When many people think of SEO they think of Google and other search engines and how to higher up in the ‘rankings’ on their results pages.
Whilst this is still crucial and for many the cornerstone of the industry as a whole, there has been a lot of evolution in other platforms as well and the phrase SEO now covers optimisation strategies and techniques on a wide range of different platforms and sites including:
Essentially, you should be thinking of SEO whether you are uploading your latest company podcast or sending out your next company tweet. There are plenty of opportunities to get your content in front of a wider audience without focusing too much on the orderly nature of rankings.
Here we have compiled a guide of actions, strategies and quick wins that you can implement to improve the SEO of your Instagram page and start to create an audience that will support your growth as a business.
For the sake of time we will assume that you already have an Instagram page set up and ready to go with a good idea of the content you are looking to share, so where do you start with your SEO on the site?
One of the main steps you should take is to optimise your Instagram profile page. Not only will this help your SEO, but it will also add valuable content that will help visitors to the page work out who you are and what you are about. Below we have listed some of the steps to take to optimise your Instagram page for SEO.
If you want to optimise your profile for Instagram then including some primary keywords within your name and username will help increase your searchability, although it should be stated this is not the be-all and end-all for Instagram SEO. It is also worth noting that snippets from the profile bio’s are also pulled through, strengthening the case for having some target keywords within the first line of your Instagram bio.
Try to avoid ‘keyword-stuffing’, just like Google, this can be a spammy tactic that will not get you anywhere on a platform like Instagram where content is key and optimisation comes in as a supporting function.
Captions are a big part of Instagram SEO, and if you write keyword optimised captions you will make it easier for the Algorithm to pick up your posts and share them with the relevant people. It is worth noting that the content will be shown to different people depending on their interests, if you are a coffee company, your posts will be more likely to be shown to people who have expressed an interest in coffee, particularly if you are including relevant keywords within your captions.
Alt tags are fantastic if you are looking to upgrade your Instagram SEO, and whilst they are less important in the eyes of Google, they can still have a considerable impact on the social media platform. Much like on your website, alt tags will help visually impaired audiences and you can use #hashtags and competitor handles in your alt tags to improve visibility and be found alongside your competitors and other relevant content. Make sure the alt tag is descriptive enough to be of value to potential audiences.
Additionally, a recent talk from Digital AdDoctor’s Freya Jones at BrightonSEO confirmed that #hashtags should be included within the caption of your Instagram posts as opposed to the first comment to drive better engagement. This is crucial if you want your #hashtags to be picked up by the Algorithm to improve your Instagram SEO.
Whilst #hashtags are very important in Instagram just like other social media networks, you no longer need #hashtags to search for people or accounts, the information you have in your username and bio has become more important.
Whilst you may be tempted to use certain ‘black hat’ SEO tactics in Instagram like buying followers and likes, we recommend avoiding it at all costs. Much like Google, the Instagram algorithm will get better at weeding out companies employing poor tactics and punishing them accordingly.
Once you have implemented a good Instagram content plan optimised for SEO you will want to find a way of tracking your progress. Find a good analytics provider and measure your results, we recommend not putting too much focus on vanity figures like followers as these can be misleading, although they are still very useful as a starting point.
Look at your engagement and find out if your SEO efforts are helping you get greater coverage on Instagram, this will help you work out what the next steps are and how to use the additional coverage to drive better results and revenue for your business.
If you are looking to drive leads and traffic to a site, then make sure you consider that aim when it comes to your Instagram SEO. Whilst this should not be the end goal, getting users off the site and into your databases and lead funnels will help give you more control over your channels, although it is worth noting that engagement on the platform is just as important. Try not to view Instagram purely as a means of driving leads and signups for your business and potential clients.
Whilst having a strong Instagram presence will not directly impact your SEO in Google, it will help you build an audience and drive relevant and engaged traffic to your site, which will help build your overall digital visibility and following.
Make sure you keep an eye on your Instagram and keep up to date with any new SEO changes and tactics the site may be making to ensure you stay ahead of the competition. Of course, if you would like any information on SEO and how we can help, then feel free to get in touch with a member of the Varn team today.
If you want to get organised before developing content for your business blog, or in readiness for a freelance copywriter to populate your blog on your behalf, you need to create a Content Plan. Here’s how.
