Are Groups The New Pages For Facebook?

This January, Mark Zuckerberg dropped a bombshell for marketers on his Facebook page:

“[W]e’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other…” As a result, the company is “making a major change to how we build Facebook,” starting with the “News Feed, where you can expect to see more from your friends, family and groups.”

For most marketers, these changes weren’t necessarily a surprise. Facebook’s been doing this for years, slowly weeding out content from public pages in favor of posts from family and friends. What was notable about this announcement, however, was Facebook’s advocacy for groups, in addition to the usual suspects of family and friends.

The inclusion of groups got marketers thinking… are groups the new pages for Facebook?

Can you rely on Facebook Groups?

Even if you’re already eagerly visualizing your brand’s big debut into Facebook groups, you’re probably feeling at least a hint of trepidation along with your excitement. You’ve been beaten down over the years, with each algorithm bringing a new blow to your organic reach on Facebook. It only makes sense that you’d be wary about doubling-down on groups only for Facebook to change its tune later on.

While nothing can be guaranteed in the ever-changing social media landscape, there are some clear signs that you can trust Facebook’s making a serious investment in groups and they’re here to stay (at least for a little while).

Although it feels new, Facebook’s focus on groups has actually been brewing for a little while. In mid-2017, Facebook held its first Communities Summit for Group Admins in Chicago.

What precipitated this event? According to Zuckerberg, “We recently found that more than 100 million people on Facebook are members of what we call ‘very meaningful’ groups. These are groups that upon joining, quickly become the most important part of our social network experience and an important part of our physical support structure. For example, many new parents tell us that joining a parenting group after having a child fits this purpose.”

Then, this February, Facebook followed up with a Communities Summit in Europe that hosted over 300 group “power admins.” At the event, Facebook announced many of the initiatives they’ve launched based on feedback from the first summit, and continued gathering important feedback and ideas from the elite group for future releases.

What can you do with Facebook Groups?

If you haven’t paid attention to Facebook Groups in a while, you can do a lot more with them than you may realize. Facebook’s made strides to nurture engagement in groups and offer admins more advanced management tools on par with what you see with brand pages.

Engagement features

Last October, Facebook introduced two new features that enhance and personalize the community experience of groups.

  1. Welcome posts invite group admins to tag new members by name:Welcome Posts
  2. Clicking on a member’s name heavily emphasizes their group activity, along with the normal things they have in common with the person who clicked (as opposed to the default search on Facebook, which shows the common interests alone):Members Name

Changes like these make group members feel closer than a random stranger on Facebook, inviting more engagement.

Facebook knows that both groups and their Facebook Live video feature boast spectacularly high engagement rates – so they decided to combine the two with their new Watch Party feature. Group admins can choose a public Facebook video for their group to watch at the same time. It’s like simultaneously watching a video together and commenting on it with your friends.Facebook Live

Admin tools

The first sign a social platform is starting to care about a demographic is when you see it adding analytics features that rival the ones they offer to paying advertisers. You’ve seen this most recently with Snapchat’s recent concessions for influencers. Facebook’s new suite of tools for group admins is more sophisticated than ever, and significantly streamlines group management.

Group admins can now easily manage everything from a central administrative dashboard, including viewing insights and approving new member requests. Up to 10 group announcements can be pinned to the top of the page. Group rules, similar to what you find on Reddit, now have a dedicated section.Group Insights

Facebook also recently expanded their Group Insights tool to include “helpful personalized tips, like scheduling posts at times when members are most engaged.” If that sounds a lot like the insights available to Page owners, it’s because it is.Helpful TipsOther, small changes reveal Facebook’s recognition of the importance of group identity when it comes to engagement. For example, admins can now personalize their group pages by selecting a color scheme. This feature isn’t even available to regular profiles!Scholar Scheme

Developing your brand’s strategy for Facebook groups

If you want to have any organic reach on Facebook as a brand, groups are the way to go. Here’s how to go about it the right way.

Posting in groups

It’s no coincidence that Facebook’s groups now share many similarities with Reddit. Group admins have a lot more power. Custom color schemes put the group’s identity first, before Facebook’s own blue branding.

As such, brands should expect group members to treat their Facebook groups with the same fierce loyalty and protection you see on Reddit.

