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Posted 16 August 2019

Top 10 Digital Advertising Tips For Your Marketing Strategy

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Digital advertising has become a major component of modern day marketing strategies-and if it’s not part of your business strategy, it should be. Whether your business is B2B or B2C, by implementing digital advertisements correctly, you’ll be able to successfully grow your online presence, and ultimately foster more conversions and sales. Now more than ever, digital advertisements allow your company to have more visibility throughout a much wider audience. However, if your ads aren’t well thought out, you most likely won’t get the outcome you’re hoping for. Whether it be the design, channel, or messaging elements, every aspect of the advertisement needs to be taken into consideration for it to work in your favor. To determine the very best ways to create and implement digital ads, we’ve turned to experts across the digital advertising industry, and have consulted with our own thought-leaders from DUBUB Marketing Agency, to create a collection of tips that will help any company get the most out of their campaigns. From the best channels, to the best converting content-we’ve got it covered. Take a look at these 10 tactics, and see if integrating them into your own marketing strategy can help your company get the digital advertising results you’re looking for:

1. Creative Elements

Your business has visual elements that make it stand out from your competition. Use that to your advantage in your marketing efforts. Whether it is a logo, mascot, font, or color scheme, having it included can help make your brand recognizable. You want to catch the eye of the audience, but you also want to maintain their attention and have them remember your brand. Incorporating unique and creative visual elements into your ads is crucial to the success the ads will bring you. Sarah Maloy, Content Marketing Manager at Shutterstock points out that you want a variety of creative images, but they should be consistent: “When advertising on social media, it’s important to refresh your creative often so that it is relevant and so that users aren’t seeing the same post more than once. When testing variations and trying out new campaigns, look for images that have a consistent aesthetic so that your overall social campaign will feel familiar, but not repetitive, to users who may come across more than one ad. Overall, you want to make sure your social ads tell a cohesive story, and that the image aligns with the copy, which aligns with the CTA or link content, which of course should align with your branding.” -Sarah Maloy, Content Marketing Manager, Shutterstock

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2. Spend Wisely

Each platform used to market online provides you with a different value. You need to analyze which outlets you should invest more time and money into, and which ones are not as imperative. Some platforms that work really well for one company, yield little to no results for another. It is all very specific to your brand, and you need to plan your budget accordingly. Determining what each platform is going to do for your specific advertising efforts should be the basis for the decisions you make with your campaigns, explains Hitesh Sahni, Marketing Consultant at Smemark: “It’s imperative to understand the value each channel offers. Search advertising platforms, such as Google Adwords, work best when there is a clear demand for your product or service, and you want to target people who search for your product or service online. Search advertising is less effective for a startup that has created a new and innovative product never before seen in the market. Or for something that most people buy at brick and mortar stores and rarely search online. In these cases, you want to create demand from scratch. That’s where Facebook fills the gap. Facebook users fill out their profile with demographic details and other interests. This means you can target people who are likely to be interested in your business, whether they are searching for your business or not.” -Hitesh Sahni, Marketing Consultant, Smemark

3. Do Your Research

You may have ideas for what is going to work best for your audience based on past experience with your ads, but taking the time to conduct thorough research and have data to support your actions is important. You may anticipate that your customers will behave a certain way, when in fact they go in a completely different direction. It’s essential to be prepared for this ahead of time and use the information you collect from research to plan your marketing strategy. Elliot Simmonds explains this concept below: ” A lot of people use sponsored posts and other paid advertising, and it seems that many are happy to simply pay the money and watch the views and clicks roll in – even if some of those clicks are from individuals tangential to the product or service they’re promoting. Most platforms allow you to specifically target your sponsored posts and ads, and my tip is to do so following a period (even if it’s only a short period) of actual research. Your gut instinct might tell you a lot about who your clients are, but you should also take the time to find out for yourself – which profiles of consumer spend the most? Who are the ones who return time and again? Where are more of your clients based?” -Elliot Simmonds, Lead Consultant, Rippleout Marketing

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4. The Buyer Process

Understand the buyer journey and what you need to present them with at each stage of the process to more effectively reach users. There are so many detailed options when it comes to viewing buyer analytics. You can see each step a visitor takes throughout your website, how much time they spent on each page, and even what pages caused them to possibly leave. Use this information to cater your digital marketing to those audience members so that you can make the process simple for them, and beneficial for you. Gilles Kirby, PPC Specialist at DUBUB Marketing Agency, highlights the importance of this: “Start targeting users who are near the bottom of the funnel. For instance, in-market audience targeting allows Google to observe user history to better understand where they are in their buying phase. This will then allow retailers to target potential customers who are further down the funnel and are close to making a purchase. Currently there are 492 different market audiences to reach. Targeting methods like this are often overlooked by marketers and retailers so it’s important to take advantage.” -Gilles Kirby, PPC Specialist, DUBUB Marketing Agency

5. Know Your Target Audience

Fully grasping who your audience is, and how to best market to them is critical. You need to know who you want your buyers to be before you try to market to them. This is an important step in any marketing strategy whether it be on or offline, and it is a clearly defined aspect of your brand that you can keep referring back to. Sean Gallahar, Social Media Director at i7 Marketing explains the importance of clearly defining your target audience when you’re beginning your digital advertising campaigns: “When it comes to digital advertising it is important to remember that for any business to be effective, they need to know who their audience is, which social media sites their audience spend time, and then they have to make sure to be able to provide content for the platforms their audience spends time on. When it comes to marketing through social media, Facebook is definitely leading the race because they have the best options to define who you want to market to and you can set whatever budget you are comfortable with. Facebook also allows you to target your audience based on up to 10 interests of your audience. This is why it’s important to have a defined target audience, you have to know what they like to do and what they want so you know how to create content that will capture their attention.” Sean Gallahar, Social Media Director, i7 Marketing

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6. Connect Social Media Metrics With ROI