You may have heard the term Content Plan before and wondered exactly what it entails. It really isn’t anything complicated or difficult, it is simply a list of topics you want to cover in your business blog and an idea of when you want to cover them. These plans can be used for scheduling material for other social media channels as well, but this does get a little more complicated because of the speed of change, trending topics and the need for reactive posts in the wider social ether. So, for now, we will remain focused on creating a plan for your business blog.
First things first, what shall I write about?
I would suggest as a first step, making a list of topics you want to talk about on your blog. Some ideas that you could include, or that may inspire you:
Once you have your list of topics, draw up a table in Excel or your chosen platform, with months or weeks listed down the left-hand side. You can also use a hardcopy or online calendar but be careful not to lose sight of your blog post plan amongst everything else that may be on the same calendar platform. It needs to be easy to read at a glance.
Timing is everything
The timeline you include in your planning will depend on how many blog posts you feel it is realistic to produce for your business, whether that be one a month, two a week, or something in the middle. Fill out your timeline for the next 3-6 months, again depending on frequency. If you are aiming for two blogs a week, planning three months ahead is probably enough. But if you are only doing one blog a month, for example, aim to plan six or even twelve months ahead. Now go through your list of topics and populate your plan. Some posts may be time relevant – for example if they relate to an event or product launch – while others can be posted anytime.
A well-balanced blog
Once you have populated your plan, you need to look over it, to make sure it is well-balanced. You want to make sure that you don’t have three behind-the-scenes posts back-to-back, or you haven’t put all your more technical articles upfront and left all the softer issues for later. Try and make sure for example you have one technical advice blog post, followed by a step-by-step guide, followed by a more personal entry, followed by an introduction to a product or service. It is not easy to achieve this when you hit creative mode and start writing, so planning is important.
Once you have created your Content Plan, you can start writing, or hand it over to a freelance copywriter to start writing on your behalf. Be aware that the plan needs to be flexible. Things change, new things come up, product launches get delayed, your clients ask new questions that you think would be useful to share sooner rather than later. Whatever changes arise, try and keep your plan up to date, or ask your copywriter to update it regularly for you. It is such a useful tool to have in your armory for a quick glance at topics you have covered, topics you have yet to cover, gaps in the content you’re providing your audience, and how well you are progressing your blog in general.
Get cracking with your Content Plan today and you will be well on your way to a well-balanced, well-populated business blog in no time!
If you’re struggling to find the time to build or maintain a business blog yourself, you may need some outside support. Here’s my step-by-step guide to engaging freelance support for those who have never done it before.
Step 1
Don’t put it off any longer – decide once and for all whether you will be able to find the time to populate your business blog yourself. If you decide you can, be sure to set some time aside each week to make it work for you on a consistent basis. Don’t make your blog a one or two post wonder! Treat it with the same importance you treat any other aspect of your business. This can be difficult because there’s no deadline as such, like there is when you file your accounts for example. But consistency is key, so if you decide you don’t have the time to do your business blog justice, move on to step 2.
Step 2
Approach one or more copywriters and ask some of the following questions., depending on how much support you’re looking for and what you need to know to put your mind at rest.
Step 3
When you have spoken to a couple of freelance copywriters, hopefully, you’ll feel more confident in appointing one. If it gives you additional peace of mind most freelancers are used to working on a trial basis or even on a one-off basis, so you could start small and build up. You’ll still need to pay them for their time, even if you’ve agreed to a trial run, but explain you need to feel confident with how the process is going to work, so you’d only like to commit to a small number of blogs before confirming a long-term agreement. In the long run, it is worth engaging someone to supply copy consistently. They’ll get to know you and your business better than if you use several freelancers or start and stop with the same writer. Ask them to drive the programme though, to put ideas forward for content, research material and write content. If they are supplying a consistent number of blogs for you each month you can also agree a fixed price per month. This means you know where you stand and are only paying what you can afford. It’s also a good way to protect you from hidden extras or uncertainty if you pay by the word, or by the hour.
Step 4
Once you have a copywriter in place, view them as part of your team. Just as you might work with an external accountant for their specific expertise, a copywriter is there to deliver hassle-free content that will boost your profile. They should want what’s best for your business and to help you succeed, so answer their questions and give them the information they need. A little input upfront should make the long-term process much simpler and hassle-free for you.
