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Social Media Marketing for Business

Heyo Blog - Social Media Marketing for Businesses

Amy Winer

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June 21, 2017

Using Keywords to Define User Intent Online

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Keywords are the basic foundation of any SEO strategy, and they are typically used as topical concepts to cover throughout your content. All too often, they’re simply used as guideposts that can help you outline your content’s topics of discussion.

To use keywords in such a way, is to waste their true potential. Instead, content creators and SEO professionals should be looking at the intent behind the keyword. What was the searcher’s purpose when they entered that phrase or topic into Google? Join us as we discuss finding intent and applying it to your strategies.

Understanding User Intent

Every single person that uses a search engine has some kind of intent behind their inquiry. They don’t just type in something because they feel like it. They have a reason behind their search. Google seeks to understand this intent and provide results in the SERPs that meet the needs of that search.

MOZ founder Rand Fishkin once described the main categories of search intent as such:

  • Navigational – The searcher is looking for a specific website, but they don’t know the URL, or they’d rather do it this way.
  • Informational – These are searches that result when people are looking for information or answers about a specific topic. A search like top 10 hosts, for example, would be informational in nature.
  • Transactional – This is when someone is ready to purchase a product, find a local company, sign up for a subscription, etc. They have a specific product or type of product in mind, and they’re ready to buy.

Knowing this, you can use your analytics, your keyword research, and various queries around your brand or industry to better understand which type of intent your keywords have behind them.

Applying User Intent to your Keyword Strategy

Doing your own research into specific keywords or intent begins with understanding the meaning behind the concepts your customers are searching for. You should also target long-tail keyword variations, which reveal intent far more than a single word or concept.

For example, if I were to search for “roaches,” then most of the searches will incorporate something about extermination. From this, you could infer than people searching for “roaches” are most likely looking for a solution on how to get rid of them.

It’s also worth noting that searchers tend to go through these categories, one-by-one, when they are on the journey towards making a purchase. Knowing their intent can also give you an idea of where they stand in your sales funnel.

You can use this as an opportunity to modify your calls to action (CTAs),, and cater your pitch to the intent of the users on that page. This also extends to the language you use on your pages. Remember, you’ll get further by honing in on intent than you will by trying to just broadly target keywords.

Understanding your user’s search intent will give you power over your content in a way that simple metrics like search volume never could for your keywords. It will also apply to other aspects of your business, like social media. Remember to look for detailed and long phrases (long-tail keywords) as these will offer more insight into where the customer stands in their buyer journey.

Final Thoughts

User intent is the true power of keywords in today’s SEO world. You should look beyond things like search volume and instead seek to understand the meaning behind what your users are searching. This will give you the knowledge you need to create targeted content that fits their needs.

Alice Clarke

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May 19, 2017

How to Build a Social Media Content Strategy Like a Pro: Here are the Biggest Secrets

Are you reaching the right prospects? Are you spreading the news about your business? If so, congratulations! You have a well-functioning social media marketing strategy. If the answer is negative, chances are that you haven’t mastered the science of social media content creation yet.

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Building a social media content strategy is the key to reaching the right people and making the most of your online presence. The task may seem intimidating at first but if you learn from the experience of the pros in the field, you’ll soon get good results.

So, what does it take to build a solid strategy that’s professional and adequate for your respective field? Keep on reading to discover some of the biggest secrets that social media marketing experts keep to themselves.

Know Your Audience, Know Your Audience, Know Your Audience!

We can’t stress the important of knowing your audience enough. Once again – learn about your audience before attempting to do anything else.

Social media marketing is all about addressing a specific group of people. The more niche and relatable your content is, the better your online reputation will become. When you have a good idea about your audience’s profile, you’ll know how to choose the right channels and how to put together a solid content plan.

Social media audience research is a task that requires time and effort. For a start, you may want to determine your market position. Are you addressing a current need or creating a brand new desire in buyers? What types of people will benefit from the products and services you have to sell? Where are these people located? Are they employed? How much money do they earn?

Doing competition research will give you some idea about the types of people you should be addressing. The same applies to doing paid social media promotion and setting the right demographic criteria. In fact, this is one of the simplest options for populating your communities with the right people and seeing a high return on investment.

Base the Content Strategy on Each Individual Channel

Here’s another essential to keep in mind – you can’t use the same content on Facebook, Instagram, Twitter, LinkedIn and the other social media profiles that you maintain. Each of these platforms has its specific audience and communication tools. Thus, you should have a separate content strategy for each of the channels that you’re on.

Multiple social media profiles require constant monitoring. You may start with a few of those but sooner or later, you’ll find out that your efforts should be focused on only a couple of channels that deliver the highest level of engagement for your brand.

