Daily Archive: April 21, 2018

0

Using Banner Ads To Drive Traffic

sourced from: http://youtu.be/B6Gm_kv_op8

[youtube https://www.youtube.com/watch?v=B6Gm_kv_op8&w=640&h=360]Go Here To Learn How To Build An Online Business In 2018: http://saatrck.com/lifepreneur/youtube Thanks for watching my video on how to get started with media buying in 2016… Remember…

You’re More Likely to Be Bitten by a Shark Than Click This Post 0

You’re More Likely to Be Bitten by a Shark Than Click This Post

sourced from: http://www.dsamedia.ca/youre-more-likely-to-be-bitten-by-a-shark-than-click-this-post/

In recent years, the “you’re more likely to X than click a display ad” sentiment has been so overused in advertising circles that it’s closing in on meme status. The narrative is often used to prop up an alternative online tactic, like native advertising, or take down digital marketing, and sometimes paid media altogether.

There’s always room to debate something as complicated as marketing and no two brands are identical – what works for one might not work for another. But the click argument is at best disingenuous, and at worst, deliberately misleading.

If you want to discredit digital marketing, banners are an easy target for many reasons, but they are simply one vehicle, and suggesting they represent digital media is a major stretch. In 2016, search represented 53% of digital spend and display only 35% (IAB Canada), but it’s more difficult to go after search, arguably the tactic with the easiest to prove ROI and most cut and dry performance.

But if you are going to beat up on banners, at least find something more relevant than the likelihood an audience will intentionally click one. Many marketers have known for years that equating banners with CTR is snake oil, and that optimizing banners for clicks is an admission you don’t really care who sees the ads as long as you satisfy vanity campaign metrics that likely have nothing to do with your actual marketing objectives.

[youtube https://www.youtube.com/watch?v=N1ltwg2nTK4]

It’s like hating on radio for poor recall scores of your visual rebrand or restobar out of home for building low awareness against under 18.

So let’s bring this meme into the current decade, shall we? Here, I’ll start:

You’re more likely to flip tails than have the majority of your impressions viewable on an open exchange programmatic buy.
You’re more likely to have netflix in your home than to run a completely brand-safe campaign on Google display.

Dang, those suck. Thanks for clicking?

The post You’re More Likely to Be Bitten by a Shark Than Click This Post appeared first on DSA Media.

0

How to Rank Your E-commerce Product Pages When They Are Filled With Duplicate Content

sourced from: https://neilpatel.com/blog/product-page-duplicate-content/

Back in 2005, the Internet exploded with concerns about duplicate content.

And then, in 2013, one of Google’s employees told us that anywhere from 25%-30% of content on the Internet was duplicate content, and that fact is completely okay.

But that doesn’t mean that you should outright ignore the effects of duplicate content on your SEO.

You especially don’t want to do that if you’re an e-commerce business.

Google has changed through the years and so has our understanding of digital marketing.

While you used to be able to rank all of your product pages with some strategic keyword stuffing, that method is no longer viable.

That was never good for your end user, anyway.

These days, you need a more nuanced approach to let Google rank your product pages that contain duplicate content.

In this post, I will show you some ways to roadmap your site so that Google can rank your product pages higher.

But before that, I want to look closer at what duplicate content is and why you should be aware of it.

What is duplicate content, and why bother?

Before you can begin to unwind any SEO issues with duplicate content, you have to know what you’re dealing with.

And even though it may sound straightforward, there’s actually quite a bit of nuance to this topic.

To get you started, look at this quote from Google that explains what duplicate content is:

Duplicate content generally refers to substantive blocks of content within or across domains that either completely match other content or are appreciably similar. Mostly, this is not deceptive in origin. Examples of non-malicious duplicate content could include:

Discussion forums that can generate both regular and stripped-down pages targeted at mobile devices
Store items shown or linked via multiple distinct URLs
Printer-only versions of web pages

That’s pretty straightforward, right?

You’re looking for content that is exactly the same or “appreciably similar” that isn’t deceptive or malicious in intent.

Later in that post, Google goes on to explain that unless the intent of your duplicate content is somehow malicious, you won’t receive any direct penalty for it.

That’s right: Duplicate content by itself doesn’t directly hurt your SEO.

And Google has gone on the record numerous times to declare that they absolutely do not have a direct duplicate content penalty.

One particularly notable example of their efforts is this hour-long Q&A video they dedicated to the topic:

[youtube https://www.youtube.com/watch?v=KxCAVmXfVyI?feature=oembed&w=700&h=394]

If you want an exhaustive look at this subject, I highly recommend taking a listen.

But the key here is that the issues that duplicate content creates are not direct.

They are indirect.

That means that you’ll need to put a little more work into optimizing duplicate content pieces.

And this makes sense when you think about it.

E-commerce stores often build their content pages from a boilerplate or product description that businesses throughout the web use.

If Google looks at this content and classifies it as “thin,” “manipulative,” or “duplicate spun” content, then you’re off on the wrong foot.

And it likely points to deeper issues that will continuously plague your SEO anyway.

From all of this, Google gives us two takeaways:

Duplicate content that is not manipulative or “spun” doesn’t receive a penalty.
The rest of your SEO still matters.

Essentially, Google just has a unique way of dealing with duplicates, which we’ll get to in a moment.

But first, I want to show you what good duplicate content looks like.

For example, just Google “Thermos” and look at the results that pop up.

Here, we have a list of three e-commerce sites and one article.

All three of the e-commerce sites are selling a similar product (or possibly even the same product).

And while the titles, meta descriptions, and retailers are all different, there’s still a good chance that much of the copy and imagery on these and other pages will be quite similar.

Do you see how this circumstance could make it incredibly difficult to rank a product page like this?

In fact, so far as most SEO experts can tell, duplicate content really only presents three main issues for search engines.

First, it makes it challenging for Google to know which version of a page to index.

Second, it muddies the metrics and strength of backlinks.

And third, the natural result of this is that Google doesn’t know which page to rank in search results.

And that’s an issue for most e-commerce sites because your product pages are where you make money.

[youtube https://www.youtube.com/watch?v=_e_0iu54wUQ?feature=oembed&w=700&h=394]

But let’s look at what duplicate content looks like on an actual page.

Going back to our thermos search, let’s say that we click on two listings.

Here’s a clip from an Amazon listing:

And then here’s a screenshot of an eBay listing:

As you can see in the highlighted boxes, these product descriptions are identical across two reputable selling sites.

How can it be that two sites rank highly with what is essentially a copy-paste job?

Part of the answer is that duplicate content is not necessarily spam to Google.

But the truth is that, when duplicate content is present, site owners can suffer rankings and traffic losses.

And these losses often stem from one primary issue:

Search engines will rarely show multiple versions of the same content.

That means that they will choose the “best” page version. The result is fewer duplicates on the top page.

If you have similar products that target different customers, you’ll find yourself especially prone to this issue.

With the thermos example, here’s what that could look like. Here’s a clip from Thermos’s website:

As you can see, this is a fairly standard, clean, bulleted list of product features for a product.

But what happens when you click over to a different product?

Say you want to find a smaller thermos:

But except for the minor differences, these descriptions are exactly the same.

Since roughly 80% of the copy is identical, only one of these products is likely to rank.

And, as Moz humorously illustrates, Google will try to decide to rank one of the duplicate content posts instead of all of them.

To sum it up, the reality that you need to be aware of is that Google attempts to filter duplicate content.

Thus, the necessity of using duplicate content in some instances poses an issue.

How do you rank individual product pages for different products that have similar attributes?

According to Hobo, SEO mainly suffers because most e-commerce sites lack positive signals that there is unique content or added value from their duplicate content.

The solution, then, is to create these positive signals.

Google rewards uniqueness and added value in any form.

And how do you do that?

That’s what I want to look at in the rest of this post.

Let’s start with ways to make “duplicate” content unique in Google’s eyes.

Focus on creating unique pages where possible

This first point may seem a little counterintuitive because it stands in direct opposition to the concept of duplicate content.

But really, that’s the point I’m trying to make.

When someone copies large portions of content verbatim, it usually means that Google is going to assume that the whole page is just a copy of something else.

And according to Google’s John Mueller, in instances of copy-pasted content, Google will “try to help you by just picking one and showing that.”

That’s not what we want.

So, if you don’t want that to happen to you, the only solution is to make the pages truly unique.

You have to make sure that every page can stand alone.

But don’t just take my word for it.

Look at this example from ConversionXL. They performed a case study on a mobile page that contained duplicate content.

Aside from some design elements, the standout issue was the amount of duplicate content on the page.

They tested extensively, modified the page, and cut out duplicate and less important content areas:

Do you see how much of a difference that makes in the readability of this page?

While you might think that more information is better, it’s entirely possible to give information that creates a pointless overlap.

In that case, all that Google sees in the original is “thin” copy that’s potentially guilty of keyword stuffing.