To see which efforts are working best, you need to be able to tie your data back to the direct result it produces. When you are marketing online, you are reaching a diverse group of people, and that needs to be taken into consideration when measuring your results. You need to look at what is promoting engagement with your company, versus what is actually driving conversions. To develop a reliable social media attribution strategy, Harpreet Singh, CEO and co-founder of Kvantum, says that a brand needs to consider these key factors: “1. Your social audience is not a single undifferentiated blob of people trying to friend others or find deals. They can be divided and defined into distinct behavioral groups with distinct missions, when interacting with your brand. 2. The social channels represent a living, breathing group of people voicing opinions and responding to world events. They are in constant flux. Developing a capability to monitor this in real time and responding to it with agility is critical to being relevant to the social conversation. 3. Just because there are more likes or more shares does not mean that the consumer is going to walk into a store and buy. While there is some correlation, there are many other factors in play like paid or organic social, cross-channel effects, size of target audience, social interaction themes, competitive social media, etc. A brand needs to connect the social media metrics with hard metrics like sales, ROI, registrations and leads.” -Harpreet Singh, CEO and co-founder, Kvantum

7. Leverage Facebook

According to a study from eMarketer, 80% of small and medium-sized businesses haven’t used ads for Facebook. Jayme Pretzloff, Director of Marketing for Wixon Jewelers, says that Facebook is a great advertising space for small businesses, and stresses the importance of exploring this channel: “Facebook has allowed you to take word of mouth to a whole new level. Now, more than ever, recommendations from friends have a huge impact and can sway even the most cautious consumer. To do this, you have to get in front of your clients-past, present and future. We know that Facebook followings don’t happen overnight for businesses so how could we possibly assemble a tribe in a short period of time in an effort to jump start your social media presence? Facebook has a great advertising model in place that enables small businesses to advertise to very specific target markets very easily and without breaking the bank. Even with a modest investment, you can reach your clients and get them on board. Facebook can be a powerful advertising tool if used correctly. Make sure to try out some ads, test them out and figure out what is going to work for your organization.” -Jayme Pretzloff, Director of Marketing, Wixon Jewelers

8. Integrate All Marketing Channels

To reach your audience effectively, you need to have consistent messaging. This means making sure that your ads are integrated across various platforms and giving users the same message, regardless of the platform. We know each social media outlet has a different vibe and feel to it, so you need to take the time to get your digital efforts to match each site, while still maintaining a unique yet consistent voice for your brand. Adam O’Leary, President of Encite Marketing, details this idea: “The best digital advertising tip we can share with business owners is to ensure that your campaign is integrated with your other marketing channels. An integrated marketing campaign will garner much better results than any single initiative. For example, Facebook Ads work really well on their own when promoting a sale or publicizing a new product, but it works much better when supporting another marketing channel such as email.” -Adam O’Leary, President, Encite Marketing

9. Geo-fencing

The relatively new venture in digital advertising holds a lot of promise for marketers-especially those in the B2C space. It allows you to target customers in a whole new way based on their physical location, in the hopes of naturally guiding them to your business. Andrea Mocherman, VP of Marketing at Gravit8 Marketing explains how geo-fencing can be effective for a variety of businesses when it comes to driving sales: “What is increasingly becoming more and more effective tool for marketers is utilizing geo-fencing in combination with digital advertising to engage consumers at the right time, with the right message to drive in-store traffic. These types of campaigns typically generate three times the amount of foot traffic and produce a 27 percent increase in sales on average. What makes geo-fencing so powerful for marketers is the ability to target consumers based on their interests and engage them by delivering offers that will push them down the path to purchase. Geo-fencing allows marketers to draw a virtual fence around any address or point of interest and send a notification when a customer crosses that line. Whether it’s a small business owner or a large retailer, they can use this technology to grab a customer’s attention before their competition does to deliver timely offers that will drive in-store traffic and ultimately revenue.” -Andrea Mocherman, VP of Marketing, Gravit8 Marketing

10. Optimize Product Listing Ads

Product listing ads should have all the elements that users want to see when they do a search. You don’t want potential customers to have to go and do more research at the risk of losing interest, so answer any questions they may have up front. Any information that could be beneficial to the purchase process, include it! Enhancing these ads will ensure that they stand out explains Manolo Cabaniss, PPC Associate at DUBUB Marketing Agency : “Take the time to build a product feed that gives a detailed description of your products so that they can be presented well in PLA’s on Google, Bing and now Facebook. Pairing a product picture with the product description on a search results page will add visual appeal to the normal text ads.” -Manolo Cabaniss, PPC Associate, DUBUB Marketing Agency Ultimately, digital advertising can be the key to success for any company looking to market effectively to the appropriate audience. If you’re looking to enhance your tactics, and widen the scope of your current practices, try integrating these techniques into your digital marketing strategy. While employing these tips should help improve your overall ROI in the present and near future, remember to continuously be eager to learn about the changes and fluctuations in digital advertising, regardless of the platform or channel that you are on. Being proactive about it and keeping on top of trends and updated will set yourself apart from your competition.

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Posted 15 August 2019

8 Tips For Better Instagram Marketing For Business

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If your business isn’t on Instagram these days, you’d better have a good reason. If you sell any kind of physical product, if you have stores, or if you want people to recognize your brand, it’s time to get an account.

The social network is too popular to ignore. It’s in the hands of your buyers – via their phones – wherever they go.

Instagram is part of our lives now. And for many businesses, it’s vital.

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Yours might be one of them. Which means you need an Instagram marketing strategy, and it needs to be good.

To get you started, we’ve put together these 8 tips to get more from Instagram. Whether you’re brand new or have been using the ‘Gram for years, you’ll find a lot of valuable information.

And now for tip number 1!

1. Understand your audience

This is critical no matter what marketing you produce. You might create the most beautiful Instagram content in the world, but if it doesn’t appeal to your target buyer, what’s the point?

Take the time to find out who your existing audience is, and think about who you’d like them to be. Since you’re using Instagram for marketing, you need to consider whether they are potential buyers, or can help you build your brand in some way.

So how can you learn more about your audience?

Try Instagram Insights

We talked about Facebook Insights in an earlier post. Facebook owns Instagram, and they’ve introduced a similar tool to help users of the image network.