In order to succeed with groups, it is absolutely essential that brands tread lightly. Engage first before promoting (if you promote at all), and always engage authentically. If you don’t, you won’t just risk low engagement. You’ll risk very public ridicule and shaming.

Brands can post in groups as a Page. This maintains your professionalism, but it also keeps your brand faceless. To add humanity to your brand, consider leveraging the personal brands of your employees. They can work in tandem with your Page account to share official announcements, answer FAQ, and participate in discussions related to your industry.

Creating your own branded groups

You can also create your own branded Facebook group via linked Groups. These help your fans stay connected to your company through Page-branded groups featured on your profile.Branded Groups

Plenty of branded Facebook groups have enjoyed success on Facebook, but there are just as many half-hearted efforts that failed. To make your branded group one of the former, consider the following three things before you create your group.

  1. Set your goals.

Is it sales? Then you’ll want a small group for prospects that’s highly cultivated by your sales reps who answer questions and make them feel like VIPs.

Maybe you have a team of brand ambassadors, and your email newsletter isn’t proving effective. A group just for them might work.

If you want a larger public group with the potential to grow, focus on a topic related to your industry. This will be about engagement, driving brand visibility and demonstrating thought leadership – not pushing your products. But, your efforts will result in higher group engagement, improved brand perception, and indirect boosts to your customer retention and sales.

  1. Define your audience.

Depending on the topic and size of your audience, it may make sense to have several groups for different goals. For example, if you’re trying to enter a new vertical, establishing your thought leadership through a branded Facebook group is a great choice.

If your brand speaks to multiple verticals, or widely variant types of users, consider creating multiple groups. The more personal and niche you can be, the better.

  1. Plan your logistics.

Assign the team members who will be responsible for managing the group and fostering engagement. Set up the rules. Develop a content calendar like you do for all your other channels.

For your group to succeed, you need to have a plan and keep it alive. Especially in the beginning, as the onus will be on you to make it worthwhile for fans to stick around.

Using group features

If you decide a branded group is right for you, leverage the tools at your disposal. Personalize your group with a color scheme, and make it friendly with Welcome Posts. Keep it lively with regular Group Announcements. Make the rules of engagement clear with Group Rules, and enforce them so it stays a safe space.

Group Insights provide many of the same insights you rely on to optimize your engagement on your brand Page. Use them to:

  • Discover the best times to post for optimal engagement.
  • Attract more members. Fully complete your profile to increase your chances of showing up in people’s searches for related keywords.
  • Understand your audience better – both for the tone and content of your posts in the group itself, as well as broader market research applications.
  • Find new potential groups to join. Recognize demographic interests among your most engaged users. Similar people might be interested in hearing from you but just haven’t heard of you quite yet. Search for groups related to those interests.
  • Analyze your popular posts to give members more of what they like. Coordinate Watch Parties around topics your fans care about. Share exclusive content for group members..

Facebook groups: the path to meaningful interactions

In an increasingly pay-to-play social media landscape, Facebook Groups offer your brand the opportunity to interact with fans organically. Just make sure those interactions are meaningful.

Michael Quoc is the founder / CEO of Dealspotr, where brands, shoppers, and influencers can connect on the first social platform centered around today’s best promo codes. Previously, he was the Director of Product Management at Yahoo’s media lab, where he led the launch of several innovative services in the live video / mobile social networking areas. Michael has been awarded nine patents relating to mobile and social network applications and technology. Tweet him at @michaelquoc.

How New Facebook Changes Could Impact Social Media Marketing

How New Facebook Changes Could Impact Social Media Marketing

Recently Mark Zuckerberg, the owner of Facebook announced that he would change the site’s algorithm to begin to promote more personal content rather than news or other types of posts. That means that the average facebook user will see more posts from family and friends in their newsfeed and less from brand posts with few comments. Facebook has stated that this algorithm change will have no direct impact on how advertising works on the site but businesses are expecting some definite changes in their organic reach.

New Facebook regulations on data could mean that Facebook users will see less material from media outlets and businesses that show up organically in their newsfeed. Brands that typically rely on their organic social media marketing practices may have to focus more on other strategies or adjust their techniques in order for followers to see their posts as often as they would like. Some are predicting that social media influencers will be more important than ever in order to get the word out about new products on Facebook.

