Whether you need advice on where to gather digital marketing knowledge from, what DM courses to do, I’ve compiled all the info you’ll need in Ireland today. Have a look!
Creating a social media presence is fairly easy, the maintenance and the growth are where the problems lie. Some businesses fall into a vicious circle of the ‘similar content’ machine, which is to say that they got into a habit from years ago that might not at all be relevant today. Others may be taking advice from just the wrong source (not necessarily their own fault) and they don’t know how to turn things around once the numbers don’t rocket as they once did. They become heavily reliant on paid boosting or ads, which could be avoided or at least balanced in a healthier way. I’m bringing 5 tips to your attention today to improve your social media presence. Let’s have a look! 👀
1. Utilise social stories
Most would know that social platforms, such as Facebook, Instagram, Snapchat and Pinterest have a stories section. What’s a lesser-known fact is that Twitter (Fleet – will be gone early August) and LinkedIn (Stories) have the same now, so when you’re a business, you should definitely utilise it as part of your social media strategy.
As people do like to interact/view the story contents, it will be a natural and organic booster to your posts that will drive engagement up and will also help you reach new audiences for you to work with.
Just don’t forget to use the hashtags in your stories to reach the right audience.
HOT TIP: Include some #s in the text you add to your story, so you’re not restricted to the 1 hashtag sticker.
2. Show off your people
In today’s digital era simply pushing your business goals are just not going to cut it anymore, as you might have heard.
Personalising any business is a bit of a leap for some, but I can assure you, utilising the ‘behind the scenes’ of businesses has been one of the HOT TIPs of 2021 (check out this article to learn more –> How to increase sales by personalising your website).
Showing off the faces behind your business does pay off, drives engagement and a bit of sass, will gain you followers!
Have the 30/70 rule. 30% of your content should be more strictly brand-related content, while the rest of the 70% is where you can have fun, e.g. repost/retweet to help out your business partners, promote your employees, or even add some jokes, or anything else you’d like to build trust, add personality to your business and ensure that your customers recognise that there are real people behind the brand you established.
NOTE: I know there is controversy around this rule, but when applied, the ratio mentioned above will give the best results.
3. Go Live
With your social media presence, it is important to navigate the algorithms that the different platforms throw at you as best you possibly can.
Going live will be prioritised by the social media platforms’ algorithms because they want video as a leading content source – everyone is visual and videos generally do great. This will mean that your business will get a really high organic reach that it otherwise couldn’t. For e.g.: Facebook has been restricting organic reach for years now, and this is a great way around it!
As part of the personalisation of your business, it is good practice to go live. You can update your customers about something exciting happening in your business or inform them of events that are important to you and your company!
4. Don’t restrict your social links
I see this less and less, but it’s still relevant. We must catch up on how to include relevant links – especially on Instagram, Twitter, and Facebook. You should not have just one link in your bio. Or rather, have the link that will link your customers/audiences to your other relevant links.
Linktr.ee or Campsite.bio (or more HERE) will link up your accounts together, the pages you’d like your audience to visit often (e.g. for regular updates), that special offer you’d like to bring to their attention, or the tickets you’d like them to get, etc.
It’s an easy sign up (mostly free, unless you want fancy fonts and backgrounds), and I know first-hand that Linktree is continuously developing.
Just don’t forget to update your list on a regular basis and you’re golden.
Hot Tip: Include it on ALL your channels. It is developed for that purpose and that way one link works everywhere and nothing will get forgotten!
5. Mind your hashtags
Hashtags are a great way to direct your content to the right audience.
General rule of thumb with hashtags:
- Aim for relevant keywords for hashtags (no generalisations, if possible) as they should aid audience retention. We want to reach the right audiences and gain more!
- Research your hashtags and go for the ones that have already a 1000-10K reach. Anything below or above is most likely overly generalised or overused.
- When there is no space for too many hashtags, aim to use relevant ones over business related ones, as that will attract new audiences (e.g. Twitter), UNLESS there are business event/occasion/season/mood or business personalisation related business hashtags that has good prior track record (e.g. over 1000 reach already)
- We should aim for 30-35 hashtags with each post
- Up to 15 should be a constant that is used for your brand every time.
