Can Your Product or Service Reach Escape Velocity in 2021?

Category power, Company power, Unmatchable offerings. Google comes to mind. Google Search and Google My Business that is. Make sure you register your website with Google Search Console and Google My Business. Submit your website sitemap thru Google Search Console for indexing! No matter whether you’re using Shopify, WordPress, Wix or Squarespace, adding your website to this service is the starting point for good SEO and will ultimately help sell your products or service through increasing traffic.

Registering your site with Google My Business should be #1 priority (particularly if you’re starting a brand new business). Doing so can give your business a quick win by helping it appear in relevant geographic search results — within just a couple of weeks. Industry stats show that people who see your “Google My Business” listing will click through to your website, and will call your business directly. Google My Business listing can also drive local SEO success for small businesses, pretty much guaranteeing visibility on Google Maps and Google Search. Make it easier to reach product or service escape velocity with the power of Google search and Google My Business.

Social Media Crisis Action Plan For 2021

Whether your a big or a SMB company, a celebrity or some kind of a famous personality with a large amount external public exposure, chances are you may have to deal with some kind of social media crisis sooner or later. A crisis can occur at random (insensitive tweet), or it can occur with a product misstep or even a social media account hacked. In this digital world, speed of these harmful conversations can implode on you or your company in mere seconds.

While there is no “one size fits all” approach, the below basic social media action plan will help you quickly identify the crisis (issue) and resolve it before it goes viral and turns into disaster.

The first stage of social media crisis planning is to identify the problem or issue in real-time before it gets out of control and goes viral. There are many tools out there that can help you keep tabs and monitor the majority of social media platforms. Most of these social tracking tools depend on keywords important to you or your company. Keywords such as “Company” or “product name” “name of person” “events” “competitors” “social media accounts” etc.

A short list below:

  • Social Mention. A great social real-time listening tool for your brand. It measures your influence within four key categories: passion, sentiment, strength, and reach.
  • Google Alerts. Track your brand mentions across web and news sites.
  • Mention.net. Track your brand across blogs, news sites and forums.
  • Talkwalker. Track your brand across across mostly blogs.
  • HowSociable. Measure and track what your competition is doing in Social Media.
  • Sprout Social. Great tool for monitoring and measuring your brands.
  • Radian6. A salesforce product. It allows you to quickly and efficiently track, monitor, and react to comments, questions, and complaints as they happen on most all social media platforms.

Here are five basic steps to include in your social media crisis plan:

1. Act quickly. Speeds kills, but speed also resolves! Explain the issue or problem FIRST and what your going to do to address it ASAP before it takes hold on Social Media. Be very transparent. You need to do this before it destroys your brand or major lawsuit.
2. Take charge. Step up and take charge of the issue and move fast (even if its at 2am).
3. Be transparent. If its bad and your company screwed up. Take ownership. Own up to the problem or issue!
4. Engage. Engage all the nay-sayers. Engage all the Social Media Trolls and critics.
5. Spread the word. Post your PR response on your website, company blog, social media pages and media releases.

Bottom line: Don’t wait until the threat to your company’s reputation becomes visible. Identify the crisis and get out in front of it before it takes hold.

How Users Interact on Pinterest in 2021

How Users Interact on Pinterest

Via Marketing TechBlog

Top Takeaways:

  • Pinterest is a powerful visual platform. Yes indeed!
  • American Pinterest users spends average 1 hour and 17 minutes on site.
  • 80% Pinterest users are women and 50% have Children.
  • Pinterest referrals spend 70% more $$$ money than visitors referred from non-social channels.
  • Average Order for Pinterest Users $50

Average Order for Pinterest Users $50

As of January 2021, Pinterest ranks as the 14th largest platform in the world in terms of global active users. Pinterest gained more than 100 million monthly active users in 2020. That’s the biggest increase the platform has ever seen. The influx of Pinners led to a 37% rise in monthly active users between 2019 and 2020.

Pinterest is a visual search engine, which means it has its own search engine optimization rules and algorithms. If you plan to sell products on Pinterest, Focus on industry keywords and use them strategically in your Pin titles and descriptions, as well as your in board titles and descriptions. Make sure that you’re incorporating your keywords properly and naturally to help ensure your Pinterest SEO will work. This will expand the reach of your Pinterest content, increasing the likelihood that someone will buy.

Content Marketing Goals for 2021

Content marketing’s goal is consumption, then behavior. Social media goal is participation, then behavior.

