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How to Create a Content Plan For Social Networks

Creating a content plan for social networks is difficult for many, but this task only seems very difficult than it actually is.

What is a content plan?

A content plan is a public resource (a document, if you prefer to use tabular forms) that project participants can use to plan all activity on social networks. This resource should visualize how your content marketing strategy is implemented in the short term (current week) and long term (up to a year).

The most convenient option is a calendar-based format. Creating long and massive post lists is tedious and costly. Each time, adding situational content, you have to make sure that the established order does not turn into chaos.

The purpose of planning in content marketing is to achieve maximum consistency for the work of project participants. Duplication of tasks and unexpected situations when someone from the team is not up to date with current plans cannot be allowed.

Business promotion in social networks should be consistent with the current tasks of the company. Marketers need to understand what they should talk about throughout the year and how this is consistent with sales plans.

The content plan should take into account not only the tasks of the sales department. You need to plan content around key events and important calendar dates.

Are social networks a sales channel or a communication channel?

Of course, it’s nice to receive orders from social networks, but this is not an end in itself. Social media are not direct sales channels, they are communication channels with the target audience. You need to arouse interest in your project, gain the trust of subscribers, and talk about what excites them and causes an emotional reaction. Therefore, we need topics that will become the basis of the content plan.

Content Plan Categories

Categories of the content plan allow you to systematize the planning of publications and control the progress of business promotion. Downtime and gaps in content marketing should not be allowed. If readers trust you, they will wait for useful information on a regular basis. Any gap can lead to a loss of interest. Therefore, the content plan should have the function of informing project participants about the dates for which a new post should be ready.

Consistency is critical to the success of any content project. Creativity and exciting ideas for social networks are important, but without planning and teamwork, it’s hard to move in the right direction. Relying only on sparkling ideas is a bad tactic. Who quickly ignites, it quickly burns out!

Promotion in social networks is based on a constant and regular basis, taking into account headings (main topics). The more marketers plan, the more effective the target audience is, the greater the flow of potential customers.

Key Success Factors for a Content Plan

Regardless of how long you plan to publish (weekly, monthly, or quarterly: it depends on the pace of development of the industry in which the company operates), there are four factors that determine the success of promotion on social networks.

  1. The content plan should be available to all project participants. And although not everyone will be able to edit the publication calendar, everyone should at least know what topics are planned. Remember, access to the content plan should be open to every project participant.
  2. A content plan is a living document. It must change and grow in accordance with the important milestones of the business and the world around it.
  3. There is no standard approach for creating a content plan. There are a huge number of techniques and templates. A company’s marketer can rely on his experience, but we will share our proven approach to promotion on social networks.
  4. A content plan template should provide an opportunity for collecting creative ideas. You cannot focus only on weaving tasks that can be implemented immediately. Promising ideas should be preserved, so that later at a convenient time to return to them and try to implement them.

The factors that influence the success of promotion in social networks are simple and understandable. Now we need to figure out how to put them into practice.

How to create your own content marketing calendar plan in 3 steps?

Stage 1. Define how to automate content creation and reduce your workload

Continuous work to create new content will be time-consuming. It’s easy to miss important points in this stream of affairs. Therefore, promotion in social networks should be based on existing content. It makes no sense to start from scratch all the time if you have your own corporate blog, which allows you to give more detailed answers to potential customers.

Also Read: Content Optimization Keyword Research Tips

A regularly updated corporate blog is a valuable resource for planning. Pull out important fragments from ready-made articles, and use them as the basis for new posts on social networking pages.

Be creative when choosing a form for presenting information, and such tactics will increase the reach and engagement of the audience. 

How can I save more time on creating content?

  • Slideshow: Make quotes from blog articles to create consistent slides. They can be used as the basis for video and gif-animation.
  • Statistics: Create news and infographics from your statistics or analytical studies. It is always interesting and in demand! But be careful, observe ethical standards and confidentiality (you must selectively publish information relating to the “internal cuisine” of the business).
  • Consumer experience: use the feedback of customers who have already used your service and rated it positively. Make it a blitz interview.
  • Reports and studies: it makes no sense in social networks to publish large fragments if your subscribers are flipping through a feed on their mobile phone. Make a series of publications, this tactic will reach more people.
  • Old posts: collect your notes. This tactic reminds you of the important milestones in your business. Make minor changes or combine several old posts of the same rubric into one new super post.

“Reproduction” of content avoids the situation when there is a constant need to generate millions of new ideas for posts. This approach will help fill in the gaps in the content plan. One unit of useful content can spawn multiple posts. Thus, you automate the creation of useful content.

2 stage. Create your own “TV show”

Impressions of thematic posts in social media feeds should be predictable. Your audience should recognize their benefit and each time count on a portion of valuable information.

Marketers should think like TV people and create a content plan in the image of a television program. 

There are three types of content that are required to be used in content marketing. Therefore, they must be present in the content plan and be the basis for promoting a business on social networks.

  1. Primetime show. These are large-scale, constantly operating content projects that have the same theme and format. They should be focused on a large audience, otherwise it makes no sense to spend your time and extra effort. What formats are suitable for prime time shows? This can be streams, videos, a series of webinars, white papers, reports, etc. How often to use the show in prime time? At least twice a month. They should be the first to get into the content plan.
  2. Special reporting. These content projects are planned on a quarterly basis. It should be about topics that concern the audience. This can be done in the form of interactive content or in the form of trend analysis, the purpose of which is to increase engagement and get feedback from subscribers.
  3. Regular topics. This is the basis of communication in social networks. Emotional posts can be very different from the main canvas of promotion and have a situational character. An important criterion for publication is the relevance of the information. It is like a news channel in a television program that maintains a keen interest in a communication channel.

3 stage. Plan, organize, publish, promote, track, and analyze.

Regular meetings with project participants should be included in their calendar plans. Discuss the goals and objectives of the current moment. Each new publication should pursue clear and concise goals. It can be like, repost, comment, or click on the attached link. Collect statistics and compare rubric performance. Analyze the change in the number of subscribers and their interests, compare your advertising campaigns in terms of time: month, quarter, year.

Summary

Now you can create your own calendar of publications on social networks. The actual filling of the content plan will happen quickly enough, as soon as you decide on the rubrics and create a TV program template.

Good luck!!!!

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Vikas May 28, 2020 0 Comments

Common Facebook Page Mistakes

Let’s take a closer look at the errors on Facebook made by administrators when creating and maintaining business pages.

Interesting? So,

20 mistakes in maintaining Facebook pages

Error No. 1. Bad page title.

The name of the page should reflect its essence, purpose, theme, as well as geographical location and, at the same time, not be too long. It should be noted that changing the name of the page in the future will be very problematic, so you need to clearly determine the name immediately.

It would seem a banal thing, but the title should not contain errors or typos. For example, one of the common annoying mistakes is when English words are used in the page title, but at the same time written in lower case.

Error No. 2. The page description is incomplete.

At the very beginning, when creating a page on Facebook, you need to fill out a description, contact details, website address, and other items – depending on what is relevant. Otherwise, you will forget about it later, and the page will remain with spaces in the “biography” and “passport data”.

Mistake number 3. Lack of uniqueness, similarity to others.

Your page should be different from other pages on Facebook, to carry a certain value to users. This is especially true for entertainment pages, of which there are a great many, and they look like each other like two drops of water.

If you have a brand page, then, as far as possible, in content, colors, and communication with the audience, it should carry its idea and mission.

Mistake number 4. Misunderstanding of its target audience and its interests.

Misunderstanding or mistake in formulating your target audience will lead not only to difficulties in targeting when creating advertising campaigns, but also to incorrect selection of content, and, as a result, to the high cost of attracting subscribers, a high share of non-target subscribers and low activity of subscribers.

Mistake number 5. Lack of a content plan.

If you post publications on a page without even a rough content plan, you are wasting your time inefficiently and also risk missing important news feeds and using not all publication topics in the wrong proportions.

Mistake number 6. Non-compliance with Facebook rules.

Although many of us consider it a formality to use various services, non-observance of the “ Terms of Use of Facebook Pages ” is ultimately fraught with sanctions from Facebook. And if you value your page, then it makes sense to think about how justified this risk is.