Brands can benefit from learning more about the new algorithm, how it affects an individual Facebook user’s newsfeed and what they can do to counteract any negative effect it will have on their social media marketing. It would be a mistake to assume that the changes won’t have any impact on your marketing plan because you could begin to see a drop in organic reach. Putting your social media efforts into a variety of different strategies can help prevent the change from drastically affecting your brand.

Social Media Newsfeed Changes

Zuckerberg’s intention with changing the Facebook algorithm was to minimize that amount of fake news articles that had been circulating on the website and causing deep political rifts online. Facebook at one point had these type of news articles getting the most shares and engagement in a way that reinforced people’s existing beliefs. Zuckerberg made the algorithm change in spite of the risk of losing short term user engagement so that friends and family would interact with each other instead of sharing divisive content.

While the algorithm will be great for personal interaction, it may be problematic for businesses that are hoping to reach people organically. People on Facebook will see less posts from businesses they follow if they are not paid ads and are simply natural posts. Instagram is also starting to use an algorithm that looks similar to Facebook’s so it is likely that social media sites will show less organic content from brands and businesses and more from friends and family as the year progresses.

The good news is that influencer posts won’t be affected as much as brand posts because social media influencers are posting with their own personal account. Even though they are promoting various products, they are also normal people that Facebook and Instagram won’t recognize as a business. It will become more important than ever for brands to partner with social media influencers who can get their content seen by a bigger audience online.

New Marketing Impact

In the past, sites like Facebook and Instagram presented content in chronological order but with changes in algorithms over the past few years the sites have more control over what content is viewed by users. The algorithm Facebook introduced in 2016 as well as this new algorithm both are designed to limit the organic reach of certain pages. It means that businesses need to focus more on paid ads in order to have their content seen by a large audience.

Companies that focus more of their marketing strategies on paid ads as well as influencer marketing will not be impacted as much by the algorithm change. Businesses with an existing understanding and relationships with influencers will probably see their marketing strategies succeed. Facebook has made no changes to paid ads and will allow brands to purchase advertisements that are guaranteed to be seen in a user news feed.

It will be a good time this year for brands that have no experience with influencers to become more familiar with how the system works. It is important to figure out what your brand’s niche is and which influencer has a lot of existing followers in that niche. The influencer needs to be able to blend your brand or product narrative seamlessly with their own in order for you to see the most benefit.

Even though it might be alarming to businesses to discover that their organic reach is likely to take a big loss, it doesn’t mean that social media marketing will be much more complicated or less effective. It simply means adjusting where you focus your marketing strategies and taking the new algorithm into account. As long as you are aware of how the algorithm works you can use the right kind of marketing tools to keep boosting your business.

How to Create Custom Audiences on Facebook

How to Create Custom Audiences on Facebook

If you are active on Facebook then you probably already have existing customers that you want to reach as well as people who might be interested in your brand.

Using the Custom Audiences tool on Facebook, you can retarget people who have used your business before or who have visited your website and advertise directly to them.

A custom audience can help you tailor a marketing plan so that you know exactly who will be seeing your ad which will increase your conversion rate and help you get a better return on investment.

Before getting started with using custom audiences, it is helpful to understand that there are a few types of audiences you can create. You can build an audience using an existing customer list such as email addresses and phone numbers so that you can advertise to them on Facebook.

You can also create an audience of anyone who has visited your website recently or engaged with your mobile app as long as they are also logged into Facebook.

Using a Contact List

If you have enough customer data to provide a list of email addresses or phone numbers then you can easily create a custom audience. You can start by compiling your list and saving it in the CSV or TXT format.

Then while logged into Facebook you can go to the Audiences tab under Ads Manager. Then you can click the “Create Audience” button, select the “Custom Audience” option and then choose “Customer List”.

Under the customer list selection you can upload your list of data or drag and drop into the Custom Audience box. After about 30 minutes your customer audience will be available on Facebook. You can then use your custom audience to increase your likes or create new ads to boost sales.

A custom audience created from your contact list can be beneficial because it will allow you to advertise to people who are more likely to respond to your ads. If the people on your contact list have bought something from your company in the past then they will be more inclined to like your page and remain interested in your Facebook feed and any advertising campaigns that you run.

Advertising to existing customers will not only boost sales but it can also increase brand loyalty as people remain familiar with your brand. It can generate more interest from customers recommending you to their friends and family as they continue to interact with you on Facebook. Existing customers are a the best way to create a more successful ad campaign.