After all of ConversionXL’s work, these changes saw a 24.5% increase in conversions and a 68% growth in revenue from that product page.

So, just like in your other content, original copy will perform better on your product pages.

While it may take a little extra time, one valid solution is to create individualized copy for each unique product page instead of relying on a boilerplate.

You’ll be able to get better rankings and more overall traffic to your site.

All you have to do is be a little more creative while reusing and recycling any content.

Take the product pages from the Rocky Mountain Soap Company, for example. Here’s one of them:

At first glance, this looks like a normal product page.

And it really is normal. It has all the typical attributes you would expect like an image, copy, and social proof.

But this page really stands out when you put it up against a different bar of soap from the same company:

It uses the exact same format, but take a close look at the copy.

While it’s promoting roughly the same product, it has a completely different story.

And that means that they took the time to weave a story around this product in a way that lets it stand out to a search engine.

They’ve still optimized it for keywords and designed it for e-commerce, but the SEO value increases dramatically because it’s not from a boilerplate.

While it might take some extra effort, I recommend this approach first because I believe it’s the best.

You have to remember with e-commerce that your goal is not only to prove that your product is good but also to show that your company is the right choice.

If you can prove that your company is relatable and that your product is good, then there’s no reason for visitors not to buy from you.

And that increased traffic only signals good things to Google.

So take time to create unique content for your product pages if you can.

You’ll not only rank highly on Google. You’ll also sell more products.

Then, you can work on tackling your duplicated URLs.

Tidy up your URLs

Once you’ve cleaned up your content, it’s still possible to have duplicate content that will muddle your SEO if you don’t deal with it.

A search engine will also look at session IDs, tracking URLs, printer-friendly pages, or paginated comments as potential areas of duplicate content on your site.

And since you can’t always get rid of those elements, you have to make sure Google knows what’s duplicate and what’s original by tidying up your URLs.

Just to show you what I mean, examine the following URLs:

www.mywebsite.com/product
mywebsite.com/product
http://mywebsite.com/product
https://www.mywebsite.com/product
https://mywebsite.com/product

Do you notice something eerily familiar about all of them?

A developer will look at this list and say it’s all one page.

But a search engine will see five duplicate pieces of content.

Even if they’re all just different ways for a user to reach into your site’s database and draw the same page, a search engine will see duplicate content.

The solution here is to establish a preferred domain with Google Webmaster Tools.

Follow the link above, then select “site settings” under the gear icon.

You can then select to display your URLs with or without the “www.”

This will tell Google to prioritize a certain URL, thus helping minimize your duplicate content issues.

The added bonus is that you’ll still keep any link authority from domains that aren’t your preferred domains. Visitors will just end up on your preferred site instead.

Once you do this, you’ll also need to make sure that any internal links on your site maintain this consistency.

Here’s what that looks like on my website:

I’ve set my site to appear without the “www.”

So I need to make sure that my internal links keep that consistent.

When I click on the internal link, here’s what I find:

It has the same URL settings.

But for product pages, this gets a little more difficult.

Many times, the way that developers set up e-commerce sites makes this inherently tricky.

For example, you may have “shop.mywebsite.com” for a product page when the rest of your site is “www.mywebsite.com.”

Do you see how that could cause an SEO issue?

If you’ve established a preferred domain, that will be where all of your links will go to, especially for product pages.

So finding a way to make your URLs uniform across your site for product pages, blog posts, and landing pages can help prevent confusion and minimize duplicate content issues.

But there’s one other option that will help you fix this issue.

While it’s a little tedious, establishing canonical URLs will tell Google which product page is the original.

You can establish this with the rel=canonical command.

This helps ensure that you rank for your preferred page instead of an alternate page.

In sum, canonicalization allows you to indicate which page is your preferred page using a certain formula in your HTML.

Think of it in terms of having two pages: URL A and URL B.

In this instance, URL B is a duplicate of URL A.

In the <head></head> section of URL B, you can include the following command:

<link rel=”canonical” href=”http://www.mywebsite.com/productA

This tells the search engine that you’re using duplicate content and that it should reapply all SEO attributes of URL B to URL A.

That means that you now have two pages providing SEO attributes to one page.

As you can see, I use this tag for my own site:

With this tag, Google no longer has to randomly decide between two duplicate pages.

That gives you the power to tell Google which product you want it to rank.

Essentially, consolidating your URLs puts product pages into a format that’s easier for a search engine to understand.

That makes cleaning up this aspect of your product a powerful tool in your SEO strategy.

But there’s one more aspect to consider for duplicate content pages.

Nail down your high-value search terms

According to the e-commerce experts at Shopify, pinning down your keywords and optimizing duplicate pages for the variations is a simple and straightforward way to boost your SEO.

You need to identify what types of terms you should pursue.

Then, aggressively expand your list to meet a variety of potential searches.

Once you flesh out your list, you’ll want to narrow it down to what’s most relevant to your product.

Then, niche out your keywords for best results.

I’ve seen from my own experience that finding keywords for specific products will help you rank them.

And using a research tool like Ubersuggest is the perfect place to start.

All you need to do at the beginning is insert words or phrases that relate to your product.

You’ll get an extensive list of keyword ideas that you can add to your initial list.

Take time to use different words and phrases to make sure you have a good base to start from.

I also recommend searching by location if your e-commerce efforts have a localized approach.

Do you see how this gives you a completely different list of keywords?

The keyword “aluminum bottle” wasn’t even on our first search result.

As you can see, searching by location gives you even more ideas to draw from.

I would also recommend using the search bar from e-commerce giants like Amazon for keyword suggestions:

Optimizing for these keywords will help you create unique variations of product pages that will help your SEO and increase your page ranks, conversions, and revenue.

Now, let’s look at a good example of what your keyword research can do for you.

The brand Perfect Keto sells a variety of different protein powders that they’ve geared toward individuals on a ketogenic diet.

Here’s one of their product pages:

As we’ve seen before, this is a pretty typical product page.

But it’s actually quite special when you start scrolling through, mainly because of the way they’ve implemented different keywords.

Look at the product description on this page:

As we saw earlier, this isn’t your normal boilerplate duplicate content.

It implements storytelling and strategically places high-level and industry-specific keywords in the copy.

If someone were to search for “zero carb keto powder,” here’s what they would see:

Three of the top five results are for this particular brand.

And that’s because of the clever way they’ve implemented their keywords.

Here’s another example from the top result in the image above:

It uses the same and familiar storytelling, but it relies on a different set of keywords to tell Google what the page is about.

The result is that both of these pages rank high for a related search without jeopardizing the other’s position.

And better yet, they don’t cannibalize each other by relying on the same keyword:

If you were to do an internal search for “Aluminum bottle” on the site above, it would be difficult to pin down the exact result you want.

That means that pages like this are needlessly competing against each other.

So, pinning down and using unique keywords is a great way to improve your SEO.

If you vary duplicate content by using unique keywords, you can potentially rank your pages without competing against yourself.

And that means more clicks, sales, and revenue.

Conclusion

A lot of hubbub surrounds duplicate content. But that shouldn’t frighten you away from handling any potential issues that might arise from it.

And, while the potential pitfalls are only indirect, you can still suffer needlessly from mishandling any duplicates on your site.

Your best bet is to start by creating unique variations of your product pages. That can eliminate the problem altogether.

If that’s not always possible, create pathways for Google’s crawlers by tidying up your URLs and optimizing your site’s structure.

Finally, make sure you’re varying your keyword usage so that a larger number of searches can land you sales.

If you follow these simple steps, you’ll be able to rank numerous pages with similar products and duplicate content.

And that means growth for your business in the long run.

How have you dealt with duplicate content issues on your site?

The post How to Rank Your E-commerce Product Pages When They Are Filled With Duplicate Content appeared first on Neil Patel.

0

Facebook Ad Secrets? Check out this video…

sourced from: http://youtu.be/1McXAYC2XEw

[youtube https://www.youtube.com/watch?v=1McXAYC2XEw&w=640&h=360]Why Your Facebook Ads Fail | The ONE Secret FB Ad Experts Use to Explode Their Conversions and Make More Profit! STEP #1 ➜ Join the Facebook Ad Ninja FB Group! https://goo.gl/dwYbV7 STEP…

0

Social Media Analytics: 12 Hidden Reports to See if Your Social Strategy is Working

sourced from: https://neilpatel.com/blog/social-media-analytics/

Social media is a huge opportunity for growing your business.

From organic reach to paid ads, social media gives you the ability to build traffic, engagement, and sales.

The problem is that even when you follow all the steps to create profitable campaigns, how do you really know they’re working?

Only 43% of B2C marketers measure their ROI.

Why?

The main reason given is that it’s just too hard. They say they need an easier way.

You could pay for a social media tool or service to do it for you.

Or you can use these 12 different hidden reports I’m about to show you.

This way you can see for yourself, for free, if your social media marketing strategy is working.

But first, let me ask you a question.

Why is social media analytics so important?