You’ll learn a bit more about the content that’s best for each channel through experience. In the beginning, however, you may rely on the following tips to boost the relevance of your content strategies:

  • Facebook posts: short texts, videos and images tend to benefit from the highest level of engagement. This social network offers quite a lot of versatility when it comes to the content that delivers the best results.
  • Twitter: very brief sentences, slogans and images are ideal for the purpose of Twitter promotion. You can also post links to your website with brief captions.
  • LinkedIn: opt for longer texts, as well as longer captions that lead to relevant links. When using LinkedIn, keep in mind that you’ll usually get best results by engaging in B2B promotion.
  • Instagram: obviously, this channel is the one to use for the publication of photo and video content. Keep the captions short and look for good hashtags.
  • Google+: images and links to your website accompanied by brief captions tend to see the highest level of engagement.

Make the Content Itself Good

This tip may seem like an obvious one but many companies ignore the importance of professionally created social media content.

If you don’t have the needed experience and the skills to push out consistent, good content on a regular basis, you should get professionals to do it. TopAussieWriters is just one example of a possibility that you can rely on.

Good posts have a hook, something that gets the audience eager to undertake a certain course of action. You may want to promise an answer to a pressing question, something funny or something that few people know.

When making such promises, you have to deliver. Clickbaiting is a bad strategy because it fools people into believing that you’ll give them something you simply can’t. It may work the first time around but sooner or later, you’ll start losing some of your audience.

Good content is also about regular scheduling. A good social media content strategy schedules updates for regular publication. There’s no need to make multiple updates across channels several times per day. If you only update your profiles once per month, however, it will simply be impossible to keep the audience engaged and coming back for more.

The final thing to remember is that you should constantly keep on checking the performance of your content strategy. Social media provides a lot of analytical information about your top posts, their reach and their engagement level. Find out which types of content gets the best response and which ones miss the mark. You can adjust the strategy on the basis of this information. Social media marketing is a real-time approach. If you’re not getting the return on investment that you desire, you can always modify the campaign to boost its relevance and see better results in the future.

Jen Drumm

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May 18, 2017

On Thursday, May 25th at 11am PST/2pm EST, Our Friends at PromoRepublic are Hosting a Webinar That You Won’t Want to Miss!

May 18, 2017 | By | No Comments">No Comments

 

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Hosted by PromoRebulic’s Alla Bogdan – Social Media Specialist, Consultant and Influencer

In this webinar, you’ll:

  • Define your goals, target audience and content strategy
  • Convert your content strategy into an actionable plan
  • See examples of posts that drive traffic and conversions
  • Create lead-generating posts based on holidays, events and trends

You’ll also receive:

  • A live demo on content creation and posting automation
  • Free social media templates
  • And a special bonus!

RESERVE YOUR SPOT TODAY! We’re looking forward to ‘seeing’ you there!

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Alla Bogdan

By

May 16, 2017

5 Types of Visual Content You Need to Use in Your Social Media Marketing, From our Friends at PromoRepublic

If you are considering adding online content marketing to your outreach strategy, there are a few things that you need to know in order to create growth and increase engagement. While the importance of text is still very significant, graphical material adds a dimension that simply can’t be expressed by words alone. As attention spans continually shorten, large blocks of text become more unbearable. Give your readers what they want!

In light of the data that 65% of people are visual learners and 90% of all information that we encounter every day is visual, graphical content seems a natural way to improve engagement with your audience. The other side of the coin is that low-quality content can potentially harm your chances of success. It is also crucial to ensure that you have the right to use any content that you did not create yourself, so make sure to give proper attribution for anything that you may borrow.

We’ve created a brief list of visual content strategies to increase the effectiveness of your content marketing.

 

  1. IMAGES

Images are the simplest form of graphical content. These can take the form of photos, memes, screenshots, or animated gifs.

Use images to break up blocks of text, so the reader will have a chance to digest what they’ve read before going on. Content of this type is most effective when you produce it yourself or use an original piece, as this approach gives a personal feel to the material.

Quotes are easily the most shareable content. Just find some that will match your followers interests and place them in a stunning visual. Don’t forget to customize your posts with a logo.

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Check out PromoRepublic’s Quotes Category for free. This social media content builder provides 50+ industries with pre-made visual posts templates for 6+ categories from engaging content to promotions, trends to local events and more.

Memes are images that contain some contextual meanings and propagate over time as they are shared and customized by the community. These should be used carefully, so consider your audience. When used effectively, they can add some humor to your posts and appeal to younger followers. The risk with memes is that they often have built-in contexts that can be misinterpreted or misunderstood by a broader readership. However, when used effectively memes can be more compelling that simple images and can inspire an added feeling of community through inside jokes or recurring themes.

Animated gifs can be used when a short piece of animation would be helpful. They offer a bit more depth than static images, and require significantly less time and bandwidth than watching a full video.

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Screenshots are useful when providing instructions to your audience. When learning new techniques or how to use new software, selected screenshots can save them a lot of time searching for options. Most modern devices include a screenshot application, but online tools such as Skitch are also available.

 

  1. VIDEOS
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Videos can combine the capability of images, text, and audio. In this way, they can be quite flexible. They can be used to convey anything from instructions on how to perform a task to testimonials from satisfied customers. While this medium can be very time-consuming, and potentially costly, the impact of having a quality video in a post can be significant. After watching a video, 64% of customers were more likely to purchase a product.