Among the most frequent violations of the rules for Facebook pages, there are violations in the rules for advertising campaigns (contests), placement on third-party advertising pages, as well as the collection of personal data of users.

Mistake No. 7. Attempts to circumvent Facebook rules, manipulate reach, etc.

“Cunning” administrators who invent various tricks to get around Facebook restrictions, in fact, do a disservice to themselves and their colleagues. After all, over time, Facebook detects these “loopholes” and takes countermeasures that narrow down the set of available promotion tools.

Mistake number 8. Boring, uninteresting, irrelevant content.

Content for social networks should correspond to the interests of the audience, be interesting for it. A certain optimal proportion must be observed between educational, entertaining, selling, and entertaining content. The audience should be involved, participate in discussions, respond to your selling posts.

Mistake number 9. Using substandard content.

Quite often on Facebook-pages, you can find substandard pictures or videos, unedited text, etc. Naturally, problems with the quality of the content do not contribute to the successful promotion of the page.

Mistake number 10. Too frequent, too rare, or too irregular posting frequency.

You need to find the optimal frequency for posting updates for your page and try to stick to it.

It is depressing to see pages that take breaks in posts for several months, periodically recalling Facebook and resuming publications, after which they disappear for a long time again. Or when the page generally ceases to lead, and it turns out to be abandoned.

Mistake No. 11. Duplication of content from communities in other social networks.

Each social network has its own characteristics, both in terms of audience and in terms of available tools for promotion. Therefore, it is necessary to take these differences into account and adjust publications accordingly.

Mistake number 12. Too many promo posts.

A large number, one way or another, of selling or promoting something posts scares away the audience, makes the page uninteresting and of little use (maybe, with rare exceptions, when you sell something at bargain prices). In addition, anyway, the organic coverage of promotional publications, one way or another, will decrease. Accordingly, the effect of them will be less and less.

Mistake number 13. Abuse of entertainment posts.

Too often publishing entertaining content not only entertains, but also distracts subscribers from the topic of your page, without developing their habit of consuming serious content, and can also distort the image of the brand that you are trying to form in the audience. In addition, entertainment posts may not always please everyone, and not everyone, especially if your jokes or memes have already been published many times on other pages.

Mistake number 14. Inability to properly communicate with the audience.

Employees responsible for communicating with the audience of the page should have at least elementary community management skills. On the part of the company, when communicating on a page, such manifestations as resentment or rudeness are absolutely unacceptable.

Also Read: What You Need to Know About The Facebook Algorithm in 2020

Another common occurrence is communication with an audience in the style of a “dull call center employee.” This is when clients come up with real problems that need to be quickly resolved, and an employee of the company answers them with pre-prepared template phrases without taking into account the specifics of specific situations. This behavior is very outrageous to users and gives the impression of a formal approach to working with clients, unwillingness to understand their problems, as well as low qualifications of company employees.

Error No. 15. Failure to respond or too long response time for comments, publications, or user messages.

According to research, users, when they post to a page, leave comments or publications that require a response, want to receive this response quite quickly – within half an hour. This contrasts sharply with the opinion of administrators who believe that they have at least 24 hours to respond.

Moreover. Recently, Facebook has put in place such a parameter as the “ Responsiveness Indicator ”. To receive the “ Very Actively Reply to Messages ” badge, page administrators must respond to 90% of messages within 5 minutes within a week. This is probably too strict a requirement, but, nevertheless, this is the opinion of Facebook:

You as the page administrator should try to respond to users ’personal messages within 5 minutes!

Mistake No. 16. Lack of response (or insufficiently quick response) to a reasonable negative.

When users publish some kind of sensitive information related to a real flaw in the work of your company, it is very important to respond to this as quickly as possible, for which it is advisable to monitor social networks regularly. Otherwise, you expose your brand to a certain reputation risk: after all, negative information about your company, under certain circumstances, can instantly disperse not only on Facebook, but also on other social networks, and it will be much more difficult to stop this process.

Error No. 17. Lack of analysis of the page.

If you simply lead the page without subjecting the results of your work to careful analysis, you don’t own the real picture: what are the main indicators of the page, what is the dynamics, is everything going as planned, what needs to be improved? It is necessary to regularly monitor page statistics, receive feedback from subscribers, monitor the activities of competitors.

Mistake number 18. Giving too much importance to technical and other “chips”.

Facebook, due to its technical development, has a lot of functions and tools. But not all of them, and not for all businesses, are equally relevant.

So, for example, one should not overestimate the importance of having tabs, a call to action button, and other functionalities: many pages, especially beginners, can be neglected by such tools.

Mistake No. 19. Excessive use of hashtags.

Facebook hashtags are not as popular as on Twitter, Instagram, or VKontakte. It makes no sense to focus on them and turn the texts in the posts into a set of strange words with bars.

Mistake number 20. Absence of links to pages on social networks or outdated links on the site.

Oddly enough, but this happens quite often: the site has a community on Facebook, but the link to it, however, is absent or irrelevant. It is very inconvenient, for example, when, you need to make inquiries about an organization, and instead of simplifying this task for the user, it confuses and misleads it.

Well, I will be glad if my article allows you to avoid any mistakes or correct them in time.

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Vikas May 20, 2020 0 Comments

How to make money on AliExpress in 2020

How to make money on AliExpress? The question that baffles most ordinary users is a dead end because this is a sales service, an online hypermarket, so to speak.

But, as it turned out, on the resource you can not only buy the right thing at a very low price but also make good money. We suggest that you familiarize yourself with the most effective ways to make money on AliExpress.

We warn you right away that most earning methods require their own investments since we will describe ways that will allow you to get a not extra, but basic and very decent income. Therefore, after reading the material, we advise you to determine how much you are willing to take risks and invest your own funds to obtain a passive source of profit in the future.

What is AliExpress

 

 

Chinese goods are now more popular than ever, and not only in the countries of the post-Soviet space, but even in the developed West, since they are practically not inferior in quality to branded things (which are mostly made there), and their cost is several times lower.

On the service, you can buy almost everything – from “invisible” hair to heavy equipment. A large assortment of goods provoked the emergence and constant expansion of the number of consumers making their purchases here.

Buying goods here is quite simple:

  • Go through the registration.
  • Select the necessary products and add them to the basket.
  • Make a purchase and get an invoice saying that the goods have been sent.
  • Wait up to two months.
  • Get a purchase and close a deal.

The advantage of the site is that it is known to a large number of people, it does not need to be advertised and promoted. We just take this advantage into our arsenal in order to learn how to make money on AliExpress.

Earning money on affiliate programs

This is the most common method of making a profit on AliExpress.

  • To make a profit you need:
  • Getting a referral link.
  • Its distribution.

Getting bonuses for every purchase that was made by clicking on the link.

Choose an affiliate program

Finding an affiliate program on the Web for this service is quite simple. But, despite the seemingly very successful proposals, we recommend using only affiliate programs of official partners of AliExpress:

  • ePN.
  • Admitad.

Both the first and second affiliate programs provide their own unique offers for webmasters, so it is worth considering each of the programs in more detail.

The way to make money on Aliexpress using an ePN affiliate program

The main advantage of the service is a large number of features and a very convenient interface. The platform is completely Russified, so there are absolutely no difficulties even for a beginner. A big plus for the user is the availability of impressive ePN statistics.

As of the end of 2019, the affiliate program was the most used for AliExpress. Using it you can get from 0.8% for goods from branded stores to 70% for the purchase of goods in the “Hot Sale” category. The average webmaster’s bid is about 5.5% of the sale on his link. Bid size may increase with increasing sales through an affiliate link.

Additionally, you can earn 5% of the profits attracted by referral.

The way to make money on AliExpress, through the resource Admitad

The service previously differentiated tariffs for GEO, but in 2018 this differentiation was canceled. Now webmasters who use Admitad to make a profit receive 2.3% of sales of electronics and accessories via the link, up to 6.9% of sales of goods for home and clothes. The average interest rate is 5.4%.

If we compare Admitad with the previous service, then the rates here are slightly lower, but the platform boasts an extremely simple interface that is accessible even to a first grader. In addition, according to referral, each attracted webmaster can bring an additional 5% of their profits.