More than 3 billion people are using social media and close to 3 billion use mobile social media.

This means that roughly 2 out of every 5 people on this planet have an active social media account, and most of them use it on their phone.

Not only are we online, and on social media, but we’re on it a lot.

The average amount of time spent on the Internet every day is 6 hours and 30 minutes just here in the US.

Out of that, close to a third is spent on social media.

It’s not just one social media platform either.

73% of US adults now watch YouTube and 68% are on Facebook.

If your target audience is teenagers, your social media analytics are even more important.

94% of teens are on YouTube, 80% are on Facebook, and 78% are on SnapChat.

People are using social media platforms multiple times a day.

With such widespread use, social media presents an incredible marketing opportunity.

If you’re not succeeding at social media marketing, you’re going to lose in the long run.

But how do you know if you’re succeeding?

Only 6% of B2C marketers feel that the metrics that they’re using are an excellent way to measure their progress towards their goals.

Add this to marketers who feel their metrics are at least good, and you still only have 53% of people.

That means almost half of respondents are not properly and successfully measuring their success.

If you can’t tell if your latest Facebook Ad is tanking or knocking it out of the park, how do you adjust?

You can’t improve your business if you can’t measure your results.

85% of marketers are already using analytics tools. But almost half still have no idea if their strategy is working.

This is why not just any analytics tool will do.

[youtube https://www.youtube.com/watch?v=if69s7576SY?feature=oembed&w=700&h=394]

The following are the 12 reports you should be using to make sure your social strategy is succeeding.

Google Analytics Custom Reports

Google Analytics offers a ton of ways to monitor how your social media efforts are paying off.

Unfortunately, the default dashboard on your homepage doesn’t give you a lot of valuable information.

It can tell you how much traffic is coming from social media.

However, the more valuable information can only be gathered through custom reporting.

Here are the top 5 Google Analytics custom reports I recommend using in 2018:

1. Attribution Monitoring Report

One of the first things you’re going to want to understand is exactly how customers are arriving at your website.

If you want to understand how your social strategy is working, you need to isolate the traffic coming from social media.

The default way Google Analytics tracks conversions can be very misleading.

Currently, it defaults to the Last Interaction Model.

Here’s an example of how this Attribution Model works:

John is researching affordable sedans and finds your website via Google Search. He browses around and likes some of the cars you sell, but he’s not ready to buy yet.
John clicks to “Like” your company’s Facebook profile and then leaves your site.
Your company writes a blog about how happy one of your customers is with their new affordable sedan purchase. You post a link to your Facebook page. John clicks on the link and reads the article on your site. Then he once again leaves.
John’s back researching on Google and this time he sees a pay-per-click (PPC) ad for your website. He clicks on it and buys a sedan.

The last interaction model would attribute the sale entirely to the PPC ad.

You can see how this is a bit misleading when it comes to the success of each marketing channel.

John twice interacted with your company through social media. This report wouldn’t let you see that your social strategy was in fact working.

Thankfully, there are other options.

Here’s a look at the other available attribution models:

In the example above, the First Interaction Model would look like this:

It gives the first interaction with the customer all of the credit.

This is useful if you want to know which channels are driving awareness.

For more information about different types of attribution models, read this.

The Last and First Interaction Models are fairly straightforward.

Time Decay is a model that gives more attribution to recent interactions and less to those further in the past.

Be aware that analytics aren’t perfect.

Any report can be skewed by people switching devices, deleting cookies, or blocking javascript.

This particular report also only looks back 90 days. If your customer’s first interaction was more than three months ago, the report won’t catch it.

I recommend trying a few different attribution report models to see where and how social media is showing up.

Which one you find most useful will depend on your goals.

If you primarily use social media to target CTAs at consumers who are ready to buy, then the last interaction model might suit your purposes.

2. Dark social media traffic reporting

If you share a link through social media, such as on your Facebook profile page and a consumer clicks it, that interaction gets attributed to social media.

Let’s say that consumer then visits your page and reads something they think is awesome.

Instead of using your social share buttons on your site, they copy the URL and paste it into a Messenger conversation with their friends.

Any friends who click that link won’t be attributed to social media by the default Google Analytics reports.

They’re “dark social traffic” since GA can’t tell where they’re coming from.

Being able to track this type of traffic is more important than ever in 2018.

Social messaging is now more popular than social media. More and more people will choose to share info through messaging apps over social platform sites.

In fact, if you’re adopting the use of chatbots, you’ll be increasing the volume of dark social traffic.

To identify dark social traffic, you need to create a new segment inside Google Analytics to isolate it.

Now drill down into “Audience” and “Overview.” The next thing you’ll want to do is select “Add Segments,” followed by “New Segment.”

You need to create a new segment of traffic for people who are currently being reported as Direct but are actually likely dark.

The first thing you need to do is identify all of your visitors that Google currently believes are Direct traffic.

In Google Analytics, on the left-hand side, select Traffic Sources.

Then under ‘Source’ select contains (direct).

Now filter out the ones who may actually be typing in your URL directly.

Start by ruling out your homepage.

Since your homepage is generally your shortest and most well-known URL, it is the most likely one to actually have direct traffic.

To exclude it from this dark traffic report choose ‘Conditions’ on the left, under the advanced section.

Then go to the ‘Landing Page’ filter and select “is not one of” or “doesn’t contain” and then add a forward slash “/.”

Now you can save this segment, and you will be able to track all traffic that is likely “dark.”

3. Social media performance analysis reporting

You can download this report here, rather than building it yourself.

The report has three tabs: summary, content analysis, and device analysis.

The summary will tell you where social media traffic is coming from, how often, if they find what they’re looking for, and if they purchase.

The content analysis report will tell you what landing pages are most popular and which types of content are most valuable.

You can drill down to see what social networks tend to lead to which landing pages.  

The device analysis tab tells you which devices people are using when they come to your site through social media platforms.

4. Google Cohort Analysis

Cohort simply means a grouping of similar people.

It compares what a group of similar customers bought now compared to last week or last year.

Tiny changes can have a big impact on the bottom line.

This report helps analyze trends and patterns to help show you which changes resulted in different results.

Comparing traffic or time spent on a page from now compared to a year ago might not be very relevant if it has undergone a huge visual change in the meantime.

Cohorts can help add context.

Pull up Google Analytics, click the Audience drop-down in the left-hand sidebar and look for Cohort Analysis:

Here’s how the Google Analytics cohort analysis report will look like at a glance:

I selected Acquisition Date for this cohort type, so the graph sorts it that way.

Here are the main factors you can analyze using cohort reports:

Acquisition Date
Metrics by category
Goal completions
Pageviews
Revenue
Session duration
Sessions
Transactions
User retention
Total users

If you want to know how many pageviews each user had by day for the last seven days, you simply enter the following into the drop-down menu:

Which brings up the related graph:

You will see:

The May 9th cohort of users had 1.5 pageviews per user
That same May 9th cohort also had an average of 0.03 pageviews per user the next day (Day 1)

This means only a tiny percent of first-time visitors are returning the next day.

You’re probably wondering what you can do with this info.

To obtain actionable data from it, Google Analytics allows you to break it down further.

At the top, you can add different segments to break down our report further:

You can select Mobile and Tablet traffic, for example.

Now you can see a comparison from your original dataset vs. the Mobile and Tablet traffic:

You can see that the report is now showing groups or cohorts of people by date, and it has separated out mobile and tablet traffic.

It illustrates the percentage of visitors that came back to your site the next day, broken out by device.

This may indicate that your site is mobile friendly or is appealing to the mobile crowd in some way.

Of course, our conclusions are limited because it’s a tiny sample of a small date range.

Hopefully, you can see the potential here.

5. Daily eCommerce Traffic Report

This report is essential for e-commerce sites.

It gives you a complete at-a-glance overview of your performance per source.

You can import this report directly.

You can also add the conversion rate metric.

When you drill down, you’ll be able to see specific campaign information.

Here’s how your report will look:

“Average Order Value” and “Per Session Value” are very powerful.

They allow you to measure how buying behavior changes depending upon the traffic source.

This way you can see how your social media traffic is performing and make sure your social efforts are being rewarded.

Social Media Custom Reports

The largest social media platforms are now offering their own free analytics reports.

Facebook is currently boasting the most powerful analytics reports.

It’s not really surprising since they’re the leading platform for marketers.

I’m going to walk you through 5 social media reports you can use to monitor your social strategy on each individual platform.

I’ll use Facebook as an example but keep in mind that other platforms such as Twitter and Pinterest offer similar reports.

6. Real conversions

Your Facebook Ads Dashboard offers a ton of potential metrics you can report on.

You can find them all under the ‘Customize Columns’ option.

If you tried to run reports on all of these, you wouldn’t have any time left to run your business.

I recommend you just focus on the main reports. Don’t get sidetracked by vanity metrics.

The first one you should be reporting on is conversions.

This should be your main focus.

