, it actually allows you to develop a relationship with your clientele. Successful use of social media even gives the power to the consumers to dictate how product value is offered. It’s not just about numbers, but rather making them feel that they have a stake in the company. Cultivating your customers through social media will drive more traffic to your site, resulting in a better ranking on Google.

Links to Your Website

The main purpose of social media is to raise awareness of your product or service. The main goal of Google, meanwhile, is to give the most relevant result when users submit a query. Posting your web address on your social media page—and asking your customers to share it—will also drive traffic to your website.

Businesses are always trying to figure out where their customers are, especially if their websites fail to get traffic even when they have existed for quite some time. Social media offers a ready customer base, with its almost three billion population. The trick is how to harness it.

Means to an End

You should keep in mind that social media is just a means to an end, as Google doesn’t really recognize any of it in its search engine results page (SERP). Knowing this, it’s important for you to make great content that can possibly go viral. YouTube, in fact, has become the battleground for marketers to create the next viral video. It may not directly lead traffic to your website, but it does make for perfect brand recall. Of course, knowing the attention span of Millennials, you’ll need to routinely churn out great content to be effective.

In sum, just remember these simple steps to boost your Google rank with social media.

  • First, create an account on social media—particularly the big four of Facebook, Twitter, Instagram, and YouTube—which can help drive traffic to your website.
  • Second, fill your social media account with great content, with proper search engine optimization techniques, to make sure Google crawls through the page and indexes it in their search engine results page.
  • Third, make sure that the viewers or readers can see the share button to make it easy for them to post your content on their own social media accounts. Afterward, just wash, rinse, and repeat.

Customers, however, are not as keen to forgive on social media, as compared to websites, when the company fails to respond immediately. As such, it’s best to appoint an administrator tasked to respond to queries or complaints on your social media page so your customers walk away happy. This increases the chances of visitors recommending your business to their families and friends.

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