How to choose a place to place a link

In order to understand how to make money on AliExpress, you need to choose a platform for placing links with impressive traffic. How to do it?

  • Groups on social networks. Such publics are full of ads with popular products on AliExpress. This is where you can attach a referral link for the acquisition. The most profitable is the creation of a narrowly targeted public to attract a specific target group.
  • Web resource. It is possible to create a site for publishing original offers from AliExpress. Naturally, such traffic as from a community on a social network cannot be expected, but it can be used as an additional source of profit.
  • Applications Today, the use of programs with cheap but normal things from web stores is very popular. You can attach an affiliate link to such programs, using which users can purchase goods.

For many, an affiliate program is a method of making money on AliExpress without initial capital, but such an approach will be relevant only if you are an administrator of an advanced group or the owner of a popular application/site. In all other cases, one cannot do without injecting one’s own money into the promotion of one’s resource.

Also Read: Co-Founder Interview at Alidropship

If you plan to make a profit in this way from “0” (creating a web resource and promoting it), then get ready for the fact that you will have to invest about a thousand dollars for the initial promotion.

Create an affiliate link

Getting an affiliate link is very simple, but some webmasters often get stuck, so consider the main points of the process. As an example, let’s focus on creating an affiliate program through ePN.

  • We go to the platform and register.
  • In your account, go to “My Sites” and click “Add.”
  • We enter the data in the opened form with a link to the resource, indicate the type of resource and offer (AliExpress). Click “Add Site” and go to the “Tools”. Next, follow the prompts.

This scheme can be repeated countless times, you can get tens of thousands of links, increasing the chances of making a profit.

We resell goods

The main advantage of AliExpress is the low price of lots. The cost is so small that business people who know how to make money on AliExpress use the service as a purchase base. They take products from here and sell them with a triple mark-up. You can start with a small assortment of goods and increase it over time. In this case, there is no need to attract large starting investments and it is easier to track the liquidity of certain lots.

2 ways of implementation are very effective:

We buy certain goods and store them in a warehouse.
This is a standard method of making a profit, the essence of which is to buy a batch of products, deliver them, and sell them through a physical or web store. Work on such a scheme involves the selection of goods based on:

Prices. Very expensive goods can be stored on a shelf, which will entail loss and lack of money to purchase a new batch, while too cheap ones will not be able to bring good profits, so we choose the middle price category.

Popularity. We recommend buying highly liquid products. For example, a couple of years ago, the purchase of spinners brought tremendous profit to enterprising businessmen, since they were sold quickly and at a mark-up of 400-800%. The main thing, in this case, is to stop on time, only noticing a decline in demand.

Weights. Heavy goods may be stuck at the border. We advise you to order light goods in large quantities, which will ensure a quick border crossing.

Delivery. Delivery charges can completely offset the cheap price of the goods. Do not fuss and find a product with free shipping. What you will need to wait is offset by the savings.

Such a resale system promises excellent profitability, but there is still a risk of losing savings. The product may not be bought, or it will be delayed at the border, because of which the invested funds will go nowhere. In order to prevent this from happening, we advise you to monitor all possible risks before buying.

The advantage of such a scheme of how to make money on AliExpress can also be called the fact that the buyer does not have to wait for the delivery of goods, therefore, the reputation of the businessman and interest in the online or physical store increase.

Dropshipping

This scheme, how to make money on AliExpress, has become very popular in recent years, since you do not need to spend money on renting storage facilities, and you only need to buy the goods that the buyer ordered. Consequently, the goods will not lie on the shelves, which means that you will always be in the black.

The algorithm of the circuit:

  • The buyer orders a specific product.
  • A businessman orders the necessary amount of product on Ali.
  • The received link is transmitted to the client with the preliminary installation of an additional margin.
  • The disadvantages of the scheme are:
    Delivery time – up to 2 months, which is not suitable for most customers, because of which you can lose money.
  • Sometimes unscrupulous sellers place goods on Ali, who may delay delivery or do not send the goods at all. Naturally, you will return your money over time but lose your client and credibility.

Getting cashback

Another method of how to make money on AliExpress is a cashback on specialized sites. Today, this method represents a new direction in e-commerce. Using cashback you can return a few percents of the purchase price. The most popular services for this:

  • LetyShops – up to 6.5%;
  • Cash4Brands – up to 7%;
  • Rakuten – 2.75%;
  • ExtraBux – up to 7%;
  • MegaBonus – up to 4.91%.

Earning reminds the affiliate program. The webmaster places a link on his own site and attracts users. Each cashback brings a certain profit.

Features affiliate cashback services

You do not need to convince the user to follow the link, since receiving a cashback is a pleasant bonus to purchase.
The webmaster receives a bonus from each purchase made by a registered user. For some time, the user will have a good customer base, which will become a real answer to the question of how to make money on AliExpress, and the earnings will be regular and stable.
The disadvantage is that it takes time to get a good income because profitability depends on the number of registered customers.

Writing reviews

Another method of making money on AliExpress is through paid reviews of the seller or his product on AliExpress. The level of earnings is minimal because they pay 20 rubles for a review and about 0.2 rubles for viewing a page.

The cost of work depends on the number of reviews and the specific users who are involved in this.

To increase earnings, you need to look for a popular product in which the buyer is interested.

The most popular site is Otzovik. In order to start making money, you need to register, after which you can share your opinion about the goods.

Intermediary Services

In order to buy large quantities of goods on AliExpress, you should take care of choosing a seller, study the comments, select a price, and control delivery.

Businessmen often do not have time to carry out all these operations, it is much easier for them to find an intermediary who will carry out the purchase and delivery of a particular product.

In most cases, the intermediary receives from 5 to 10 percent of the purchase price.

BECOME A CERTIFIED DIGITAL MARKETING PROFESSIONAL TODAY!

Know-How Digital Marketing Can Help You

Need Help? Let's Talk 6393-159-155

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Vikas May 9, 2020 0 Comments

6 Main Reasons Why Visitors Leave Site Instantly

The bounce rate is one of the most important metrics for any site. It shows what percentage of visitors leave your site after viewing only one page or within the first 10 seconds (the exact definition depends on the web analytics tool you use).

The higher the bounce rate, the more potential customers you lose. Bounced visitors believe that your site has nothing to offer them and leave without any interaction. Reduced concentration of attention in people and a huge number of competitors on the network lead to the fact that your potential customers have very little incentive to actively explore the site.

Visitors are unlikely to independently study your suggestions and what benefits they can bring in everyday life. Thus, the first page that a person lands on should convince him that the site deserves attention.

Bounce rate optimization is extremely important for any business. Visitors can instantly leave your site for a variety of reasons.


Here are the most likely ones:

  • Inconsistency of expectations. Your visitors expect to see something on your site, but the page lacks the information they need. This happens quite often, especially when you paid for advertising a certain offer, but tied it to a common page, for example, to the main page. It is important to meet the expectations of visitors. Your site may have a huge amount of information, but a potential client visits it to learn more about a specific offer from your ad.
  • Irrelevant organic issue. Although search engines every day begin to better select the appropriate content for user queries, they are still not perfect. When you studied web analytics reports, you were probably surprised at the inappropriate phrases that people used to find your site. Your visitors experienced similar feelings. Try comparing the bounce rate for organic traffic (people who went to the site from search engines) with inorganic (those who came from other sources). You will definitely find that the first indicator is higher than the second.
  • Your site is bad. Opening the page, visitors expect to see beautiful design and user-friendly interface. People are tired of poorly made websites filled with advertising. If your resource is no better, visitors will not be happy. Make them a pleasant surprise and create a website with the right contrast, typography, layout, and color scheme. Hire a first-class designer and pay him as much as you can – the main thing is that the site looks good.
  • Lack of call to action. This may be the only reason visitors bounce off the site. Once visitors are on your page, let them know what to do next. Lead them to the actions that you consider optimal for this page. If this is a blog, ask them to subscribe for updates. If this is a corporate website, invite users to read case studies and technical documents. In short, don’t make people think too long about what they should do. Guide them carefully with calls to action located in suitable and visible areas of the page. Basically, these are the places where the visitor has just achieved his original goal (the one for which he went to the site) and decides what to do next.
  • Too much choice. This problem is directly opposed to the previous paragraph on landing pages without a call to action. Do not give the visitor too much freedom of choice; this can also lead to an increase in the bounce rate. Partly for this reason, people can instantly leave your home page more often than internal ones. Too many links or calls to action scatter visitors. They can cause person anxiety and lead to the fact that he simply leaves the site and tries to find an alternative. Experienced conversion optimization firms (such as Wingify) and good web designers who can create an effective layout with different calls to action for different types of visitors will help solve this problem, which will reduce the bounce rate.

