Six social media marketing strategies that work and convert

As an estimate, 3.499 billion people that make around 50% of the earth’s population are active social media users. Of that, Facebook alone has over 2.375 billion active users. WhatsApp, an instant messaging app by Facebook, has more than 1.6 billion users.

Other Facebook developments: Instagram has one billion, and SnapChat has 190 million daily users.

Despite the fact that Facebook owns a majority of leading social networks, there are many other social platforms where users love to engage and spend time. YouTube, Twitter, LinkedIn, Pinterest, and TikTok are some of the most popular, non-Facebook social media platforms at present.

Marketing on social media is quite different from traditional marketing. In 2018 alone, $74 billion were spent on social media marketing worldwide. Why? Because social media marketing yields better visibility and ROI than traditional and TV advertising do.

This blog covers six new and proven social media marketing strategies on the following key areas. Implementing these strategies, you will be able to bring in new customers, build strong relationships and trust, and win back customers that seem to have been lost forever.

Start creating Instagram stories

As mentioned earlier, Instagram has over a billion users. And, roughly, half of its users use Instagram Stories every day.

And that’s where you have a chance to cash in via your Instagram Stories.

Considering the fact that you can build your audience and convert them through your stories, you should have a separate dedicated strategy for your Instagram Stories.

If you too are planning to use Instagram Stories, here are some of the best practices to create Instagram Stories that get views, engagement, and clicks –

  • Add hashtags (#)
  • Tag your location
  • Run polls and encourage users to participate
  • Use trending stickers and icons
  • Follow the right image and video formats so your stories look good on mobile screens
  • Put your popular updates, content, and stories in highlights
  • Add links to stories
  • Place strong CTAs

If you have a verified business account or more than 10000 followers, you could also set up your shop on Instagram. And then, you can promote your products through your Instagram Stories and ask watchers to take the desired action to buy.

Get started with YouTube Ads

With its 1.9 billion users, YouTube is the largest and most active video social network. At an average, its users spend at least 40 minutes every time they open YouTube.

If you are a YouTube user, you are already aware of YouTube ads being run before and during the videos you are playing.

Imagine your ads being shown to users chosen strategically based on whether they fit into your buyer definition.

Wouldn’t that be a great way to boost visibility and awareness?

You can target users – or show your ads to specific users – based on their Google search and YouTube watch history. Put simply, if a user has searched for a product or term on Google, and you have a product that falls into that category, you can choose to show your advertisement to that user.

YouTube reaches more people than any TV network in the world. Using YouTube Ads could give your brand massive visibility and your sales a big boost.

To set up your video ad campaigns, you will need to create attractive and meaningful videos to engage and delight your audience. Here is a complete guide to create and run your video ads campaign on YouTube.

Increase your reach with Facebook Ads funnel

Facebook’s more than two billion users access the platform eight times a day, either through web or mobile. That makes it the most active social network as well.

Given that, it becomes a platform with plenteous sales and marketing opportunities.

26% percent of users who click on Facebook Ads go ahead and make the purchase. 39% of users follow official brand pages expecting to receive the latest offers.

But, to be exact, Facebook is not a place where a user is ready to buy. It is certainly a platform to make a user a loyal customer that not only will buy from you in the future but will also spread your brand through the word of mouth.

If pitched right, Facebook Ads offer higher returns on investment meetings, and in most cases, surpassing your ad objectives and expectations.

The most important element of your Facebook ads is your content, which could be a blog post, infographic, video, live webinar, or eBook. The focus should be on producing quality content that you can pitch your audience.

You can also create the same content in multiple formats so that you can convince people at different stages in different ad formats through different ad sets. Creating and promoting segmented content by targeting it your lookalike audience is the basics of Facebook Funnel marketing.

Remarketing is probably the best feature of Facebook Ads. You could expose your brand (through your ads) to potential audiences multiple times till the time they make a decision.

