fbpx

Why is Video Outperforming Other Content

Video is outperforming other content on social media.

Over 8 billion videos watched on Facebook every day, 10 billion on Snapchat and 500 million hours of video is watched on YouTube a day! Why? In my opinion, it is just easier to watch a video versus reading a post and of course, it is more entertaining.

Image of video statistics

 

Is it right for your business?

Think about your product or service and target market. One-third of online activity is spent watching video.  I have to admit to getting stuck in the loop of videos on Facebook and YouTube. You know, you watch one funny cat video and the auto-play keeps going onto more and more videos and meanwhile, you’ve lost a half hour.

The group that watches the most, (you can probably guess) are Millennials. Gen Z is not far behind with their usage of Snapchat and Instagram Stories. Interestingly men spend 40% more time watching videos on the internet than women.

image of instagram and snapchat icons

Let’s talk about engagement statistics, that is really what is important right? Right. We want our audience (our target market) to engage with our content. Why? Because engagement tells the that your content is interesting and should be displayed in users news feeds.

Facebook is rated as the most impactful social channel for video, 8.4 times higher than any other social channel (surprised?). A Facebook video receives more organic (natural, not paid) traffic than a static photo.

If you want to increase traffic and engagement for your business, you should use video as part of your marketing strategy. Videos do not need to be long; in fact, you should keep them under 2 minutes. If you haven’t done any sort of video marketing for your business, I suggest starting with an explainer video. An explainer video is a short animated video that focuses on explaining your business or product in a compelling way.

image of keep it simple

As always, if you need help with creating videos and working them into your strategy, give me a shout.

 

 

4 Reasons a Facebook page is not enough

Not everyone is on Facebook

image of facebook logo

Although a recent study form the Pew Research Center indicates that Facebook remains one of the mostly widely used social media sites amount adults, still only 69% say they have used the platform. Additionally, simply having a Facebook page is not enough; Interaction is key to getting your page to appear in algorithms. A website is universal, reaching everyone that has access to the internet.

Your content is not visible by all

image of woman looking at phoneSpeaking of the Facebook algorithm: The posts on your Facebook news feed are controlled by various algorithms. Just having a Facebook page and updating it does not mean it is being viewed by potential leads, or even your dedicated followers. Facebook prioritizes meaningful content, meaning they look for content that creates interactions between family and friends, such as a person commenting on a post or liking a photo, or multiple people replying to each other’s comments. I will write more about the Facebook algorithm in a future post.

Limited search engine visibility

If someone is looking for your business by name, they will easily find your Facebook page. These customers already know who you are. Potential customers who do not know you exist and search for “Greenhouses near me” may not find your Facebook page.

image of google search

Your Facebook page may appear in the results; however, it is still a small percent of the number of results. A website gives you multiple opportunities to rank (appear in the search results) for that given term. Your home page is your landing page (where most visitors first enter your website) You have opportunities to write content about your business and include keywords that visitors search to find your business. Then you have the opportunity to have multiple other pages, “services” “about” and even a blog allows opportunities to tell search engines what your website (business) is about and can help you rank higher for the services you offer.

You May be Perceived Not Professional

Let’s be honest, a business lacking a company website is perceived as unprofessional. How many times have you searched for a product or service and went with a company that had a professional website over one that just had a Facebook page? Do you wonder why they do not have a website?

With Facebook, unless you updated it very often it looks abandoned and people may wonder if your business is still running. We’ve all had the experience of looking up a business find finding their Facebook page, only to discover the last post was a year ago.

Having a website is the best online advertisement out there. It lets you define who you are as a business, your brand. Sure, you can put your logo and picture on your Facebook page but really, when visitors are at your site, that is you, your business, not just a template that you are limited to with Facebook, a website provides endless opportunities. Again, I will say it, you need a website and I would suggest you not use the template website builders such as Wix, those also do not look professional.

image of niche media consultants

 

Wrapping It Up

The internet isn’t going anywhere, and some may say Facebook isn’t either, but trends change. Anyone remember MySpace? Many younger audiences are favoring SnapChat and Instagram, my daughter tells me Facebook is for old people (eek I didn’t say it) even though I am going to share this post on Facebook, it’s not the be all and end all. The bottom line, Facebook is a good additional channel your business should be listed on, but not the only.

You need a website, Let’s Chat.

 

Key Performance Indicators

Key Performance Indicators

What are Key Performance Indicators

and why do they matter?

Key Performance Indicators (KPI ) are a quantifiable measure used to evaluate the success and meeting objectives for performance.  You need to determine your KPIs from the start of your social media strategy. Knowing your KPIs will help you make decisions about the type of content you deliver and where to put advertising dollars.

