Standing Out on Twitter

twitter-logo

twitter-logo

Earlier this week, I saw an infographic from the brilliant Melonie Dorado which showed some stats for social media in 2013.  I was particularly drawn to the Twitter stats:

  • There are 500m Twitter accounts
  • 21% of the world’s internet population use Twitter every month

Pretty impressive stats, eh?  These stats say to me that there are a lot of people on Twitter (clearly!), but also that it is becoming increasingly difficult to get your voice heard.  So, here are 5 Twitter tips to help your voice resonate.

Use Hash-tags: Hash-tags are a great way of reaching out to new audiences, and tweets with 1 or 2 hash-tags show a 21% higher engagement.  If you use a hash-tag, then it becomes much easier for people to see your content and engage with it.  However, don’t over-do it – having lots of hash-tags can make a message tough to read!

Interact: Conversations and interactions make Twitter exciting.  So, ask questions and answer them as well.  You don’t need to be connected to another Twitter user to converse with them, so use the search function to find out who else is tweeting about your chosen subject.

Make Your Content Rich:  Articles are very easy to share on Twitter, but they are not always visually engaging, particularly as most article links are shortened.  So if it is appropriate to your objective, share some broader content – pictures, videos and of course Vine, which is a great fit with the attention-shortened Twitter user.

Have a Content Plan:  Some days on Twitter there is a lot of content to comment on or discuss.  However, on some days there isn’t, so you will need to have some content of your own to spark the conversation.  You should have a rolling 2 week content plan which is flexible enough to adapt when something else takes over the Twitterverse.  This will also encourage you to look at your content frequency, i.e. the number of posts per day.

Have a Contingency Plan:  One of the beauties of Twitter is also one of its most dangerous features – its speed.  Some of the best intentioned Twitter marketing campaigns have taken a turn for the worse because a group of Twitter users have ‘hijacked’ the campaign.  Before you start your campaign, think of every angle where the campaign could go wrong and plan your response.

I am sure that you have some great Twitter tips, so please leave a comment to share yours!

Facebook Marketing Tips

facebook-like

facebook-like

I saw an infographic earlier this week which stated that the toughest social network for businesses to manage was Facebook.  To some extent I agree, Facebook does have its challenges, but there are some simple things that you can introduce to your Facebook marketing which will make it work better for you.  Here are my 5 tips:

Make it Social:  Facebook is a social network, so be social!  The most successful Facebook campaigns encourage users to comment.  Comments have more impact than Likes on Facebook’s EdgeRank which determines which posts your audience actually sees.  So, ask questions, and keep the conversation going.  And if you start a conversation, monitor it.  The average wait time between a Facebook post and a brand reply is 7 hours – what does that say about how keen a brand is to hear from you?

Push the boundaries:  Facebook users are normally in a more relaxed state of mind than when they are on, say, LinkedIn, so tap into that mind-set.  Take risks with your posts, and don’t be afraid to be a little controversial – it is a sure fire way to get some comments, but make sure that you use common sense and judgment before being too controversial!  And don’t let your risky posts take you too far off-topic: this is one of the key reasons why users hide posts.

Invest for Success:  As touched on earlier, a Facebook user who likes your page will not necessarily see every post that you make.  Your audience needs to be as big as possible, and a quick way of growing your audience is to place a Facebook ad.  You can target them very specifically, and if someone likes your page from the advert, it will appear in their friend’s news feed – so one user could turn into a fan recruiter!

Watch your frequency:  There is no hard and fast rule about Facebook frequency, but you need to find the balance.  I would recommend 3 or 4 posts per day as this means that your audience should see at least one post from you per day if you consider that the half-life of a Facebook post is about 1.5 hours.

Recruit via hash-tags:  Not everyone is very optimistic about Facebook hash-tags (I wrote a slightly critical post here!), but as the tool is available, why not use it?  People who search using hash-tags may stumble on your post or page and you may get a like out of it.  If you never try, you’ll never know!

If you have a top Facebook marketing tip, just leave a comment and let me know.

5 Quick PPC Tips

Pay Per Click

Pay Per Click

We are in an era where Search Engine Optimisation (SEO) is becoming more and more challenging.  Google Panda updates and constantly changing algorithms are making SEO more expensive, and organisations of all size are looking at Pay Per Click (PPC) as a solution.

I have worked on a number of PPC campaigns for my clients, and here are 5 quick tips to get the most bang for your PPC buck.

Do your research – Investing some time before you start will save you a lot of money.  Find out why your customers come to you – what is unique about you, what do you offer?  Include these benefits in the main body of the advert.

What is the competition doing – find out what phrases and keywords they are using in their adverts.  If you can’t find any, find out the approximate number of searches for keywords by using a tool like Google’s AdWord Keyword Tool – this will give you an idea of the volume of traffic, level of competition and how expensive using these keywords is likely to be.

Have an impact – an obvious one, but advertising has to have an impact and you have not got a lot of space to do it in, just 70 characters or half a tweet!  Each word needs to justify its place in the ad, so focus on one or two key benefits, and keep the copy readable.  The best ads are in the mind-set of the searcher, and Google has a tool to enable you to get into their mind-set.  Its Dynamic Keyword Insertion allows you to use the searcher’s search term in your advert.  If your ad is well targeted, this is a great way of capturing their attention

Test, test and test again – as advertising guru David Ogilvy once said ‘never stop testing and your advertising will never stop improving’.  The ability to understand the impact that your advert is having in almost real-time is very powerful.  Why not run two ads alongside each other to see which one is more clickable?

Get your measurement right – when you are measuring the success or otherwise of your campaign, make sure that you measure the right metric.  Cost per click is all well and good, but clicks do not pay many bills.  Depending on your business offering, you should be measuring cost per conversion, cost per enquiry, cost per lead, etc.  Start with the end goal in mind!

Those are my quick 5, but what would your best practice for PPC campaigns?

Leave me a comment and let me know!