Step 5
Once they have the information they need, your copywriter should be able to draw up a Content Plan for you to approve. This will be a list of suggested topics that you have come up with between you, laid out in a month-by-month or week-by-week plan. I often find as soon as this plan is in place, clients can see how the whole process is going to work. They relax because they can see they have full visibility of what I’ll be doing for them and when. There are no ethereal promises that are easily broken – the plan is there in black and white for all to see. Of course, things change, and all parties need to be a little flexible – perhaps you’ll decide to launch a new product or service and you want your blog to focus on that, or your copywriter might bring a new event or trending topic to your attention that you want to comment on – but if that happens, the plan should be updated, so everyone still knows where they stand.
Step 6
Once you get to this stage in the process, you should be able to take more of a back seat and let your copywriter do their job. You know what they’re writing about and when they’ll be writing it, so the next you should hear from them is when their e-mail pings into your inbox with a draft blog for you to approve. You might have some feedback at this point with some changes you’d like to make, but in time, it’s not too much to expect your copywriter to learn your voice and deliver content that is right first time. Most copywriters will have a set number of edits they’re happy to perform on any one piece of writing at any stage in the process anyway, so if a bit of to-ing and fro-ing is needed upfront, you don’t need to pay any extra to get it right. Hopefully, they’ll be reliable into the bargain, and you’ll come to know when to expect the latest blog in your inbox. If there’s a good time for you to set aside in your schedule to check a post, let them know and ask that they work to that deadline each week, or each month.
Step 7
Depending on your up-front agreement, the post may now be in your hands to upload, or you may give written approval for your copywriter to upload the blog post for you. It’s worth putting it in writing – even if just an e-mail that says ‘post approved’ to protect yourself and your copywriter. If your copywriter is also taking responsibility for accompanying images, make sure you get these sent to you at the same time as the copy to make it as hassle-free for you as possible.
All that’s left now is for you to sit back (or continue dashing around at the rate of knots running your business) and enjoy seeing your business blog grow and become a genuinely useful source of information for your existing and future customers.
Not everyone that wants a business blog can be expected to come up with ideas for regular content and produce beautifully written posts while successfully running their business. Some business owners enjoy writing but acknowledge they don’t have the skillset, while others hate writing but feel it’s something they should do to promote their wares. Others are great writers but are rushing the posts through because they don’t have the time to dedicate to the process.
Ever considered outsourcing?
If this sounds like you, don’t be afraid to look into outsourcing your blog. A business blog copywriter will ghostwrite your posts, so your blog will still sound like you and your audience will think that you’ve written it. You can have as much or as little input into coming up with themes and topics as you wish, but you will always approve content before it goes live, so you can be sure that all copy remains on message. If you want to dip your toe in the water with a copywriter, you might even be able to split the workload and share your blog with an external writer so that between you, you’re able to produce more content for your website.
Top tips to improve your written content yourself
If outsourcing the work isn’t an option for you, and you feel you have the time and space to create quality content yourself, there are still things you can do to make sure your blog posts do your business justice.
If you’re clear about what you want to say and to who, and you allow time to check and double-check the quality of the content you have produced, you are well on your way to producing quality blog posts that will get read.
The pandemic has seen UK industries split. Some businesses are still struggling to get back on their feet while others are booming beyond their wildest expectations. Those experiencing an upturn may be seeing sales soar because they adapted their business during periods of lockdown and have discovered a better way of doing things. Others may be experiencing higher demand because consumers have had time to take stock and make a change. Whatever the reason for the growth, it can leave busy businesses in a bit of a quandary when it comes to marketing their wares. The thought of bringing new customers on board right now might make you shudder. How will you cope? However, on the flip side, how will you cope when the work you’re busy servicing now runs out if your pipeline is empty?
Filling the pipeline
I’m writing this blog with a little smile on my face because this is a debate that raged for most of my 20 years working in agency life. There were days I didn’t know which way to turn we were so busy, and I admit, I didn’t relish the idea of pitching for new business when things were already so hectic. But there is no denying the importance of filling your business pipeline. You never know what is around the corner, so it is better to be prepared by continuing to market your business, even when times are good.
