- The title needs to contain the “keywords” that people use when searching for your blog topic. the closer the keyword is to the front of the title, the better the SEO results.
- Repeat the keywords in the text. Once the title is set, the keywords need to be used in the blog at least three times.
- Search engines will show about the first 40 characters of a title, depending on spaces and punctuation. To make sure the audience knows what the blog is about, put the key info in the front 40. (The length of this blog title is 38 characters).
- Reader attention span: The blog needs to be more than just interesting to read, it needs to consider the interest level and the state-of-mind of the audience reading your blog. Go easy on the story telling – I recommend getting to the point very quickly because people are busy and most likely want answers – quickly!
- How long is the ideal blog? About 250 word is ideal – this one is 250. Extremely short and long blogs are not SEO ranked as high as blogs around this optimum length. Plus, the average length of time people spend reading a blog is around 90 seconds. A longer blog of around 350 words gives those who want detail to get their fill, shorter blogs around 150-200 words are more “newsy” and people typically will read the entire thing. So it will be best to mix the length up a bit.
Here’s the million dollar question: If you invest money in social media marketing, how many leads will you generate or products will you sell? Hmmm – What social media does most effectively is create brand recognition and keep your name in front of the people you’re trying to reach. And, of course, through that process it should definitely have an impact on your sales – if you use a call-to-action directive. But it also has an “unseen impact” not just direct-response sales or leads.
An unseen impact? The popular TV show “Seinfeld” was often referred to as a “water cooler show” because the morning after a new episode aired people would chat about it with their co-workers. So, even those people who never watched an episode of “Seinfeld” learned about the Soup Nazi, puffy shirts, shrinkage and sponge worthy. They became part of our culture at that time … and still are!
The same water-cooler-type moments hold true with social media. When people see something on social media that strikes their fancy, they’re likely to share it on their social media and or mention it in real life to friends or associates. It could be a restaurant, a video, or a new store that opened in their neighborhood.
How does that water-cooler-type moment help you? Even if the person who saw it on social media isn’t a buyer at that moment, when they mention it to a friend who is in the market for that product or service, there’s a good chance that friend becomes a potential customer. But guess what happens when your survey asks this new customer how they heard about you? Their response will be: “From a Friend.”
Justifying the costs and value of social media: In these cases, you won’t be able to make a direct connection to your social media campaign, yet your social media campaign is what prompted the sale. People who follow you on social media will often share your interesting posts or tweets with their followers. Then those people can share it with their followers, and so on. Ideally one or more of your followers who shares your post has a really large following of their own.
It’s a numbers game. The number of people who see your post through this sharing process has now exponentially increased and somewhere down the line you’ll have new customers as a result. This all ties back to your social media marketing, and an ability to tell your story so it resonates, but there’s no way you’ll ever know it!
If you’re selling a big-ticket item, social media is a way to build brand equity with prospective customers and a way for prospective customers to learn all about you and decide whether they want to do business with you. That’s why the quality of your posts is so important and needs to be professional, as you’re continuously building trust and credibility with your followers (and their followers) whether you realize it or not.
All those people see your posts again and again – like the drivers passing the billboard – and when the time comes to do business, you’re the one who comes to mind!
Call to action: If you can’t devote the necessary time to it, you might consider finding a professional whose job it is to make you look good – by taking the time to post quality content and interact with your followers. Gary Greer comes to mind, at 727.409.2326.
You’ll benefit from what social media has to offer – building your brand and keeping your name out in front of the people you want to reach – even when the impact is unseen!
Have you noticed in the past few years how much shorter the lines are now at the grocery store, traffic light, doctor’s office, and restaurants? Or, do the lines just seem shorter because you are now secretly enjoy waiting so you can browse Facebook, messages, emails or Twitter, with the thought, “What will I get?” When we unlock our smartphones, we subconsciously crave for variable rewards or something to occupy our minds. This yearning for variable rewards makes us refresh social media feeds and email inboxes – repeatedly.
Here’s an effect you may not have been aware of: According to neurological scientists, 10 minutes on social media can raise oxytocin levels by up to 13 percent, (a generosity-trust chemical in our brains). That’s a hormonal spike equal to what some people experience on their wedding day! People of all ages are addicted to the euphoria effect of their smartphones.
People use their smartphones everywhere. In elevators, for instance, I’ve seen people miss getting off their intended floors because of checking Facebook postings. It’s the norm to use smartphones as we wait at banks, gas stations and even Starbucks.
Does social media technology decrease productivity or are we simply filling what was empty non-productive spaces in our lives?
But multitasking reduces our productivity by up to 40 percent. Each time we are interrupted, it takes us several minutes to refocus. Before those refocus minutes are up, we get distracted again. Is it not surprising that these are the least productive times in the history of mankind?