Bringing Back Web Visitors

Another way to connect with people using Facebook is to create an audience of people who are interested in your brand but have not become a customer yet.

The custom audiences tool allows you to connect with people who have visited your website or your mobile app recently so that you can reach out and convert them to be a customer. It can open up possibilities for reaching a bigger audience and expanding your business.

In order to start creating this type of audience you will first need some tools to help track the people who visit your website. You will need to install a Facebook pixel on your website which is a small piece of code that will allow you to track people’s actions as they navigate your site. You can create the pixel in Facebook by clicking on Ads Manager, then click the Facebook pixel tab and then Create Pixel.

You can give your pixel a name and then add the pixel code that Facebook provides to your website. Once you have the pixel installed you can then create your custom audience by going to Ads Manager, clicking tools then going to Audiences,then create audience, select custom audiences and then click Website Traffic.

You can choose from different website traffic options including people who visit specific web pages, people who added an item to their cart or people who have made a purchase.

Creating Ads with Custom Audiences

Whatever type of custom audience you create you can easily design ads that are specifically targeted to them and to other factors that will help you reach the people you want to in any campaign.

You can create an ad, choose your custom audience and then select targeting options like age, location, gender and interests. This type of highly targeted campaign is usually the most effective option for marketers.

Using a custom audience and advertising directly to them can help you expand to reach people that are more likely to be interested in your brand. The ads that you create can give you insight into what kind of custom audience is the most effective for your campaigns.

The options that Facebook provides for custom audiences can help marketers get the most out of their social media efforts.

Top Three Social Media Sites for your Business- Instagram, Facebook and LinkedIn

Top Three Social Media Sites for your Business- Instagram, Facebook and LinkedIn

Social media has been a huge game changer when it comes to marketing online and it is crucial that every business has some involvement with social platforms. Social media has made it easier than ever to target customers and communicate directly to them so that you can achieve immediate results. You can tailor each marketing campaign using social media and personalize your ads to cater toward unique customer needs.

When it comes to social media it is easy to get overwhelmed by how many options there are as far as platforms. The most essential sites for a business to get involved in are Instagram, Facebook and LinkedIn. Using these sites for marketing can help narrow your focus so that you are not spending too much energy on several different social media campaigns.

These three sites are the most popular, with the largest demographics and the best options for creating effective ad campaigns that target specific customers. In order to have a good marketing plan for your business you need to be familiar with how these sites work and use them regularly to build up your fan base. Creating interactive marketing campaigns on each of these websites will help you start to see your business grow and expand its influence over time.

The Benefits of Facebook

Even though it has been around a long time Facebook is still considered the top driver of return on investment when it comes to marketing. Many people consider Facebook to be the most effective social media marketing platform on the internet. This is because it remains the most popular social media site that also offers affordable and highly targeted advertising.

Facebook has over 1.4 billions users with over 900 million of those users visiting the site every single day. That popularity provides businesses with the biggest opportunity to reach new people online in a wide variety of different demographics. With the wide reach that Facebook has, most businesses understand how important it is to have a presence on the site.

Facebook encompasses all demographics and people tend to spend a lot of time on the site, usually an average of 40 minutes a day. Their advertising services make it easy to target your campaigns based on location, age, gender, interests, and many other factors. Facebook also offers analytics to help you monitor the success of your ad campaigns and make adjustments whenever necessary.

Staying Connected with Instagram

Instagram was acquired by Facebook in 2012 and its popularity has skyrocketed since then. It is a social media platform that the modern generation has embraced because it is very mobile-friendly, highly visual and allows users to easily generate a mass following. For marketing, Instagram can be the perfect way to connect with users in a way that allows you to showcase your products and appeal to your target audience.

The preferred method of using Instagram is on the smartphone, although there is a desktop version as well. The mobility of Instagram makes it easier for users to see your posts anywhere and be engaged with your company at any point in the day. Visual posts are also a great way to market yourself in a new way that can translate easily over a smartphone.

Marketers on Instagram can also benefit greatly from using hashtags to make their posts and their brand more visible to the platform’s audience. Hashtags are more powerful and used more often on Instagram than any other social media site. They can help you promote your business and make it much easier for customers to find you.

Using LinkedIn for Business Marketing

Although it is geared specifically toward professionals and businesses, LinkedIn can still be a powerful tool for making new connections and marketing toward a target audience. It can be especially useful for business to business marketing because you can find easily find people in certain industries who are interested in what you offer. When it comes to B2B marketing, LinkedIn can be an even more important tool than Facebook.