So how do you find the time to market your wares when you’re up to your eyeballs in servicing the customers you already have? It’s a fair question. One of the best ways to generate new business a bit more softly, is to generate inbound leads. For those of you unfamiliar with this term it means that you don’t have to generate a vast and complex suite of marketing materials, spend thousands of pounds on advertising, or spend hours on the phone calling your top list of prospects to try to drum up more business that you’re not sure you even want! Inbound lead generation focuses on marketing activity that encourages your prospects to pick up the phone to you.
Gently does it
Business blogs are a fantastic way of generating inbound leads. If people find a blog useful, they will revisit it time and time again and are more likely to contact the author of that blog when they need that product or service. Business blogs position you as an authority in your field, a trusted voice in a sea of noise. If readers like what they see, they may contact you immediately for more information about your offering. Or they may save you as a favourite, sign up to your blog, or follow you on social media (where you can regularly promote your blog) so they know where you are if they need you in the future.
Call for back up
I realise that right about now you’ll be shouting at your screen something along the lines, ‘how on earth am I going to find the time to write a blog right now?!’ Yes, I decided to give you the benefit of the doubt and keep it clean! I fully empathise with how much time writing and maintaining a business blog can take, but if you don’t have the capacity in-house, it could well be worth looking into outsourcing this part of your marketing. If you work with an external copywriter, they can spend the time learning about your business, absorbing the topics that are important to you, researching the posts you know you want to write about but don’t have the time, and ultimately populating your blog with fresh and engaging content. Content that will ensure your website is working hard to market your business, while you do what you do best and stay focused on delivering the fantastic product or service you offer your customers.
It’s difficult when business is busy to keep the pedal to the metal when it comes to marketing, but that’s where outsourcing really comes into its own. So, if you’d like to make sure the demand continues, while remaining focused on existing customers, don’t be shy in calling for back up. It might mean you can have your cake and eat it which is a pretty good place to be.
2020 saw a surge of people donning their gardening gloves to try and ‘grow their own’. According to Livingetc Pintrest has seen a 600% increase in searches for the term ‘DIY small garden ideas vegetables’ as the idea of homegrown produce became more and more popular. To grow your own fruit and veg though, is a commitment that requires effort. Effort to monitor seeds as they grow, water plants in the heat, protect them through the cold, prune to encourage growth, and of course collect your harvest when the time comes. It’s not easy but the ongoing nourishment is worthwhile for the end result.
To reach its full potential in today’s digital world, a business needs to be nourished with ongoing content in the same way that a garden needs ongoing food, water and sunshine . And while some companies only dabble every now and again to make sure visitors don’t think their business is out of date, ideally a business blog should be kept up to date on a regular basis. The more often the better too from an SEO perspective.
Generating enough content to help your business thrive though can sometimes feel like a chore. Especially when you have so much going on in the rest of your business. Of course, your priority is going to be meeting customer’s needs and delivering on your promises. But it doesn’t have to be one or the other. Working with a copywriter that is willing to understand your business and work as part of your team to deliver fresh and engaging content on a regular basis can give you peace of mind that you are doing your enterprise justice from a marketing perspective, without compromising your service to your customers.
The bottom line is, the more content you can generate and post online, the better your SEO ranking and the more enquiries you will receive. You could say that blogging to a business is almost as significant as water is to the growth potential of your new vegetable patch!
Another question we’re often asked is “can you get good PR results for absolutely everything?” Or, in other words, can you PR anything under the sun, even something that might appear pretty dull? The short answer is, probably, and the long answer will explain what we mean by that. Certainly, nothing phases us here at Carnsight – we’ve helped raise awareness of niche construction firms, divorce lawyers, children’s nurseries, technical media agencies, care homes (just ask us if you want to see how). But it’s never a one-size-fits-all approach. Here’s how to lay the groundwork for good PR results for any brand, business or product.
First and foremost, ask yourself what are you trying to achieve through PR? There are a lot of potential benefits of PR, whether it’s about driving sales, recruitment or staff morale, so establish what’s most important to you and your business. This is key to help you track results and adjust your strategy for success. PR support can be given at this stage from a good PR consultancy, to help you define this.
