Marketing to LinkedIn, Flickr, and Periscope Users

Out of all the social media platforms, LinkedIn is the platform that is the most corporate and career focused. This provides opportunities for companies to recruit employees, and opportunities for users looking for jobs to network with other people in their field. Lee Odden from Top Rank Marketing gives some good advice on how to put your best foot forward when marketing to LinkedIn users.

Sell yourself. Because of the nature of the platform, LinkedIn is where you will be scrutinized more than any other platform. Use your personal profile to confidently but accurately display what you have to offer to onlookers. Get to know the in’s and out’s of the platform and make sure all your bases are covered. It may be a good idea to pay someone to audit your page and give feedback on what you can improve.

Optimize your reputation. Outfit your page to the career you’re pursuing. Emphasize your depth of your knowledge about your specialty over the breadth of who you are as a person. If you’re in Sales, set up your profile for the Buyer versus the Recruiter.

Optimize LinkedIn for the lead generation. LinkedIn is better for networking than Facebook or Twitter because of all the excessive posting that is more personal in nature rather than professional. Create content for your business and then display it on your LinkedIn page. Keep it updated regularly. Engage directly and often. Post and respond to comments. The amount of trolls are significantly lower on LinkedIn than other platforms, so interacting with others can be more productive than you might be expecting.

Inbound marketing on LinkedIn. The key to successful selling on LinkedIn is moving from people “knowing” you to “liking and trusting” you and your business. Be present on LinkedIn and your name will grow. Most importantly, be useful, be unique, and be yourself.

Social selling with LinkedIn. LinkedIn works best when your entire company is involved. If you run a business with any staff at all, get them active on the platform.

There are many other things that LinkedIn has to offer to users or businesses if they are willing to pay for them, but thinking through and applying the tips to your social strategy for LinkedIn will do a lot to make you and your business more marketable to the medium.


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Using Flickr to augment the marketing for your small business is one of the more underutilized, but useful ways to help grow your brand. Lisa Barone of Small Business Trends gives four ways to use Flickr to your advantage.

Earn additional rankings for targeted terms. Using traditional SEO can be a congested way of making your brand more visible, but pairing that approach with image optimization can give you a way to boost your ranking. By taking pictures of things related to your niche and then being persistent about optimizing associated titles, descriptions, photo sets and tags, you can help your image to appear in the Google Search results for the associated terms.

Drive traffic to your website. Always put a link to your website in photo descriptions. The way Flickr is set up won’t allow you to reap the benefits that some other sites do, but it will give viewers a path to your center of operations.

Build photo testimonials. Whatever your website does, you can find a way to get readers or customers to take pictures of your product or to pick one of their favorite quotes for something you’ve written and make an image with it. Solicit your consumers to send you these pictures and them post them to on Flickr and to tag your business in it. This makes your user base more engaged. Search for your business on Flickr and if anyone has tagged you in anything, email them to thank them and ask if you can use it to share on your other socials.

Find content for your site. Use the All Creative Commons filter to find images for your content rather than paying exorbitantly for stock images. This is how I get the majority of my images for blogs. If you tell the owner how you used the image and they might even share what you did themselves.

These are excellent ways to use Flickr to improve your brand. Utilize these tips to give you more options for your marketing.


Periscope is a great tool that your small business can use for many things. One thing that is important to remember is that your scopes only last 24 hours. You must click autosave broadcasts to keep your scope in your gallery. Lynn Bardowski, writing as Million Dollar Party Girl, gives five ways you can use Periscope for your business.

Product Reveal. Make a product reveal video to build up hype for an upcoming product. If it is close to the release date, you can do an unboxing video. Ask your customers to comment what they think about it and to ask questions for you to answer.  Your audience can also tap on the screen to share their love, with a show of colored hearts, so you can know what people think at a glance.

Series Launch. If you are a writer or blogger, you can announce a new series that you will be writing. You can give information about what is coming so viewers can be excited and spread the word about what is to come.

Opportunity Scope. Make a video about a community project or campaign to tell about what all is coming up for it and then give a call to action at the end by telling the ways viewers can get involved and ask for donations.

Training. You can use Periscope to train people how to do all sorts of things, even by showing your computer screen. You can limit the viewership to a few people if you set it up in that way.