Vanity Metrics

When developing your KPis, the main thing to consider is how you can create actionable goals and not vanity metrics.  A vanity metric is usually a meaningless indicator made up of numbers or statistics that look great on paper and pretty graphs, but do not actually relate to the success of your business.  Let’s take follower count for example, it is probably one of the highest debated vanity metric. Having as many followers as possible looks very impressive, like your business is up and running and legit; however, if they aren’t the right people following you, the ones who will buy your products and services, then that follower count is essentially only a vanity metric.

On the flip side, without followers, you have no audience to share, like and comment on your content. This tells the social network algorithms (we’ll talk about those in another post) that your content isn’t that interesting; thus, it won’t appear in users feeds.

Kevin Kelly  says You don’t need millions of dollars or millions of customers, millions of clients or millions of fans. To make a living as a craftsperson, photographer, musician, designer, author, animator, app maker, entrepreneur, or inventor you need only thousands of true fans.”

What this means is you need the right fans. You can have as many followers as you like; but what you need are followers who are actually going to interact with your content. If no one is interacting with your content then no one is seeing your content (throw me a bone and share this post will ya).

Choosing the right KPIs

To monitor the right KPIs, you need to take a look at what your business is and what your goals are.  If your goal is to increase sales, vanity metrics such as numbers of likes, shares, retweets, followers, and page views are not going to be the most important metrics for you to measure.  Instead, you’ll want to focus on conversions, leads and direct sales. If your goal is brand awareness, then those metrics may be of importance.

When I am working with a client, I start by learning about their business and product or service line. Next, I do some research to determine their buyer persona (a representation of an ideal customer) and finally I work with the client to set goals and develop a digital media plan to target those customers.

Six Reasons Your Business Needs a Blog

Image of typewriter

Reasons to blog

What is the first thing you think of when you hear the word blog? Maybe you think it is for personal use and you are a business, so what are the reasons to blog? Read on and I’ll tell you how it will help your business.

It keeps your website updated

Writing a high-quality informative blog post about your business or about the industry you are in, keeps your website up to date. Search engines are always checking the time stamps on when websites are updated, each new blog posts sends a signal to search engines that your website is current and up-to-date and worthy of being in their search results. Search engines do not want to give their users outdated information; however, you are probably not going to be updating your home page on a frequent basis, a high quality blog post can will increase your credibility.

It attracts an audience

A well-written blog using long-tail keywords will bring people (traffic) to your website. Long-tail keywords are phrases that contain at least three words. These phrases target specific demographics (your target audience). For example, a recent blog post for a client, I used the keyword “when to prune shrubs in Maine”. Using these types of keywords in your post will rank in the search engine, when someone living in Maine is wondering when they should prune their shrubs.

It keeps visitors on your site longer

image describing bounce rate

Have you heard the term bounce rate? Simply put it is when a person clicks on your website from a search engine and leaves the landing page quickly without browsing any further. So this bullet has two benefits, a blog adds more pages to your website and it keeps people on your site longer. If a search engine sees that people are bouncing off of your site, it will assume your page is not relevant to that search keyword or phrase and will lower it in the ranking.

It increases the number of pages on your website

You need more pages on your site. There are only so many times that you can incorporate your keywords into your landing page before you end up keyword stuffing (do not do that!). Keyword stuffing means that you are attempting to load your webpage with your keywords in order to rank higher in the search results, these keywords, such as putting them in a list or out of context, is considered webspam to search engines and your page will decrease in ranking.

It Provides opportunities for linking, increasing credibility

A blog gives you the opportunity to internally link to other pages on your website and gives other sites reasons to back link to your site. Why are these important? Internal links to your content tells the search engines that your content is relevant. Internal linking will help keep people on your website for longer and improves the relevancy of your other pages to search engines. Back links are probably one of the hardest SEO strategies. Back links are when someone else (maybe another blog, professional colleague, chamber of commerce) have your website link on their blog post on their page. (Notice I have back links in this post) Again, this tells the search engines that your site is relevant and worth being displayed in its results.

Social Media Sharing

image of cell phone

Finally, social media. You have probably done it, you read a really interesting blog post, news article, meme, GIF, video, whatever, you’ve shared someone else’s content on social media platforms. This increases awareness of your business/website and promotes more traffic (people) visiting your website, which hopefully in turn will give you more potential customers.

Are you convinced that reasons to blog will help group your business? Blogging is time consuming, right? See how I am adding my internal link…

Let us do it for you, visit our services page for more information.