Next, what overall take out do you want your audience to be left with? There might be an overarching message about your brand, and/or one about a particular offering or service. This may evolve – even over a short period of time. For example, with our flexible working platform client, That Works For Me, their message and audience evolved following launch, and they were nimble enough to keep pace with this. Have a look at our Three Lens Messaging Session details for more about what we try and establish upfront.
A new digital tool for the construction industry can either be the least or the most newsworthy thing, depending on who you’re talking to.
So, you’re all set with what you want to achieve with PR, and how you want to come across. Now – what’s most important for you to talk about? Do you have a new launch to promote or is your business changing in some way? Or is it that you have some great, original ideas that could work for commentary, thought leadership, podcasts or events? There are a range of ways to make yourself heard depending on what it is you have to say, so spend some time working out what your content should be. Again, this is where a good PR agency can help. And remember, getting good PR results is all about relevant content. A new digital tool for the construction industry can either be the least or the most newsworthy thing, depending on who you’re talking to.
Running in tandem with what you want to say, who do you want to say it to? Who’s your core audience – this could be your current audience and/or the audience you’re trying to target in future. Then, work on where you’d reach them – is it through newspapers, magazines, online sites, podcasts, broadcast? What kinds of media platforms, and what content do these platforms cover? Have a look. Remember, the journalists writing for those publications want to provide the most interesting content for their audience. With a bit of research, you can always ensure what you’re trying to say and the way you’re saying it is spot on for your audience. If it is, your PR efforts will be rewarded.
This is a common trap – on the one hand there are key things you really want to say (“we’re the best at this”) and on the other, there’s what journalists want to write about. The two don’t always meet in the middle. Have a look at our advertising versus PR piece for more on why PR is about being useful rather than being salesy. That’s where the careful balance and knowing what’s realistic comes in. Yes, there’s often a way to talk about your new service but it’s not usually about listing its benefits in an article – it could be about displaying your expertise in the sector or contributing to a round up article with a few details about your product, for example. Strike the balance.
The above are basics to get right as the foundation to achieve good PR results, and it’s worth spending some time on those areas up-front. If you’ve tried a PR push and you haven’t achieved coverage, it might not be because your service is too dull – it might just be because you haven’t paid attention to the basics. Take an honest look at what you’ve tried and check if it ticks the boxes. Or, get help from a trained PR consultant who will do the legwork for you.
In the digital age the focus is shifting from longer prose in the form of articles and handwritten letters, to short, snappy sentences on social media. That’s if there’s any copy used at all with attention turning increasingly towards images and videos online. While the faster means of communicating via social media has its benefits and is an excellent way to reach more people, more quickly than ever before, it is taking something important away too.
The written word is a wholly powerful thing. Here’s an example to demonstrate its importance. Think about how it feels to receive a text from a friend. As much as you care about the person texting, it probably isn’t much of an event anymore. It’s probably short for starters, and it’s more likely to be about something practical or light-hearted than it is to be about something deep and emotional. Of course, that’s fine for day-to-day interactions, but now think about how you would feel if you received a handwritten letter through the post. Perhaps from a friend or family member telling you how important you are to them, or how grateful they are for something you have done, or how proud they are of what you have achieved. Because we know a letter has taken more time, effort and thought, it means more. It is also something you can hold on to forever.
Prioritise a personal touch
The same thing applies in the business world too. Social media is a fantastic way to promote your wares as a business and reach more people. But used alone, it isn’t very personal. It can’t be when you’re using so few words to talk to so many people. And with the rise of shorter, faster, more convenient ways to communicate, has come an increasing lack of attention to detail. It’s as though speed and quantity are more important than quality. Unfortunately, it probably is in terms of social media or SEO algorithms, but what does it say about you or your business when your written word is full of typos, grammatical errors, and spelling mistakes? Don’t get me wrong, we’re all human, we all make mistakes. A few errors here and there can be forgiven, but a consistently problematic read is jarring and affects our perception of the author, whether we realise it or not.
The power of persuasion
When done well, the written word can harness the powers of persuasion in a way short text and images cannot do. People believe what they read in magazines, newspapers and trusted online sources, so when they read about best practice or advice on particular product options at length, they are likely to believe the content. Many of these pieces are ghost written by a copywriter or PR agency and serve to position businesses in the way they want to be seen, whether market leading, ethical, customer focused, or all of the above!