Live Events. Periscope can be used at concerts, birthday parties, and many other places to show others what they’re missing. If you’re doing a sales party, you can do a giveaway over Periscope as well.

Periscope has a lot of versatility in what you can do with it. I hope these tips are helpful to you as you explore what all Periscope can do.

Marketing to Reddit, Pinterest, and Tumblr Users

Reddit has a certain magic to it. The same thing that can make other social platforms miserable at times is the source of laughter and joy on Reddit. The comment section. The glorious comment section. Coming up with a marketing strategy for Reddit is difficult, but not impossible. Here are three don’ts and do’s to remember, courtesy of Marketers Guide to Reddit.

Don’t submit your links to a subreddit. They will rarely be clicked on, and if you share too many links you will probably be banned.

Don’t do a Reddit AMA without proper planning. AMA’s require a thorough understanding of Reddit and the community. If a Reddit AMA goes wrong it will just make you look bad and waste your time.

Don’t launch your own subreddit without an audience. A subreddit without an audience is a very awkward, lonely place. Be involved in several online communities that could, at least tangentially, feed into your subreddit before you start it.

Do a search for your business on Reddit. If anyone is talking about you, keep track of what they’re saying. Even interact with them. Just make sure it is both prudent and positive. You can also search for your competitors to see what people are saying about them. Look into other subreddits that are related to your niche.

Do ask for feedback. Find a relevant subreddit, share your work, and ask for feedback. When done properly, Reddit is a source of high-quality feedback that can improve your business.

Create a Reddit ad. These are quick and easy to make. Reddit ads are placed at the top of any subreddit you choose, and a great way to promote any link or product you have.

Ultimately, the key to marketing on Reddit is to become deeply involved in the community. Consistently invest in the Reddit community on threads you’re interested in, and they will return that investment once they see that you provide valuable content, feedback, obscure Friends references, etc.


There are certain rules that apply for most social media outlets. Make sure your content is high-quality and consistent. Post when your target audience is most active. Always be informative and unique. In addition to these, Pinterest users will want to utilize the following guidelines, provided by ThriveHive to be the most successful.

Plan ahead of time for specific holidays, seasons, and trends. If your Pinterest is based around travel, it would be important to push deals for ski trips in August or September. If your page is primarily concerned for flower gardening, you should post planting tips six weeks or so ahead of planting season.

Post consistently. Set a precedent as you’re starting your Pinterest that you will post daily, every other day, or weekly so that your followers will know when to expect your posts. Keep it the same days every week.

Promote and re-promote. If you have a pin that is really unique and useful, feel free to share it once a month. You can change the caption and get more engagement with the same post. Also promote your Pinterest on your other social media accounts as well.

Label boards and pins for search queries. Every board needs to be topical and should be named for how users search for the content you are making. For example, “cheap summer vacations” clarifies what would be contained in that board.

Add prices to pins. If you are selling a product through Pinterest, show people that by displaying it on the pin. Chances are, they won’t know if you’re selling something unless you make that explicitly clear.

Prioritize organization. Use common sense when naming boards and putting images with them. This will help the users find what they are looking for easier.

Show personality.  Pinterest is very much a visual medium where people go to refine and share their passions with others. Make sure you post things that show who you are as a person. Honesty and passion has a way of charming people that is hard to replicate.

Promote pins. Pinterest has started allowing pins to be advertised. It would be worth looking into if you have a large target audience on Pinterest.

Following these tips will make your Pinterest page a joy to follow, rather than one that users would rather just be passing through.


While some companies are marketing to Tumblr users, there are many that aren’t. If you want your brand to be accessible to the millions of users Tumblr boasts, Thea Neal with Ignite Social Media has four morsels of assistance for you, if you are wise enough to implement them.

Post frequently. Many companies are registered to Tumblr, but they rarely post. Condition your followers to expect a post regularly and make it something that is suitable for reblogging. Sprite utilizes gifs and images, including what is shown below.

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Be brief. The majority of Tumblr is recycled content, so this isn’t the appropriate place for a long winded blog. Someone tell my 16 year old self that.

Pull from pop culture. Time moves faster in places like Tumblr and Twitter because much of the user base is discussing current events in pop culture. Feel free to let loose your dankest memes and gifs that you can collect from awards shows, NBA games, TV shows, etc.