HOW TO REDUCE THE BOUNCE RATE?

Because different websites are designed for different purposes and serve different audiences, there is no universal way to minimize the bounce rate.


However, you can follow these general guidelines to reduce your lost potential customers:

  • Examine the bounce rates for each landing page and login page individually. The overall failure rate of the site does not contain absolutely any useful information since this is a vague and inaccurate value. The best way to get reliable data is to examine the landing pages individually. Using the web analytics tool, determine the 20 most popular landing pages on the site and individual bounce rates for each of them. You will probably be surprised to find how much the values ​​on different pages differ. Your main goal should be to optimize the most visited landing pages/categories with the highest bounce rates.
  • Polls. There are many tools on the Internet that allow you to conduct surveys among visitors who are about to leave the site prematurely. I am wary of such methods since they upset already displeased people. However, polls may be useful for your site.
  • Heatmaps and travel routes. You can use tools like Clicktale to track mouse movements, clicks, scrolling depths, and keystrokes for site visitors. In this way, you can determine what exactly they do when they reach the landing pages. An analysis of the actions of visitors will allow you to find out very important things, for example, whether they notice the Signup button on the side panel. Alternatively, you can use tools like Crazyegg to study heatmaps. Find out exactly which sections of the page attract visitors the most and use the information received to optimize.
  • Testing. Typically, the only way to evaluate page performance is to test it. You must conduct split tests to test in practice various designs, layouts, styles, calls to action, etc. You can use the services of digital marketing agencies. Test regularly to constantly reduce your site’s bounce rate.

According to Digital Growth World an #1 A Digital Marketing Training Institute, in Varanasi,  the only good bounce rate is the one that decreases every month. Therefore, efforts to optimize the site should primarily focus on improving this particular metric.

Also Read:  WordPress Optimization, 2020 Simple Tips.

What strategies do you use to reduce your bounce rate? Are you putting enough effort into reducing the number of lost potential customers? Are you satisfied with your site’s bounce rate?

BECOME A CERTIFIED DIGITAL MARKETING PROFESSIONAL TODAY!

Know-How Digital Marketing Can Help You

Need Help? Let's Talk 6393-159-155

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Vikas May 3, 2020 0 Comments

How to Save a Business During a Crisis?

All the headlines of the media, news programs, and news daily scream to us not only about the dangers of the virus but also about the worsening situation with the economy. And if the situation becomes clearer with COVID-19, the ways to maintain health are becoming more clear and the gap is visible, then the state of the world economy shows only regression. Both large and small companies are collapsing, there is a wave of unemployment and general discontent. How to stay afloat and what will help?

Take the bull by the horns!

It’s no secret that if something is bad somewhere, then there is sure to be and where it is good. And today it is “good” fixed on the Internet. People are limited in movement, many refused to walk, go out of the house and try to satisfy as much as possible all the everyday needs of the World Wide Web. This is the moment when you can not lose but gain. If your business does not yet have a website, application, service, or is it underdeveloped, it’s time to address this issue.

In fact, there is much to hurry, but to give up, if there is nothing, you do not need to. According to forecasts, the coronavirus will not recede soon, and this will give people time to get used to such interaction with companies, and possibly make them your regular customers. Do not forget that this can give you the opportunity to expand: increase the radius of services and the range. You are no longer limited by area or location.

What is useful?

First of all, answer the main question – is your company’s face sufficiently developed on the Internet? Is there a site, is the information relevant there, is the appearance presentable and how do you look against the background of the main competitors? All this will help to orient and determine the model of business development, instead of decline. Also, this will help to correctly redistribute the budget, covering, first of all, the most critical issues.

Now we have 2 ways to move. If you don’t have a website, start with the most important thing:

  1. The choice of contractor. Now this question is the most acute because here it is necessary to maintain a balance between economy and quality. Do not fall for the bait of unscrupulous companies promising to do everything at the highest level for ridiculous money! Developers also receive wages as the employees of your company, and no one will work well at a loss. There is only one conclusion – they’ll do it, but badly. Or maybe they won’t finish it at all. Any value must be justified. You definitely don’t need a bad site. It will not attract customers in the face of growing competition in the network. Look at examples of work, request a quotation, do not hesitate to communicate with the manager, and ask questions.
  2. Site selection. Depending on the business sector, assortment, direction for the sale of goods or services, you need to decide which site you still need. This can be a one-page Landing Page, and an information resource, and a corporate portal, and a catalog site, and a store. The choice is very wide since the site can still be a combined resource combining a large information block, a catalog with the possibility of purchase, and ordering services. If we talk about the conditions of the crisis and the transfer of the business to online, we recommend the Landing Page for an advertising campaign, if you have few goods, an online store (which allows you to buy without leaving your home) and a combined resource when selling services (there is a good opportunity for promotion, since it comprehensively contains all the necessary elements and functionality). The cost will depend on your choice. If the company is conscientious, before setting a price you will be asked about the specifics of the business, your goals, and preferences, and they will calculate the final cost individually, with explanations. Pay attention to the fact that the cost estimate should contain items: what they will do and how long it will take.
  3. Filling. Even the most beautiful and well-developed resource needs good filling. We urge you to pay attention to this process. Take part, share information, photos, and ideas. The peculiarity of all the latest updates to search engines is good content that is useful and understandable to people. Specialists, of course, can do all the work for you, but no one knows your business as well as you yourself.
  4. Optimization. To exit the site he needs to carry out optimization: technical work, register meta tags, and a lot of other information that may be unfamiliar and not understandable to you. Try not to give up this stage in order to save. This will give a delayed, but tangible result in the future.
  5. Publication. When the contractor has completed work, this opens up for you a new area of ​​activity that you will need to get used to and adapt to. Here a lot depends on you. Take the time to analyze and try to add exactly those trading offers that will hook your customer. To help you can take yourself someone from the regular state, so as not to reduce the workers. Assign the most responsible to administer or respond to applications and calls from the site.
  6. Make yourself known. The site is ready, but by a wave of a magic wand, it will not be able to be in the TOP 10 upon requests on the network. It takes time, but you don’t have time. In this case, an advertising campaign will help. It must be thought out. We do not recommend you to use the services of non-professional firms and private specialists. Especially if you are promised once to set up ads and … that’s all! This process requires, even after startup, analysis, and adjustments. Otherwise, there will be no result. For most companies, social media advertising or retargeting may be most effective. Be sure to pay attention to this and listen to the opinions of the experts you will contact.

If you still have a website, you must go the following way:

    1. Decide on its value and profitability. If the site is very outdated, it will be easier and cheaper to develop a new resource. To do this, go back to the previous block.
    2. Carry out technical optimization. In fact, this is what needs to be done in the first place, because if there are any gross technical violations or errors, there will be no result. You most likely will not be able to do this on your own, so choose a contractor who will perform the complex of work for you described below, and not each separately. This will allow a more competent approach to the development of the resource.
    3. Refine the look. A neglected and inaccurate resource will create a feeling of insecurity and it is unlikely that anyone will be interested in your proposal. Works should include not only design changes but also usability (usability of the resource for the user). It draws attention to the logic of the structure and to the functional elements.
    4. Create high-quality pages with the provision of what you are trying to implement, whether goods or services. We comply with the completeness, usefulness, and uniqueness of information with the recommendations of search engines. A competent specialist to cope with this task without much difficulty. Do not forget to just be in touch and provide the necessary information.
    5. Take care of the methods of ordering and communication with you – these are the most simple to fill out forms, phone numbers. Any person who lands on the site must understand how he can receive a product or service. The most ideal option is to give you the opportunity to choose, communicate with you by correspondence or call, as not everyone willingly makes contact with strangers by phone. We take into account that the excess and lack of forms equally adversely affect the conversion since excessive obsession sometimes causes only negative.
    6. Order. To realize the possibility of online purchases by bank transfer – we recommend connecting an online cashier and Internet acquiring, then 54-FZ is not violated. This is what it was all about. If a client cannot come to your store or office, let it be available to him directly from the couch.
    7. Mobile version. A huge amount of traffic falls on smartphones. If you forget about it, then everyone who comes to you from the phone, most likely, will not be able to choose and buy anything. The site should be equally convenient from all popular devices.
    8. Elaboration. As soon as the minimum requirements are met, do not drop everything as it is, bring the resource to mind – expand the range, twist promotions, come up with a loyalty program for those who will come back to you more than once.