Future generation of writers
I have been lucky/unlucky enough to be in the mass of home schooling parents during the Covid-19 lockdown periods. This allowed me to see very closely the process of my reception child learning to write his first words, sentences, even stories. The pleasure to see him gradually grasp the different sounds and put them together on the page is immense and we will keep a lot of his writing to show him when he’s older. He may even decide to keep it and show his children one day. But what is the future of this creative outlet for him? Will there still be a requirement for any longer prose when he’s an adult, or will he gradually unlearn these skills and techniques and freedom to express himself, in exchange for quicker, easier ways to communicate?
I hope this isn’t the case because the impact of the written word on someone else whether in your personal life or in the business world, is something special and powerful and future generations should have the opportunity to give and receive this gift. The power of the written word should not be left behind in the digital age.
Pay your audience the attention they deserve
Whether you are talking to prospective customers or new or well-established customers, pay them the attention they deserve by spending more time on your communications. Quick and consistent social media messaging is great, but giving more thought to longer advice blog posts, a thank you note for their custom, or feature length articles in their industry magazines, offer a different level of connection between you and them. Aside from anything else it offers far more potential in terms of word count, to get your message across to them.
If the idea of this sounds appealing to you, but you simply don’t have the time, don’t forget you can delegate (read more about when and how you should delegate here https://blogwrite.co.uk/to-delegate-or-not-to-delegate/) to ensure you don’t miss out.
Today we have a fantastic guest post by Emily Morgan. An experienced digital producer with a Computer Science MSc, Emily Morgan has worked at ITV for the last twelve years, across its flagship daytime programmes including This Morning and Loose Women. She was part of a team working across online channels for the broadcaster, reaching millions across the UK through digital content including its popular email newsletters.
The next time you’re in the midst of a digital detox, think what makes you hover over the unsubscribe link on an email newsletter… and decide NOT to tap it. As you prepare to hit send on your latest business mailing, ask yourself whether it would pass the ‘hover test’. Here are five easy ways to make sure it does!
What grabs your attention as you’re scrolling through a backlog of unread emails? A clear and catchy subject line can mean the difference between that all-important open, and the trash. It may be microcopy… but it’s mega important!
Keep it short with your mobile audience in mind (the Nielsen Norman Group suggests aiming for under 40 characters), avoid the spam filters by swapping overly promotional language for a clear call to action or statement of value, and try a question to get your viewers engaged from the off.
Ensure your emails are valuable to the recipient. Provide a strong reason for your customer to open the email, read your message, and click through to further content online.
Whether you’re using your email to impart wisdom, reveal business updates or drive sales, your customers have let you into the private space of their inbox – now it’s up to you to make it count.
This may well mean considering personalisation and segmentation (we’ll let Salesforce explain) to drive up both open rates and conversions. And with good reason – an Experian marketing study revealed personalisation can achieve a whopping 158% increase in click-through rates.
Effective emailers keep their messages brief and straightforward. Cut out busy, competing content – nobody will thank you for a cluttered email!
With much of the web having moved to single-column layouts which display text in an easy to scan typographic hierarchy, viewers expect a similar clarity from emails.
Focus on the readability principles you’d use on your website; a clear font and high contrast text, sub-headings and short paragraphs will enable people to scan easily.
Oh – and we know we don’t need to remind you – but check, check, and check everything again before pressing send (and get someone else to check it for you too).
80% of recipients delete their emails immediately, according to Campaign Monitor. But don’t despair! Images can be a powerful tool to grab attention. They also speak to visual learners – you can impart multiple brand messages in a single image. Whether you’re using in-house or stock images, choose pictures relevant to your brand and purposeful to your message.
Keep images large and high quality (but optimised for efficient download) so it’s easy to extract information – remember many people will be reading the email on mobile where full-width images will work best.
However it is worth mentioning that (well-formatted) image-free emails often gain higher click-through rates in A/B testing. Why? Probably because they’re closer to the personal communications we value in our inboxes.
And don’t forget about accessibility – avoid text in images and use alt text so that everyone – including people using screen readers and those with their images switched off, receives the full content of your email.
Of course (and slightly annoyingly) there’s not a one-size-fits-all rule for the perfect newsletter, but strategies such as A/B testing can get you closer to what’s perfect for you.