TikTok Ads for a specific audience

TikTok rose to fame after a revamp, followed by the takeover of Music.ly a couple of years back. This Chinese social network allows users to create 15-second videos while lip-syncing on popular soundtracks, music, movie dialogs, and famous personalities. This fun app is largely popular among teens and those in their twenties.

The platform is available in 150 countries and in 75 languages. On Apple AppStore and Google Store, TikTok is one of the most downloaded free apps.

TikTok is an attractive marketing platform, especially if you have products that interest teens and tweens.

Of 500 million, 26.5 million are from the United States and 43% from India. 66% of its audience is below 30 years. These stats tempt marketers to use TikTok marketing to promote their brand.

IGTV for more views and actions    

IGTV is probably Instagram’s best feature from a marketer’s standpoint. Earlier, it was a standalone app.

Back then, using it was an uphill battle for marketers and a confusing affair for the user. It was challenging for marketers to generate engagement and views on their videos.

Now, things have turned easier.

What’s more interesting is: Users can now see IGTV previews on their Instagram feed. And by tapping the preview on their feed, they can move to and watch the video on the IGTV tab which is existent within the app’s interface.

Your videos are also shown in the search or discover section on Instagram – which gets you more views from users interested in videos, products, and services like yours. Strategic use of IGTV gives your brand a chance to showcase your product videos in an interactional manner and stand out.

With that, Instagram and IGTV offer a completely different approach to reach and convert. So gear up and create IGTV specific videos to deliver quality and value, and to gain more views and engagement.

Here are seven useful tips to get started with IGTV marketing

  • Create videos in Instagram-friendly (vertical) format
  • Keep your video content short and crisp – full of information
  • Choose different backdrops or locations to shoot your video. (it helps create visual interest for the audience)
  • Conduct game shows and interviews (make sure they are relevant)
  • Add subtitles to your videos (and make it easier for users, who watch videos with the sound off)
  • Use pop-up texts to send important messages during the video
  • Design your cover photo showcasing your title and keywords

Live video marketing

To make your marketing efforts perform, you will need to be different. Social media has transformed how businesses are run. The dominance of video-sharing platforms such as YouTube, Vimeo, SnapChat, and TikTok has ignited a new trend within social media.

Since users spend one-third of their time watching online videos, video marketing has now become an integral part of any successful social media marketing strategy. And for that reason, 87% of marketers use video to market their content and brands.

Evidently, every brand and marketer seems to be doing video marketing. So, now is the time to take a step further and indulge in live video marketing.

Live video is the future of video marketing. People love watching live videos more than pre-recorded videos, as it is more trustworthy. Users know that there is no editing involved and what they are seeing is true and unedited.

According to a survey, 80% of customers would be more interested in watching live videos rather than reading blogs, web pages or customer reviews. Videos are easy to digest, and live videos add a dash of reliability to easy understandability.

If you haven’t started a live video, put together a live video marketing strategy for all social networks that support live streaming.

Since you are managing multiple platforms, you would not want to spend all your time navigating from one platform to another. It makes perfect sense to introduce a social media marketing tool in your process. Not only will it save your time, but also streamline your process and makes it easier for you to analyze and develop future strategies.

The success of your social media strategies relies largely on the experience of the user first on your social media and second, on your landing page. This definitely includes, but is not limited to, the content, the navigation, the design, and the call to action.

To supercharge your social media marketing efforts, you could consider working on the SEO part as well. People still use search engines to find products and services they need. Installing an SEO extension on your website, you can improve its SEO-readiness and performance on search engines.

To end with, here is what you should focus on

  • Select the right platform(s)
  • Set your goals
  • Identify your target audience
  • Share what your audience likes to engage
  • Make your social media strategies flexible
  • Be consistent
  • Never leave a chance to interact with the audience

To identify what’s working and what’s not, you should keep a watchful eye on the performance and outcomes of your updates and social media ads. Make necessary changes in your social media strategy as and when needed.

