But, do you know what’s the real psychology behind Like, Comment & Share features that every Social Media is banking on to earn billions in revenues? If you can understand what actually goes through a user’s mind when he or she is on Facebook you can then produce engaging content according to your niche audience & generate more traffic.
Let’s dive into our research!
Connection With Brain’s Reward Center
It has been discovered that there a strong connection is established between Facebook activity & brain’s reward center “nucleus accumbens” which is the pleasure center of the human brain. This part lightens up when we get a positive feedback whether in person or on Facebook through “Likes” & “Comments”.
Research also shows that while browsing Facebook there is a change in pupil dilation which is an indication that the users are happily engrossed in the activity.
Why We “Like”
“Like” is the social currency of Facebook.
According to Facebook:
“Like” is a way to give positive feedback or to connect with things you care about on Facebook. You can like content that your friends post to give them feedback or like a Page that you want to connect with on Facebook.”
Pew Research Center surveyed thousands of Americans discovered that 44% of Facebook users “like” content posted by their friends at least once a day, with 29% doing so several times per day.
According to research, there is a scientific reason or psychology behind liking a particular status or photo.
It’s a quick nod to show your support & to cast your vote
We can express solidarity to someone’s status updates & cause through Facebook “Likes ” which shows we are on the same line of thinking. A study reported in Psychology Today shows this almost has the same implications like real-world empathy.
We comment when we have to say something to express our opinion regarding anything.
According to a research conducted composed communication like comments & messages seems to have a greater effect to on alleviating loneliness. In fact, according to the experiment, it has been discovered comments seems to decrease loneliness more than private messages.
If you have a business page then replying to “comment” on a consistent basis can boost the fan engagement ratio.
Why We Post Status Updates
Posting reduce loneliness & make us feel connected
A group of students was studied by researchers of Arizona & Berlin and tracked their “loneliness levels” while posting Facebook status updates. The study found that when students updated their Facebook statuses more often, they reported lower levels of loneliness independent of the feedback of their statuses.
What Stops Us From Posting
Researchers found that people are more likely to self-censor when they feel their audience is hard to define. People engage only when they feel connected to one another and understood by their audience.
Why People “Share”
The audience usually tends to share something when they find something valuable, interesting, funny content or when they want to promote some product or services or support any cause.
Are you following a definitive Digital Marketing strategy for your business for 2018? Is Content Marketing the focal point of your Digital Marketing strategy? According to the latest stats, over 88 % of the B2B marketers use content marketing as an integral part of their Digital Marketing campaign. It’s fair to say content marketing has dominated all the other Digital Marketing avenues in 2017 & according to experts it will play an even greater role in converting visitors to clients in 2018! But in this era of information overload, you should be careful in crafting a niche content strategy for your client based on B2B or B2C. Let’s discuss how you can integrate content marketing into your Digital Marketing strategy in 2018.
1. Explore Different Content Types For Different Digital Platforms
If you are creating a content marketing strategy in 2018 then you should first analyze your potential audience in your niche & deduce what type of content is suitable for your niche audience. You can try experimenting different content types like creating informative blogs, infographics, webinars, podcasts etc. You have to perform a regular “Content Audit” to deduce with what actually is working for your audience to create your own unique content strategy for your audience.
According to Smart Insights, these are the top digital marketing avenues in 2018:
Content Marketing is an integral part of SEO this day & you can complement your SEO campaign seamlessly with content marketing by integrating latent semantic keywords in your content which is one of the critical factors of Google Hummingbird. If you want to promote your business in a specific location you can create location specific content targeting the demographics in that location which will expedite your Local SEO in 2018
Quality content can help you to generate more backlinks for SEO which can improve your ranking in SERP.
3. Change Your Voice
Content writers should be able to change their writing style frequently based on industry & audience. Content preference can change from industry to industry. You should be fluid enough to write according to the specific industry based on their target audience.
4. Always Look Out For New Ideas
The Web is flooded with millions of contents published every day so in order to stand out, you should give your audience something fresh to get the maximum engagement.You can easily get some interesting & trending ideas just by listening to audiences on various social media platforms & other media channels like television & print. In this way, you can keep a track on untapped contents which can go viral in the future.
5. Focus On Creating Value For Your Audience
Before writing a new content you should do a self-audit & ask yourself why your audience will read your post & what value they will get from your post. You should only proceed if your content is fulfilling a need for your audience or there is a high probability that your content will go unnoticed in this sea of content. You should be careful to not to just copy your competitors but you have to add some unique value to your content to stand out from the rest.
This is a common mistake most bloggers. In order to maintain a minimum word limit, they try to fluff their content with irrelevant topics & images & distract from the original topic. So, it’s very important to maintain the consistency & to stay “on-topic”throughout the post.