A good site = a convenient site – do not forget about the simplicity and convenience for a client with any level of Internet use, because now more older people will appear here. Search, calculators, selection filters – all this will come in handy and simplify the interaction.

Hear About me!

With the transition of some active entrepreneurs to the Internet, do not forget about the growing competition in the niche. For comfortable development, you need to earn a name and reputation on the network, and for this, you need to not only care about quality but also collect traffic from several channels. First of all, they should know about you. Therefore, an integrated approach will give the most tangible result. Analyze yourself or contact specialists to determine the places of the effectiveness of your target niche and ways to influence it. A well-developed resource is part of a large system in pursuit of a buyer, where a large share is occupied by social networks and advertising.

Also Read: How much can you earn on freelance

What if you are not food delivery …

If your business has its own specifics and does not provide for complete online care, try to be flexible, not just wait. Based on customer demand, you can come up with temporary solutions that will partially satisfy the needs and stay afloat. Even in the most severe crisis, people do not stop completely buying familiar goods but try to make their choices more carefully, based on conditions dictated from outside. Do not try to go into the “finishing off” by constant imposition, it will only cause even more stress and negative.

Do not overestimate or reduce excessive prices. The first will scare off buyers, and the second will ruin you even faster than a protracted crisis. Instead, think of some special (but temporary!) Promotions or create a separate line of products at more loyal prices, where you can save and maintain interest in the market.


For fitness centers and training courses, there is an option to switch to online training. Some companies have already begun to practice this type of activity. For example, “DigitalGrowthWorld #1 Digital Marketing Training Institute in Varanasi” conducts training on video communications for those who do not want to interrupt their classes during the quarantine. If some customers do not want to go this way, offer to freeze the subscription or add a few visits to it as a gift.

In the end

The main thing – do not despair and do not panic. After any fall, the ascent phase begins. Stay tuned for daily news and adjust to your situation. If you develop the online sphere, then after the economic recovery you will have not only the business format that you had before but also a new development branch on the Internet. This will save your favorite business and enhance the brand’s prestige.

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Vikas April 27, 2020 0 Comments

WordPress Optimization, 2020 Simple Tips.

Speed ​​matters, especially when it comes to site load time. In fact, if your WordPress site is slow and makes users wait a few seconds, you will immediately notice the negative consequences. You can see increased bounce rates, lower conversions, and a poor search ranking.
Fortunately, there are many things you can do to avoid these problems! WordPress as a platform offers many options, such as WordPress optimization. In order to make it faster and more reliable. In fact, even if you are not an expert on SEO site optimization, you can use several methods to quickly increase the load time of your site.

Why website should be fast

Since the advent of the Internet, much has changed. Today’s users expect significantly faster load times, and your site should live up to these expectations.

The biggest problem with a slow site is that your users often lose patience and leave. This negatively affects the bounce rate, which reflects the number of visitors who, after viewing one page, go to another. Nearly half of users expect sites to load in two seconds or less. And 40% will leave the site if it does not load within three seconds. In addition, a delay of just one second can lead to a 7% reduction in conversion.

These numbers may be astounding, but they help demonstrate the importance of maintaining a fast and reliable site. If the lost traffic and conversions are not convincing enough, you should also consider the issue of search engine optimization (SEO). Google cares about speed, so slow pages can lower your search ranking.

Since 2016, more and more people have been using mobile devices to surf the Internet than desktop computers. Today, the number of mobile users is estimated at 5 billion. This is almost two-thirds of all people on the planet.

This is important because most mobile users are used to the speed they get when they visit the site on their desktop computer. Nearly half expect sites to load in less than 10 seconds.

 

How to check site speed

Now that you understand some of the reasons for slow download speeds, it’s time to explore your own site and see how well it is currently working. The best way to find out if a site is running slow is to check it carefully and regularly. Fortunately, there are free tools that you can use to quickly collect this information.

Pingdom

The first option to consider is Pingdom Tools. This site accesses your pages from a specified location and returns information about how quickly they loaded.

Pingdom

GTMetrix

Pingdom Tools is a great resource, but I also recommend that you try GTMetrix . This is another free speed test tool that can be incredibly useful. GTMetrix works just like the previous tool, but it also provides more detailed statistics and even offers tips on how best to optimize the site based on your results.
GTMetrix

11 Ways to Optimize Your WordPress Website

 

1. Choose a quality hosting plan

Choosing the right hosting plan is one of the first and most important options that you make for your site. Since your web hosting is where your site lives, it will largely determine the speed, performance of your site and how well it handles a lot of traffic.

When a user visits your site, the server of your host will determine how quickly information is transmitted to him. Some servers are just slow. On the other hand, your plan may limit the maximum speed or allowed server resources. In short, your site can never be faster than the server allows.

The reason this method is listed first is that a poor-quality plan can actually nullify all your other efforts to increase speed. Even if you optimize the site for speed, it will not make much difference if your server is slow.

2. Always update WordPress plugins, themes, and CMS

Today, updates are constantly coming to all our devices and software. We understand that these messages are intrusive, especially when the effects of required updates are often invisible to the average user. However, when it comes to WordPress, you should always update every aspect of your site as soon as possible.

Also Read: 10 WordPress Plugins that Streamline your Editorial Work

It is important not to ignore updates when they become available, whether it is major updates to your WordPress installation or new versions of your WordPress theme or plugins. The most important reason for this is security, as new updates ensure that your site is protected from the latest threats.

However, keeping your site up to date also ensures that it remains as fast as possible. WordPress developers are constantly improving the core software to make it faster and better optimized. By updating this, you ensure that every aspect of WordPress works at peak performance.

3. Set caching to reduce the number of hits on your site.

Another smart way to speed up your site is to implement caching. The easiest way to understand caching is to think of it as a short-term site memory. When you first access the site, copies of all requested files are saved. These cached files are then displayed the next time you visit the same site.

This ensures that your site’s files do not need to be requested and downloaded directly from the server every time someone visits it. Caching significantly reduces the resources needed to operate your site, which can significantly speed it up.

Caching may seem pretty technical, but it’s actually easy to implement on WordPress. There are several plugins you can use for this. WP Super Cache is by far the most popular caching plugin. Absolutely free and very easy to set up.

4. Use Image Optimization to make media files smaller

One of the biggest resources on the site is its images. They are great for making the site look amazing, and for complementing textual content. But they also require server space. Large file sizes negatively affect download time, which harms the site.

WordPress image optimization is a process that compresses the size of an image file without having a noticeable effect on its quality. This is easy to implement, and you can even fully automate the process. The best option you can use is to optimize your images before uploading them to the site. I recommend TinyPNG because it is free and very easy to use.

However, there are also many plugins that automatically optimize WordPress images when they are uploaded to the site. One of them is ShortPixel . This plugin not only optimizes images but can also be used to compress all existing images with a powerful mass optimization tool. This feature will save you a lot of bandwidth and disk space in the long run.

If you do not want to sacrifice image quality, use the Lazy Load plugin . The plugin ensures that images will only be loaded when the area becomes visible to the user. This will significantly reduce page loading time.

5. Minimize and combine CSS and Javascript

Minification may sound like a fluffy scientific term for describing a shortened beam, but it’s actually a process of increasing the efficiency of your site’s code. In short, it removes all unnecessary content in your code so that it works faster.