Conversion reports tell you how often your ads are making people complete the action you wanted them to.

Remember that conversion rate is more important than conversion number.

5 clicks and 5 conversions is incredibly more significant than 1,000 clicks and 5 conversions.

Conversions are also one of the only metrics that you can easily tie back to ROI to understand Ad performance.

Conversions on Facebook are diverse and not every metric gives the same value.

For example, the Ads Manager allows you to track tons of different conversion-style metrics:

You want to focus on conversion metrics that tell you end-goal results.

Depending on your goals, you should be tracking metrics like website leads, website purchases, and website conversions:

These all tie back to sales and ROI so you can easily tell if your social strategy is working.

7. Cost Per Result (CPR) Report

Conversions should be your starting place, but they’re not enough on their own.

You can’t just base your efforts on how many sales your campaigns bring in.

The problem with looking at just sales is that it can easily lead to you spending too much.

What happens if you spend $1,000 to promote your product and it only brought in $800 in sales?

Even though you increased your sales, you actually just cost yourself $200.

Cost per result helps you understand how much you’re spending on each conversion.

When you log onto your Facebook Ads Manager, the report will look like this:

The lower your CPR is, the more efficient your ad campaigns are.

High CPRs tell you that you are spending too much money on acquisition, which hurts your profits.

You can monitor your CPR and prevent it from getting too steep by creating a new rule in your Facebook Ads dashboard.

Go into your Campaigns, then ‘Create Rule.’ Then select ‘Conditions’ and change your chosen action to be ‘Cost Per Result.’

Once you’ve done that, choose a value for your condition criteria.

This number should be whatever amount you’re not willing to spend more than per sale.

If your product costs $50, you wouldn’t want your cost per result (conversion) to be greater than $50.

Then decide what the action will be if your cost per result is greater than that specified number:

For example, if your cost per result goes too high, you can do any of the following:

Once you’ve selected your appropriate response, here’s what it should look like:

Cost per result is just as important as conversion metrics.

It warns you if you are spending too much to acquire conversions and can help you manage your ad spend.

8. Ad frequency reporting

If you have a daily Facebook Ad spend of $50 or more, this metric is definitely one you should track.

Your Ad frequency is how many times a single consumer sees your ad over the course of the campaign.

This is something you need to track since no one wants to see something too many times.

Your audience can actually get annoyed by you and react unfavorably if they feel like they see your ads too often.

According to Ekaterina Konovalova, a frequency of 10 results in the lowest possible relevance score.

This means that if a single viewer sees your same ad 10 times, they will respond negatively.

The more you show them the ad, the more annoyed they can become, resulting in a lower relevance score and higher costs.

AdEspresso found similar data on how devastating ad frequency can be:

As frequency increases, CTR decreases and cost per click increases.

According to AdEspresso’s results high frequency leads to a steep increase in CPC and a nosedive in CTR after just four views.

To get started, navigate back to your Facebook Ads Manager and create a new rule:

From the dropdown list select “Frequency” as your new condition:

Apply “4” as the greater-than value.

This will guarantee that once your frequency passes 4, your end action will automatically kick in.

For the action, I’d recommend pausing the ad set:

Frequency reporting and control is crucial for lowering ad costs, staying in the good graces of your customers, and increasing conversions.

9. Click-through rate (CTR)

Click-through rate (CTR) is a simple yet critically important metric.

Facebook describes it as the number of people who clicked your ad, relative to impressions.

It is calculated by taking the total number of clicks on your ad and dividing it by the total impressions.

Why is CTR so important?

A high click-through rate tells you that a high percentage of the people seeing your ad are taking the desired action.

This means you’ve put the right content in front of the right people and you’ve done it in such a way as to make it elicit responses.

You know your offer is good enough to get people to drop what they’re doing and click your ad.

If your ad CTR is low, it’s telling you that something just isn’t working.

CTR packs tons of data beneath the surface of what seems to be a vanity metric.

According to WordStream’s 2017 Facebook Ad CTR Study, the average CTR in Facebook Ads across all industries is .90%:

If your CTR is even in the 2-3% range, you have struck gold.

Keep in mind that the average CTR for e-commerce and retail ads is under 2%.

This means that a ‘high’ or great CTR is 2% or more. Don’t expect click-through rates in the double digits.

If one of your campaigns suddenly starts showing CTRs of 2% or more, you need to take advantage of it.

We know 2% or more is good.

So, for example, you can create a rule like this one that will automatically increase your daily spend by 25% if your CTR jumps over 2%.

Why increase your budget?

You know this ad is working and a higher than average amount of the people seeing it are taking action. You don’t know why.

Since you don’t know why there is no guarantee that extending the campaign will extend the CTR rate.

CTR is extremely informative for understanding how well your ads resonate with your audience.

Be sure to track this in your next advertising report.

10. Focus on PPC

When you shift from “more is better” to “being more specific is better,” you start to drive more sales with less traffic.

To do this, perform a basic audit of your current pay-per-click platform and campaign.

The goal is to look for indicators of wasted ad spend or a focus on the wrong metrics.

Look at your overall campaign dashboard for current keywords or ads and look for trends in traffic and sales:

Do you notice any trends?

Is there anything glaring that jumps out at you?

One thing I noticed in the example above is that some ads are generating conversions, but they are crazy expensive compared to others.

This might point to poorly targeted traffic.

In other words, you’re getting a lot of people to see your ads, but they’re not the right people.

Let’s say your audience size is 100,000 people, but your target market was poorly defined.

Since most of those people aren’t going to be interested in your product, you may end up spending $1,000 on an ad campaign, and only 500 people (0.05%) end up converting.

This gives you a PPC of $2.00.

Now let’s say you had an incredibly well-defined target market. Your audience size is only 50,000 but 2% convert. This means you have 1,000 conversions.

Assuming your campaign cost the same, now your PPC is halved (1,000 / 1,000 = $1.00 PPC).

If you see that some of your campaigns have higher PPCs, consider either retargeting them or pausing them.

Focusing on the right analytics can generate significantly more sales with less traffic.

Conclusion

Having a successful social media strategy is critical for business success.

But almost half of all marketers struggle with properly measuring the success of their campaigns.

I’ve now shown you ten different types of reports you can use to see if your social strategy is working the way you planned.

You can start with modifying Google Analytics to make it more powerful. Take advantage of their custom reporting options around attribution, dark traffic, behavior flow, and custom funnels.

Track where people are coming from to your site, understand what’s driving your real conversions, and what your click-through-rates and cost-per results are.

Measure the frequency your audience is seeing your campaigns and how your pay-per-clicks are trending.

Don’t forget the free analysis tools provided by social media platforms.

Use all these little known, free analytics tools, and you’ll see results in no time.

What hidden reports do you use?

The post Social Media Analytics: 12 Hidden Reports to See if Your Social Strategy is Working appeared first on Neil Patel.

1

10 Outdated (But Commonly Used) Social Media Tactics You Need To Ditch

sourced from: https://neilpatel.com/blog/social-media-tactics/

Recently, I noticed my blog traffic from social was decreasing but the engagement of my followers on social media was going up.

Even with the reach of my posts going down.

I just couldn’t wrap my head around it. What’s going on?

No matter what I tried, it didn’t seem to improve.

That was it. I had been doing the exact same thing for the past three years.

No matter who you are or what you do on social media, you’ve probably realized it keeps changing.

What works today will no longer work tomorrow.

So after a few weeks of trial and error, I discovered what I had to do differently.

Some of my social media tactics had become outdated.

So I ditched them before it could have a lasting effect on my blog traffic.

If you notice the same thing happening to you, don’t worry. You’re still in time to solve the problem.

Here’s what I was doing wrong and what I did to grow my social media presence to what it is today.

#1: Links, links, and more links

Posting links to your content left and right, hoping that it will get more likes, is a thing of the past.

The same goes for mass-following people or joining social groups with similar interests as you.

It may have worked a few years ago, but not anymore.

“So, how do I stand out?” is what you are probably thinking.

It isn’t as hard as you may think.

First of all, do some research and find out what people are talking about. What’s trending right now and what will the next trending topic be tomorrow?

There are tons of social listening tools available, and some of them are actually free.

Take TweetReach for example.

You only need to enter a hashtag, username, or a keyword and it will tell you exactly how far your tweets travel.

The results of a search can turn up information as valuable as reach, exposure, top contributors, and most retweeted tweets, among other indicators.

Thanks to this tool you can test your tweets and measure which ones get the highest results in terms of impact and diffusion.

Now write something awesome that’s in line with your social media presence.

I can’t tell you what to write about.

But here are some key points that will give you a head start:

Be honest. Everybody can come up with fake information, so make sure that what you write is credible and fact-based.

Signed, sealed, delivered. Write something informative, interesting, and relevant to your audience. Engage with commenters if they spend time reading your posts.

Experience is key. Always keep in mind the emotions your words convey and how it can impact others’ lives. For example, Bruno Mars is funny, energetic, and appreciative.