The tool offers some interesting insights (hence the name) into the people following and interacting with your account. These include:

  • Impressions: How many times your content was viewed
  • Reach: Total number of unique accounts that viewed a piece of content
  • Website clicks: How many clicks the link in your business profile has received
  • Follower activity: How often your followers are on Instagram daily
  • Video views: How often your video content has been viewed
  • Saves: How many people have saved your posts

Insights also includes demographic information, so you can see where your followers come from, their age, and their gender.

With this, you’ll have plenty of information about your existing Instagram audience. But what if you want to attract new followers?

Use a listening tool

Social listening shows you conversations happening on social media. That includes Instagram. A good listening tool will tell you what people say about your brand or your industry on Instagram.

If you’re trying to appeal to new Instagram users, you need to know what makes them tick. Monitor Instagram for keywords that matter to you. That might mean hashtags you or your competitors have created, or other terms that relate specifically to your industry.

Look for images and content styles that have proved popular, and consider producing similar content.

What’s important is that you know what Instagram users respond well to, so that you can produce winning content yourself.

2. Talk with them, not at them

Social media marketing is not an excuse to spam your followers with nothing but sales material. It’s vital to try to engage with followers as much as possible.

For one, it makes your company feel more human and less corporate. Also, the more that users share and comment on your content, the easier it is for new users to find it. Instagram’s algorithm prioritizes content with higher engagement, and you want to appear in as many feeds as possible.

Here are a few great ways to encourage interaction.

Share their images

You work hard to build your following, and you want to keep them around. That means showing appreciation when they post great content themselves. And when you prove that you listen to your audience and want their feedback, you build a better image for your brand.

A great example is the Swiss watchmaker SEVENFRIDAY. They ask fans to share photos of them wearing their SEVENFRIDAY watches on holiday or in their cars, to show the product in action. The result is a huge collection of free marketing images from their biggest fans.

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SEVENFRIDAY even puts these images in their online store, to give inspiration to potential buyers.

User-generated content like this is a powerful endorsement for future buyers. When they see other people loving your products, they’re more likely to buy themselves.

Note: Don’t be afraid to repost your followers’ images, with credit. “Regramming” shows that you’re listening, and helps to promote some of your audience to others. They’ll appreciate the help and may continue to share your product with their followers in the future.

Hold contests

The best way to get interaction from your audience is to ask for it. And one of the simplest ways to do this is with contests. People love the chance to respond, and a little healthy competition goes a long way.

Easy Instagram contests include:

  • “Caption this image”
  • “Share a time when…”
  • “Tell us how this image makes you feel”

Ask your audience for their creativity and make sure you share the best responses.

To track responses easily, make sure you use a unique hashtag for each competition. And speaking of hashtags…

3. Use relevant hashtags

Hashtags help you “organize and categorize images and video content” to find content more easily. They’re a simple way to tag your content to make it easier to find for others.

They range from the generic to the very, very specific. And they are so popular on Instagram that they’ve essentially become mandatory. If you want people to find your content, you need to use hashtags.

Here are a few hashtag best practices:

  • Don’t overdo it: five targeted hashtags are better than 25 random ones.
  • Avoid overused tags: adding #love or #instagood is as good as useless.
  • Don’t spam: keep them relevant to the image.

From there, you have two main options when choosing hashtags for your posts:

General hashtags

These are hashtags that anyone might use, depending on the content of an image. “#Sunset” springs to mind, as do “#food” and “#wine.” But frankly, these examples are so broad that it may be hard to get noticed using them.

Instead, try to find niche hashtags within your industry. This increases your chances of attracting the ideal audience to your content.

A quick Google search will bring you lists of niche hashtags by industry. Postplanner has a nice list, for example, as does Soldsie.

If you want to get more creative, see what hashtags your existing followers use. This is a smarter way to find the right people to appeal to.

Branded hashtags

If you’re launching an Instagram campaign, a branded hashtag is a must. This applies to contests, influencer shoutouts (keep reading), or new product launches.

Branded hashtags are specific tags that only apply to your brand. They could be your brand name, the name of a product or person, or something special you’ve created for your campaign.

For instance, SEVENFRIDAY used “#SEVENFRIDAYTOUR” to track conversations and shared images as they traveled around the United Kingdom in a 1969 Airstream trailer:

Branded hashtags are much easier to track because they’re almost always used to talk about your own brand. Track the reach of your hashtags throughout a campaign to help judge whether the campaign was a success.

This also lets you compare several campaigns against one another, to see which strategy was more effective. If one hashtag received twice as many mentions as the other, that campaign was the winner!

4. Know when to post

A recent poll found that the best time to post on Instagram is between 7-9pm. So that’s simple – just post all your photos then!

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If that seems too simple, it’s because it is. You can’t just rely on a few polls – your audience isn’t necessarily engaged when those others are. Instead, try to find the best times to post for your target audience, when you know they’re paying attention.

To do this, you’ll want a social listening tool that monitors Instagram engagement. These track your Instagram posts, then tell you which ones perform the best, based on the date and time.

If you’re not ready for that, here are some Instagram marketing tips from the team at Later:

  • Aim for non-work hours (lunch and evenings)
  • Weekends if you’re a B2C company; probably not for B2B
  • Wednesdays and Thursdays seem to be best for engagement
  • 3-4pm is generally the worst for engagement

In the end, it’ll take a little research to figure out what works best for you. Monitor your posts – and your competitors’ – to arrive at an optimum posting schedule for your account.

5. Create beautiful visuals

Posting great content is always vital for social media marketing. It’s what makes them engage with your brand, and keeps them coming back for more.

On other social networks, this can mean sharing links, posting interesting articles, and starting conversations. On Instagram, it begins and ends with images. The whole network was created to let people share their photos.

This is especially true if you’re selling products online. According to one study, 93% of decisions in the buying process are based on visual appearance. So good images are vital.

Aside from taking excellent photos, how can you make your Instagram content more appealing?