If you do not have experience working directly with the code, do not worry. Minimization can be performed without the need for interaction with the code. For example, you can use an online tool to minimize code directly in your browser. I recommend using WP Minify or Better WordPress Minify , as they both have a user-friendly interface and quickly produce results.

6. Use a content delivery network to deliver large files to your site

While communication is becoming increasingly digital, physical distance is still a factor when it comes to sending information online. Using a Content Delivery Network (CDN) can help you create a more consistent and faster engagement with your visitors, regardless of geographic location.
Popular content delivery networks include MaxCDN , Amazon CloudFront, and CloudFlare . The cost of these services depends on the bandwidth of your site. An easy way to use CDN with WordPress is to install the plugin. I recommend Cloudflare , which protects and accelerates your site with the minimum necessary configuration.

7. Use only high-quality themes and plugins.

We have already discussed the importance of updating themes and plugins. However, it is equally important to make sure that you use the right tools to get you started.

Even WordPress themes can affect site speed. Some themes contain unnecessary features or require more files, which can also lead to a decrease in WordPress site performance.

One plugin that I recommend you use is P3 Profiler . The plugin developed by GoDaddy will show you how long your plugins load. Statistics are given that show how many percents of the load each plugin adds. This is the most effective way to find out which plugins are slowing down your site.

8. Remove unused themes and plugins

Now you know how to choose the fastest themes and plugins and constantly update them. The next step will be to get rid of any themes and plugins that are no longer needed on the site.

9. Clear media files and the number of editions, drafts, spam, pingbacks and trackbacks

10. Optimize Your WordPress Database

There is another area where you can clean up the mess – these are databases. Optimizing site databases means reorganizing them to reduce space and increase their efficiency.

There are plugins for anything, and this task is no exception. Even if you are a beginner, you can use the WP-DBManager plugin to manage your databases. This plugin will optimize, restore and delete unused tables in the database for you.

11. Choose the right ad

Be mindful of the type of ads you add to your site. The most effective way to promote a product or service on a website is to directly link to a page using an optimized image.

Adding ads from third-party ad networks can increase load time due to calls to external servers. Even ad tracking scripts can slow performance.

Conclusion

A slow site can lead to a significant decrease in the number of visitors, which will negatively affect profits. However, this should not be a website problem, as WordPress offers many ways to increase the speed of your website.

I reviewed some of the best speed optimization techniques for a WordPress blog or website. If you implement these methods, the site will work better, which can make your users happier and increase your conversions.

Hope you enjoyed this article on WordPress website optimization. If so, write in the comments below, we will analyze all the nuances so that you are aware of the latest changes.

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Vikas April 22, 2020 0 Comments

What is Lead and Lead Generation in Internet Marketing

Lead is one of the main factors that make up the conversion. Therefore, determining leads, identifying their sources and analyzing the return on investment in this process is extremely important.

What is a lead?

A lead is any user’s touch with a business that can lead to targeted action. Call, request, comment, like or subscription – these and many other events are related to leads. This can include not only online, but also offline actions: filling out a questionnaire at an event, transferring your contact details during a consultation, and even visiting a store.

In fact, a lead is a contact of a potential buyer. And the fact whether this contact will turn into a conversion or not depends on the future work of the marketer.

Lead levels

Most often, we categorize leads according to the level of user loyalty to the brand:

  • Cold: a low level of user loyalty or involvement in the brand, he only gets acquainted with the product or service and is not yet sure whether he wants to perform the target action (purchase, visit, test drive, etc.);
  • Warm: the average level of loyalty or user involvement in the brand, he is already familiar with the product or service and is considering the possibility of making an order;
  • Hot: a high level of loyalty or user involvement in the brand, he is interested and wants to make a purchase.

Naturally, leads can easily be converted from cold to warm and from warm to hot. This is precisely the goal of lead generation: not only to create new leads but also to promote existing ones from lower levels of involvement to higher ones.

Lead Generation Tools

Lead generation tools include any platform on the basis of which there is a tracked user contact with the brand. The most commonly used lead generation tools are:

  • Landing page or landing page: contains the main unique trading offers of the brand, a list of the benefits of the product or service, as well as one or more calls to action;
  • Feedback form on the site;
  • Order a call back on the site;
  • Dynamic substitute phone number on the site, which works through a call tracking system and thereby helps to track the page from which the call was made;
  • Lead form as part of an advertising campaign on Facebook (consists of text, creatives and a form with questions that the user fills);
  • Confirmed application with all the customer details on the site.

Analytics

The most important thing for effective lead generation is tracking sources, analyzing their payback and scaling successful links. That is the definition of which leads or login tools are converted better and in what ways their number can be increased.

Initially, it should be indicated which target actions should be monitored and which KPIs should be measured. This will be the basis for the concept of the effectiveness of marketing activities for the project.

Also Read: Top 20 Social Media Marketing Take Off Tips

It is important not to interrupt the chain of actions at all stages of the processing of the lead and timely “squeeze” it. Regular interactions with the leader should be based on a systematic approach and be part of a single strategy. Here, all possible tools are involved, from email marketing to retargeting in social networks or remarketing in PPC.

A very effective way to continue working with leads is to create a remarketing audience. Consider it Step by step.

How to build Facebook remarketing audiences with videos

For example, our client is a construction company selling apartments. Our goal is to gather an audience that is potentially interested in buying an apartment and immediately segment it according to needs. To do this, we compile a list of needs of potential buyers, for example, of this type:

  • Sound insulation;
  • Well-groomed house territory;
  • Large area of ​​the apartment;
  • costed repairs;
  • Location and others.

We create a short video (you can use slide shows) for each of the needs. We devote the first to what excellent sound insulation the apartment has and how important it is to take this parameter into account when choosing an apartment, the second to the adjacent territory and so on.

Then set up a Facebook audience campaign. To do this, open the tab “All tools” in the advertising manager:

Choose “Resources” – “Audiences”. Click “Create an audience” – “Individualized audience”:

Select “Video”:

 

Video will help us collect the desired audience segment. The user who viewed 75% of the video and did not turn it off earlier, the system will automatically determine how interested in this topic.

We can only wait until more than 1000 people are recruited in the segment, and save it. Further, a technical matter: “squeeze” each segment with its needs and pains.

In addition, groups can be scaled up by creating similar audiences for free – this function is offered by the system itself.

This is just one example of working with leads and lead generation. There may be many of them, and the practice will help determine the most effective ones for your project.

conclusions

Leads are potential buyers who, when properly processed, are converted into targeted actions. They are divided into cold, warm and hot – depending on the level of interest.

Lead generation is used to collect leads – a process that requires a systematic approach, timely analysis of effectiveness and optimization of marketing activity.

To Learn More Join #1 Digital Marketing Institute In Varanasi 

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Vikas April 14, 2020 0 Comments

8 Newbie Mistakes When Launching Ads On Instagram And Facebook

We will analyze the typical mistakes that beginners make (and not only) when launching ads on Instagram and Facebook through the Facebook Ads account.

Error 1: run ads without setting up a Facebook pixel

Facebook Pixel is a piece of code that allows you to get information about user behavior on the site, as well as about conversions. At the same time, the pixel transmits information about all visitors (if they are registered on Facebook), and not only about those who went to the site from your advertising campaigns on Facebook Ads.

Also, a pixel is needed to track conversions on different devices, optimize advertising campaigns at the cost of conversion, create look-alike audiences and start remarketing.

It is necessary not only to create a pixel but also to set up events – they will send conversion data on the site to the advertising system. If you set a pixel without setting events, Facebook will not understand what users do on the site, whether they are converted.

Events can be individually configured (as a rule, this is the URL of a certain landing page) or standard (for them you need to embed the code directly or through Google Tag Manager). Events can also be configured through the Event Setup Tool.

Mistake 2: Choosing irrelevant goals

It is necessary to correctly determine the goal already at the initial stage: it is then impossible to change it. How the Facebook algorithm selects an audience and optimizes campaigns depends on the goal.

The most common options are Conversions, Lead Ads, and Catalog Sales. You can use non-standard solutions – for example, select the “Video views” goal, then to set up remarketing or look-alike audiences for users who have watched the video before any moment.