A little you, a lot of them. Focus on writing about topics that your audience is interested in. Their delight is your success.

Keep these tips in mind and your content will be relevant, and your audience will love it.

They’ll want to share it with their friends and family. So sit back and ride the wave.

#2: Same content, different platforms

Each social media platform has its own set of standard rules that every user follows.

I am not talking about strict rules like taking someone’s identity or publishing illegal content. Those are etched in stone and need to be respected.

What I was referring to is the way each social platform works, the feel and what you expect when you log on.

When you go on Twitter, you expect short and up-to-date messages, right?

For example, celebs will tweet just about anything during their daily activities or even on a TV show.

Just look at Kelly Clarkson tweeting during The Voice.

Content and image specifications for each social media platform can differ greatly.

Facebook is all about getting people to talk with you and with your community.

You can write massive posts or simply drop a line. It’s up to you.

The key is to make sure that your content rocks, never grows old, and engages your audience.

It’s creative. BarkBox’s Dog Mom Anthem was launched for Mother’s Day. It’s been viewed more than 5 million times.

It’s witty. MoonPie’s “Lol ok” tweet generated a staggering 1.1 billion impressions.

The copy taps into a whole new fan base. Take a look at what Adidas Originals did with Snoop Dogg. They were able to reach a new audience of 18 to 24-year-old young creators.

Not sure what to write?

Think of two things you love and try to find common ground to tap into one of them by way of the other.

I know, it’s a lot to take in, right?

Don’t worry. This guide to writing social media headlines that people actually click on will get you started on whatever social media platform you choose.

#3: Writing about what you want

OK, OK… You can choose what to write about, just not exactly what topics to cover.

Let me explain.

It’s up to you to decide what type of content you want to write about. If you start a blog about cars, it’s probably because you’re passionate about them.

So far, so good. This all makes perfect sense.

Now it’s time to decide what your next topic is going to be.

You end up writing an article about the types of headlights you can find on different Chevrolet models.

When you publish it expecting awesome comments and engagement, you get two likes.

And that’s it.

You’d probably be asking yourself, “What went wrong? My last post about the fastest sports car in 2018 got 50 likes and ten comments after three days!”

Starting to add up the pieces?

There are tools that can help you estimate the engagement of a specific post.

Check out this search I did on Google Trends pitting “types of headlights” (blue line) against “engine types” (red line).

Of course, the whole idea of your site or blog is up to you. But if you want it to grow, you need to write for your audience and not for you.

“But, how can I know what my audience wants?”

Ask them.

Don’t you like when somebody asks you “How was your day?” or “What can I do for you today?”

Let your audience know you appreciate them.

Engage with them.

Bud Light did this by hosting a Facebook Live of a live performance by Post Malone.

Or prepare raffles, quizzes, surveys, or polls like Search Engine Journal does on Twitter.

Host a giveaway like the Parks Project.

Hopefully, these tips and examples have you thinking about the potential types of content for your social media.

#4: Black hat social media tactics

Black hat is the name given to unethical web tactics used to boost a website’s ranking. Be it on search engines or on social media platforms.

My experience with black hat has shown me that although it may seem fun, easy, or like the results are outstanding, it just isn’t worth it in the long run.

Nowadays, some social media accounts still make use of these tactics.

One big black hat tactic used on social media is buying fake followers, likes, and shares.

There’s a lot said about this on the Internet.

Sometimes the followers you are buying are actually bots that are stealing other people’s identities.

These bots automatically follow thousands of people paying for fake followers to boost their social media presence (even politicians and celebrities).

Another very controversial use of bots on social channels is the manipulation of thought to affect decisions that will impact the world.

Like how Russian Twitter bots sent tons of pro-Brexit tweets to influence voters’ opinions.

But that isn’t all.

MediaKix created two fake Instagram accounts to test how hard it is to become a paid influencer on Instagram.

The results are shocking because with only a few stock photos and a few dollars to buy fake followers, they actually secured a total of four paid brand deals in total.

That’s crazy.

But if there’s one thing to learn from the past, it’s that these things don’t last.

If you want to truly boost your social media presence, then treat others as you’d like to be treated yourself.

And if you are thinking of working with an influencer to boost your social presence or conversions, then make sure it’s the real deal and not a smoke screen.

Look how easy it is to identify an account’s user base growth over time with tools like Socialblade.

Keep an eye out for irregular patterns like these when assessing the authenticity of social media accounts.

Unless they’re some sort of celebrity, it’s very likely that this user paid for a large number of followers.

#5: Following to be followed

 

 

The fake social media industry is a gold mine for a few and a waste of money for many.

There’s even a vending machine for buying followers.

By purchasing fake followers, you’re lining other people’s pockets, and you are risking a bad reputation or even an account ban.

Instead of adding tons of accounts which mean nothing to you, do some research and find the main influencers in your niche.

See how they do what they do. Learn from the content they produce and how they interact with their followers.

Comment on their posts and leave a link to your own.

If you create relevant, quality content and add the right (active) user accounts, you’ll get your first 1,000 followers in no time.

Within five months of launching Pescetarian Kitchen, Matthew Darby had 4,700+ Facebook followers, 850 Twitter followers, and 15,000+ unique visitors from social media.

How?

By creating a long-term social growth strategy filled with content that he knew his audience would engage with and learn from.

#6: Impersonal automated “thank you” messages

No doubt Messenger Bots are here to stay and are going to speed up a ton of processes when it comes to customer service and managing your audience.

One word which has shaped the Internet today is personalization, as you can see thanks to this chart from Accenture.

Everybody wants to feel special, unique, and heard.

That’s exactly why, if you decide to use auto-replies, you’ll need to learn how to set them up correctly.

You don’t just want to send a cold “thank you” and a request for the viewer to visit a blog.

You want to add value.

People are giving you moments of their precious time by reading what you write and even commenting on it.

Here’s an example of a great “thank you” message I received from Josh Fechter from BAMF Media. Check out the value added to his auto-reply.

A big thanks, a gift to go with it, and an interest to get my thoughts on the topic.

So now is when you say, “I want to personally answer all my followers Neil, but I can’t physically do it.”

You do need to look into using a chatbot.

Unilever used one for Red Nose Day last year.

They created “Most Famous Monkey” in Facebook Messenger to tell jokes.

Through natural language development, Unilever created 215 AI-driven conversation topics.

They were able to send 150 messages per second.

So there’s nothing wrong with using a chatbot.

You just have to make sure that the message you send out comes across as friendly, understanding and, overall, human.

There’s no workaround for treating people like people, so the sooner you start doing it, the better your results will be on your social channels.

#7: Giving out all the goodies at once

A wise man once said, “Always keep an ace up your sleeve.”

Well, I don’t know if I just made that up, but it’s exactly what you need to do when publishing content on social media.

If you are spending more time creating content than growing your community and getting your content out there, then something needs to change.

As you can see on these pie charts from Inbox Insight, content production increases significantly on a yearly basis, and 80% of users plan to increase their use of original content.

But even though more content is being published, a ton of that is repurposed original content in different forms and on different platforms.

Look at how Larry Kim, founder of Mobile Monkey, repurposes content.

Here is an email about a webinar with SEMrush.

Then, he repurposes the webinar to his blog.

Creating content is not about creating new high-quality content every single time.

It’s about getting the high-quality content you already have to the right audience.

While some readers may prefer email, others will engage with your blog.

You need to understand where your audience is and where they engage.

This is why it’s important to fragment your content.

Analyze the piece of content you’ve created, divide it into individual parts, and adapt each one accordingly to make it a perfect fit for social media channels.

Like Problogger did with their podcasts.

And their Twitter posts.

And on Facebook.

Create, segment, and publish.

By doing this, you can easily turn one big article into seven days of fresh, quality content.

Or get seven days of traffic in just a few hours.

It’s up to you how you want to do it. The possibilities are endless.

#8: Throwing a sales pitch at your audience

I know.

What’s the point of having an engaged audience if you can’t sell anything to them, right?

I didn’t say you can’t sell to them, and I surely didn’t say they won’t buy from you.

But, if your branded content doesn’t connect with your targeted audience, you have failed them.

As the digital landscape changes, you cannot forget to be human.

Social media channels are adapting so your brand must evolve.

For example, Facebook has Branded Content tags.

This makes tracking influencer partnerships on Facebook much easier.

So, how do you create branded content that doesn’t seem sleazy or salesy?

One word: storytelling.

Remember Dove’s Real Beauty campaign? It was the most watched branded content in 2013.

Storytelling is all about creating compelling life stories about a person who has a given need or problem and how they manage to solve it thanks to your product or service.

It tends to have an inherent life lesson, taps into a person’s emotions when they read it, and is easy for the audience to relate to.

The result?

A 30% boost in conversions and a great way to increase the end user’s loyalty to the brand. Not too shabby, huh?

Everybody likes a story like this one written by Ben A. Wise, so practically any brand’s audience would engage with it.