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Watch your audience. 65% of Tumblr users are under 35 years old. If this age range is not what you’re going for then your efforts might yield better results elsewhere.

Tumblr is a very fun platform to play with, but that doesn’t mean you can be less intentional with it. Check out Disney Pixar’s Tumblr to see how the greats do it.

Maximizing Potential on Facebook, Twitter, and Google+

Facebook, Twitter, and Google+ are the three social networks that are geared towards news. With this in mind, we can look at these platforms and how to market to the users of each platform separately.

Facebook

If we look at Facebook like it is a nation, it would be larger than any other with just under two billion people as its user base. The companies that do well marketing to Facebook users generally grow well. Search Engine Journal‘s Jessica Davis gives seven tips for marketing your business on Facebook.

  • Maximize your real estate
    • Facebook is free to create. You can use every bit of your page to proclaim the wonders of your product, blog, or service. Your cover photo is the first thing that people see, so use it to demonstrate your skills. Make sure to keep searchability in mind as you fill out your page.
  • Curate great content
    • Content creation is expensive both in time and in money, so instead of trying to do everything yourself, consider curating good, relevant content to the purpose of your page. If curation sounds like something you want to do, then it would be a good idea to create a database of sources that you will get the content from so you can be checking it periodically. Most importantly, GIVE CREDIT TO THE WRITER AND PUBLICATION. They might even share your post.
  • Mobilize your audience
    • Be creative and get your followers involved in making memories with your brand. For instance, if you are a writer, tell your followers to get a tattoo of something brief you have written that means the most to them. Then they can take a picture of it and send it to you and you can make a slideshow for all of your followers to see. Those that are looking through it might see a quote from a piece they hadn’t read yet so they would be looking for it. Followers that get involved in these ways have a memory that makes the brand more meaningful to them.
  • Go behind the scenes
    • When followers can go behind the scenes to see how companies work, they become endeared to those that work there (if they’ve left a good impression). These experiences make them feel like they’ve been given an exclusive peek into company life.
  • Focus on local activity
    • Local business have to make an impact on their community, so if this includes you, then put emphasis on connecting with the locals and embedding your brand into the community.
  • Get fans to do the talking
    • Ask relevant, compelling questions. Run polls. Create contests that require content creation. Seek out testimonials that followers have posted to social media and share them.
  • Stay responsive
    • If you engage with your followers through replying to private messages and comments on posts, they will continue to engage with you. Turning fringe followers into loyal customers should be the goal.

Applying these tips consistently will create a lively social atmosphere on your Facebook page, and likewise create a buzz around your brand.

Twitter

Twitter is built around brief, meaningful interactions. Instead of one party creating content and posting it, the point is to elicit responses and further conversations. SproutSocial‘s Dominique Jackson gives advice for using Twitter to grow your brand.

Most marketers approach to Twitter at first involved trying to get more followers, but they quickly figured out that it is getting more active followers that makes the difference. Twitter Chats is the way to get more active followers interacting with your page. This is the case because those that use Twitter Chats are using it to interact with others rather than to use the medium to push content and then not use it any further. Find Twitter Chats for your industry and get involved with them, and if there aren’t any, then create one. Replying to other chatters will get you followers that will actually interact. Most of your tweets should be replies to other people in the group.

Plan Ahead

Always be two or three weeks ahead of cultural events and holidays. Doing this will enable you to capitalize on trending topics and hashtags. You will also be able to spend time sharpening your content so it is at it’s very best.

Make Tweets Conversational

Approach tweeting like its a conversation rather than a broadcast. Gary Vaynerchuk‘s timeline is an example of how to tweet in a way that provokes responses.

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Businesses should approach Twitter the same way. Here’s a shot of Adobe Illustrator using Twitter to interact with users.

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Try tweeting out questions, or when sending a link, add value by giving insight with the link. More conversation = higher engagement.

Create a Twitter Schedule

Plan ahead and spread out your tweets to maximize visibility. Figure out when your users are most active and plan to tweet then. Some social media managers like SproutSocial have a feature that actually does all this for you. Theirs is called ViralPost.