If you need conversions, choose this goal, and not “Traffic” or “Engagement” (this way you will get likes and subscriptions, but not customers). This is how Facebook auction works. You are trading with many other advertisers for almost the same users. For example, suppose your competitors set up campaigns to get conversions, and you choose traffic. It is logical that Facebook will lead you to users who are ready to click, and not make a conversion.

We add that it is better to drive traffic not to the social network, but to an external landing page. Then you can “catch up” the user not only in Facebook Ads but also in other advertising systems.

Error 3: Skip location targeting

When setting up geo-targeting, you must select the “People living here” option (the default setting is “Living here or recent visitors”). “Recent Visitors” and “Travelers” do not apply to your target audience: they are people who have been to a place you specified (or, for example, liked it), but are not here now.

 

Error 4: Do not specify language

In the “Audience Settings”, do not forget to expand the “Advanced Settings” tab and indicate the language there

Otherwise, advertising may be shown to people who do not speak Selected Language at all, and this is fraught with a drain on the budget.

Error 5: Set the interests of the audience, starting from the product

By setting detailed targeting, you can indicate the interests of the audience. And at this stage, many novice advertisers make mistakes.

Let’s say our task is to sell tours to Kamchatka. To do this, we create a new audience: set up detailed targeting, set interests.

If you ask the average targetologist, most likely, he will name such interests: Kamchatka, travel, hiking, hunting, fishing, extreme sports. But they most likely will not work.

To choose the right targeting, you need to think about who buys such tours. In our case, these will be people with a high income and a high level of stress at work: owners and founders of companies, top managers. They go to Kamchatka to “reboot.” To do this, it is not necessary to get involved in extreme sports or outdoor activities. Those who love hunting and fishing are likely to want to organize a trip for themselves; they don’t need tours. But people who are very busy at work do not have time to buy tickets and deal with other organizational issues on their own; they would rather buy a tour.

Mistake 6: Narrow the audience

In an effort to target more precisely on specific users, advertisers indicate a lot of audience interests. But this may not improve, but it worsens the results.

For optimization algorithms to work effectively, the campaign should have as much data as possible about the audience, clicks, and conversions. By segmenting the audience, we reduce the amount of data. Because of this, the algorithm works worse.

By the way, do not immediately launch ads with detailed targeting. Better start with remarketing. There are three options for setting it up.

  • If the site has a Facebook pixel. Then we can create an audience based on its data and “catch up” with advertising all visitors to the site – not only those who switched to it from Facebook, but also those who came from Google, Yandex, etc.
  • If there is no site, but there is a popular Instagram page. Then we can set up remarketing for our subscribers.
  • If there is a database of customer contacts (phones and email). These contacts can be uploaded to Facebook Ads, creating a custom audience for displaying ads. Important: there must be at least 1000 contacts (this is the minimum audience to run ads through Facebook Ads).

Next, run look-alike. For example, you can create an audience of users similar to your customers who have bought something in the last month or six months.
Then it’s worth launching an ad using broad targeting (optimized for conversion). And only then segment the audience.

 

Mistake 7: Not paying enough attention to preparing ads and creatives

Advertisements should be bright and interesting, attract attention, evoke emotions. Try to get into the pain of your target audience. You can show the product in detail if it looks attractive.

Use branded images if you want to be remembered. Do not place too much text on creatives – otherwise, the algorithm will lower their priority in the display. In addition, according to the rules of Facebook Ads, the text should not occupy more than 20% of the image.

See Also: How to start a blog on Instagram: 4 steps

The texts should be short and to the point: you have only a few seconds to capture the user’s attention. Do not just promise benefits, but provide evidence. Remember to add calls to action.
For different placements, prepare different creatives: those that you use for the news feed may not look good in Stories (for example, they will be cropped incorrectly and lose part of the image). Do not use Stories as the only placement.

It’s better to prepare different options for creatives in advance: so you can test them and find the most effective one. Do not forget that creatives quickly “burn out” and need to be changed in a timely manner.

Error 8: Do not think over forms in Lead Ads and do not handle leads well

Lead Ads allows you to create forms and get contact details of potential customers within the social network. This format is useful, for example, if there is no site or it is bad.

It is necessary to carefully think over the form: do not overload it with extra fields, it is clear to formulate questions. At the same time, it is worth adding a clarifying question in order to cut off an irrelevant audience. If possible, it is better to disable autocomplete: often it “pulls up” irrelevant contacts.
It is important to process applications promptly; preferably within 15 minutes, until the user has forgotten what form he filled out. Before launching Lead Ads campaigns, prepare your sales team for this. Keep in mind that there will be many applications, but not all will be of high quality.

It’s better to think in advance where you will upload and how to store leads: you can use the contact details later. On Facebook Ads, leads get to the company’s page (“Publishing Tools” – “Lead Advertising Forms”) and are stored there for 90 days. Unloading them can be inconvenient.

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Vikas April 6, 2020 0 Comments

What You Need to Know About The Facebook Algorithm in 2020

At the end of 2019, the average coverage of Facebook posts fell by 2.2%, which means that brands can rightly expect that only 5.5% of subscribers will see their posts. Large brands with a large audience can have even less performance.
Of course, the algorithm for generating a Facebook news feed is not the only thing that affects coverage (for example, the constant growth of the social network audience), but, nevertheless, this is one of the main factors.

Since 2018, the algorithm has been constantly updated, and Facebook is trying hard to increase the value and meaningfulness of the time that users spend on the network.

But in 2020, Facebook decided to focus on making its platform more open to users and giving people more direct control over what they see in the news feed. For example, Facebook conducted numerous polls, collecting data and opinions directly from users – what they are interested in and whatnot. And he even added a button to publications, clicking on which you can find out why the post is shown in your stream.

So, Facebook decided to focus on users. What should brands do? Spend money on paid promotion of absolutely every post? No worries, the Hootsuite team has put together strategic tips for working effectively with Facebook in 2020.

How Facebook Algorithm Changed

First, a little history:

  • In 2009, Facebook introduced the first semblance of an algorithm: a news feed began to take shape depending on the popularity of each post.
  • In 2015, Facebook introduced the “See First” feature, which enabled users to select the pages that should appear at the top of the feed. The platform also began to lower in the feed pages that posted too many publications with advertising subtext.
  • In 2016, Facebook began to give priority to posts from friends and family, as well as informative and entertaining content. The algorithm also began to measure the value of a post based on the number of times users spent watching it, even if they did not share or like. Live video broadcasts were also a priority, as they received three times as much viewing time as regular videos.
  • In 2017, the algorithm began to evaluate user reactions to the post (angry face, etc.) above ordinary likes. Also, the rating of video viewing to the end was added to the video rating.
  • In 2018, Mark Zuckerberg announced that now the news feed algorithm will give priority to posts that trigger discussions and meaningful interactions. The purpose of the innovation is to bring to the forefront quality, not the amount of time that users spend online, and also take more responsibility for how the platform affects its users. At the same time, brands had well-founded fears that their organic content would no longer be rated as highly as content from family, friends, and groups. Since the algorithm prioritized posts that collected high-quality interactions (comments, reactions, responses to comments, sharing in the messenger), it turned out that companies had to have this involvement at a high level in order to get coverage to increase user engagement.
  • In March 2019, a study from NewsWhip showed that while Facebook engagement is increasing by 50% from year to year, changes in the algorithm also increase contention and insults on social networks, as they promote posts that excite people. At the same time, the algorithm began to track low-quality content and fake news from unreliable sources who knew how to trick the system in order to get the maximum attention of users.

The Facebook algorithm will probably always be in the process of improvement. So let’s look at what’s important for brands that want to improve organic reach.

How Facebook algorithm will work in 2020

Now the algorithm shows posts in the news feed in such a way that each user sees them in the order in which he will like the most and will be interesting. And for this, the system uses certain ranking factors.

Ranking factors are data on the past behavior of a particular user and the behavior in the principle of all users of the platform. For example, do people share this post with friends? How often does a user like his boss’s posts? What about mom? How often does he watch live events? What is his favorite band? How many posts are technically available to him now? How fresh are they?

Those. The algorithm weighs many factors before deciding whether to show you the same video with a little puma.

