Picking and Prioritizing your Social Media Platforms

Social Media picture

Don’t let your Facebook, Twitter, LinkedIn 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 1-2 primary accounts.

Incorporating social scheduling and automation saves time and energy. Picking and prioritizing your social platforms 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 don’t have Fortune 500 type social media resources, just pick and focus on 1 platform.

Once you get the hang of it (content creation, social scheduling) branch out and add another platform. You can always outsource the work to a freelancer. 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 marketing & management.

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.

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!

 

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.

Website Optimization – Heatmaps in 2021

The use of “heatmaps” is a great tool when optimizing your website for maximum success. Heatmaps are just one of the many tools (Google Analytics, A/B testing, conversion funnel) in your arsenal to help identify and fix certain sections of your company’s website. Heatmaps are a way to visualize different types of data, including where people’s eyeballs first land on your site and how likely your visitors are to click on different areas of your pages.This type of information can be especially useful in showing you where to place your most important links, as well as which elements on your site should be linked. A heatmap is a snapshot look at where your website visitors are focusing their attention.

Another good tool is the “mouse” movement heat map. This type of information can be especially useful in showing you where to place your most important links, as well as which elements on your site should be linked. This type of heatmap can be extremely useful to internet marketers, as they help to determine the ideal placement for any promotional information. Most heat map tools are not free. However, the free tools are really low quality. Go with the paid tools.

Tip: I like Crazy Egg heatmap reports. Its a reasonable, paid tool with quality heat mapping options. The use of heatmaps is crucial in making content creation and website design decisions!

A heatmap is one of the most powerful and efficient diagnostic tools with which you can uncover a large amount of insights on how visitors interact (travel) with your web pages and use those insights to improve your website’s engagement funnel journey.

Which Social Media Can Help SEO in 2021?

SEO is especially important in the inbound marketing world, which relies on potential customers finding you through their own research process — a process that often involves organic search. Social platforms have built-in search functions, and search engines like Google + Bing are starting to take your social presence (use of “social signals”) into account when delivering results

Adding a social media presence to your SEO / traffic strategy is key now. However, the relationship between Social Media and SEO is complicated. As a general rule, the more social media signals you generate, the “better” your prospects of ranking higher. Make sure your business has a Facebook page, Twitter account, and a LinkedIn page. Be consistent with all of them when posting content. Use the same announcements, content, pictures, branding, description, etc. Also, make sure your website is more shareable. Rock-on!

How Much Does A 1-Second Web Page Load Response Cost in 2021?

In its simplest terms, page load time is the average amount of time it takes for a page to show up on your screen. It’s calculated from initiation (when you click on a page link or type in a Web address) to completion (when the page is fully loaded in the browser). Usually it’s measured in seconds.

A 1 second delay in page response can result in a 7% reduction in conversions. This chart also shows how a user remains impatient once we click through that top result Google gave us: half of us will abandon a Web page that takes more than four seconds to load. The stakes are getting even higher as more traffic moves to mobile devices: 40% of shoppers accessing an e-commerce site with their smartphone give up after just three seconds of waiting for a page to load. If you are in the Financial Services industry, that visitor giving up while the page continues to load will lead into a lost client acquisition.

Put yourself in the shoes of your customer or possible new client, and you will realize people hate waiting for a website to load! Web page load time not only impacts user engagement with content but also impacts the wesbite funnel strategy, and thus your site conversion rate.

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Protecting Your Online IP (Intellectual Property)

Intellectual property (IP) are legal property rights over creations of the mind, both artistic, commercial, and the corresponding fields of law. Common types of intellectual property include copyrights, trademarks, patents, industrial design rights and trade secrets. (WikiPedia)

If you have an innovative, brilliant Marketing campaign(s) or Strategy and you want to tell the world about them (Twitter, Facebook, blogs, conferences) you may want to think again. It’s called “competitive advantage” and you want to keep it “close to the cuff” as much as possible. Why? So your competitors won’t jump on your coattails and follow the same tactic. Why would you want to give out your marketing strategies? Ego perhaps, or to generate traffic to your blogs, corporate website or increase your Twitter following? Forget it. Again, think about your competitors and think about your sales or services business.

*This blog entry is for most companies or service oriented businesses and not necessarily for Marketing + Social Media blogs (like mine) that give out basic digital marketing strategy.

Below are some important tips for making sure your ideas are preserved. I have only listed a few but there are many more safeguards that can be set up in the “process”:

  1. Create a policy. Establish a policy for all of your intellectual property – including all patents, logos, designs, trademarks, copyrights and domain names. Policy comes first. Give yourself a competitive advantage. Just because you think there’s no competition out there for your business, don’t use that as an argument not to spend the money to protect your idea.
  2. Keep all marketing strategy and reports under a “red cover” confidential. If the IP is printed on hard copy, always have a red cover sheet up front to remind everyone that this information is confidential. If you’re marketing strategy (or IP) is distributed by email or document files, make sure everyone one on your team knows and writes (sig file) “confidential”. Clearly label sensitive data as “confidential” (or put a “watermark” right on the document), and explicitly state this fact in your email. Perhaps go as far as hold a team/staff meeting and explain the fact that if ANY confidential strategy IP gets outside of the company, that person will be fired. Example of setting up a confidential watermark in MS-Word below.

  1. Copyright. Have you written an article, eBook, created a video or made a podcast? You’ll want copyright protection. Once you have created the work, you have the exclusive right to reproduce, adapt, distribute, perform and display it.
  2. Trademark/Service mark. Got a logo or tagline you want to use? Look into trademark protection. Service marks provide the same protection for intangible things such as services.
  3. Non-disclosure Agreement (NDA). A common approach is to make sure that anyone you share the IP information………..signs a “non-disclosure agreement” (NDA) prior to your disclosure. Typical NDAs contractually obligate signatories to refrain from disclosing confidential information without the disclosing party’s express consent.
  4. If you have client newsletters or email blasts, do not go into details of your marketing strategy. Leave that for your face-to-face meetings.

Company marketing strategy should be guarded. Share your strategy on a need-to-know basis, and make sure everyone with access understands the importance of keeping this information confidential.