Set Goals and Milestones

Measurable goals are the key to a successful marketing strategy. Without them, you don’t know if your brand is successful on Twitter or if its failing. Companies that don’t set goals for their social media also tend to make the same mistakes without learning from them. 41% of companies don’t know if their efforts on social media are working or not, because they aren’t tracking them.

First, set goals like these:

  • Build an engaged following
  • Monitor and improve your brand’s reputation
  • Respond to customer complaints quicker
  • Generate leads
  • Get more traffic to your website
  • Network with bloggers and influencers

Then, establish accomplishments that are connected to the goals, like these:

  • Increase @mentions and Retweets by 15%
  • Keep response rate above 90%
  • Maintain a response time of under 10 minutes
  • Generate at least 20 leads from Twitter
  • Improve referral traffic from Twitter by 30%
  • Add at least 100 new contacts from Twitter

Always set these goals and accomplishments to a deadline, or else they will never be checked.

These tips will lead to a more focused and successful Twitter brand.

Google+

Many companies are trying to figure out how to utilize Google+ to reach new consumers. Being a Google project, it has it’s inherent advantages. On her website, Digital Marketing Strategist Kamila Gornia gives five tips to creating a successful marketing strategy for the platform.

Take advantage of SEO benefits

Being tied directly to Google, one of the biggest tools that we have at our disposal is using SEO to accelerate our growth. If your business has a physical location, it is important to set up and manage the right type of page so that people will be able to see your business on Google Maps quicker. It will also make your business more accessible to Google search. Using keywords and hashtags will also make for a more visible page.

Optimize your page

Make sure that your page accurately reflects what your business is. What do you stand for? Do your graphics reflect what you want people to see in your business? Also make sure you connect your Google+ page with your website and verify your page. All of your contact information should be filled out.

Make your posts stand out

Google+’s platform is such that you can do anything you want with your posts. You can write long form, post images, include infographics, or anything else that might please you (and complies with Google’s terms of service).

Actively grow your community

The more people in your community, the more Google prioritizes your posts. Make it a point to reach out to people to grow your community so you can interact with more people.

Engage with influencers

Google+ is known to be a place where many influencers are active and they are looking for people to grow their community as well. Google+ is a platform that makes it easy to collaborate. There are many other people on Google+ that follow these influencers, so as you interact with the influencers, you interact with other members of the community, and through that, grow your community.

Google+ has many advantages that you can harness to grow your business. I strongly recommend implementing these tips and exploring what all Google+ has to offer you personally and professionally.

 

Creating Video That Plays to Each Social Media Platform’s Strengths

A decade ago, there were few major social media outlets. Today, we have Facebook, Twitter, Instagram, Snapchat, LinkedIn, Pintrest, and soon, Vine 2. Each of these outlets occupy their own niche. Making videos that are appropriate for these mediums means that nowadays, one video will not fit all sites/apps. Another problem arises when companies consider this: most consumers, myself very much included, skip most of the ads that are skippable, and close out a good percentage of the content we click on because an ad comes up and we really didn’t care enough about the video we were about to watch to sit through an ad.  However, this doesn’t mean there aren’t marketing videos that we find engaging. Chris Carter with Forbes gives us three principles to help us make videos that are successful on social media.

  1. Urgency – Because of the technology available in the average smartphone, we have the ability to find most anything we are looking for in a matter of a few seconds. This has, among other things, reduced our patience for “interruptors.” It takes our brains between half a second to five seconds to decide we aren’t interested in something. It is important to put something engaging within the first frames of a video, but it must be relevant or you will lose the viewers trust. A good way to do this is to use a bit of the best part of the video at the beginning. Be creative when doing this.
  2. Relevance – Consumers visit different social media sites for different reasons. They go to Facebook and Twitter for news, and Instagram, Youtube, and Pinterest to build skills and become inspired. Keep this in mind when reaching out to users of these sites. Look into the demographics of who is using these sites and think like those that you are trying to reach when creating content.
  3. Style – The style of content that exists on different platforms means that some types of content will fit better on one or two platforms over others. What is the style of the content the targeted viewers of your site are viewing and how would yours fit in along side it?  Will your viewers be watching horizontally, or vertically? If the viewers are on mobile devices, chances are they will be watching vertically.