It’s up to you to find the best way for you and your business to showcase what you have to offer.

But as much as you like baseball, don’t pitch sales to your clients.

#9: Thinking organic traffic will make you rich

Everyone loves organic traffic.

It’s free, it’s accessible, and it’s based on variables which usually make it the most relevant content for your searches.

But here’s the deal.

Social media platforms don’t make cash off of organic traffic.

An insane 26% of Facebook users that click on an ad actually make a purchase and 93% of companies advertising on Facebook use Facebook Ads.

Advertising on social media has insane potential. It’s no wonder they want to fill their pockets, right?

You can’t expect to reach a large number of potential buyers for your product or get your brand name out there by relying solely on organic traffic.

By all means, organic will get you far, especially once your first clients start pouring in.

But, how long will it take to get your first customers?

It took Hallam Internet 26 days to generate 56 leads from LinkedIn Ads.

And, Cosabella saw a 50% increase in return on ad spend within the first month.

What is clear is that social media platforms are making paid ads more visible so more people see them.

This means more people will visit your site.

#10: Only publishing text and image-based content

When the Internet opened to the general public, everybody went crazy buying domains and publishing just about anything.

Those first pieces of content were purely text-based.

Not long after, as things evolved at super speed, you started to see images almost everywhere.

First text, then images. And now what?

Video.

Video content has been growing non-stop and will continue to do so over the coming years.

Just follow Tastemade.

Once they hit 2 billion monthly views on food videos, they decided to expand into travel and home.

Tastemade co-founder, Steven Kydd, told Digiday,

It’s always been part of the plan. We started with food, because honestly in the first few years of the company, we wanted to focus on building a real high-quality consumer brand. Once we had achieved that outcome, then we thought it would be the right time to expand into new verticals.

And they aren’t the only ones.

Other companies are investing billions in video marketing.

Everything points to video being the star of 2018.

And, brands are already showing that. Just look at this example from Lowe’s:

And Taco Bell.

You don’t have to be rich and spend thousands of dollars on video and sound equipment.

You don’t need a recording studio or to hire an expert.

All you need is a decent camera, something interesting to say, and a smile.

[youtube https://www.youtube.com/watch?v=ZAxSIvSUQZI?feature=oembed&w=700&h=394]

Conclusion

Social media is ever-changing so you need to up your game to stay in it.

Here’s how your time should be spent on social media: 80% to community growth and 20% to creating new content.

Keep up with the latest blogs.

Find some trustworthy websites to keep updated on the best practices for each social media platform and learn how to boost your social media ranking and engagement.

You want quality over quantity. Always.

If your content is good, people will acknowledge you, like it, and share it with everybody they know.

Remember that each social media platform has its tips and tricks, so make sure to adapt your content accordingly.

Finally, don’t obsess over things like having thousands of followers or creating viral posts.

Now think about what tactics you’ve been using until now and decide which ones to keep and which ones to ditch.

What are some social media tactics you think should be put on the shelf?

The post 10 Outdated (But Commonly Used) Social Media Tactics You Need To Ditch appeared first on Neil Patel.

0

4 Social Media Hacks You Overlooked That’ll Skyrocket Your Traffic

sourced from: https://neilpatel.com/blog/social-media-traffic/

The growth of 21st-century businesses owes a lot to social media.

If it weren’t for social media, my brand would not be what it is today.

Why?

Because these modern platforms have been pivotal for outreach, engagement, and development of authority.

There are millions of businesses out there. Social media makes them accessible.

It also separates the “weak” from the strong.

Digital presence is important.

But what’s more important is knowing what the best methods are to leverage that presence in your favor.

If you aren’t sure whether your social media methods are working, you are not alone.

In fact, a recent study has shown that 45.9% of small business owners are unsure if their marketing strategies work.

A further 16.6% reported that they know their strategies do not work.

That’s a whopping 62.5% of business owners in total that are not confident in their methods.

Even the best of us remember those days. I sure do.

But I soon recognized the importance of getting the greatest return on my investment when it comes to social media.

Whether that’s in the time I invested, resources I invested, or other’s time and resources invested in digesting my own work.

If I had not recognized this and done what’s needed to get the most out of each of those, I doubt my brand would have the impact it does today.

So, how do you separate yourself from the pack?

Optimize your social media use with hacks you have overlooked in the past.

What effect will this have on your business?

Measurable impact that will skyrocket the traffic to your site.

The potential of your social media is only untapped because nobody has taught you the most useful ways to harness it.

Until now.

1. Measure the analytics of your social media use

Progress is not made until you know what’s working and what isn’t, right?

Nearly 75% of small businesses are planning to use social media as part of their marketing tactics in 2018.

Collective efforts may likely be futile if the right data is not properly gauged.

Let’s tackle this by focusing on how to gather analytics for your social media accounts.

I suggest initially establishing which metrics are most relevant to your specific business.

[youtube https://www.youtube.com/watch?v=gVrWV9YypyA?feature=oembed&w=700&h=525]

The next step is choosing which service to use to analyze the metrics you have just laid out.

While there are several freemium and premium options available to track and analyze your social media marketing, I am going to elaborate on a favorite of mine.

I admit it. I love data. The more, the better.

Cyfe is a comprehensive business dashboard that tracks all sorts of relevant data.

This will be of use to determine what is and isn’t having a direct effect on driving traffic to your site.

This is an important part of finding what provides a true value return in your social media.

Here’s an overview of what the social media tracking portion of Cyfe offers:

It will show you relevant insight into metrics, engagement, and even measure your return on investment (ROI) of your social media use.

This is just one of nine separate individual dashboards Cyfe offers to track. You can click through to get an idea of what the full package provides.

For this, I’m only focusing on how it will help measure your social media efforts.

While there is a premium subscription option of $20 per month, there is a free version you can use to get a feel for things without making any commitments.

Let’s sign up.

First, go to www.cyfe.com and locate the “sign up” button, in one of two places:

Both buttons require you to provide the same information.

Enter your name in the designated area. Next, enter your professional email. Finally, choose a secure password.

Pretty simple, right?

I suggest recording your login information in a safe place, although account information may be recovered if needed.

Click the “sign up” button and get started.

You will start off with a blank board, directing you to get started by adding the widget relevant to what data you wish to track.

Click where it designates, seen here:

A window will show in your browser, listing neatly organized widgets. It opens to the featured list.

You will become familiar with which widgets are right for the metrics you wish to measure as you explore different options.

Here are the categories I suggest starting with that will help track your social media use and its effect on your traffic:

Monitoring and site analytics will generate real-time data and provide insight into how users are reacting to your content.

This will make it easy to know what content they respond best to and how much your traffic increases as you implement these hacks.

The social media section will manage individual analytics for each of your social media accounts. This will make it easy to collect relevant data.

Add whichever ones you feel are relevant to the metrics you laid out.

Use this service to track what does and doesn’t get the ROI you are looking for. It does the math for you.

Attaching a dollar amount to your social media efforts is essential in today’s digital world.

Just see what Arizona-based bicycle manufacturer, State Bicycle Co found.

They discovered 12% of their website traffic comes from Facebook. That’s a fifth of the cost per click compared to other channels that they use.

The best part?

$500,000 of sales came from Facebook coupon codes.

Now, let’s switch gears.

2. Use plugins to harness the power of mobile sharing

So, what’s the next step?

Giving your audience the ability to share your content easily and quickly without compromising design and usability.

Since the start of 2018, it’s reported that there are 3.196 billion active online social media users worldwide. This is up 13% year-over-year.

Of 5.135 billion unique mobile users worldwide, 2.958 billion are active mobile social users.

Meaning, 57.6% of all worldwide mobile users are active social media users.

Mobile users also outrank Internet users by over one billion. That’s a whole lot of zeros.

What I am getting across here is not only the sheer magnitude of active social media users.

It’s also how many are mobile users. Which is the majority.

Why is this relevant?

Sharing content is more often conducted by mobile users rather than Internet users.

We know this because it’s projected that 70% of digital media time is mobile.

This means that the approach to how your audience can share your content should always cater to mobile users.

Especially considering 95% of adults in the US have a cell phone of some type.

Over three-fourths of those are smartphones.

I have said before that the harder it is for an audience to share your content, the less likely they will.

To set yourself up for success, use plugins on your blog to make sure your content can be easily shared across any device.

But especially mobile.

A majority of social share buttons that float to the side of content are either lost offscreen or cover your content’s text when read on mobile devices.

Take a look at these social icons on mobile compared to desktop.

Mobile

Desktop

Nobody is going to read what they can’t see on mobile, right?

My favorite plugin that solved this issue and helps promote content sharing across any device is Warfare Plugins.

This is a WordPress plug-in launched in 2014 that offers three options: free, pro, and affiliate.

To begin installation of this plugin to your site, let’s go for the free version first to see if you like it as much as I do.

First, go to www.warfareplugins.com/products/ as seen above.