Choose a theme

The best Instagram accounts tend to have an underlying theme or tone. You need something that inspires or intrigues followers, beyond simply your products.

For example, Under Armour uses the hashtag “#IWILL,” and its posts almost always relate to physically overcoming obstacles.

View this post on Instagram

Round and round @anthony_joshua goes. #IWILL

A post shared by Under Armour (@underarmour) on Apr 25, 2017 at 2:56pm PDT

Under Armour’s followers come for inspirational messages and receive a little branded advertising from time to time.

Whatever your particular niche, try to find an overall theme for your Instagram account.

Change the style and subject

As we’ve discussed, you can’t just share photos of your products and hope that people will buy. Your followers will quickly tune out, and you’re unlikely to attract new ones.

Instead, you want to vary the kinds of content you share, to keep your followers happy and interested.

To give you some ideas, here are 6 content types that work well, courtesy of AdEspresso:

  • User-generated content (UGC)
  • Behind the scenes sneak peeks
  • DIY projects and creative solutions to problems (using your products)
  • Influencer content (more on this soon)
  • Motivational images
  • Contests and giveaways

Quote images are always popular as well, and they don’t even require an original photo. Put an interesting quote on a nice background, and users will be happy to share.

Use tools to help

Not all of us are design geniuses. And the good news is that you don’t need to be. Foundr Magazine CEO Nathan Chan recommends leaning on the multitude of apps out there that help you post better images.

Foundr uses WordswagPhonto, and Typorama to beautify their posts. Other popular options include Canva and Piktochart.

6. Add Calls-to-action

Calls-to-action (CTAs) tell the user what you want them to do. Here’s an example:

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Whether you want users to download content, visit your website, or buy, you need to be clear. A good CTA tells them what to do next.

On Instagram, this can be slightly tricky. The network only allows one link – the one in your bio. So you can’t insert links into image captions, comments, or the image itself. And without a link, how can you create a CTA?

Smart marketers have developed a few strategies:

“Link in bio”

We’re all probably a little sick of seeing this, but if you only have one link to spare, you have to get users to click on it. The simplest method is to tell them where they can find more info – the link in your bio:

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Promo codes

Since you can’t put a link in the image, give users all the other information they need. What can they buy, where can they buy it, and why should they (what’s the benefit)?

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Promo codes are perfect because you can easily track them. Whenever someone buys with your Instagram code, you know the source of the sale. So while you can’t track the link as easily, you’ll still know where the buyer came from.

Like vs comment

This strategy also works well on Facebook and Twitter. Conduct a quick poll with your followers, and let them vote by using either “like” or “comment.” It’s a simple way to increase engagements with your profile and doesn’t take much effort.

Alternatively, you can ask users to choose “A” or “B” in the comments section. If you sell shoes, have your followers choose their favorite color. If you’re a University, let them select their favorite uniform for the basketball team.

Make it fun, and generate some interest. But most of all, help your followers do what you need them to do. If you need them to share your content, show them how. If you want them to buy, make it clear and easy.

7. Tell Stories

If you’re an Instagram user, you already know about the Stories feature. It sits at the top of the follower’s feed and lets them see several posts in a row from the same user.

For marketers, this is a wonderful gift. You don’t need to try to convey your entire message in a single image, you can string several together to tell a narrative.

What are Stories?

Stories are different from your usual Instagram posts in a few key ways:

  • These images flow from one to the next in a slideshow
  • Each image is erased after 24 hours
  • Because the images are full-screen, there are no captions
  • Other users cannot see comments

And you don’t need to worry about trying to appear higher in your followers’ feeds. All Stories sit at the top of the app, and users can scroll through them to find the ones they like.

A few best practices

Stories can help brands show some personality, or apply a narrative to their products. Followers see your images in the order you want them to. That’s what makes them, well, stories!

Here are a few tips for first class Stories:

  • Offer something different: Don’t just string together your usual Instagram content. Show sneak peeks or “day in the life” glimpses to make this content feel special.
  • Focus on the narrative: Try to give Stories a beginning, middle, and end. Introduce a person, place, or product, pique the user’s attention, then knock them out with a killer CTA.
  • Be informal: Stories also tend to be more intimate, and less polished, than other Instagram content. That doesn’t mean that they can look rough – far from it – but you can show your brand’s human side here.
  • Try a takeover: Let a talented staff member take over the account for the day and build their own story. Or, if you have good connections, a well-known influencer is even better.

If you’re lucky enough to have a verified account, you can even add links to Stories. This makes for great CTAs, where the user simply has to swipe up to go to your site.

Take advantage of this opportunity to craft a different style of content. Balance your carefully composed timeline images with more off-the-cuff Story content. This variety keeps your users paying attention for longer, and hopefully sharing you with their friends.

8. Work with influencers

Influencers are industry VIPs, and their word goes a long way with buyers. Whether you’re trying to build your Instagram presence or make sales, their endorsement is just what you need.

To do this, you first need to identify the right people.

Good influencers should:

  • Have a suitable audience (that might actually buy)
  • Be vocal and visible in your industry
  • Have a history of influencing their followers’ decisions

In other words, they actually need to be influential. Just having a huge following isn’t enough.

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You may need to pay

Over time, Instagram has become a fine-tuned influencer marketing machine. Models, lifestyle bloggers, and artists make serious money sharing products. Foundr Magazine’s Nathan Chan shared this table with us in our Instagram Masterclass:

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While it can cost you serious money to market your brand this way, it might just be the jumpstart you need.

Give them swag

Some influencers can be persuaded by the offer of a little free stuff. If you sell interesting, exciting products, many well-known users will gladly wear them in an Instagram photo, provided you let them keep the goods.

This approach is nothing new. It’s the reason why millionaire movie stars are given goody bags at the Oscars. Brands hope desperately that George Clooney will be seen wearing their watch.

Offer your target influencers your next season’s stock in exchange for a little publicity. Make sure their followers match your buyers, and your business is sure to grow.

“Share for share”

We don’t all have money to throw at influencers. Sometimes, it’s better to find other people and brands with a similar profile to yours. They can help you reach new audiences in exchange for shares, comments, or links.