Using these principles, it will be easier to make content that will fit the needs and desires that social media users have. The Ringer does an excellent job with their videos on social media. They utilize the polling feature and post gifs and brief, usually funny, commentary while using Twitter. The Ringer posts articles on Facebook, with some video clips. On Instagram they post a picture relevant to something in their wheelhouse, which is sports, entertainment, and culture. There are companies that post the same thing on all their socials. Those are the companies I only follow on one platform because I don’t need or want to see the same thing three or four different times. The Ringer does a great job making content specific to each platform so they are worth my time on all platforms.

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(Photo Credit)

Essential Resources for Visual Storytelling on Social Media

As the old adage goes, “A picture is worth a thousand words.” We have found this is generally pretty true, so long as there is an appropriate number of pictures for the medium and they are relevant. Using pictures and clips can give a fuller, forgive me, picture of what a product can do or a more wholistic viewpoint about a topic. When a reader is given a visual of something rather than just words, they can see how it can be used with their eyes and imagine how it feels. Rather than depending on the person’s imagination only,  well used visuals get the others senses jumping on board. Kayla Matthews with Convince & Convert gives many resources that will help you up your visual game, here are my favorites.

  1. Ceros gives users the ability to make infographics without having to code anything.  The infographics look good and can be animated to stand out more from everything else.
  2. Uberflip helps users create interactive flip books and includes calls to action and social media buttons.
  3. Canva has within it all kinds of fonts and design tools that will allow you to make posters or graphics. You can drag and drop features into the graphics as well.
  4. Presi is a site that makes it easy to create good looking presentations that engage viewers. I’ve had professors use Presi daily for their class lectures and the presentations had smoother transitions and seemed less boring than the Powerpoint transitions that plagued presentations in years past.
  5. Visage combines users designing their own graphics with the ability to work with a graphic design team to make really useful graphics. Here is a gorgeous graphic that details different things about The Beatles discography, including their biggest hits, most popular words used, and who wrote what. Because the graphic was so pretty and useful, I found it to be fascinating even though I don’t like The Beatles.
  6. Tiff helps you figure out what font will work best with the graphic you’re creating by overlaying two fonts over one another to show you the difference. Don’t fall victim to the typography snobs that are ubiquitous online.
  7. Landscape by Sprout Social takes photos and optimizes them for all the different social media sites. It is easy to use and makes your photos look professional. Just upload the photos, choose the sites, and crop the pictures.

While there are many, many more resources that you can use, these few will get you going making great content to add to your websites.

Powerade’s website uses great graphics to display their product information. They don’t add any unnecessary information, but they take the information you’re looking for and make it easy to read, always focusing on the product itself.

 

Being Intentional with Social Media Strategy

The rise of social media has given us the ability to interact with an unprecedented  variety of people from all over the globe, but it has also dramatically increased the stimuli that we have to compete with and sort through. For businesses, this provides a number of challenges, including how to reach different cultures, what a particular demographic wants in a certain product, etc. All businesses have to figure out how to cut through the noise, and that is where crafting an effective social media strategy is crucial. Matt Goldman with Tenfold gives four steps that can help you with the process.

  1. Create a social media plan before you start – Many individuals and companies approach to social media is to throw a bunch of things at the wall and see what sticks. This aimless approach ends up being fruitless and frustrating. Instead, it is best to create SMART goals, which are specific, measurable, attainable, relevant, and time-bound. It is much easier to measure progress when goals are set this way.
  2. Choose the right platform – Rather than trying all social media outlets, researching your target audience and customer base can yield better results with much lower costs. Using SMART goals to understand who you want to target and how you want to interact with them will focus your efforts more effectively. For example, if you write blogs for AARP, spending a bunch of money on sponsored Twitter ads is not a great plan.
  3. Create a consistent visual identity – A great way to confuse customers is to have multiple salient symbols. Create an icon that will be the main branding symbol, and then have the rest of the visual identity flow from that. Customers should be able to recognize your logo without having the company name by it. Dropbox and Apple are two great examples of this.
  4. Follow the social media rule of thirds – This is an important way to keep steady growth of followers and to keep the followers you have. A businesses primary goal has to be to make profit, but only posting things that sell your products has a way of driving off followers. The social media rule of thirds is this:
    • ⅓ of your social content promotes your business, converts readers, and generates profit.
    • 1/3 of your social content should surface and share ideas and stories from thought leaders in your industry or like-minded business.
    • 1/3 of your social content should be based on personal interaction and build your personal brand.