7. Distribute Your Content Smartly
Writing a great content is only the half job done. You have to market your content smartly to your niche audience through the most engaging social media channels where your audience hangs out. According to Smart Insights stats, Facebook remains the most popular content distribution channel. Instagram comes second & is the fastest growing network in history. It beats Facebook in terms of Social Media engagement. Twitter seems to be on the decline with the advent of What’s App, We Chat & Instagram. Live streaming channels like Periscope are also gaining popularity. You can leverage these platforms to promote your content through video conferencing.
You should try to leverage your contents which have gone viral in the past. These contents should be updated, tweaked & re-structured for your old & also new audience by adding some new information regarding your industry. You can try to convert the old textual content into an awesome infographic or can also make a video presentation with the updated contents which will ensure that your old audience will remain engaged with your blog & will keep coming back.
9. Optimize Your Content For Mobile
According to Smart Insights users are consuming most of the content from mobile devices. As per, the report Mobile Digital Media time in the US is around 51% whereas Desktop Digital Media Time is 42 %. People spend around 3 hours a day on smartphones or tablets consuming different contents like music, videos, news, apps, social media etc. Hence, you should always optimize your content for mobile to reach out to more audience.
Visual content has become an integral element of any post in 2018 & will be even more crucial in 2018 for your content marketing strategy. You should be focusing on creating more informative visual content like infographics, infographics, charts, memes, videos etc. to increase the user experience & audience engagement.Textual content has reached a point of saturation & so it will very hard to keep the audience engaged with your content unless you are integrating some relevant & interesting visual contents.
11. Have A Clear Cut Goal
Every content you are producing must have a clear-cut purpose. There should be a clear Call-To-Action on your landing pages to entice the readers to the next step into your marketing funnel whether to opt for your email subscription, e-book download or to buy your services or products.
This data will help you to plan your content marketing strategy more precisely to get maximum ROI on your content marketing campaign.
Look at this awesome infographic from Search Engine Journal to understand how you can diversify your content in the following Digital Marketing avenues in 2018 to increase your traffic, leads & sales.
Content Marketing is now the backbone of any Digital Marketing campaign. It has been a game changer for many businesses but many businesses have failed to capitalize on it due to a lack of clarity of goals in their Content Marketing campaigns. You can’t just expect your readers to buy your products & services instantly just because they have read one of your posts. You got to keep them engaged with your blog by producing valuable & informative content consistently. Once you create a loyal follower for your blog then only you can pitch them your products to make the transition gradually. Content Auditing is a very crucial factor in content marketing to analyze the ROI on your content marketing effort from which you can easily discover your most valuable contents that are generating the maximum traffic, engagement & conversion.
Social Media Marketing has touched a new height in 2017 & has become an imperative ingredient of any online marketing campaign. With the advent of new Social Media platforms like Instagram & Snapchat, Social Media Marketing has become very competitive as every other business is trying to cash in the huge social audience to boost their revenues. Hence, the social media platforms have updated their algorithm to limit the reach of your posts. The organic reach has declined dramatically on Facebook. Hence, the only option left is to pay the social media platforms to show your content to the maximum audience.
But paid ads will not guarantee your engagement & hence it’s not worth spending thousands of dollars on boosting your posts. Hence, we have come up with some innovative idea which can increase your organic social media reach without even spending a cent on ads! Let’s dive in!
1. Focus On The Most Active Social Media Platforms
Most businesses make the mistake of creating their social media profiles on every social media platform out there under the sun. This is just a waste of time & energy as your target audience will not be active on all the social media platforms out there. Hence, you have to do a bit of research to find out the most active social media platforms. Just look at the data below from Statista
According to this Facebook remains the most active Social Network in the world in 2017 closely followed by Whats App & Messenger (Both are in fact subsidiaries of Facebook )
This data from Global WebIndex can give you an insight of the popularity of each Social Media platform based on Age :
You can also compare the Reach with actual Engagement on each Social Network from this Comscore data factoring users from 18 – 34:
Hence, you should first create a buyer persona based on Demographics data like Age, Gender, Interests, Income, Education Level etc. Then you can find out where exactly your target audience hangs out & start posting relevant & engaging content on that social network.
2. Leverage The Power of Hashtags
Hashtags (#) have become an integral part of every social media post on every social media.It makes easier for users to track & organize topics based on their interests.It is the easiest way to categorize contents on social media.
This is the guy who started it all long back in 2007!
how do you feel about using # (pound) for groups. As in #barcamp [msg]?
In fact, due to its popularity “Hashtags” have found a place in Oxford Dictionary. Another, great benefit of using a hashtag in your posts is that it connects with users on other social media platforms.But most of us still don’t know how to use a hashtag properly in posts & end up spamming their posts with too many irrelevant hashtags. So, let’s look at the following guidelines about properly using hashtags in your social media posts.