I hope the ideas suggested in this article help you curate an effective social media marketing strategy for your brand. If you have some questions or if you would like to share something, drop a line in the comments section below.

Birbahadur Singh Kathayat is an Entrepreneur, internet marketer and Co-founder of Lbswebsoft. He can be found on Twitter @bskathayat.

The post Six social media marketing strategies that work and convert appeared first on Search Engine Watch.

SEO is a team sport: How brands and agencies organize work

The importance of teamwork and workflow is often missing from discussions of SEO success.

So I interviewed 31 people, with titles ranging from Content Specialist to SEO Director, to CEO, and asked them about how teamwork and workflow affect their SEO operations and success.

Why did I do this? Because we can all learn from the experience of others. By understanding what works for others, we can hopefully avoid making their early mistakes.

Costs of poor coordination are traffic, conversions, working relationships

These costs are very real. Websites can suffer from less organic traffic and/or decreased conversions.

In the same way that people who run relay races practice how they hand the baton from runner to runner, the various team members working on a website need to work on how they interact and hand off work to each other.

Sometimes the technical SEO suffers, sometimes the design aesthetics suffer, sometimes the user experience suffers. Sometimes tradeoffs between the three need to be made. Something’s gotta give, and you don’t want these discussions to erode team cohesion.

How do agencies and brands coordinate SEO tasks effectively?

While there is almost universal agreement about what matters, there are interesting similarities and differences in how teams prioritize what matters. To use the relay race analogy again, there are differences in how people define a “smooth handoff”.

Can we learn something from each other in taking a high-level look at how we organize our SEO and content work? I think so. This belief is the basis of this article.

This article describes similarities and differences in SEO operations

When I started interviewing people for this article, I wasn’t sure what shape it would take. After several interviews, I realized people organize their teams around certain guiding principles. There seem to be a limited number of these guiding principles, and the order of importance varies from team to team.

As stated earlier, I interviewed 31 people, and the interviews uncovered seven guiding principles. Every guiding principle matters to everyone, but there are differences in opinion about which are most important.

There is also sometimes a need to make tradeoffs. For example, in order to properly use H2, H3, headers, they must appear on the page. For some pages, the designers may feel they don’t fit. So, it sometimes happens that to improve the page design aesthetics, you give a little in on-page SEO, and vice versa.

How conflicting priorities are managed also differs from team to team, and stems from which guiding principles are considered to be most important.

Disclaimer: A small data sample leads to some fuzziness in thinking

My data sample was only 31 people, and each organization was represented by one person. If I were to interview many more people, the distribution of the most important guiding principles might be different, and I might have uncovered more. If I had spoken to a different person within the organization, my understanding of their most important guiding principles might have been different.

Of the 31 people interviewed, 21 worked for agencies, and 10 worked for brands.

I believe there is something we can learn from each other through a high-level examination of how content and SEO teams organize their work and manage conflicting priorities.

The seven guiding principles around which people organized their SEO work

Below are the seven guiding principles, along with the number of people who considered each one to be most important. There is a brief description of each in which I explain how it’s different from guiding principles to which it seems similar.

Again, I wish to emphasize that everyone places importance on all seven. What’s different is the relative order of importance. Saying that six people are listed under “project management”  means that six people felt project management was most important, not that any of the others are unimportant.

1. Project management: A primary focus on objectives, milestones, and tasks

This is the tried-and-true project management we’re all familiar with. Objectives, milestones, tasks, and more. Six people spoke of this as being their most important guiding principle. That makes it the second most popular guiding principle, tied with context (see below).

2. Collaboration: Working together well is considered to be the most important

Collaboration is different from project management as the focus is more on working together, rather than on the structure in which the work is managed. This feels to me to be more fluid and to involve more give and take.

Of course, there is a project structure in which the work is done. It’s that the emphasis is collaboration first, then project management structure second. Four people spoke of this as their most important guiding principle.

