Creating an online community is a great way to gather people with a shared interest or purpose and communicate with each other via the internet. There are many ways to start, and it could be through Facebook or LinkedIn. The group’s goal is to provide a space for your members to feel safe and share their thoughts. The group could also be their number one go-to resource for exclusive content and support. But how would your group allow you to form meaningful customer relationships? By actively seeking out ways to interact with your members and having a place to start a conversation, anyone in the group can learn from just a simple question. Also, give members a chance to show their expertise so others can learn more about what matters most to them.
How to Build a Vibrant Online Community [Examples]
To be honest, in-person exchanges with audience members, prospects, and customers were limited even before the pandemic made them next to impossible. Smart brands have worked hard to create communities where digital versions of those interactions are common. The pandemic just made them more important.
Almost one-third (32%) of B2B marketers surveyed by the Content Marketing Institute in 2020 had online communities. Among those who didn’t, 27% said they planned to create them in the next 12 months. Among B2C marketers surveyed in the same study, almost half (48%) had online communities, while 31% of those who didn’t have one planned to in the next 12 months.
Put your audience first
Have you ever surprised your neighbors with their favorite cookies? You’re a good neighbor. You not only engage with your neighbors but do it in a way they’ll appreciate. A successful online brand community uses the same approach. The brand researches the audience to understand its culture, then operates the community with the audience’s best interests at heart. That approach builds trusting relationships.
Keep them interesting
A good online community acts as a social gathering spot. Members want to come back again and again. It is the brand’s job to keep things interesting. A dedicated and educated community manager can be an asset in facilitating conversations the audience craves.
How to Perfect Your Brand’s Tone of Voice for SEO Copywriting
We all know when it comes to SEO, content is key.
Copywriting enables you to tell your story, gives you a chance to strategize with useful keywords, and helps you gain trust and loyalty among prospects.
But content alone won’t bring you success and build long-lasting customer relationships.
It’s your tone of voice that really resonates with your audience.
In fact, 65% of consumers say a brand’s tone of voice helps them build an emotional connection to the company.
Think of it this way: your content is the “what.” Your tone of voice is the “how.”
Why Is Tone of Voice so Important in Online Content?
Tone of voice helps shape the overall feeling of a message – and it especially matters online.
Why? What’s so important about that?
The thing is, it actually impacts your business in lots of ways.
Consistent Brand Tone of Voice Establishes Your Brand
When you think of your favorite brands, the first thing that comes to mind is probably their logo or slogan, right?
But if that was gone and all you had to go on was their messaging, would you still recognize them?
Tone of voice plays a major role in brand identity.
When written in the same tone consistently, messages begin to reflect the image of your brand.
Consistent Tone of Voice Creates an Emotional Connection
The main objective of your copywriting is to drive people to act, right?
With the right tone of voice, you can elicit a variety of emotions in your readers.
This is important because purchase decisions are really driven by emotion.
The way people feel is 1.5 times more impactful than the way people think.
A brand that writes with authenticity and makes an emotional connection with its audience is more likely to succeed.
A good exercise is to come up with three words you would use to describe your business.
Then, let those adjectives guide your writing style.
If your words are “friendly,” “positive,” and “outgoing,” your messaging should be upbeat and welcoming.
Guidelines help you deliver messaging that’s consistently unique.
5 Types of Video to Add to Your Social Media Marketing
1. Live videos
If you have a significant following, Facebook Live, YouTube Live, and other streaming services make it easy to connect with your audience. Livestreaming lets you talk with your users.
Live video tips
- Test your setup to make sure all your technology works.
- Invest in the right technology. Lighting and sound are incredibly important.
- Promote your livestreams well ahead of time on your social media accounts.
- Use scheduling tools, such as Facebook’s Premiere, to make your video more visible.
- Livestream at the same time every week – regularly scheduled programming – for your audience.
2. Tutorial videos
Tutorial videos have mass appeal and are among the most frequently shared on social media. The videos can relate to your products and services or can be broader topics that relate to your audience and industry.
Tutorial videos need to be clear, educational, and entertaining. They need to be long enough to show every step and short enough to be engaging. The most important information needs to appear in the first minute, while the total video shouldn’t be longer than a few minutes.
Internal Link Optimization Tips & Tricks for Enterprise SEO
Internal links at the enterprise level rarely get the love, attention, or optimization they deserve.
Though inbound links have a solid reputation for helping to quickly build a site’s authority and ability to rank, they are also one of the few link-based resources that enterprise SEO professionals have at their disposal to move users, crawlers, and link equity around their own site efficiently and at scale.
(For the “why” of internal linking, this is a great primer.)
Exceptional enterprise sites? They master internal link optimization which helps Google discover new content and index it quickly.