Statistics suggest that LinkedIn is the most effective platform for marketing product launches and distributing news and information about new products. It is also very effective for lead generation with referral traffic that is higher than many other social media sites. LinkedIn can help businesses reach other businesses and get the word out about new products quickly and effectively.

No matter what audience you are trying to reach, focusing your marketing efforts on a few major social media sites will positively benefit your business. Sites like Facebook, Instagram and LinkedIn can offer you a way to connect with people and create loyal customers. Being visible on the web means taking the time to have a presence on these sites so that you can reach as many people as possible.

5 Steps to Social Media Domination

5 Steps to Social Media Domination

When it comes to marketing on social media, some companies may not know where to begin and how to get more people involved with their sites. Having an effective social media strategy means understanding what works on certain platforms and what doesn’t.

Performing well on social media does not necessarily mean hitting it hard with a lot of aggressive marketing and posting. It means tailoring your content to reach a target audience and being consistent in your efforts to voice your brand and get people involved. Following up each campaign by studying analytics and constantly fine tuning your techniques can also make a big different in the impact you have on social media.

Here are 5 ways that you can boost your social media strategy:

  1. Focus on the Right Platforms

There are more options than ever for social media channels where marketing can work but you need to make sure that they make sense for your particular brand. Instead of setting up a profile on every social media site you can find, instead look at the demographics of who hangs out on certain channels and consider whether it would benefit you to be there. If you’re not sure you can start with the basics such as Facebook marketing and Twitter posts and then decide if you want to expand to options like Pinterest or Snapchat.

Remember that more social media profiles does not always equal better when it comes to market. Focusing your energy on just a few sites and getting high engagement rates is more useful in the long run than balancing several that aren’t performing as well.

  1. Find Your Audience

While more general social media marketing campaigns may seem like they have broad appeal, it is actually more effective to create custom campaigns that target specific groups. For each campaign you create you can think about your ideal customer based on their age, gender, occupation, interests and other traits to really narrow down the market.

Social media lends itself to this kind of focused marketing because people make this information readily available on their profiles. Tools like Facebook Ads allow you to create custom advertisements that will be shown to the type of audience you choose.

  1. Work on a Content Calendar

As important as what you post is also when and how often you post. Adding content too often can deter people from following you because they will be overwhelmed with too much information. Too little content could mean that people forget about your company and engage more with something else.

It can be helpful to schedule your posts so that you can keep track of the frequency of what you’re posting and don’t end up alienating followers in any way.

  1. Boosting Engagement

One of the crucial aspects of social media marketing is not just creating content but making sure that people interact and engage with it as much as possible. Try to take time to respond to followers and answer their questions or get them involved through tactics such as photo contests. The more you engage with them the more likely they are to remain interested in your brand.

  1. Use Analytics to Your Advantage

In order to understand what works and what doesn’t on your social media page you need to measure engagement and make use of the analytics the site offers. You should always track your social media ROI to determine if your campaigns were successful. Measuring results often allows you to constantly tailor your marketing efforts so that you know what strategies are working as you go.

Most Effective Facebook Marketing Techniques

Most Effective Facebook Marketing TechniquesFacebook is one of the most widely used social media sites around the world for people to share their ideas, life events, pictures, videos and to communicate with friends and loved ones. Facebook is also a useful and powerful marketing tool. Many businesses create a page on Facebook and then share relevant content to their followers and people who have liked their page. This is just one of many ways to market a brand, product, or business on the site.

Here are a few techniques that can boost your Facebook marketing strategy:

  1. If you want to promote a brand, product, or other business on Facebook, then first you need to make a page of the brand and collect likes.
  2. Acquiring likes for your page can be challenging. Some companies can begin to generate interest or just make their page look more legitimate by purchasing likes.
  3. Once your business page has posted content and generated likes and followers, you should continue to share engaging content through the page. Those who follow or like your page will see that content in their newsfeed and continue to stay connected with your business.
  4. You can also use a paid Facebook campaign to promote any of your posts or fan page for genuine likes and comments. Facebook has given users a platform from which an ad campaign can be started. Just choose the settings and enjoy increased visibility for the page.
  5. Another good Facebook marketing technique is to comment on friends or other businesses’ posts. This can further increase your brand’s visibility and make you seem friendly and more approachable as a business.
  6. You must share interesting content through the page and get users engaged. The more you post quality content, the more you get recognition among people. Remember to change things up and be creative. Nothing turns users off more than posting the same content over and over.
  7. Be responsive. When anyone comments on your post or messages your business on Facebook, you should respond as soon as possible. This ensures that you keep customers happy and maintain a professional image.