3. Client management: An interesting way some agencies focus their internal staff

As you can imagine, this was exclusively the concern of agencies. The idea here is:

1. The internal team honors what the client has agreed to, and what the client has agreed to is spelled out in detail so as to provide guidance to the internal teams and any outside contractors they manage

2. By spelling this out in detail for the clients, the clients are educated about SEO. Two people spoke of this as their most important guiding principle.

4. Priorities: Where managing relative priorities take center stage

The focus here is on managing relative priorities. The core idea is a very structured way of determining how tradeoffs are made, which is central to how these people run projects.

In the spirit of full disclosure, this is how I have been known to run projects, and this method has worked very well for me. Three people spoke of this as their most important guiding principle.

5. Education and knowledge: An interesting concept of a marketplace of ideas

The main focus here is that it’s not enough for people to tell other people what’s important, they must also explain and persuade as to why that point of view is important. Within these teams, team members “sell” each other on ideas to help streamline work.

SEOs teach designers why headers matter. Designers teach SEOs why templates matter.

Some of these teams also keep a shared knowledge base that everyone contributes to, which allows new team members to come up to speed faster.

This was THE most popular guiding principle around which people organized work, having been spoken of by seven people (five agencies and two brands).

6. Context: One of my personal favorites where everything is context-dependent

These last two are my personal favorites. The six people for whom context is the main guiding principle all work at agencies.

The concept could be applied in a more limited way for brands, but only agency people brought it up all, let alone described it as their main guiding principle.

The idea is that what matters most is context-dependent.

Are you working with a client who already has a lot of organic traffic and wants to increase conversion rates? Are you working with a blog post whose job is to attract readers and hand them off to a landing page, or a landing page whose job is to get the reader to download an eBook?

The context within a specific project, or set of tasks within a project, determines what matters most.

7. Experimentation: Or in other words, show me the data

Three companies, all brands, stressed the importance of experimentation as their main guiding principle.

It’s the standard methodology taught in the books: The Lean Startup and Running Lean

For those of you who haven’t read those books, the main ideas are:

1. Write down your assumptions

2. Translate those assumptions into a testable hypothesis

3. Structure experiments with which to test those hypotheses

4. Analyze the results of the experiments

If an experiment proves a hypothesis to be true, do more of that. If it proves a hypothesis to be false, stop doing that.

What is left out of the short descriptions above

It’s not the case that each team organized their work around only one guiding principle. That idea showed up in none of the interviews. That every team assigned different importance, or weight, to the different guiding principles IS the difference in how they organized their work.

Everyone settled into their patterns over time. Everyone had, at times in the past, experienced frustrations when work was coordinated and/or handed off poorly and/or simply done poorly.

As they encountered issues, they talked about how to solve them and made changes to how they worked. The guiding principles that came to be most important to them seem to be a result of the specific problems they needed to fix.

Who was interviewed and what did they say?

This section is divided into groups by guiding principles. It identifies who contributed which ideas and provides more about their thinking.

Front and center are principles of project management

The people for whom project management is the main guiding principle are:

  • Dean Cacioppo, Founder, OneClickSEO (agency)
  • Hamna Amjad, Content Marketing Executive, GigWorker (brand)
  • Juan Reyes, Digital Marketing Manager, Monkee Boy (agency)
  • Luke Wester, Digital Marketing Analyst, Miva (brand)
  • Mark Bruneman, Principle Digital Marketing Strategist, David-Kenneth Group (brand)
  • Thomas Pickett, Onpage SEO and Digital Design Specialist, FitSmallBusiness (brand)

Two of the companies above (GigWorker and FitSmallBusiness) make money through affiliate sales. As such, their websites are very large; their business objective is to attract a very high number of readers, some of whom make purchases that pay commissions.

Their websites and website teams are large. In both cases, most of the company is involved in web publishing in some way. They both have adopted rigorous publishing processes, as a result of the scale of their publishing efforts.