- The rest you’ll have to work on, to know where we need to research and come up with in relation to each post
- MAX 3 hashtags to be used – 2 is usually better.
- As there is a character restriction of 280 (including link and hashtags), go for only 2 hashtags unless there is something else that is relevant and is trending.
- Up to 20 hashtags should be used
- Most of these can be repurposed from Instagram, as there are a lot of overlaps.
- Limited to 100 characters, so aim to work on a good a good low number here – 1-2 should suffice, depending on the length of your copy.
- No hashtags should be used as they don’t work the same way as everywhere else.
For further info on #s see this article from the creators of Hootsuite. Just forget what they’re saying about Facebook, as I mentioned above, they shouldn’t be used, they don’t add to the organic reach like they do on the other platforms.
Here are some links where you can read up on more on this topic:
On Live streaming: https://neilpatel.com/blog/live-streaming/
Find Your Hashtag Strategy: https://sproutsocial.com/insights/hashtag-analytics/
Utilise User Generated Content: https://wpengine.com/resources/user-generated-content-strategy-wordpress/
Until next time,
May we all have satisfying conversations!
Email marketing is an often overlooked commodity that is very useful when implemented right, as a part of your overall digital marketing strategy. It is always the one that people think to be intimidating and thought to have no proper return on investment. In fact, it is the other way around. It is insanely rewarding to build from the bottom up!
Since it is restricted by GDPR compliance to protect personal data being unlawfully available, it is something that you have to work for, but it always brings ROI over time, and according to the latest Kinsta statistics, “87% of B2B marketers use email as a distribution channel.”
This means that they use it to spread the news about their businesses (oh flyers, art thou transformed so?), create excitement for existing and new customers for their latest events and updates, and so on. The possibility of what it can be used for is really only limited by the imagination of the digital marketer (and their clients).
That alone should be significant for anyone inspiring to grow their business and their revenue.
Intrigued, yes? Let’s jump right into the basics to figure out how to do email marketing yourself so.
1. Build your template ䷓
So you’d like to start your email marketing campaign. Good. First of all, you need a template, right?
You can avail of a template by signing up for a 3rd party tool, like Mailchimp (I most recommend this one), MailerLite, Convertkit or suchlike.
I will go into another, more in-depth way to get started with Mailchimp’s template builder, but for now, all I am going to say is that I think that most businesses should use the 1:2 or the 1:3 template.
Unless you have coding experience, in which case you may want to code your own. Hat’s off to you! You’re a cool dude.
Since Mailchimp has a multifaceted UX (User experience), it is rather easy to use, and you can play around with font size, text and background colours, you can insert your business logo and of course, you can write your message.
Templates are highly recommended, so you don’t have to start from absolute zero every time you want to build a completely new email whenever you have enough content to send out and update your customers.
I recommend making up at least two types of templates right off the bat: one for the weekly/biweekly/monthly and one for seasonal (Christmas special, Business updates, Special offers, Valentines Email, etc.).
When you start out, give yourself less, so you have some time getting used to the platform and learning your way around things.
Keep it simple though. You don’t want to overload your email with too much info!
2. Front-load your priority content 🥇
When you set up an email, you always have to make sure that what your message says will engage your customers the right way. It is difficult to know what to put first when you’re just starting out, but I have you covered.
Front-loading your priority content will help you immensely, and it just means that whatever services/news/new products/latest blog posts that you’d like to push the most will go first in your email.
‼ My husband (also a digital marketer) taught me a trick on how to realise what’s this most important thing.
Make a list of what you want to put into your email on a separate collection of your Bujo or just on a piece of paper, and once you have your list ready, number your items in terms of priority.
Hey, Presto! There you have your content that is to be front-loaded. This item should be the one that will capture the attention of your reader/customer.
3. Make it interactive
One of the things I’ve heard a couple times now is that an overly interactive email (too clickable) is just too much for your intended customer.
It is simply not true.
The email’s main purpose is to intrigue, to excite and to inform.
To make it interactive, I don’t mean for you to put in an image with flashy colours that will induce an epilepsy attack, or four hundred colours to break up the text with. You should keep it much more simple than that.