If you want to work with these people – and you should – you need to figure out what you can offer them. This doesn’t have to be limited to Instagram, either.

Maybe your Instagram account is new, but you have a thriving Facebook community. Would they give you a shout out on Instagram if you link to them on Facebook? Or maybe they’d prefer five tweets?

The key here is compromise. You scratch my back, I’ll scratch yours.

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Time to dive into Instagram marketing

Those were 8 great tips – and way too many words – to make Instagram work better for your brand. Now it’s just time to put them to use.

If you only want the highlights, grab our checklist. It has all of these tips, without all those pesky words getting in the way.

Get it, print it, and share it far and wide:

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Posted 14 August 2019

12 Awesome Tips For LinkedIn Marketing In 2019

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This list of tips for LinkedIn is designed to aid you in your mission to make use of the most exciting social media platform in 2019.

LinkedIn is the biggest professional networking site in the world and offers unique marketing opportunities for businesses and individuals. If you are a professional of any kind, you just can’t afford not to be on LinkedIn right now. As per marketing guru Neil Patel, LinkedIn is “hands down” the most effective social media posting tool. 

2019 is the year of LinkedIn so let’s get right to it and lay out the 12 best LinkedIn Marketing Tips that you can start using today.

#1 – Post Regularly

This is important for all social media sites, but especially for LinkedIn. LinkedIn really values profiles that post regularly. When people log into their profiles, they are immediately taken to their newsfeed.

Content marketing is effective on LinkedIn because organic reach is still available. Unlike Facebook, you can get a lot of people to see your content without paying for the exposure.

#2 – Be Aligned and Relevant

When you post, make sure it is in relation to your industry or area of expertise. Don’t try to become a jack of all trades, just post the experience relevant to your job and what you are an expert in. Make sure that your profile flows and is easy to read.

Marketing on LinkedIn is all about exuding professionalism and displaying expertise. You want to make sure that every section of your profile is aligned with your personal brand.

#3 – Like the Right Content

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The majority of tips for LinkedIn that this article talks about can crossover to other platforms, but this tip is different.

Unlike other social media platforms, LinkedIn shows your network the things that you are liking.

The content that you like is going to be highlighted in the feed of your friends. Aim to be active on LinkedIn by liking relevant content.

Make sure that the content you ‘like’ is something that is aligned with the personal brand that you want to show off to the world.

Bonus tip: If you are in the middle of a job search then you would be best to refrain from liking anything political or controversial that might ‘turn off’ potential employers.

#4 – Put Keywords in the Skills Section

A good way to get recruiters or business partners to find you is to put keywords in your skills section. Many people do not know that their skills count on keywords, and LinkedIn actually lets you insert up to 50 of them.

In order for you to get found in LinkedIn search results, you have to tell it what skills you have! This is not a time to be humble.

#5 – Optimize Your Photo and Headline

Your photo is a huge selling point. Make sure it is bright, clear and upfront. What this conveys is that you are trustworthy, honest, and transparent.

good profile image and headline will greatly increase how many clicks (i.e. traffic) you get on your profile.

This is one of the most basic tips for LinkedIn, but too many people underestimate the power of a bad profile picture.

If you are trying to sell me something but your profile picture is a selfie with a kissy duck face, then you are going to have a bad time.

#6 – Be Authentic

Your LinkedIn profile is a reflection of who you actually are. So if you lie on your resume or attempt to “wing it”, you will just end up in hot water. Not only is it dishonest, but it also won’t work.

This is extra important when joining groups and communicating with new people. Don’t be too over the top salesy but also don’t hide what you are able to help people with.

People understand that LinkedIn is a place to generate leads but you want to make sure that you are going about it in the right way.

#7 – Remove all Buzzwords

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There are certain buzzwords that occur over and over and over. Words like hardworking, enthusiastic, creative, motivated, experienced, an independent thinker, etc should be replaced with phrases such as:

  • Calculating
  • Decisive
  • Prolific
  • Sophisticated
  • Seasoned
  • Zealous
  • Engaged
  • Practiced
  • Exuberant
  • Inventive
  • Prominent

Think about it like real life. If you met someone and they spewed out too many buzzword then you would probably think that they were full of #!$%.

Don’t be that person.

#8 – Add Smartly

Whom you choose to bring into your network is very important. Don’t blindly send requests to everyone in the hopes of making as many connections as you can. It is the quality of connections that matter, and quality, in this case, is a mix of relevance and authority.

Make sure that you know whom you are adding and what they are all about. Review their experience section & job descriptions so that you are sure that you are talking to the right person.

#9 – Join Good Groups

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Accord to research from Quick Sprout, joining a good group is one of the quickest ways to enhance your authority on LinkedIn. Groups are unified around their interests, which means that you will gain access to professionals in the field that you are in.

Groups are not a place to sell. They are a place to build relationships and demonstrate your knowledge.

#10 – Don’t Give or Take: Share

Organizational researcher Adam Grant has demonstrated that the most successful people on LinkedIn and other social networks share and contribute to the belief that other people do the same. Extremists do not fare as well.

LinkedIn networking is about forming relationships & sharing value with your network. Find mutually beneficial relationships and work to strengthen them.

Don’t worry about producing all original content. Find blog posts that you enjoyed (within your niche) then simply share it with your network!

#11 – Outsource Your Profile

This one is different from the other tips on this list because it requires you to delegate!

Depending on how much resources you have at hand, you could consider getting a copywriter to do it for you. There are specialized LinkedIn profile services that can do a better job than you could, even if you spent all week learning about marketing psychology.

If this list of tips for LinkedIn is already overwhelming you then it may be a good idea to outsource!

Interested in having someone audit your LinkedIn profile? Contact DUBUB Marketing Agency by clicking here.

#12 – Display Your Contact Info Proudly

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The whole point of marketing is to create new conversations. Make it is for people within your network to contact you by making sure that all contact info is up to date.