The other four companies (two brands and two agencies) find a strong process focus clarifies requirements upfront and prevents rework.

Dean expressed that scaling is achieved through task specialization, and fitting the various specialized tasks together requires a system.

Mark stated that everything done on the website starts with a team meeting, even creating and publishing a single blog post. These meetings can last up to two hours. Mark expressed that this greatly reduced rework as everyone understood what everyone else needed, before starting work on their part.

Juan expressed how their exacting process orientation is both their greatest strength and simultaneously keeping their processes updated to reflect industry changes is a significant challenge.

Luke expressed that every project starts with SEO requirements, around which everyone else organizes their work.

For whom collaboration matters most

The people for whom collaboration is the main guiding principle are:

  • Bryan Pattman, SEO Analyst, 9Sail (agency)
  • Nikki Bisel, Owner and Founder, Seafoam Media (agency)
  • Phil Mackie, Senior Digital Analyst and Owner, Top Sail Digital (agency)
  • Stephen Jeske, Senior Content Strategist, MarketMuse (brand)

To reiterate, collaboration differs from project management in terms of emphasis. Here, working well together can cause the project management structure to “give” a little when needed.

Bryan’s main points are 1) They work as an extension of their clients’ marketing department, so being close to their customers is critical, and 2) Clients need to understand SEO as they have some responsibility for their SEO effort.

Nikki has an interesting concept of a monthly cadence with each client, which consists of multiple touchpoints throughout the month.

Phil expressed that tradeoffs that must be made between technical SEO and design aesthetics are very nuanced, requiring close collaboration.

Stephen stated their focus on collaboration is less intentional due to the stage of their company. He implied that as they grow, the way they organize work will likely shift.

This group most values client management

The people for whom client management is the main guiding principle are:

  • David Carpenter, President, Connection Model (agency)
  • Lee Namoo, Digital Marketer, TK101 Global (agency)

Again, client management is where requirements are spelled out in detail for the client, which serves two purposes; 1) educates clients about SEO, and 2) informs the team as to what the client expects in detail.

David described how there is a “translator” between the client and the internal team, the client advisor. This client interface person enables others to focus on their specialized tasks, which improves the quality of what they deliver.

Lee took this idea further and stated: “It’s all about managing clients”. This is critical to them as some of their clients are so big, there are silos within marketing at the client firm, and the folks at TK101 Global have to manage conflicting requirements from different people at the same customer.

This group most values the managing of relative priorities

The people for whom managing relative priorities is the main guiding principle are:

  • David Sanchez, Founder and Chief Strategist, Mammoth Web Solutions (agency)
  • Markelle Harden, SEO and Content Specialist, Knowmad Digital Marketing (agency)
  • Stacy Caprio, Founder, Accelerated Growth Marketing (agency)

The managing of relative priorities has always been a bit of a sacred cow for me personally. While this is one of the most uncompromising guiding principles, in my opinion, it provides a solid framework for managing resources, whether that resource is a design template or the time of the people involved.

David stated the user experience is the new holy grail and relevancy is a critically important ranking factor.

Markelle expressed that the buyer (their client’s customer) is the anchor around which they build everything, and their priorities come from that.

Stacy strictly applies a prioritization of UX first, technical SEO second, and design third.

This group most values education and knowledge

The people for education and knowledge are the main guiding principles are:

  • Greg Lee, SEO Director, DRUM Agency (agency)
  • Kevin Whitbeck, Director of SEO, Results Repeat (agency)
  • Matt Erickson, Director of Marketing, National Positions (agency)
  • Michelle Loughry, Director of Marketing, Envision Creative (agency)
  • Quincy Smith, SEO and Content Manager, Ampjar (brand)
  • Shelby Liu, SEO and Analytics Lead, Brand Buddha (agency)
  • Steve Page, VP of Digital Strategy, Giant Partners (brand)

This is where telling others what matters is not enough, you must also provide evidence as to why those things matter.