Stay with the brand colours? Yes. Don’t give a litany on your news in an email? Yes. Keep it simple and clean? Yes. Make it interactive? Absolutely yes!
An interactive email simply means that when you add your logo, buttons and images, you add your appropriate links to them, essentially making them clickable, so the customer can be redirected from your email to the elaborated information that you don’t have to fit into the email. Just take care that they work when you send yourself a test email – which you should ALWAYS do.
4. Alt-text and links
- Alt-text: this is a best practice for when you upload images anywhere, from your website to your email, and it will make sure that whatever original art that you’re using (logo, business-related pictures, fun art) will be showing as a text, even if the image itself does not. It is good to do in case your email goes out the first time and the email engine doesn’t recognise the images. You tell the reader what it is, so they’ll download them, and then you won’t have this problem the next time.
- Links to logos, images, buttons, social icons: that interactive part I mentioned above? This is where you make it happen. You just need to click into the editor, which should take you to the surface where the links can live, and when you save them, everything will automatically become clickable. (I’ll be talking about this more in the next post) Very important, so you can make sure the links will direct them to the more information that I also mentioned above.👆
- Include your email as a link: say you have a competition, and you want the participants to send their work to your email. You can link your email address to an image, logo or social button. It is a quick and easy way to make sure that your people find your intended email, and not a random firstname.lastname@example.org, on which their message will not be read and will probably be forgotten about altogether.
5. Know your tools
I know that for me, when it comes to email marketing, the big thing is to show off my creative side. I used to spend hours on perfecting something that looks overly elaborate to me now.
To avoid unnecessary work and make sure all is high quality, I’m making sure that I am using the right tools when it comes to the images and the art that I include, be it my logo, background images and so on.
I consider using the right tools best practice. You wouldn’t want to ride a bike that has a hole in the tire, right? 🚵🏿♂️
- MailChimp: To my point of view, this is THE tool to use for email marketing. Whenever I think of an example for anything, I think of how the surface of Mailchimp works. It’s user friendly, it has everything you need to have a campaign look good and yet make it unique for your business. First-time users, you’re in for a ride! Caution – just like with everything, take your time and get to know the platform. I promise it’s great!
- Image compression tools: They are great to use, so when you use an image anywhere on your site, the images won’t take up a huge space, meaning it will help your site speed, ergo you’re doing a bit of a technical SEO without trying.
Canva – Canva is mainly an image creator tool (and boy do I love it!). However, when you download your images (and you’re on a free trial or it’s a paid version) you can compress your images right off the bat. (See my banner image at the top of this blog post? It is a compressed Canva art I made). You will not lose a lot of quality, at least not enough to notice with the naked eye.
TinyPNG – compresses png and jpeg images, same as Canva. It has a quantity limit (20 images of max 5MB each) but if you do only couple at the time and you don’t want to pay for the pro version of Canva (I understand, money doesn’t grow on trees), then this site is your best friend for compression.
Photo Resizer – We all have businesses that has loads of pictures they give to you that will not be in the right size for using on Instagram, Twitter, Facebook or any of the other of the social media platforms. To avoid random cropping – use Photo Resizer. It is a free tool that you will appreciate in avoiding future headaches. The website is simple, but as always, don’t forget to familiarize yourself with it and play around with the settings at your leisure. You’ll be able to crop the pictures to size according to the different social platforms as well as making sure the size of the file is smaller too as a result. Brilliant!
- Embedding: Embed your videos- don’t directly upload them. Embedding just means that instead of uploading a video directly somewhere within your content from your computer, you first upload them to Youtube, Vimeo or another 3rd party video hosting site to store your video, and then insert the link of that video into your email template. It helps with the loading time of an email. No one likes to wait for loading in any longer, we’re not in the 2000s (the stone age is long gone too). And yes, embedding is a best practice across the board too (social media, except Instagram (at least it work a different way), websites in general and blogs, of course).
Further reading to expand on your knowledge:
Thank you for reading this article.
Do you have any questions? Is there anything, in particular, you’d like me to write about regarding digital marketing? Let me know in the comments below👇, and I will address it in one of my next blogs.
Until next time, may we all have satisfying conversations. 😉