This social media phenomena also provides opportunities for short-burst marketing and re-branding. The most famous re-branding person of our time? Donald Trump. He uses Twitter to “re-brand” his adversaries. It use to be, “Don’t judge people by what they say about themselves, but by what they say about others.” That still may be true for some, but unfortunately social media has made many believers in stories people want to hear or hope to believe. Social media can now quickly cast false and deceptive re-branding of people and companies.
As a marketer, please consider taking the truth-road. Check Snopes, PolitiFact or other “fact checking” websites before passing along juicy tidbits that could falsely re-brand companies, products or people that worked so hard to create value in their brands.
Whether you’re a millennial or an old dog, here are some easy and new tricks to get higher readership out of your emails.
This blog’s subject line (which could also be an email), uses these 7 tricks that are likely to get more readership:
- Putting quotation marks around a phrase or statement increases readership
- The word “How” makes people think (rightly) that they will get some advice.
- The word “these” makes the advice sound specific.
- “Simple” makes it sound easy – and the word “easy” in the subhead also increases readership – because people hate hard work.
- “Tricks” makes it seem easy as well.
- The phrase “get your emails read” increases readership because it makes the sentence active – that simple approach does the trick.
- The word “your” helps, too, because people are interested in themselves.
Eight more tricks you can use …
1. When providing a list, use numbers instead of bullets to increase readership. Readers typically finish reading a numbered list to see if something resonates with them – and refer to the number of solutions or tips like I did using the number “7.”
2. Use the words “you” or “your” it’s certain to increase readership.
3. But that’s not all. (Use bold text for subheads or as an introduction to paragraphs like I did in this long-winded blog – it breaks up lengthy text and creates more visual interest).
5. Does the use of questions keep people reading? Yes, because they suggest answers to come, so does a list of specific examples – because when someone suggests something to you, you often say to yourself, “What do you mean?”
6. Did you notice that the paragraphs in this blog vary in length? One is only nine words long. The mind enjoys variety, and the empty spaces allows the eyes to rest.
7. “Use simple words everyone knows. Then everyone will understand.”
8. Should the writing style be the same as casual chat? Typically it’s more formal – but writing is really nothing more than a well-organized speech. And when you write you have time to think things out and arrange them in ways you cannot in the rush of a speech.
Wether you are new to the game or an old dog learning new tricks, keep your message simple and to the point – because people have little time to dig for what they are looking for.
Sony’s ad is slick and well produced, but does it communicate its value to the consumer? No! When I watched the commercial, the main actor looks like a hit-man stalking a ballerina and getting ready to take her out. When the video shows a single ballerina dancing in the darkness be tracked by a phone-type device and the voice over asks, “Can you feel it — the power — all in your hands — trust the power”, I realized it wasn’t just a phone but a targeting device for a drone. Does the Sony Xperia have more advanced and useful technology than the iPhone? How would I know from that commercial?
Sony mentions these two features; curved glass and seamless metal. Ok, so show me – I didn’t see anything curved and was the closeup of a metal rectangle rising up from a brushed steel plate the high tech-desk of the hit man or his phone? And Sony never did tell me why those two features have value to me. The art direction of the ad is so overproduced with effects, that I don’t know what the Sony phone’s camera can or can’t do. It seems it can shoot a ballerina jumping in midair and cowboys riding on horses, but what percentage of their target audience is shooting ballerinas and horses? And what about all the other video effects in the ad, can it do those too? Sony creatives need to take a lesson from Apple and focus on the value to the user of what makes their phone useful and how it can improve their customer’s life experiences. Sony, listen up, you are not selling beer where you can get all creative and sell just your phone’s image, but you need to create an emotional connection with your customers that communicates how your phone can change people’s lives.
1. The first email. First and most important is that the very first email that goes out establishes and communicates the purpose of the email. If it doesn’t communicate value, some recipients might consider it intrusive, unsubscribe or worse – label it as spam. Attention to detail is important. (If you want to develop a consumer email base, provide a sign-up form on your website and social media sites with an incentive such as a discount coupon for signing-up to build your list. 2. Provide an Opt-out option and a Forward button. It’s frustrating for customers to get emails they don’t want and can’t easily unsubscribe to, plus it’s legally required to do so at the bottom of each marketing email. Bonus – provide a “forward” button so that the recipient can forward the email to another person in the company that might be an appropriate person to also get the email, as well as providing a link for them to also subscribe to the emails. 3. Make sure the email is mobile-friendly. Many people these days read their emails on phone and tablets to check in while they are at lunch, after work or waiting somewhere – and are doing so to kill time. It’s an opportunity if the email can easily be read on a mobile device – if it’s interesting to them they will know to read the email on their computer when they get back to the office. If the text is to small they will skip to the next email, if the pictures are not optimized (taking to long to load), they will skip to their next email and may automatically delete it when they get back to the office. Mobile-friendly email many times get read twice – and it doesn’t cost any extra to make it mobile-friendly. Also important, if there is a call-to-action, make sure you link it to text and not a photo that may not have downloaded correctly. If you need help with your email marketing program, click here to drop me an email.