Greg said everyone on his team is cross-trained. SEO’s learn the basics of design, and designers learn the basics of technical SEO. This builds empathy, making team decisions much easier when it comes to collaboration and priorities.

Kevin expressed the same idea in different words. He said creative teams need to be educated on technical SEO basics and SEOs need to be educated on the importance of design templates.

Matt has a saying he uses to help people focus: “It’s not personal. It’s SEO”. This starts a conversation about why the things that matter, matter.

Michelle considers that part of her mandate is to make sure everyone has a basic knowledge of technical SEO.

Quincy has worked to ensure technical SEO is taken into consideration when design templates are created and requires SEOs and designers to provide supporting backup when explaining to each other why something matters.

Shelby starts with detailed analytics of successful websites (of clients’ competitors and others) and uses that as a starting point to discuss how and why those websites are successful, and what their clients must do to compete.

Steve said something to the effect of “It’s all about education”, then expanded on the importance of SEOs and designers teaching each other.

This group embraces the idea that everything is context

The people for context this is the main guiding principle are:

  • Amine Rahal, Founder & CEO, IronMonk Solutions (agency)
  • Chronis Tsempelis, Founder, CEO, and SEO Consultant, SEOExplode (agency)
  • Joe Lawlor, CoFounder and Chief SEO Strategist, Digital Dynasty (agency)
  • Justin McIntyre, Director of SEO and Content, Perfect Search Media (agency)
  • Steve Mammone, President, Getfused (agency)
  • Tony Mastri, Digital Marketing Manager, Marion Marketing Agency (agency)

Context refers to people who believe what is most important is very context-dependent. There were a lot of similarities in how people spoke of this – a lot.

Amine focused on the importance of the competitiveness of the industry and the relative values the client places on traffic versus conversion.

Chronis spoke about how they prioritize with their client after examining the top-ranking sites within a niche.

Joe provided the interesting statement of “the client provides the catalyst,” then expanded upon how their clients business situations determine the focus of their efforts.

Justin said something similar, that their client sets the criteria by which they make tradeoffs, and stated they sometimes feel the need to push back and make a case for what they see as a better set of priorities and tradeoffs.

Steve stated that how priorities are set and managed starts with their client, and they structure their work from that.

Tony provided what I consider to be an interesting way of thinking about this. A very high-level rigorous structure provides the framework for free-flowing creativity at a more granular level.

These folks are not from Missouri (the show me state), but they want to see the data

The people for whom experimentation is the main guiding principle are:

  • Apu Gupta, CEO and CoFounder, Curalate (brand)
  • Chris Eckstrum, Head of SEO, Housecalls Pros (brand)
  • Nadya Khoja, Chief Growth Officer, Venngage (brand)

There are few, but interesting, differences in the way these people spoke about the importance of running experiments.

Apu made the interesting observation that short term ROI wins help fund longer-term efforts.

Chris stated that when their technical SEO people and their designers disagree, they don’t argue, they experiment.

Nadya and Chris both expressed the importance of how structured experiments based on testable hypotheses eliminate personal bias from these discussions.

The key take away for me, after talking with thirty-one people

SEO, like life, involves an endless series of trade-offs, and this is demonstrated by something as basic as how people prioritize the seven guiding principles uncovered through these interviews.

Not everything can be equally important, so you must decide which organizing principles are most important to you and your team, and how important they are relative to each other.

I recognize that as a “relative priorities” guy, the prior sentence reveals a personal bias of mine, but I don’t know a better way to describe the idea.

Success requires consistency, consistency requires some level of stability, and stability requires that the rules aren’t arbitrary and frequently changing.

So you need to know which organizing principles are most important to you and your team and organize the way you do your SEO work, around the principles most important to you.

The post SEO is a team sport: How brands and agencies organize work appeared first on Search Engine Watch.