Next, click on the “VIEW” button seen under Social Warfare of the three options.

This will take you to the landing page for the free version of Warfare’s plug-in. Scroll down, just a little, and you will see this:

To the right, you will see License Options.

Underneath that is a button that says, “FREE DOWNLOAD.”

Click on this button, and it will redirect you to the official WordPress site where the free version of Social Warfare is hosted.

When you are ready to download, click here:

A pop-up will show saying that you have chosen to open social-warfare.2.3.5.zip. This is the name the current version of the program.

Select the option to save the zip file and press OK.

After you have the file saved and have located it, you are ready to complete the installation directions outlined by the developers.

Once installed, you will be able to use the Social Warfare plugin to optimize and customize content shares across any device.

You will even be able to collect individual analytics per post, courtesy of their data-tracking for each piece of content.

81% of marketers plan to increase their use of original written content because it is key to constant traffic from new and existing subscribers.

3. Manage a successful social media editorial calendar

Now that you are tracking metrics important to your company and have made your content easily shareable for mobile users, let’s shift our focus to scheduling.

I want to make this clear: knowing the equation of what can make content viral is only half of what it takes to have an actual impact in making content go viral.

The other portion is timing.

And consistency in both quality and posting timeframes.

Staying committed to a solid approach will increase your skill and impact year after year.

Social media and messaging accounts for 1 in every 3 minutes users spend on the Internet.

This means there is ample opportunity to capitalize on the attention users are willing to give to social media.

This also means that you must keep the content you share current, consistent, and maintain a standard of quality.

First, you need to set up your calendar.

One of my personal favorite ways to do this is a mixture of a Google spreadsheet, Google Calendar, and Trello.

Trello even built this social media editorial calendar template.

Check out how these three services are synergistic to each other with step-by-step directions in setting up your editorial calendar.

Proper use of these tools will help make you a powerful influencer.

Now that you have a functioning system on hand, I am going to show you how to cater it to social media and generate loads of traffic to your site.

Of over 400 social media leaders interviewed, a resounding 84% track and measure the effectiveness of their efforts in utilizing social media.

29% are still attempting to prove and/or justify that using social media translates to actual value.

It’s a matter of understanding how often to post and what material to share with your followers.

Sharing at the right frequency with quality content, consistently delivered.

This is ultimately what gets any of us top marketers the most traffic to our sites.

This will streamline your process and ensure your content engages users and spikes traffic.

Research on 14 different studies conducted has compiled the average of how often and what time to post on leading social media sites.

Here are the stats:

Facebook: 1-2 posts per day between 1:00 PM – 4:00 PM

Bonus: Curate or reshare a post every other day.

Twitter: 1-51 tweets per day between 2:00 AM – 10:00 PM

Bonus: Retweet or curate around seven tweets a day.

Pinterest: 3-30 pins per day, with one pin every hour between 2:00 AM – 4:00 AM, 1:00 PM – 4:00 PM, and 8:00 PM to 11:00 PM

Bonus: Repin or curate a minimum of five pieces of content from others every day. Some even suggest that 80% of pins shared should be from sources other than your own blog.

LinkedIn: 0-1 posts per day between 10:00 AM – 11:00 AM

Bonus: Curate or reshare a post every other day.

Google+: 0-3 posts per day between 9:00 AM – 11:00 AM and 12:00 PM – 1:00 PM

Bonus: Curate or reshare one post every other day.

Instagram: 1-3 posts per day between 8:00 AM – 9:00 AM and at 2:00 AM

Bonus: Only curate posts when necessary and if it is beneficial to your audience.

Make sure that your content is engaging, one-of-a-kind, and relevant.

This will optimize your interaction with followers and drive the right traffic to your site.

Buffer is an ideal example. They increased their blog visits to 1.5 million with social media posts like this.

Driving traffic and generating leads is the biggest content challenge, according to 63% of marketers.

4. Launch original content, data, and executive insights

I have shown you how to hack into your social media, use plugins to make your content shareable, and how and when to manage your social media editorial calendar.

So, what’s left?

The final trick is publishing content that performs better than anyone else’s.

Because, let’s face it.

There are over eight billion gigabytes of data uploaded and downloaded every year.

This essentially equates to one gigabyte of data for every human being on Earth every year and growing.

This is a 300% increase in growth in only three years and it’s only just started.

It’s projected that by 2025, 463 billion gigabytes of new data will get created every day.

Wow, right?

That’s staggering.

I’d go so far as to say mind-boggling.

How in the world are we supposed to stay competitive when the markets flood with so much data at such high rates?

Easy. You don’t stay competitive.

Instead, you lead.

Like Pillsbury did with their Crescent-Wrapped Chicken Parmesan video. This video has over 1 million shares since January 2017.

Or, consider how Wendy’s got the most retweeted Tweet in history with help from Carter Wilkerson.

 

Creating content as compelling as this gives others a choice: to compete or not compete. No other way around.

86% of leading B2C marketers use content marketing.

For B2B, it’s even higher – 91%.

Position yourself as an authority in your industry.

If you don’t, someone else will.

It’s calculated that content leaders who are a voice of authority in their field receive 7.8 times more traffic than those who don’t.

After all, that’s why you came here, isn’t it?

Curating your own, original content that utilizes the social media hacks I have outlined for you is what will ultimately set you apart from the pack.

Easier said than done is what I have heard a lot of in the past.

I am here to burst that bubble. In fact, that’s what a lot of the material I have written over the years aims to do.

No, really.

I have written an outrageous amount of original content telling others how to write their own original content. Just take a look at this.

Creating Content That Converts: The Step-by-Step Guide
The Ultimate Guide to Creating Content that Generates 361,494 Visitors
How to Create Content That Outranks Your Competitor’s Content
The Definitive Guide to Creating Content that Earns Links Effortlessly
Why 3000+ Word Blog Posts Get More Traffic (A Data-Driven Answer)
The Complete Guide to Designing Visually Stunning Content
Never Run Out of Blog Post Ideas With These Simple Steps

And, for good measure, here is a video on how to write engaging content for boring industries:

[youtube https://www.youtube.com/watch?v=OLyzKdc5Lso?feature=oembed&w=700&h=394]

Better content has the potential to drive traffic to a blog by up to 2,000%.

Sure, you’ll need to invest your time (if you’ve got the skill set) and/or resources (if you’d rather outsource), but is it worth it?

Yes.

Yes.

Say it with me.

Yes, it is.

Conclusion

Social media is the first invention to unify brands directly with consumers.

So, it’s no wonder there’s such an influx of business owners searching for ways to ensure their social media efforts return the greatest ROI and boost their site’s traffic.

In this article, I outlined four hacks you may have overlooked that will have direct, positive impact on the traffic your website brings in.

First, I walked you through a step-by-step process on how to get Cyfe ready to track relevant metrics and analytics for your content.

This is important because you must know what is and isn’t working in order to know which methods are worth your time and which ones need a different approach.

Second, I explained why optimizing for mobile users is so necessary.

Third, I outlined how to manage a successful social media editorial calendar.

This will keep your content publishing organized, consistent, and reliable while optimizing the amount of interaction your social media use receives every time you post.

Fourth, I put into perspective how much data consumption there is and why it is so important to position yourself as a voice of authority.

Every single one of these social media hacks has a common denominator.

Driving engaged traffic to your site.

The happier your followers, users, and clients are, the happier you’ll be.

This is a fundamental truth when it comes to business.

One that I operate by still to this day and always will.

Which social media hacks have you used to skyrocket your traffic?

The post 4 Social Media Hacks You Overlooked That’ll Skyrocket Your Traffic appeared first on Neil Patel.

0

6S Socialerts: Twitter Fights Spam, Cambridge Analytica Shakes Things Up and More

sourced from: https://www.6smarketing.com/blog/6s-socialerts-twitter-fights-spam-cambridge-analytica-shakes-things-up-and-more/

To describe the past month in social media as eventful is an understatement. It’s downright game-changing! The Cambridge Analytica scandal has social networks pivoting fast to increase privacy protection. Updated policies will force you to consider new methods and to try creative tactics. Here is the latest:

1) Twitter Fights Spam

Fighting spam is at the top of Twitter’s priority list. In the past, abusive Twitter users automated the same tweet across different accounts. This gave false impressions of popularity for the tweeted content, especially trending topics. Twitter enforced new restrictions to limit the possibility of artificial tweet amplification.

At first glance, it’s easy to think Twitter is making your job harder. Remember this only applies to spam under trending and popular topics. Only those abusing social media will suffer. You may not abuse social, but it’s good to ask if you apply spammy tactics to distribute your message.

What should marketers do? If you have a message to share across different channels, it’s best to tweet from one account and retweet from the others. Also, consider tailoring your message for each of the accounts. Cross-posting is easy, but each account should have its own voice. Users often overlook the same message in a newsfeed since it appears less authentic. If you manage various Twitter accounts, chances are you use Hootsuite. Luckily, Hootsuite implemented changes to its automation tools. These updates will help you transition and avoid infractions.