Some Basics About Hashtag!
Hashtags are primarily incorporated in order to monitor trending events & discussions on social media to update users about the latest buzz in the social media.You can click on a particular hashtag & can get redirected to the hashtag feed instead of your original feed.
Every hashtag has its own unique URL
You can search for specific topics & events from your address bar on Facebook like facebook.com/hashtag/topic
You can directly post from the hashtag feed on Facebook.
Hashtag Guide In A Nutshell:
1. Use A Single Word With No Space
You should use the hashtag as a single word with no spaces in between if you want to use more than one word in your hashtag.
2. Don’t Use Too Many Words Together
Don’t clutter your hashtag by stringing too many words together. Try to keep it to the minimum.
3. Don’t Use Special Characters
You can’t include special characters but you can use numbers in your hashtags.
4. Be Specific
Use the hashtag in trending topics in your niche industry to drive more traffic to your posts. The only thing to keep in mind is that you have to be specific about the topic.
5. Use Hashtags As Per The Network
Every network has its own unique way of interpreting hashtags.
Each hashtag has its own unique URL from where you can post your status updates. You can leverage this URL to drive more traffic from other sites. You can leverage the hashtags to increase your reach. When you use a popular hashtag with your content the audience searching for that specifically for that niche may discover your content.
Hashtags are very important for Instagram as the hashtags are used to describe a photo & its details rather than a story or a theme. One of the advantages of using Hashtags in Instagram is that you can use as many Hashtags in your post. Here The rules are pretty simple here:
6. Capitalize The First Letter
To make your hashtags stand out capitalize the first letter of each word(with no spaces in between) like #SocialMedia
7. Create Your Own Unique Branded Hashtag
Create your own innovative hashtags for your products & services through which people can identify your brand of products & services. You can also create hashtags for events happening around your brand.
8. Leverage Trending Hashtags
You can leverage trending around current events which can boost your posts & tweets to gain more engagements across the platform. You can use any sporting event like #Wimbledon, #USOpen to catch the attention of the online community who are following that event.
9. Don’t Spam
You should not spam your posts with hashtags & use it frugally. You should not be in a situation where you have more hashtags than words.This will only attract spammers who will just follow you to get a follow back.In order to get real fans, you have to use hashtags more judiciously based on your niche.
10.Don’t Be Too Specific & Avoid Long Hashtags
You have to keep a balance between too generic & too specific. If you create hashtags which are too specific to your brand or product before its launch then nobody will search using that hashtag as they have never heard of your brand. So, it’s better to use trending hashtags niche.Don’t make your hashtags too long but try to keep it short. It has been seen that people always go for short hashtags (But remember don’t be too offbeat ).
Hashtags, if used cleverly, can generate tremendous reach & engagements on any social media platforms be it Facebook, Twitter or Instagram but you have to be careful in to use it at the right place to gain maximum reach. Hashtags should be an integral part of your Social Media Marketing especially if you are doing Content Marketing on Twitter & Instagram!
3. Leverage Your Social Media Profiles
Just like On-Page SEO you can optimize your Social Media profiles by some easy hacks.
Use a user-friendly “Username” representing your Brand to enable your audience find your page quickly on Facebook & Twitter search like this:
2. Use your unique Brand Logo as your profile pic on every Social Media to create your unique identity on Social Media
3. Don’t forget to embed your Website URL & your other Social URLs in the About section
4. Publish Evergreen Content Consistently
Facebook, Instagram & Twitter are constantly tweaking their algorithm to show the most relevant & useful content to their audience. Hence, you should always try to post content tailor-made for your audience which will keep them engaged to your page. You can easily track what type of content is getting the most engagement from Analytics & then create similar content consistently. If your audience has engaged with such content before then there is a high chance that Facebook & Twitter will show them in their feed.
5. Schedule Your Posting Meticulously
Don’t just go on posting content blindly all day but schedule your content at a specific time each day for based on when your followers are active on that social media. You can deduce this data from built-in Analytics on each platform.
6. Mix Your Content Strategy
If you keep on posting the same type of content daily then your audience will get bored very quickly & will bounce off your page. So, you should try to tweak your content strategy with a mixture of Text Updates, Photos, Links & Videos.
7. Follow 80-20 Rule
You should try to post more useful content for your audience rather than self-promoting posts about your products & services. If your ratio of self-promoting & “Salesy” posts is higher than it will be a big turn-off for your audience as the primary reason they are following you is to get some valuable & interesting information rather than buying your product or service. When you’re just starting out try to divide your content strategy into:
80% useful posts providing genuine value to your Social Media audience
20% promotional posts
8. Target Your Audience
You can specifically target each post based on Age, Gender, Language, Location & Interests to optimize your post reach & engagement.