In this guide, we’ll cover tips on where to start with enterprise internal link building and optimization, what you can ignore, and pushing content with a quick checklist.
Fix Your (Broken) Internal Links First
A little clean-up can go a long way towards optimization. So many sites worry about building new links before fixing their broken ones.
Broken links don’t do their intended job, and it’s worth running an audit of existing links to find and fix those first before creating more that ultimately need to be managed.
For sites that generate a lot of content or have seasonal products, making this a part of a quarterly checklist can help you manage this before it gets out of hand.
Identify & Re-Redirect Your Chains
It happens to the best-intentioned sites, and it’s especially true of sites with a lot of product sprawl.
One product goes out of inventory, you redirect to its replacement, and the cycle goes on ad nauseum until you have a redirect chain 10 products deep.
A fast but occasionally clunky fix is to redirect back to the master category page.
A cleaner fix, but one that requires maintenance, is a redirect to the closest related product that holds inventory.
6 Email Newsletter Ideas for More Opens, Clicks, and Shares
What does it take to get people who’ve already expressed an interest in your brand’s content to open and (hopefully) read it? Here are some lessons content marketers can learn from these email newsletter successes.
1. Don’t require a click
Morning Brew, theSkimm, and The Hustle newsletters are self-contained. Readers can consume and understand the topic without ever having to click to go to the brand’s website to learn more.
That may seem counterintuitive to marketers. Yet, if your content’s goal is to build a valuable relationship with your audience, it makes sense: Don’t make your audience work harder for your content than they have to.
2. Craft custom subject lines – and be consistent
Even though they signed up to receive your content, few people will work to find it in a crowded inbox. Make it easier for them to spot your e-newsletter – put your brand voice and visual identity in the subject lines. A consistent look will draw the eye more than random words.
3. Give credit to your voices
Putting names to the people behind your content lets your audience see your brand as made up of living, breathing people – not a faceless corporation only concerned about sales.
According to the Experts: 5 Technical SEO Trends to Watch in 2021
1. Focus on the fundamentals
Technical best practices are the “best” for a reason, so having a strong foundation of basic technical SEO skills is still a must.
“For me, the most underrated technical SEO strategy has always been the fundamental best practices,” says consultant Joe Hall. “It might sound surprising to some, but the vast majority of my clients have a difficulty in grasping the importance of best practices or just the basic fundamentals of SEO. I think this is in large part because of our community’s focus and attention on the ‘next best thing’, and not very often talking about the basic fundamentals of technical SEO.”
Those fundamentals include hard skills like understanding how to recognize and fix crawlability, indexation, accessibility, and site performance issues, but also how to prioritize the issues you come across.
2. Gear up for Core Web Vitals
One of the hottest topics in the industry right now is no doubt Core Web Vitals, the new Google ranking factors update expected in May 2021. But do technical SEOs really need to worry about them?
The experts say yes, but to work as a team to address them, and make your SEO voice heard. Alexis Sanders puts it this way: “The page experience update consists of Core Web Vitals, mobile-friendliness, web app security, and removing interstitials. Regardless of how teams are structured, making progress is going to require a wide array of talents, giving SEO a more involved seat at the table, as these elements affect our bottom-line.”
When prioritizing what to focus on, make sure that improving site speed is at the top of your list.
3. Use schema and structured data strategically
To ensure that crawlers can read, index, and serve the content of their sites to searchers, many SEOs rely on structured data and schema frameworks to organize everything — as well they should. But when implementing structured data, the experts agree, make sure you’re using it to achieve specific goals, and not just because you can.
15 Ways to Hook Readers into Your Blog
1. Provide ways for people to subscribe, follow and connect
You might think this is so obvious it isn’t even worth mentioning. But despite there being so many options available – email, RSS feeds, social media and so on – you’d be amazed how many bloggers don’t provide an easy way for their readers to stay in touch.
You should start by working which option works best. I prefer email simply because it gives me complete control. You only need to look at what’s happening with Facebook in Australia at the moment to see what can happen when you rely on a platform you don’t control.
Once you’ve decided what method works best for you, embed it into your blog’s design as much as possible. While we have links to our various social media channels on our blogs, we have multiple places where we ask for people to subscribe – in popups, in our design, and even at the end of our blog posts.
2. Ask people to subscribe in your content
One of the best places to ask for your readers to subscribe is when they’re reading your content. It’s the equivalent of casually bringing up during a conversation, and chances are people will be more than willing to agree – especially if you’ve just provided them with useful content.
3. Make a good first impression with your blog
When people come to your blog for the first time, they’ll want to know what it’s about and whether it’s relevant for them. If they can’t figure it out, they’ll quickly move on.
And I mean quickly, as in a matter of seconds.
So make sure they can quickly get that information from your blog’s design, title, tagline, categories and navigation areas.
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