2) Instagram Answers Chronological Newsfeed Prayers

Needless to say, Instagram’s newsfeed algorithm is frustrating for its users. Especially when they miss special moments or promotions due to older posts at the top of the feed. So, after a news feed switch in 2016 (and many complaints later), Instagram is bringing recent photos to the top of the feed again. Cue applause.

Let us be clear that Instagram is not bringing back true chronological order. Seeing every recent post from everyone you follow might be too overwhelming. Instead, the updated news feed will show you recent content from the accounts Instagram believes you want to see. So what does this mean for your brand? Well, your engagement may go down. You can’t rely on Instagram’s algorithm to serve your older content to people who may want to see it.

What should marketers do? Here are a few tactics you can put in place to increase engagement.

Instagram Stories –  Start to post more Stories and apply a location tag. City-tagged Stories end up in a City Story which people can discover you on.
Instagram Live – Cover your events as they happen or host a weekly series such as a Q&A.
Post During Active Hours – Review your in-app analytics to discover the best times to post your photos.

3) Social Media Marketing After Cambridge Analytica

Nothing shook this industry more than the Cambridge Analytica scandal. To appease users, Facebook is updating its privacy policy and restricting API access. As a result, some monitoring apps shut down due to limited data access. While some scheduling platforms reduced their functionality. Finally, Facebook severed ties with third-party data companies. Soon, you won’t be able to target for certain behavioral categories (e.g. income).

It will take time to understand the full ramifications of these updates. Before you join the #DeleteFacebook bandwagon, know that Facebook isn’t going anywhere. This scandal impacts advertisers more than Facebook or Instagram users. So, there’s still an engaged audience to reach on both platforms.

What should marketers do? Now is the time to do your due diligence to prepare for restricted targeting.

Update Campaigns – Over the next six months, Facebook will remove certain categories. So, you need to adjust any ad campaign relying on third-party data.
Facebook Pixel – If you don’t have the Facebook Pixel installed on your website, it’s time get on it. The pixel helps you build a custom list based on people who visited your website and retarget them. Afterward, create a lookalike audience based on people who resemble your visitors.
Capture Emails – People are not averse to sharing personal information as long as the exchange is fair. To grow your first-party data, run a contest, create a quiz, or share a white paper and collect sign-ups. Again, create a custom audience and retarget people with customized messaging. Lookalike audiences are also available for this custom audience.
Influencer Marketing – Find an influencer that aligns with your brand. This strategy helps increase your brand awareness and build social proof. If your budget is small, offer influencers a product or service in exchange, run a collaborative contest or offer discounts to their audience.

The post 6S Socialerts: Twitter Fights Spam, Cambridge Analytica Shakes Things Up and More appeared first on 6S Marketing.

0

Event Announcement: Sharing the Secrets of Social Media Video Success

sourced from: https://www.6smarketing.com/blog/sharing-the-secrets-of-social-media-video-success/

We’ve all watched videos on social media. Whether they’re life hacks, “how-to” guides, or simply cute kittens — they’ve become an inescapable part of our day-to-day lives.

But have you ever considered making social media video part of your digital marketing strategy?

Whether you’re imagining your own branded YouTube clips, Facebook videos, Instagram stories, or Twitter posts — there’s a lot to think about.

Done right, social media video ads can help businesses bolster their marketing reach, boost web traffic, and engage with new customers. But doing it right can be more difficult than it looks.

So if you’re looking for a helping hand getting your social media video content right, then you’ll no doubt be interested in an upcoming talk from 6S Marketing’s resident video expert.

The secrets to social media success

6S is excited to announce that our brilliant Account Director, Tina Stokes, will be sharing the secrets of social video ad success at VidTalks 2018 in Vancouver this April.

A leading expert in the field of video marketing, Tina will be giving a talk offering advice for businesses on how you can expand your market reach with great social media video ads.

Tina will demystify the magic of social media video content and break down exactly how video advertising works across various social channels.

With online videos now making up a vast majority of consumer web traffic, Tina will dig deep into why you need to be creating compelling social media video ads for your brand. She’ll also be explaining how to produce a captivating social video ad, and offer advice on best practices to follow if you want to achieve success.

Beyond creative

As part of her speech, Tina will be going beyond the benefits of creative social media video to offer guidance to attendees on the nitty-gritty of analysis, targeting, and tracking.

She’ll be talking in-depth about one of the most appealing aspects of video ads — targeting — and how you can use this powerful tool to cherry pick your ad’s audience in order to transform viewers into valued customers.

Finally, Tina will be explaining the tools and techniques you need to effectively analyze whether your social media video ad campaign is as successful as you hope.

Related Post: Tips & Tricks for the Latest Video Formats: Live Video, Stories & 360

About Tina

Tina Stokes, Account Director at 6S Marketing

Tina’s expert knowledge in the field of social media video comes with a wealth of experience in digital media buying and planning, including programmatic, direct, network buying, and video.

At 6S, she is our resident video guru. Tina focuses on video advertising and is constantly working to stay ahead of the curve in order to make social media video ads a success for our clients. Passionate about sharing her expertise, she also teaches at RED Academy, a design and tech school in Vancouver, helping instruct the Digital Marketing Foundations courses.

At VidTalks she’ll be joining hundreds of business leaders and marketing professionals who will be gathered for a full day of talks, panels, and networking in Vancouver. The conference aims to share the leading video marketing strategies and best practices benefiting brands – and Tina’s keynote is guaranteed to do just that.

VidTalks 2018 takes place at Vancouver Conference Centre on April 18, 2018.

Related Case Study: An Intimate & Interactive Video Experience for Pirelli

The post Event Announcement: Sharing the Secrets of Social Media Video Success appeared first on 6S Marketing.

0

3 Key Takeaways From Facebook’s 2018 Summit

sourced from: https://www.6smarketing.com/blog/facebook-2018-summit/

Marketers from across North America gathered in Toronto last month for Facebook’s annual summit. The event is always hotly anticipated, but there was an added buzz this year as it coincided with the recent data scandal that has rocked the world’s largest social media network.

After hitting the headlines for all of the wrong reasons, data security was understandably front of mind for many of those in attendance. But Facebook’s response to the Cambridge Analytica scandal was just part of a fascinating summit that gave us a glimpse into what the social network’s future looks like for businesses and brands.

So for those of you who weren’t able to attend, here are our three key takeaways from the annual Facebook summit.

1. Facebook’s Mission Statement

Nada Stirratt, Vice President of Global Marketing Solutions North America, began the summit by directly addressing the ongoing media coverage that the company had faced.

Speaking to delegates, Nada emphasized that Facebook will do everything they can to protect people’s personal information. She also reinforced Facebook’s mission — “to give people the power to build a community and bring the world closer together.”

So can Facebook still fulfill its mission in the current climate?

Nada argued that it was proven by scientific research that when people use social media to connect with family and friends, it is beneficial for their well-being. However, she recognized that irrelevant information – such as the so-called “fake news” that has once again gained prominence amid the recent headlines — is distressing, and can negatively impact people who use the social network. She stated that moving forward, the company will focus on taking action to ensure that the time that users spend on the site is time well spent.

2. Brands Need to Harness the Power of Human Connections

Garrick Tiplady, Managing Director of Facebook Canada, spoke about how businesses can boost their brands through the use of technology, and how social media can help break down boundaries between them and their customers.

Now more than ever before, he said, customers have built strong relationships with brands. However, unlike previous generations, today’s consumers are no longer a captive audience. Instead, businesses need to build connections with their customers if they are going to succeed in engaging with them on social media.

Creating this ‘human connection’ can be challenging, but developments in social are making it easier than ever before to build these relationships. Garrick said that today’s true innovators are doing everything in their power to build these relationships with customers and pointed to platforms such as Instagram, which helps brands engage with their audiences through Stories, polls, and other interactive elements.

Here are the actions that advertisers need to take:

Build for how people buy
Measure what matters
Build connections that count

3. Offline Transactions Are Key

Garrick also spoke about the importance of building bridges between online and offline data, and how important it is for businesses to understand the impact that social media can have on people’s offline purchases.

He gave a great example of how this process plays out in real life:

Imagine you’re at home browsing and looking at pictures on Instagram. You also know you are having friends over tonight for appetizers and wine. You then stumble upon a picture of perfectly laid out appetizers, and at that moment you decided that is exactly how you want your table to look tonight. That prompts you to make your way to the grocery store and buy the same appetizers you saw in the picture.

Believe it or not, 90% of transactions happen offline. The overall message was that to succeed businesses need to learn how to use offline information to better their online strategies. Cross-device and cross-channel movement means that it is more important than ever for marketers to measure their efforts.

If you’re interested in what the future of your business looks like on Facebook, get in touch with our social media experts.

The post 3 Key Takeaways From Facebook’s 2018 Summit appeared first on 6S Marketing.