9. Be Responsive
You should be as responsive as possible to your audience who are engaging with you through messages & comments. Your audience is investing their valuable time to leave a comment or message you so you should appreciate them to make your audience feel important. If you don’t interact with them & ignore your audience then they will be offended & will just stop interacting with your page which can be detrimental to your brand. Responsiveness is, in fact, one of the factors that Social Media algorithms analyze in factorizing your News Feed rank. The more you interact with your audience, the more your content will be shown in their feed Hence, you should fix a time to reply to your messages & comments If you are too busy to monitor your page then you should hire a Social Media consultant who can monitor & interact with your audience on your behalf.
Organic reach on Social Media is becoming more & more difficult as the social networks are tweaking their algorithms to filter out irrelevant & spammy content. Hence, you should be focusing more on creating more value for your audience with informative, useful & emotional content to connect with them. Once, you discover what is working for your audience then you can focus more on creating a similar type of content & your engagement will be sky high without clicking “Boost Post”!
If you are running a local brick & mortar business then you are probably targeting clients in your locality or nearby areas in your city. But how will you tell search engines about exactly where your business is located in order to provide the information to your local clients. If you are looking to target a specific audience in a specific location then optimizing your business on Google for “Local Search in 2018” is very essential.
Let’s discuss some very effective ways you can easily optimize your local business to be discovered by your local clients.
Researching Local Keywords
With local search, the foremost thing you have to do is to perform a thorough Keyword research to add high volume local Geo-Specific Keywords along with your Industry-Specific Keywords like “Real Estate Companies In LA”, “car rentals in CA”, “Digital Marketing Companies In Seattle” etc.
On-Site Local Optimization:
Optimize Your Page’s Title
The Title Tag of your landing page should be optimized with the specific location in mind you are trying to optimize your business as it will the first thing to appear in the SERP & is very important to include your location in your Title Tag for Local Optimization.
Optimize Meta Description Attribute
Your Meta Description should include your Geo-Location along with niche keywords & contact number as Google might use it in the snippet in its SERP.
Have a Contact Us Page with Full Name, Address & Phone Number(NAP)
Contact Us page should have the original name, address & phone number of each location. You should ensure that NAP elements are consistent throughout the website.
Include Name, Address & Phone Number(NAP) In The Footer
Placing Name, Address & Phone Number(NAP) of your business on every page of your website will boost your local relevancy when crawled by bots but only ensure that you are using text not images.If you have multiple locations then make sure to list all the locations in the footer.
Optimize H1 Header Tag With Specific Location
Don’t forget to include your specific location city or state in H1 Header Tag to boost your local relevancy.
Include Your Location In Your Content
You should have a specific location focused content marketing strategy for Local SEO. You should mention your specific location in your content if you are aiming to optimize your business for “Local Search”. If you have multiple locations then creating multiple pages with each location & keyword combo will be a good idea.
Embed Google Map In Your Site
You can embed Google Map via several plug-ins on your website to let Google know where exactly you are located in order get your business on “Local Map ” results.
Include Location In ALT Text For Images
Since search engine, bots cannot read images & can only see ALT Text in images you can use your location in the ALT Text to optimize your page for local results.
Place Your Targeted Location, City, State In URL
You can leverage your URL structure by including specific locations & city to enhance your ranking in “Local Search”.
Integrate Client Feedback about Your Product & Services In Your Landing Pages
Use feedback from local clients from the cities about your products & services to build credibility among your local clients.
Offer City Specific Special Offers For Your Products & Services
Offering city specific offers can help search engines to differentiate one location from another
Arrange City Specific Events For Launching Your Products & Blog About Them
If you can organize city-specific events & get them to cover by local press & media then you can get a huge traction by highlighting them in your blog
This is the very first thing you should do optimize your site for local search.Just visit My Business fill all the details & get your business Verified by Google.
Get Reviews from Your Customers
Request your customers to leave a Review your business on Google on your profile & respond to them accurately to show off your customer service skills & can create opportunities to bring in more clients.
Build Citations By Listing Your Business On Local Search Directories
Try to enlist your business in all the leading local search directories like Yelp, Foursquare, Hotfrog which can give tremendous visibility to your brand & will eventually help to boost your ranking in “Local Search”.
Let’s look at this study from Moz on major Ranking Factors for Local SEO in 2018.
Local SEO is a crucial part of your marketing strategy if you have a brick & mortar business. It has been seen that 80% of local customers visit a store within 1 day of searching. Hence, having a prominent local presence on Google Map & Google Snack Pack can drastically improve the footfalls in your store. Hope you can now use these strategies to up your Local SEO game in 2018.