 

Content Marketing goals really depends on your overall business challenges. If your website has lack of visitors, then Content creation should center around getting website visitor traffic (“clicks” and “time on site”). If your product lacks branding or “awareness,” content marketing should center creating high-quality content that speaks to your target audience’s pain points will position you and your company as a helpful, knowledgeable subject matter expert. Other goals we can drill down to include: Revenue, Lead Generation, Trust, SEO, Target Audience, Returning Visitors, Customer loyalty, Website Bounce Rate…the list can go on and on depending on what stage your business or service is currently at.

In order to be successful with and of your content marketing efforts, you need to be great at setting, measuring and communicating your goals (and progress). Content marketing helps businesses prepare and plan for reliable and cost-effective sources of website traffic and new leads. It takes time, organization, and creativity to grow a successful content marketing strategy. If your business doesn’t have the resources to meet your goals, reach out to freelancers for help! Freelancers are a great low cost, effective source of helping any type of content marketing effort.

Fortune 500 Data on Social Media in 2021

As of 2018, nearly 97 percent of all Fortune 500 enterprises use at least one social media platform to promote their initiatives and foster positive communication with stakeholders. This statistic was back in 2017-2018. I’m guessing in 2021, the % change is almost 100%. Its clear that using at least one social media network, such as Linkedin, Facebook, Twitter, or YouTube, in order to establish a good communication line with stakeholders, customers and advocates is crucial in 2021.

Determine which social platform serves your brand or service better. Whether you are a seasoned social media marketer, a marketer looking to venture into social media marketing, or a business owner looking to leverage on social media, it’s helpful to know the most popular social media sites around that will amplify your brand. Choose the most popular platform based on your company’s product or client demographics. For example, Financial Advisors would choose Facebook, LinkedIn or Twitter over Instagram. Actual product Fortune 500 retail marketers that need more “visual” branding would gravitate towards Instagram or Pinterest.

Pro Tip: Don’t let your Facebook, Twitter or Instagram gather cobwebs, you need to “show up” day after day with fresh content. Instead of spreading yourself thin across 5 different sites, focus on 2-3 primary accounts. Incorporating social scheduling and automation saves time and energy. Picking and prioritizing your social networks based on your audience location. Repurpose content so your not always trying to reinvent the wheel. Build your presence and following on those accounts as much as possible. If you do not have Fortune 500 type social media resources, just pick and focus on 1 platform. Once you get the hang of it (content creation, scheduling) branch out and add another platform. You can also outsource the work to a contractor. When you outsource anything, one of the greatest outcomes is gaining expertise that isn’t currently available to you. This is especially true when you’re considering outsourcing social media management.

Google Search Console adds Page Experience Report

Looks like the Google Search Console “Page Experience” report is going to be pushed out and delayed until mid-June and the end of August.

So what’s the Page Experience Report In Search Console? The new report combines the existing Core Web Vitals report with other “components of the page experience signals,” Google said. So this report also tells you if your pages are over HTTPS, are they mobile friendliness, do they not have intrusive interstitial, and the current status of safe browsing on those pages.

the Page Experience update will see Google’s Core Web Vitals become more influential elements in search ranking. The 3 vitals include:

  • Largest Contentful Paint (LCP) – This element measures loading performance and how fast the key visual elements of your pages become available for the user after clicking through.
  • First Input Delay (FID) – Similar to LCP, FID measures how long it takes for your page to become interactive, so users can click and search.
  • Cumulative Layout Shift (CLS) – This element measures visual stability.

The Search Performance report is also getting the ability to filter pages with good page experience to let site owners keep track of how those pages compare to other pages on the same site. This is a good thing and will help in configuring and tweaking your website funnel!

 

Mobile Responsive Web Design Challenges in 2021

RWD major challenge these days is testing your content on all Mobile browsers and provide a seamless user experience. The desktop side of RWD that will fit and scale inside a desktop browser is relatively easy as there are no more that 3-5 different types of browsers.

On the mobile side, its entirely a different story as there are 10 + mobile browsers out there in the wild (default + installed). The user might view the website appropriately in the desktop version, but when the same website is viewed through his mobile phone, it’ll look odd and janky. What you need is a “device” plan of attack. Know which device classes you intend to support before you start to code and create content.

Have both your lowest common denominator devices and your high-end device designs before you begin to code. Try to visualize a way to create both versions from one code base and Test on different mobile devices from the beginning to the end to ensure that your incremental work will display correctly in the intended devices. Its good to have a small design lab where you can set up all these mobile devices and test your content. Designing and supporting multiple mobile displays takes time and patience. Responsive Design includes the use of CSS3 Media Queries, which is supported by almost all modern browsers and it reactively determines the screen size of a device and then renders the content appropriately on the screen layout. With a set of media queries, you will be able to display different layouts on different devices.