As individuals, we don’t like people that do all things for self-promotion (unless you are a chronic self-promoter yourself). We seek out interactions with people that can do more than talk about themselves. The same is true for business. Showing that your business is willing to acknowledge other companies existence makes your business more likable. Customer magazines were created by John Deere when they released The Furrowin 1895 so they could advertise their products to farmers and help them become better farmers by giving them tips on how to better work the land and sell their products. John Deere became a trusted company to them.

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(Photo Credit)

While no success is guaranteed in anything, diligently following these four steps will provide you with a social media strategy that will match your business and allow you to mutually benefit through interactions with your customers.

Zappos was an early adopter of social media. They are using sites like Twitter and Facebook to solicit comments from customers, and the staff members use YouTube and blogging tell about life working for Zappos. The company uses its savvy social media presence to reinforce their dedication to elite customer service. Zappos social media strategy is dyed in the wool of their entire business model because they exist only online while most of their competetors have brick and mortar stores as well as online stores. Because Zappos was an early adopter of social media and e-commerce, they were able to develop their approach to the two together without having to worry about the other things the competitors had to worry about. Zappos is a positive example of how online retail startups can use social media to build their business.

Paid Search Marketing and How to Get Your Dream Job

In a search engine results page, the links that come up are all determined by an algorithm that seeks out the best matches for the words that have been put in. The ads at the top and the bottom of each page are called paid search ads, or pay-per-click (PPC) ads. Display ads, a type of PPC ad, show up once you click on a webpage and usually contain a box with an image and a call to action. When a business goes to sell PPC ads, they are asked what the maximum price per click they are willing to pay and what their total paid search marketing budget is. While SEO is free, it takes more time to work, whereas PPC ads immediately get you more visible. The ThriveHive gives several benefits to using PPC ads.

  1. Your business appears on the first page of Google search results very quickly, whether you are a new business or not.
  2. Users will see that your business has paid to be there, and that Google deems your ad worthy of the space through its quality score system.
  3. Customers that click on PPC ads are specifically looking to buy, due to PPC ads being tied with specific search queries.
  4. Google, Yahoo!, and other search engines provide their marketers with real-time data on the customers including location of click, time spent on site, what pages they visited, and the type of device they were using.

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Alec Brownstein was the most intriguing example of PPC marketing that I could find. This copyeditor wanted to find a new job at one of five companies known for their creativity. Being a man that googled himself frequently, he figured the creative directors he admired did as well, so he put down a whopping $6 to purchase their names in Google Adwords. Over the next few months, four of the five creative directors interviewed Alec, two of which offered him a job. You can read more about Alec and his cheeky ingenuity here.

Avoiding the Trash: Tips to Get Your Marketing Emails Read

Running an engaging email marketing campaign is difficult. How do I know this? I know this because of how many times a week I hit “unsubscribe” when an unwelcome email comes up in my Spark app. There are a few exceptions for companies that I find unobtrusive or very good at doing their email marketing. Almost every company uses email marketing, and almost every one of them does it badly, but there are things that you can do to make a connection with customers or readers. Bryan Caplan with Constant Contact gives some welcome guidance on how to create a successful email marketing campaign. Put all of these tips into a master email template so you can put more time into the meat of the emails rather than starting new every time.

The Header

The header is everything the recipient sees before they decide to open the email or send it straight to the trash. To make the reader want to open the email, focus on these things:

  • Sending an email from a recognizable name rather than an anonymous account will increase open and click through rates.
  • The subject should be short, honest, and actionable.
  • The preheader is a short preview of the email. Most email software will automatically take the first sentence, so it is important to tell it what you want it to say. A short, meaningful sentence is best.

The Body

The goal of the body is to relate the importance of the message and to provoke action. Including these things will make your email campaign more successful:

  • Putting the company logo at the top and connecting it with your website gives the reader the ability to find more information with a simple click.
  • Keep the body message concise and focused. Twenty lines or so should do the trick. Don’t clutter the email with images either.
  • The call to action should go after you have drawn the reader in, but before they have to scroll. After the intro paragraph is a good place, typically.