Same goes for your company profile. Make sure that your LinkedIn company page is up to date and that people are able to get ahold of the people that they are looking for.

Conclusion: 12 Tips for LinkedIn Marketing in 2019

LinkedIn is an incredible platform and odds are that you have room for improvement.

The 12 tips above will help you to build & utilize your network more efficiently and ultimately allowing you to grow your business relationships and set yourself up for future success.

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Posted 13 August 2019

10 Tips: How To Use LinkedIn To Drive Traffic To Your Blog

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Do you write amazing business blog articles? Do you need more people to read them?

If you’re a B2B, LinkedIn is the ideal place for you to connect with your market, develop relationships, and drive traffic back to your blog. With over 433 million users worldwide LinkedIn is the go-to social site for business networking.

Here are 10 ways to increase your LinkedIn ROI and get more traffic to your blog.

1. Complete Your Profile

Your LinkedIn Profile is your first impression on the site. Make it a good one.

Create a branded company profile. Make your company page personal, professional, and memorable. One of the best ways to do this is through your banner image – keep it branded, but personalized. Include your logo for brand recognition on the site, and to further develop trust with your market. Tell a brief story about your company’s history in your “about” section.

Complete your personal profile. As a content marketer, blogger, small business owner, sales manager, or CEO, you are the one who’s likely going to be using LinkedIn to network. People are people, and we relate better to an actual person than to a business. Complete your personal profile, with a personalize yet professional summary. Upload a professional, yet friendly headshot.

Include a link to your blog, as well as to your website in both your company and your personal profile.

Example:

HootSuite’s company profile on LinkedIn is personal, professional and memorable. They include their logo image – which will be shown in updates. Their banner image is both welcoming, and functional – as it clearly shows a customer using their social media management tool. 

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Hootsuite CEO Ryan Holmes has an active personal profile too: 

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Tips for completing your profile:

  • Make a welcoming, trust-building business profile that succinctly tells who you are.
  • Make a completed personal profile, with a friendly, professional headshot.
  • Include a link to your blog and website in both your business and personal profile.

2. Build Your Connections

Search for people you know on LinkedIn. I kind of think of LinkedIn as my modern day ‘rolodex’. The site is an amazing way to keep in touch with all of your business contacts, and to develop your network.

To increase your LinkedIn network, connect with people:

  • you work (and have worked) with
  • you’ve gone to school with
  • who are email contacts
  • you know from LinkedIn groups
  • who are introduced to you by your current contacts
  • you’ve met offline at networking events
  • who’ve connected with you on other social sites
  • who are your customers
  • who are your business partners

The more connections you have, the more people will see your LinkedIn status updates.

Example:

Use a personalized LinkedIn note when you’re building your network. 

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Tips for building your LinkedIn connections:

  • Search and connect with co-workers, business partners, alum, email contacts, customers and social media followers on LinkedIn.
  • Use LinkedIn like a rolodex – when you network with someone in person, connect with them on LinkedIn.
  • The more connections you have, the more people will see your LinkedIn status updates.

3. Be Active

If you want to drive traffic to your blog from LinkedIn, then you need to be active, and post frequently on the site.

Post status updates a few times a week. This ensures that your friendly face and/or company logo is seen often by your business network. The more you’re seen by your connections, the more trust you build, and the more likely they will click through to your blog. Additionally, this trust can develop into potential clients or partners.

Don’t spam your network. Use your judgement (or analytics) to determine how many times a week you should be posting.

Post article links to your blog. Use LinkedIn to nurture relationships further, by inviting your contacts to connect with on your business blog too.  

Post links to other articles. If you don’t have two or three articles in a week to post, post links to other articles too. For example, post articles about news in your industry, or from well known industry leaders.

Example:

Well known social media blogger, Brian Honigman posts his own articles, and links to others too, such as with breaking news updates. He includes a personal intro in his updates. 

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Tips for being active:

  • Make status updates a few times a week, to build trust and increase your click through rate (CTR).
  • Create a calendar reminder to stick to a schedule.
  • Post links directly to your blog, and to other people’s content.

4. Join Targeted Groups

One of the key features on LinkedIn are groups. There are over 1.5 million groups on LinkedIn, and 81% of LinkedIn users belong to at least one of them.

There are groups from the Abu Dhabi Business Network to the ZwembadBranche, and everything in between. You’re sure to find your niche networks with whom you can share your blog articles.

To find groups on LinkedIn, click on your “Interests” tab, and then “Groups” in the drop down menu. Search for topics. LinkedIn will also offer you suggested groups based on your current activities, profiles and so on.

When you find groups you’re interested in, check them out first. Assess whether they will be a good fit for your business. Check out the guidelines. Check out the number of members, and activity within the groups. If it is an open group, you can check out the types of posts and if it fits with your target market.

Join groups that have genuine engagement.

Example:

The Retail Industry Professionals Group is a closed group (you have to apply to join), with over 300,000 members. They discuss all things related to the retail space. 

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Tips for joining targeted LinkedIn groups:

  • There are over 1.5 million LinkedIn groups, many of which offer incredible networking opportunities.
  • Search for groups, and assess which ones would be of value for your business.
  • Join groups that have genuine engagement, and reach your niche.

5. Create a Group

If you can’t find a group you like, make your own.

If you really aren’t finding your niche, or you want a specific group for your customers or business partners, make your own.

Note: If you go this route, you’ll have to spread the word about your group. To reduce spam on your group, and make it truly a place for networking and discussions, you’ll also want to have clear guidelines for members on what to post, and what you’ll remove. You’ll need to moderate the group, too. So, be prepared to make this time. Check out more tips on managing a LinkedIn Group.

Your business can benefit by starting your own group. You can increase trust and develop the reputation as an industry leader by providing a space where your like-minded niche can exchanges ideas, tips and connections.

Example:

Create your own LinkedIn group for business partners, customers, niche industries, or anything else that could benefit your business and drive traffic to your blog. Making a group is a fairly simple process: 

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Tips for creating your own LinkedIn group:

  • If you want a specific networking group, create your own.
  • Make a theme for your group, create guidelines, and invite participants.
  • With your own group, you can be seen as an industry leader in your niche.