After successfully making your website responsive, you need to perform responsive test online on multiple devices like Mobile Phones, Tablets, Laptops, Desktops to ensure the responsive web design and that content and images are adapting themselves as per the screen size in which they are being viewed on. A good plan is half of your success. This is why planning ahead every little part of your responsive website design is crucial.

2021 Pinterest Advertising “Quick Start” Guide

Know your Audience first. Catering to Pinterest’s user base is key to marketing success.

79% of the Pinterest users are female. The age distribution of fairly even between 25-54. 60% has some college, 19% Bachelors degree, 10% High School degree, 6% Less than High School, 6% Graduate degree. Pinners spend 29 percent more than non-Pinners, delivering an average of $2 in profit for every advertiser dollar.

When you’re ready to get started with Pinterest, start with a business account. First, create a business account. Start with an eye-catching profile. A great blog post can be found here on”how to set up “Your Small Business on Pinterest in 2021.

Figure out a Content Strategy first. Foster and grow your community, build brand awareness on other social media websites, pin hi-res images and videos that will interest your customers and demographic. Host contests and encourage customers to repin their favorite products from your boards to their boards!

Types of Pinterest Ads – Promoted Pins (One-tap Pins), Promoted Carousels, Promoted Video Pins, Promoted App Pins, Buyable Pins. Story Pins. When your ready to set up the ad of your choosing, make sure you have installed the Pinterest Tag. With the Promoted Tag you’ll be able to track the actions people take on your website after seeing your Pinterest ads, including checkouts, sign ups, and searches. After you installed your Pinterest tag, the next steps are:

Choose your campaign goal > Choose your campaign budget > Create an ad group > Choose your target audience > Select ad placement > Add interests and keywords > Set your budget and schedule > Tailor for optimization and delivery > Determine your pacing > Pick your Promoted Pins > Monitor campaign performance

Pin It! Add a price on a pin. Add Hashtags (will help customers find your product), Link back to your website product page.

Create organized themed boards. Group similar images as well as similar products and multiple boards. you don’t have to be a big brand or a have a massive marketing budget to make Pinterest ads work for you. Use your creativity and your brand’s uniqueness to showcase your products and engage with your target audience.

Facebook Ad and Optimization Tips

Facebook. Create right column ads with your company logo and basic information (name, website, and location if appropriate). These ads should be boring: they should make your logo and business name very visible, but not entice the viewer to click on them. Next, place top bids on these ads; with high cost per click (CPC) bids, your ads will consistently show up on your target audience’s Facebook pages but few people will actually click on them (meaning they won’t cost you much money but will increase your visibility).

Make sure you Segment Your Ads by Channel. Don’t lump their ads and let them run on both desktop feed, desktop right, and mobile feed (and third party apps). Set a budget and then target your audience. You can also add Instagram in your placement platform. Pro Tip: Use the Facebook Pixel. The Facebook pixel is a small piece of code that can have a big impact on your Facebook ad campaigns. Once you place the code on your website, it allows you to track conversions, remarket to people who have viewed a product on your website.

Segment = They all have different click characteristics.

Write text on images (old school tip). In most verticals, this is almost guaranteed to increase your CTR. If you want to get the best results, it’s important to understand the different Facebook ad types and targeting options before you dive in. If you already have a Facebook business page (and you should), you can head straight to the Facebook Ads Manager or Business Manager to create your Facebook ad campaign. If you don’t yet have a business page, create one first.

Content Posts: Facebook vs Instagram vs Twitter vs LinkedIn

Don’t post the same EXACT content or same post on each platform. The platform and the audience using each, are unique and as such require a unique post. Where does your business fit into all this? The main key to knowing which social media platform is right for your business is firstly knowing exactly who your target demographic audience is.

If you post the same content on each platform, you run the risk of customers “unfollowing” you on one if not all of your platforms. Customers (or audience) will grow tired of the duplicate posts/content. Posts can be similar, but not exactly the same. Facebook is the most popular social network among middle-aged adults. Instagram is mostly accessed via mobile and is more heavily-used by affluent youth. A majority of Instagram users are under 30, and many are in their teens. Instagram users are primarily looking at images and/or videos as posts or as Instagram Stories. Twitter has become a conduit for news, particularly with users between 18 and 29. Twitter provides a way for users to follow real-time news feeds. Popular with celebrities, politicians, journalists and news outlets, it is also well-liked by businesses in the tech sector. LinkedIn is a professional network that was initially created as a corporate recruitment platform. Now, it boasts many features similar to traditional social media sites, including status updates, blogging capabilities, and private messages. LinkedIn is better for lead generation.

Your content type will depend upon which Social Media platform your business will utilize.