Necessity has taught businesses much about agility over the past year and a half, and your email strategy is one area in which you can be super-reactive.
A/B segmentation splits will allow you to test subject lines, images vs plain text, shorter vs longer; and deliver a result which you can act on straight away. If only other business changes were as easy!
Learn more about A/B testing from Mailchimp.
Extra, extra! Be mindful of BIMI.
Noticed company logos popping up next to emails in your inbox? Brand Indicators for Message Identification (BIMI for short), is a new industry standard that lets companies display their logos next to the email messages they send to their subscribers. To take advantage of BIMI, you need to adopt DMARC, and validate your logo with a VMC. Too many acronyms? Talk to your email provider for more info and to decide whether it’s time for you to be identified!
Some B2B brands find social media a challenge: your posts should be interesting and informative and be professional. Does your social media plan leave you feeling uninspired? It could leave your audiences feeling the same. It’s time to revisit your approach to social media.
Use SMART targets to get it right
SMART targets are a great way to set objectives that are achievable for your business. They’re a powerful and effective way to make sure your social media plan stays on track. They could look something like this:
S – Specific. What are you going to do?
We will improve clickthrough by 5% on our LinkedIn content.
M – Measurable. How will you be able to tell you’ve done it?
We have tracking in place to identify sources of traffic, as well as historical data on site usage, which will allow us to identify increases in visitors from specific origins.
A – Achievable. Is this something you can do? Is it within your control?
We have previously been able to raise clickthrough by 2-3%, so 5% should be possible with a more concerted and dedicated effort.
R – Relevant. Will this work within your organisation’s wider goals?
Site visitors are a primary source of sales leads, and this provides more opportunities for our sales team to work on.
T – Time-bound. When will you decide whether you’ve succeeded or not?
We expect to have achieved this growth by the end of the quarter.
Simple! SMART targets provide a framework for your social media work and what you need to create to hit those objectives. The structure will ensure that you have fixed goals, a solid scope, and achievable projects.
Follow your competition
Check out what your competitors are doing on their social media. You’ll be able to see what has and hasn’t worked for them. For example, if one of your competitors are using influencer marketing with success, think how your business could use them. However, look at where and how they’re using them. Where are your clients? Can you improve on their campaign? This is your opportunity to use their tactics and improve on them.
The emphasis is on using your competitors as inspiration. Don’t copy them. It’ll be obvious. And B2B brands need to stand out from the crowd, don’t follow the herd, don’t clone their efforts.
Managing your voice on social media
Crafting a stand-out identity as a B2B brand can be a challenge, but it can be done. A B2B brand faces different expectations from their clients than a B2C company. Playing it safe is understandable, but does nothing to distinguish your brand: find a middle ground that works for your business.
Listen to your audiences
You should always be marketing to networks; start by understanding what your audience talks about. Brands don’t have to start the conversation themselves: instead, they should align themselves with the discussion that’s already happening.
Check out Hubspot on Twitter. They aren’t starting the conversation, but they know what their audiences are interested in. “What I’d do if I was in charge” is a really common topic for the audience they want to reach, and they’re providing a forum to hold it in. This gives them that all-important element of successful social media marketing: authenticity. See their conversations around different topics and how they manage.
Perfect your content mix
People want different things at different times. Sometimes people are in the mood to read a blog. Sometimes they want to watch a video, or they’re just aimlessly scrolling to kill a little time. Knowing this, your brand needs to create a range of content to have the best chance of engaging with them.
Create content for your audience, put them at the heart of your plan. For example, while video is the king of social media for younger users, B2B brands may well be targeting a more senior audience. What content will pique their interest?
Start engaging
One of the highlights of social media is that brands can interact directly with their audience. From helping with a support issue or sharing a joke, look for ways to chat. Make sure that your team knows who will be doing the engaging, what to say, and how to say it.
Making a success of B2B social media marketing
A successful social media presence doesn’t happen overnight, and it certainly can’t happen without sustained effort. The elements of social media planning that we’ve covered should give you a good idea of where to start, and the questions you should be asking of your team. For expert assistance with your B2B marketing, or to have a discussion about your brand’s online presence, just drop us a line today: [email protected]
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