6. Engage with Your Network

Just like on any social network – and, well in person too – the more engaging you are, the more of a relationship you can build with your connections.

When you post article links, include a question, a statistic, or a personal view. Give people a reason to comment, like or share your article. When someone comments on your update, be sure to acknowledge it. Comment back to keep the conversation going , and build your networking relationships.

LinkedIn gives you tools to make a poll , too. Use this function to engage your connections, and your group members. Make a poll to generate interest in one of your articles, for example, by asking a trivia question that is answered in your blog post.

Engage in your groups , too. The more engagement you have in a group, the more likely you’ll become a top influencer. When you’re a top group influencer, more people will read your posts.

Example:

When you post your blog content on LinkedIn, ask questions about it, and respond to any comments from your network. 

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Tips for engaging with your network:

  • Networking on LinkedIn is like networking offline too – be conversational and engaging by asking questions and responding to comments.
  • Use LinkedIn tools like polls to create interactive content about your blog.
  • Engage in your groups to become a top influencer.

7. Write Engaging and Interesting Content

Of course, to drive traffic to your blog, you need to be creating articles that appeal to your LinkedIn market.

Make interesting content on your blog. Stick with a business theme for your articles, that supports your business goals, and that relate to your target market.

Make engaging content on your blog. Host contests and sweepstakes, for example, to generate motivation to click through to your site. If you are a B2B company, run a sweepstakes to give away one of your services for free. Post it to LinkedIn. Many LinkedIn Groups have a “Promotions” section, where businesses can share deals, discounts and giveaways.

Example:

The group, Digital Marketing, has a tab for “Promotions”. Businesses, such as Tradeshow 365, post information and links about their deals to share with other group members. 

10 Tips: How To Use LinkedIn To Drive Traffic To Your Blog 29

Tips for Writing Engaging and Interesting Content:

  • Keep your readership interested by consistently writing within your business theme.
  • Create attention-grabbing headlines and images, that intrigue your target market to read more.
  • Host interactive content like contests and sweepstakes on your blog.

8. Share Blog Posts with Individuals

You can send LinkedIn emails directly to your connections. Use this to send pertinent blog articles to individuals you are connected to.

For example, when you are hosting a sweepstakes on your blog, send a message to your network to spread the word.

Just as in any email marketing campaign, make your message personal. Mention your recipient’s name, and give them a reason to feel special about clicking through to your blog article. Segment your email, too. If you have a list of clients and a list of partners, make specific emails to target each group.

Now, you’re not able to create nice HTML formatted newsletters with your blog articles, but you can use LinkedIn emails to send out periodic updates to your connections.

Warning: Don’t want to overuse this feature by spamming your network.

Example:

Send article links directly to individuals, when the article is relevant to them. You can even share your blog link directly from a LinkedIn share button: 

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Tips for sharing blog posts with individuals:

  • Share your blog articles through LinkedIn emails, with personal and segmented messages.
  • Use LinkedIn email to communicate directly your connections – when you have important and relevant articles to share.
  • Don’t overuse or spam LinkedIn email – you’ll lose trust and brand reputation.

9. Follow LinkedIn Influencers

LinkedIn Influencers was implemented earlier this year. It gives you a chance to find, follow and learn from top influencers in your industry. Top Influencers include the likes of Richard Branson, Jack Welch, Barack Obama, and Arianna Huffington.

(You can apply to be one, but unless you already have a strong following elsewhere and directly on the site, you’re probably not even going to hear back from LinkedIn about it.)

So how can you use Influencers drive traffic to your blog?

Create a list of Influencers to follow. Share their articles with your connections. While this doesn’t give you direct hits to your blog, it does show you as an industry leader to your followers. This builds your reputation by association, and develops trust within your networks, which will then drive more traffic to your blog.

Comment on Influencers’ articles. Develop your network by commenting intelligently on Influencers’ articles. They are some of the most read articles on LinkedIn, so get more visibility for your business by engaging on them.

Additionally, get ideas for future blog posts from the most popular Influencer posts. Link back to their original post, too. Give them a shout out, too. You really never know how far this could go in developing your networking.\

Example:

Let’s say you’re in the social media marketing industry. You could follow Guy Kawasaki. When you read one of his articles that connects with your business, engage in his community by posting a thoughtful comment. 

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Tips for following LinkedIn Influencers:

  • Follow LinkedIn Influencers to find great articles to share with your LinkedIn network.
  • Comment on Influencer articles to engage on their communities.
  • Get great ideas for your own future blog posts too!

10. LinkedIn Share Button

Last, but far from least, make sure you have a LinkedIn share button on your blog posts.

Share buttons makes is easy for your readers to share posts with their own network, too. People who are interested enough to share your articles likely have a LinkedIn network who will be interested in your articles too.

Additionally, the LinkedIn share button makes it easy to share your article to groups , all in one go.

Important: If you use buttons as the way you post your own articles, make sure you’re checking in to LinkedIn throughout the day , to respond to comments and questions about your links.

You can use the share button to send direct LinkedIn mail too.

Example:

Like most blogs, over here at DUBUB Marketing Agency, we have LinkedIn share buttons. It makes it easy for our readers to share articles with their LinkedIn network. 

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Tips for a LinkedIn share button:

  • Make sure you have a LinkedIn share button on all of your blog articles.
  • Use the button to share your links with your groups – but just make sure you check your updates directly on LinkedIn too!
  • Use sidebar buttons on your blog posts to generate even more shares.

Conclusion

Business professionals use LinkedIn. Network on the site by making the right impression, engaging with your connections, joining and taking part in niche groups, and sharing pertinent information.

Apply these ten networking tips to increase your business blog traffic. Improve your LinkedIn investment pay off.