These marketing techniques can help any business generate more followers, increase sales, and reach a bigger audience. The relationships you create through Facebook can be some of the most valuable ones for your business.

What Valentine’s Day Card Fits Your Social Media Personality?

Whether you love or hate Valentine’s Day, there’s sure to be a card that’s just right for you and your significant other. Take a look at some picks below and let us know what you think. Feel free to share your cool/sweet/funny finds too!

vintage

You’re a sucker for retro and vintage design. What’s old is new again! There’s no shame in liking all things cute and simple. When it comes to social media, you’re well prepared for big events and have the perfect options planned out and ready to share.

groupon

Romance? Who needs it? You like to tell it how it is and love a good deal. What’s better than enjoying a date with someone you really care about? How about… if it’s 70% off? Check, please!

Vday1

Twitter is your best friend and you want everyone to know how in love you are. You don’t care about the PDA and mushy picture over shares. You want all your followers to know what’s really on your mind and in your heart. Note: you might want to tone it down a notch before make us nauseous.

flappy

You have a sense of humor and love playing video games. You’re also probably a person who fills their Facebook and Instagram feeds with your latest, high Flappy Bird score 😉 Remember, there is more to life than tapping a screen and don’t forget to enjoy it.

autocomplete

You’re a bit of a search geek but you love a clever Valentine’s Day card. Don’t get me wrong, there’s nothing wrong with the average drugstore greeting card, but you like to be different and unique.

rel-follow

Web or graphic design fanatic? You love a good Valentine’s Day message but it also has to look good and clean. After all, that’s the look you’re going for, even if it’s just posting pictures to your social media feeds.

ralph

Some Valentine’s Day cards are just timeless. Check out this classic from the Simpsons. Whether it’s a romantic love or love for a friend, you want to find the perfect card for someone who can appreciate it. You’re probably a fan of participating in #TBT (Throwback Thursday) and love sharing nostalgic memories.

bacon

Bah humbug. Let’s be honest, Valentine’s Day is one of the more commercialized holidays out there. If you really love and care about someone, why do you only have to show it 1 day of out the year? How about being a decent person the rest of the year? Sign.. not everyone understands you. But at least there will always be bacon.

walt

Pop culture references are your best friend. You love fitting them in however you can, especially if it has to do with marketing and/or Breaking Bad. Because, I mean, how can you not love Breaking Bad? Enjoy your “Blue Sky” themed Valentine’s Day candies!

Why Deep Linking is Important for SEO

What is Deep Linking?

What you link, anchor text, is just as important as where you link. The idea of deep linking means digging through your site, past your home page and linking internal pages where it makes sense to do so. The “old” idea of good SEO was to push everything and anything to the home page. You wanted the home page to rank for general, long-tail terms and everything in between.
deep-sea-link

While this is great in theory, it just doesn’t play out so well in real life. Not only is this terrible for user experience, but it’s also not good for your back link anchor text profile.

How Do You Link Deep?

Instead of pushing a reader to visit your home page, push them to visit a specific page that will help them solve their problem. You can deep link anywhere you would regularly link your home page. You can link your About Us page on your YouTube Channel, add your Office page to Facebook, or promote your Testimonials page on a press release.

WHY DEEP LINKING IS IMPORTANT FOR SEO

Deep linking also applies in non-traditional SEO/linking methods. For example, if you’re trying to interest a car buyer with an online inquiry, you’re not just going to send them an automated email asking them to visit your home page for more information. You’re going to want to engage with them, ask them their interests, and find them specific pages for the cars their looking for (electric, luxury, sporty etc.)

Why Use Deep Linking?

Deep linking is great for a variety of reasons. First, of all the main goal of deep linking is to increase your site’s relevancy, thus increase pages views while decreasing bounce rates. The idea is that if you link to a specific inside page, visitors will be attracted and encouraged to stay and read. If you just link to your home page, in hopes that they’ll search through to find what they’re looking for, chances are that they’ll leave almost immediately… resulting in a 100% bounce rate.

