Trying to be everywhere in every social media space at the same time sounds like a good plan. But have you ever considered to be able to actually connect with your audience? There are times that it would feel like a race, to be the first, and to always come out there with a big bang. But all of these would just fall flat if we forget to focus on being relevant and to provide content that would be valuable to our customers.
Digital Marketing News: Micro-Influencer Trends, LinkedIn Adds Interactive Tools, Strong Online Ad Spending, & Google’s Cookie Drop
U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020
Marketing and advertising spending in the U.S. is set for strong growth during 2020, according to newly-released forecast data showing a high-point of nearly $390 billion, representing a 7.2 percent increase from 2019, while online ad spend is expected to grow even more, hitting 14.5 percent, the report from Winterberry Group notes. Adweek
Google: Webpages with Featured Snippets Won’t Appear Twice on Page 1
Brands worldwide with Google featured snippets in search results pages will no longer have a second similar entry in the SERPs, Google recently announced, with featured snippets henceforth counting as one of the 10 first-page results. Search Engine Journal
Twitter Topics: How to Use It & What Marketers Need to Know
In a recent blog post, Twitter provided more insight into why they launched the new feature:
“Previously, all of the work was on you to figure out the best way to keep up with what’s happening by following certain accounts, searching for it, or looking in the Explore tab for the latest. Now, you have the option of seeing the most relevant and interesting Tweets about what you care about with a single tap, and the conversation will come to you.”
While this move might be helpful to an individual user’s Twitter experience, marketing publications are already suggesting that it could also help brands. If you run a Twitter account that focuses on great content but is still growing, Twitter Topics could ultimately help you boost brand awareness.
How to Find the Best Instagram Hashtags and Explode Your Reach
Hashtags are still one of the best ways to increase visibility and improve engagement on Instagram.
Whether you’re using pre-existing hashtags or creating new hashtags specifically for your brand, you’ll be able to reach more accounts when you use them.
There are still many users who search for or follow hashtags every day. It might be an industry keyword they like to follow for new trends, or maybe they’re searching hashtags related to a timely event that day.
Visibility is required to be successful on Instagram. After all, if no one is seeing your posts, there’s not really a point to being on the platform. Hashtags are a great way to appear in the searches of people who don’t currently follow you, but who likely would be a great fit.
Images, GIFs or Video: Which Perform Best on Instagram?
When it comes to Instagram, should you be posting more images, GIFs, or videos? Which medium is best for engaging your audience? Where should you dedicate your resources?
“Organically, images can reach as many as 2x more people,” Hendrickson shared. “This isn’t to say that video couldn’t work for you, but Instagram was always designed as an image-first platform.”
Considering that both networks are owned by Facebook and that Facebook is so video-heavy, it makes sense that Instagram is the original image platform.
“This isn’t black-and-white, but algorithms can reveal themselves,” Hendrickson said. “Now, a video with high engagement — that could bust through the algorithm. However, we’ve seen images perform much better on Instagram.”
Although paid content is faced with many more factors beyond the medium itself, the HubSpot team has seen the same impact of images. Note: This is more an observation of user behavior trends on the market, not something the team itself has proven.
Why There is No First Mover Advantage in Social Media
Here’s a better strategy: Let other people be the pioneers and figure things out. Then, be a fast follower.
In the history of business, the first movers almost never win.
One small example — the Apple iPod.
The iPod was one of the most successful product introductions in history but it wasn’t the first portable MP3 player in the market, or even the second or third. Apple let the others make mistakes and build a market and then came in with something that was more relevant and superior.
I think this same philosophy works in the social media space, too.
Being a first mover and maintaing a presence everywhere on social media sounds like a good strategy, but honestly, I can’t think of any practical reason to do that.
How to Analyze Your LinkedIn Profile Using the LinkedIn Dashboard
#1: Assess Your LinkedIn Profile Search Appearances
Appearing in LinkedIn search results is key to helping you achieve your goals on the platform. To find out how many times your profile has appeared in search results in the last week, click Search Appearances in your LinkedIn dashboard.
Pro Tip: Regularly make a note of your search appearance data and the date. It’s a useful benchmark for you to review over time.
If you have access to the list of keywords searchers used, do the keywords reflect the products/services you offer? If the keywords you want to be found for aren’t on the list, think about reworking your profile. This list may also reveal additional terms you can add to your profile.
Keep in mind that people often create their LinkedIn profiles based on previous job roles, so they might show up in search results for industries they no longer work in or for skills they no longer want to use (perhaps lower-level tasks). If your LinkedIn profile is written with a focus on what you want to be found for right now or in the future, you’re more likely to appear in searches by your current/future ideal customer, providing opportunities to help grow your business.
8 Ways to Increase Engagement on Your Facebook Business Page
1. Post Native Videos Directly to Facebook
Rather than post your content to YouTube, try posting it to Facebook.
When you post natively from Facebook, the video will automatically start playing as your followers scroll through their feed – it will catch their eye and before they even have time to think about it, they’re watching.
The key here is to keep the video short.
Facebook videos that get the most engagement are 30 seconds to two minutes, with the ideal length falling at 60 to 90 seconds.
With that in mind, keep your videos to 2 minutes or less.