The Footer

The footer should contain everything a reader could utilize to contact you and invest themselves in what you are doing. Include these things:

  • Social media links
  • Physical address
  • Phone number
  • Website
  • Store hours (if applicable)
  • Unsubscribe button

Dropbox does an excellent job with their email marketing. Whenever a user hasn’t utilized their Dropbox in a while, they will receive this email. dropbox-email-example.png

Dropbox reinforces their value by showing what it can be used for, while also showing that they value your time by making the email readable in seconds rather than minutes. The hyperlink to the tour is a nice touch for people who might not understand how to work Dropbox, possibly drawing them back in. Maybe I’m just a sucker for the cute little before and after drawings. If you’ll excuse me, I’ll be checking in on my Dropbox.

 

Quick Tips for Search Engine Optimization

In the world of search engine optimization (SEO), trends change constantly. This makes it difficult to keep up with the rest of the world as we try to keep pace with other websites as we grow our own. As challenging as SEO can be to keep up with, Adhere gives four tips that will help us as we establish our websites.

  1. Use Analytics from the Beginning – Using analytics from the start ensures that the full picture is depicted of a website. If information from the beginning is desired at a later point in the website’s life and analytics were not used from the beginning, the desired data could be missing. It is better to have too much data than not enough. The many types of software that tracks these analytics can determine what keywords are drawing people to the website.
  2. Don’t Write Content for SEO – If a post is filled with keywords, it might draw a large amount of people, but it is likely that it will be difficult to read and not helpful. Posts like that don’t increase subscriptions. Write good and useful content first, and if a word can be changed to a keyword later on that still makes sense then you can add it.
  3. Take Advantage of Page Titles and Meta Descriptions – When it comes to page titles, the shorter they are, the sweeter they are (generally). Choosing the right words can do a great deal to boost views. Meta descriptions are the descriptions that appear below search engine links. They should accurately describe what a reader should expect when they click on the link.
  4. Plan to Expand – Search engines are getting smarter by the day when it comes to whittling away the links that have little value away from the really useful sites that people are looking for. It is important to have a plan that includes what content will be produced, how often it will be produced, where it will be located, how it can be shared, and what constitutes success. Having the plan in place from the beginning reduces the need to pivot later on, thereby saving time, money, and heartache.

Apple uses analytics to determine what key words are drawing people to their site, and then if one of their commercials that is in rotation has those words and is doing well, they keep it going for a long time. This can be seen in the phrases they use for subheadings on product pages especially. It is the subtle little things like these that draw people to what you’re offering.

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Basic Analytics & Googles Approach

In his interview with Social Media Marketing’s podcast, Andy Crestodina paints a bleak picture of internet life before Google Analytics, and a bright picture of internet life with since Analytics’ advent. In the early 2000’s, studying the traffic on a particular involved downloading the log files and then running a program that would create charts, which then needed to be interpreted properly. From the log files, exact traffic patterns could be determined, but at a high cost. Andy explains that Google Analytics is mainly used to explain past phenomena on a website, but could be used very effectively as a way to project what would happen if a given decision was made on the site.

There are a few things to look at when sorting through analytics. Bounce rate displays how many visitors were on one page and then left the site completely. How much the bounce rate matters is determined by the type of site. Dwell time is how long a visitor stays on the site. Reverse goal path shows which post on a site a visitor subscribed from. Once you determine which statistics are the most useful for the type of website you have, you can make decisions that will better your site by looking at what visitors are most engaged by. Google Analytics gives us a big opportunity to better what we can offer to our readers by showing us what posts are clicking with them and what aren’t.

Andy’s explanation is illuminating because it shows the untapped potential in using statistics effectively. Once a person figures out their goals, they can find the statistics to watch to continue drawing clicks and subscribers.

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The Atlantic’s Chris Derose wrote an article about Google’s HR department and how they use analytics. Google has been know to test which of forty two colors results in the highest click through rate for its Google Toolbar. The goal is to complement human decision makers rather than replace them. This attitude differentiates Google from many competitors, making Google a company that retains most of its workers in an industry that is notorious for its transient nature. An approach like this is a good one to take as we continue to find all the ways statistics and analytics can be used.

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