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Posted 12 August 2019

10 Facebook Marketing Tips For Advertising On Social Media

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It’s no surprise that Facebook is an excellent platform for brands to invest their marketing efforts into. With the increasing capabilities of the ad platform, advertisers have various means of advertising with Facebook to reach their target audience. I’ve compiled my advertising experience with Facebook into 10 tips that marketers should take into consideration when utilizing the platform to reach their goals. You’ll find a few of the latest innovations within Facebook’s ad platform, as well as some of the more traditional techniques that can help your brand effectively optimize social media marketing efforts.

1. Avoid Ad Drop-Off

To boost the effectiveness of a Facebook ad, specifically a direct response campaign driving a user to a landing page, you aim to limit the drop-off as much as possible. When users are directed from the ad itself to a campaign-specific landing page, drop-off often occurs for a variety of reasons. Maybe a user doesn’t want to take an extra step by leaving the platform to complete a given action, or maybe the landing page provides an experience completely different from what the user was expecting. Driving a user to a landing page can be a fairly leaky part of the funnel, but there are ways to try and rectify this. Cue one of my favorite (and new) objectives of Facebook advertising – Lead Ads. This type of advertising allows a user to complete a specific form for lead capture without even having to leave the Facebook platform -and in only two clicks. This is a highly effective means of advertising that can avoid ad drop-off, increasing the success of your efforts. By streamlining this process and simplifying the conversion process for users, a user will be much more likely to take the desired action of the ad. Lead ads are fairly customizable and allow you to capture the information that would normally be captured within form fills on a landing page with a direct response ad. Another point to keep in mind when you’re trying to reduce your drop-off rates – Make sure your content stays on brand. It is so important to give the user an experience that is clear and easy to understand, or you run the risk of them leaving.

2. A/B Test

Continuing on with ad drop-off, say you’re having no problem driving traffic to the page, but your actual lead count isn’t quite reflective of that. First, you must find out why this is occurring, and tailor your efforts accordingly to reach your campaign goals. A few things to consider: a. The overall look/ feel of the landing page. Is it on brand? Is it confusing for users? b. The form fields required for submission on the landing page. While you want to capture the information you need to qualify a lead or integrate a user into your sales funnel, you don’t want to scare away users by asking for an overwhelming amount of information. In order to find out why this drop-off or lack of submissions may be occurring, try running an A/B test with multiple versions of the landing page, and compare the performance accordingly. This strategy will help you to discover what will prove to be the most effective with your target audience.

3. Leverage Life Events

Facebook holds an abundance of information about who we are as a user. By leveraging the depth of knowledge that the Facebook platform has on its users and integrating that level of knowledge into your targeting strategy, you may reach your target audience through Facebook’s Life Events targeting. For example, if you’re a moving company or a storage facility, you may want to target those within a specific life event who are likely to move, or have recently moved. If you sell products that are fitting for wedding gifts, you may target those that are recently engaged. These life events on Facebook can help create a more refined reach within your audience.

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4. Simple and Seamless Experiences

Create a seamless experience that brings users through a journey that makes sense. This one may seem like simple logic, but you’d be surprised as to how many brands don’t always consider this concept. If you’re encouraging users to shop your sale, take them directly to the sale page. If you’re promoting newsletter sign-ups, drive them to the registration page. Don’t make users go and look for the action you’re asking them to take – Keep the journey simple.

5. The Power of Objectives

Pay more attention to the power of objectives. While your campaign may find success with multiple objectives, there’s usually one that works best. And hint-if you’re not sure, A/B test it! An example of this would be if you’re launching a local campaign to try and reach people in your geographic area. There are a few ways that you can achieve this. Try out the “reach people near your business” objective of course, but you may also find success with other objectives too, such as “send people to your website.”

6. Analyze BOTH Paid and Organic Efforts

In this case, the cheese does not stand alone. It is vital that you analyze and optimize all social media marketing efforts-both paid and organic. We’ve all seen posts on a Facebook page go viral, (THINK – cute kittens, funny memes) often times without any advertisement spend behind them. Become familiar with your insights and consider why a certain post may have been successful (or not) and tailor your organic and paid efforts accordingly.

7. Use the Audience Optimization Tool

The Audience Optimization tool helps publishers to better reach and engage with their target audience by improving the relevancy of that post to viewers. For companies that may have multiple locations but one universal Facebook page, this tool is a must. For example, say that you have 25 locations across the United States, and your audience tends to vary by area, your messaging should be tailored to speak to each one. The Audience Optimization tool gives you the capability to make specific posts visible only to users within a specific area, interest, language, age, or gender, so that it may be shown only to the group that you have identified. When users within the selected interests/demographics visit your Facebook page, they’ll see only messages that are relevant to them.

8. Try Remarketing

Let’s be real here, placing all of your efforts into converting a user at the very first touchpoint isn’t always a realistic goal. A user is much more likely to convert once they’ve been educated on your brand and have made an active decision that it is something that they are interested in. The remarketing capabilities on Facebook’s ad platform allow you to reach users that previously interacted with your brand. By serving an ad to existing users as they scroll through Facebook, you’ll stay top of mind as you interact with them once again. The ideal goal with remarketing is create another touchpoint between a specific user and your brand that results in a conversion, as the familiarity with your brand is already there.

9. Understand the New Facebook Pixel and Custom Audiences

To effectively track your efforts on Facebook, there have been a few changes that you’ll need to know about the tracking pixel and custom audiences. Here’s the lowdown: There is now 1 pixel that will go on every page of your site. What does this mean? Less back and forth with your development team. From there, you can build out your custom audiences directly on the Facebook platform. Once this migration to the new pixel is final, the older pixels won’t work, but if the code is left on the site, it won’t do any harm.

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10. Optimize Regularly

It’s essential that you are regularly monitoring the performance of your social media marketing efforts (both paid and organic) so that you can improve the effectiveness and efficiency of them. By gaining a better understanding of what works, (or doesn’t) you’ll achieve the best ROI on your ad spend and improve the success of your overall efforts on Facebook. Marketing on Facebook can be incredibly effective in helping to reach your audience, however if it’s not done correctly, your efforts won’t provide any real value for your company. Take the time to follow best practices while also staying on top of the latest innovations from the platform in order to produce the best ads possible.

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