Facebook mentions three large categories of ranking factors:

  • Who the user usually interacts with
  • The type of media in the post (video, link, photo, etc.),
  • The popularity of the post.

In March 2019, Facebook announced a tool aimed at giving users more transparency and control over what is shown in the news feed. Button “Why do I see this post?” does exactly what it promises: it helps the user understand why the algorithm shows this particular post in the news feed.

It also allows people to “tell” the algorithm directly what is important to them and what is annoying. Those. Users can tell Facebook that they want to see fewer posts from a specific person or see more posts from a specific business page.

Also Read: How to create a brand: 5 steps for beginners

In May 2019, Facebook conducts user polls to find out directly to their audience what content is important to them. The polls were as follows:

  • Who are their close friends
  • What posts (links, photos, videos) do they consider valuable,
  • How important is the particular group in which they belong,
  • How interested are they in the context of certain business pages to which they are subscribed.

During the processing of responses, the social network highlighted certain patterns, which were then added to the algorithm. For example, the pages and groups that users designated as the most important often were those they had long subscribed to, often interact, and those who had many posts and activities.

9 tips for working with the Facebook algorithm

What brands can do to be sure that their Facebook strategy matches the priorities of the social network algorithm:

Start conversations that will stimulate communication

According to Facebook, one of the key signals of the ranking algorithm is whether the user has previously interacted with this page. And since no one is going to interact with your page, as would be the case with the friend’s page, the likes and shares received during the lively conversation under the post will play an important role in increasing the reach of your future publications.

Therefore, you need to work hard before the algorithm begins to understand and pay tribute to the value of your page. At the same time, you don’t need to slip into low-quality ways of attracting likes and comments (the algorithm recognizes them and can lower the post and page in the feed), try to appeal to the feelings of users (even a video with kittens is useful here).

Post when your audience is online

Freshness is another ranking factor that is important when the algorithm chooses which post to show users. The newer the better. Published just now – perfect. To find out when your audience is online, it’s better not to rely on average data from general research, but to use special analytical tools.

Do not post content for which you may be lowered in the stream

There are several categories of posts for which, according to Facebook, the algorithm will immediately lower the page in the feed:

  • Links to sites that use copied content without any value,
  • Content that may be offensive, but not prohibited, as they say, “balances on the edge”,
  • Fake news,
  • Misleading health or treatment information,
  • Video with inaccurate information created to manipulate user reactions.

Post-high-quality videos lasting more than three minutes

In May 2019, Facebook announced that the news feed would show more quality and original videos. The following factors were strengthened in the algorithm:

  • Loyalty and intention: a video that users search and watch several times,
  • Video length and viewing duration: videos that users watch for more than one minute, and videos that last more than three minutes,
  • Original: videos that are not republished from other sources and which have their own value.

Also, do not forget about live video broadcasts on Facebook, which receive six times more engagement than regular videos.

Fast often

According to Facebook, pages that regularly post posts are more likely to be more useful to their audience. Therefore, the frequency of publications is a ranking factor that can affect how high your posts are in the news feed. So don’t drop the content calendar: a well-thought-out publication plan will help maintain audience engagement and attention.

Use groups that are important to your audience.

At the FB conference in 2019, it was announced that groups continue to be one of the most valuable parts of Facebook, according to user behavior. The key point here is the phrase Facebook, that people “can see more content from groups in the news feeds.”

What can brands do? Create your own group based on a page where you can conduct discussions, post educational content, solve user problems and do not forget about entertaining publications.

Support Organic Posts with Paid Ads

While organic content can help strengthen relationships with your audience, Facebook ads remain the best way to increase brand awareness among your millionth social network audience.

Tell users how to prioritize content in the news feed.

As Facebook moves toward greater transparency in ranking news feed content, the audience has more control over what it sees. Therefore, tell your subscribers that they can put posts on your page in priority display in the stream. However, for this, you have to post just such content that subscribers will never want to miss.

Use your employees as influencers

It’s great if employees love to talk about their company and brand. After all, they have friends and followers who might be interested in your page. 

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Vikas March 30, 2020 0 Comments

How to create a brand: 5 steps for beginners

The market sets the pace. Companies compete daily, businesses push each other off the playing field, partners, on the contrary, are looking for each other and all this in the hope of occupying their niche, falling in love with potential customers and increasing revenue.

Of course, the quality of goods or services is very important in this race, but today I want to talk about something else.

About the brand, image, which convey the values ​​and idea of ​​the company. Agree, if the company and its product impress you emotionally, then, most likely, in your personal TOP 10 it will occupy the first positions. And thereby gaining a client in your face.

What does it take to build a powerful brand that you want to buy and want to follow? We will try to understand this article.

Brand as a competitive advantage of a business

How does a brand affect a company’s future?

As I said above, the brand’s goal is to help businesses positively influence financial results. However, a good brand is aimed at the prospect of development. And for this very development to take place, a strategy is needed.

The outcome depends on how seriously you approach the matter. Let’s understand: how to create a brand, strategy and work for the result.

Having the idea of ​​creating a brand, you need to analyze and understand how the brand will meet the characteristics of your product (of course, you should have one).

It is no secret that the quality of the manufacturer does not always coincide with the opinion of the consumer.

Think about how the brand can influence the perception of people and positively imprint on the image of the company. A brand should help people not to think, but to buy.

5 Top Steps When Creating a Brand

Define your target audience

Who will you sell to? What does this person or group of people look like? What is he interested in and interested in? What is his marital status and hobby?

There can be many questions and the more detailed they are, the better the portrait will turn out.

Large companies do not just describe the image of their client, but also select a photograph of this person or people. And every time they think about something new, they turn to it, you can just say “look in the eye.”

People help us determine who and what we should be for them. Decide what your brand will be.

What is your main feature?

If you can’t give a definite answer, the brand may not shoot.

Your task is to tell about yourself so that people can distinguish you from thousands of others. This does not mean that you need to invent a spaceship, it is enough to be yourself and not like everyone else.

Openness, humor, decency, honesty in front of people should be reflected in the brand. Think about what you want to be in the eyes of the client. Trust is the key to future success.

Will the new brand have a face?

Some businesses attract celebrities to look attractive from the start in the eyes of customers. This way of launching gives considerable coverage and helps to “become overwhelmed”. And, if about 5 years ago, it was mainly used by foreign brands, today All people have learned to use it!

Already popular brands use the same trick to maintain their image and remain in the public eye.

Think about the visual component.

What color is your brand? What kind of graphic elements are typical of him?

Each element separately and all together must emphasize the identity of your company. People should be able to distinguish you from competitors.

Also Read: Why Design is Important For Marketing Your Site

An important step in creating a brand is choosing a corporate identity. It’s like a man’s handwriting or signature – there shouldn’t be another.

Graphics, colors paint the overall picture and you can’t do without it. Decide if you will have a character. It can help to clearly distinguish you in the market and cause positive emotions for the audience.

How will you tell your audience about yourself?

Decide how you will communicate with your customers, where you will talk about yourself, answer questions, and whether at all.

This item is already more about brand marketing: you need to decide which channels you will use to attract customers for promotion. There are many channels, both online and offline.

Competitor analysis of the company

In order to stand out, you need to know among whom. A competently compiled analysis of competitors will help you to make competent UTP, highlight a unique advantage and thereby attract customers to yourself. Here is a list of criteria by which to analyze competitors:

  • Direct or indirect
  • Website (convenience, design, reporting of meanings, strengths)
  • Offer
  • Mission (is there, if so, how competently broadcast)
  • Social networks/blog, whether the content is posted
  • How are they progressing, which channels are using
  • What are their strengths/weaknesses

It is enough to analyze the 3-4 main competitors.

Conclusions:

  1. If you had an idea to create a brand – create it!
  2. If you don’t know where to start your journey, read our little guide: 5 steps to create a brand.
  3. Drop doubts – act!
  4. The idea should not remain unrealized – translate!
  5. A small step is the foundation of great achievements.

And what would you recommend to beginners who are trying to cling to their idea and implement it?

BECOME A CERTIFIED DIGITAL MARKETING PROFESSIONAL TODAY!

Know-How Digital Marketing Can Help You

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Vikas March 18, 2020 0 Comments
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