Deep linking also brings out a sense of authority and trust. If you use specific anchor text and language, users expect to be taken to a particular page. You deliver what you promise and aren’t trying to hijack a link in hopes of getting traffic just to your home page.

So, if you’ve primarily been linking to your home page, it’s time to stop and encourage the deep linking method. Your back link profile is probably very home page in terms of links and could use some diversification. Here are some other places you can practice deep linking: social media profiles, press releases (remember to nofollow!), emails, newsletters, niche & trustworthy directories, paid ads, and more.

Social Media Infographic Breakdown

This weekend, we review some helpful takeaways from a few social media infographics:

social-media-advertising-advantage

Advertising on Facebook

This infographic gives useful tips on how to grow your Facebook Likes. Some examples include cross promoting to make more connections, sharing original content, being active and hosting a contest. This specific portion of the infographic gives a great breakdown of exactly what type of advertising you can do to generate more Likes. Take a hint and don’t forget to split test to maximize your campaign’s effectiveness!

twitter-words

Twitter Words

The instant and quick nature of Twitter presses you to condense information into short, easy-to-consume Tweets. This means choosing your words wisely in order to make a “lasting” impression and to capture that click or RT. On Twitter, it comes to attention grabbing headlines that mentions words like these: free, top, follow, plrease, great, post, how to, help, check it out, new blog post. Although they sound mundane and not so special on their own, it’s about adding your own twist to these attention grabbing prompts.

positive-business-outcome

The State of Social Business

Although ROI on social media is often seen as an intangible asset, about 1 in 2 companies said that social media marketing has improved their business and 1 in 4 found that it has increased their revenue. For most businesses, social media is in it’s early stanges and many have a long way to go in order to build a stronger foundation. About a quarter (26%) of the companies reavled that they are using social media as a cross-enterprise level strategy.

push-pull-marketing

Push to Pull Marketing Strategy

Gone are the days where consumers are pushed around like sheep. In today’s world, pull marketing is all the rage. This means that outbound marketing (newspapers, magazines, radio, tv) is being used less. While inbound marketing (social media and search engines) is growing. The change in the marketing world isn’t going to be an easy one. And it’s still important to have a healthy mix of both. But the truth is that companies are unhappy with their current marketing, in terms of effectiveness, and looking for more ways to reap benefits that they can accurately measure.

Share Your Own Thoughts

Thoughts about any of these tips? And if you haven’t seen our social media infographic yet, check it out today!

Social Optimiziation with Open Graph Protocol

We’ve previously talked about microformats like Schema.org, but what is there for social networking sites? Have you ever attempted to Like or share something on Facebook with strange titles or pictures showing up? You might not even get what you’re looking for unless you manually input that information and let’s face it, what customer is going to do that themselves? Such a thing does exist to help and it’s called The Open Graph protocol.

What is Open Graph?
This protocol allows developers to integrate their site into a “social graph”. Using specified markup, you can make any page on your site socially shareable by setting custom type (video, article etc.), title, meta description, contact information, and even address/location.

How do you implement it?
Open Graph supports simple markup data and it’s not really hard to apply. It’s really a matter of copying and pasting the right information. If you’re using WordPress, there are plugins that can generate this for you. It’s important to use the right code when using the markup on your website. As a rule of thumb, it’s important to test and check your work before going live or before you implement it on many pages, or even site wide. Check out this Facebook Tool which gives you feedback on a page where the code is added so that you can see any potential errors. It’s also helpful to check a live, working example such as Amazon or IMDb to see how they’re using the markup and replicate it on your site for maximum effectiveness.

Why is this important?
For e-commerce retailers, product pages could have unrelated or boring information when it shows up Liked or shared on Facebook and Google Plus. Having control of what shows up in your customers’ feed is important because you want to optimize for consumers, and not just have a default blurb of what the site pulls up. Moreover, using these tags means that you’re putting it in a language that search engines can easily read and it could help boost your rankings. You can also test it on 2 similar pages, one using the markup and one not and see what difference it makes for your particular product/service (in terms of comparing bounce rate, conversions, click through rate, etc). In other words, optimizing your site for social using Open Graph can only help as you’re making your site more search and social friendly.

Feel free to leave a comment or contact us if you have any questions about Open Graph or any other social media marketing strategies!