Considering that the average lifespan of a video is about four years, this medium has significant staying power. It is important that any video that you invest your time and money into should be coherent with any other media that you may also post as well as your overall brand image. Moz recently published a study that claims that posts containing videos generate nearly 300% more inbound traffic.

 

  1. INTERACTIVE CONTENTUntitled

Another approach to enhance reader engagement is to provide them with interactive content. Questions or quizzes can rapidly pull your readers in and get them invested in your brand. It is best to avoid ‘yes or no’ questions; instead focus on questions with greater depth to get your audience thinking.

Calls to action (CTAs) can also be a useful approach. These are short statements, often at the end of content pieces that are meant to inspire the audience to interact further. They can range from ‘follow us!’ to links to other content like ‘watch this clip!’ When used properly, CTAs should inspire urgency.

 

  1. INFOGRAPHICS
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Infographics combine images with data and statistics. This presentation method can be useful for expressing facts along with a relevant image or graphs. Your audience will then be more likely to make associations within the presented content where they might not with simple tables of numbers or individual graphs. This medium allows for non-experts to easily digest complicated facts.

There are many variables that will determine how effective an infographic is for your purposes. Things as mundane as choice of colors and fonts can significantly impact the reaction to an infographic.

High-quality infographics tend to be widely shared on social media, so this could be a vehicle for increasing brand awareness quickly. An effective approach when sharing infographics is to include a thumbnail and a hyperlink to your original content. This will avoid size restrictions as well as channeling traffic to your site.

 

  1. PRESENTATIONS

While presentations function similarly to infographics, they are better suited for delivering information sequentially. Once part of the realm of stuffy overhead slideshows, presentations are no longer limited to in-person meetings. Slide-based presentations have become significantly more sophisticated than simple lists of bullet points. Services like SlideShare allow a much greater reach across various platforms.

Effective presentations should make good use of color and multimedia content. Inconsistency in a presentation can be seriously distracting, so try to make things as uniform as possible. When presenting data, it is best to cite the best sources so make sure to check their validity.

 

GETTING THE MOST OUT OF VISUAL CONTENT

Visual content engages your audience in ways that text cannot. These approaches may be just the thing you need to set your brand apart from your competitors. Well-designed content will deepen the engagement of the audience and provide a real connection between customers and products. There is always some risk involved in visual presentation, and that is mainly encountered when the content is poorly designed or boring. This type of content will at best take up page space, or worse, alienate potential customers. Substance will always drive any visual content, but presentation style is what sets ‘good’ apart from ‘great.’

 

CREATE GREAT VISUAL CONTENT WITH PROMOREPUBLIC

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PromoRepublic has all the tools you need to create, in some cases, the posts themselves, and in other cases like video and presentations, the elements you need. With a library of images, pre-made professional templates and a drag-and-drop editor that’s native to the software, you can’t go wrong. If visual content is your priority, PromoRepublic is your resource. Plus, you can schedule posts on Facebook, Twitter, LinkedIn and Instagram, view your analytics and more. Readers of this blog are encouraged to try PromoRepublic for free. Don’t let your visual game lag.

 

Jen Drumm

By

May 9, 2017

Start Planning Your Summer Promotion Now (it’s not too early)!

May 9, 2017 | By | No Comments">No Comments

 

While it might seem like Spring just got here, Summertime is right around the corner – and so is your chance to run a fun and engaging summer contest or sweepstakes!

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The good news is, Heyo has everything you need to plan, produce and manage your campaign so you can be live in no time! And if you’re struggling to think of an idea for your promotion, check out some of these examples for inspiration!

Father’s Day Giveaway

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Father’s Day is a great opportunity to run a UGC Contest or Sweepstakes. And, a brand doesn’t have to be directly associated with fatherhood or parenting in general in order to be able to capitalize on the buzz surrounding the holiday. Chances are your audience already participates in Father’s Day anyway, so why not engage them by tapping into behavior they’re already doing, for a chance to win something that IS relevant to your brand? Consider inviting people to submit photos of how your brand or product is helping them celebrate their fathers. Or, run a simple Enter-to-Win Sweepstakes for a chance to win a prize bundle to help them throw a festive Father’s Day celebration!

 

The same rules can apply if you want to run a Fourth of July Promotion!

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There is so much buzz and activity surrounding the 4th of July holiday that you can easily run a contest or sweepstakes that allows your customers to share what the holiday means to them for a chance to win a brand-relevant prize.

And finally, there’s always a great opportunity to invite your audience to celebrate SUMMER in general! Have people share photos or videos of how they are enjoying their summers in the context of a UGC Contest or Sweepstakes!  And then have people vote on their favorites in order to drive engagement and awareness of the promotion!

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Ready to start planning your summertime promotion? Click here to schedule a live demo with a Heyo Account Representative.

Keith Randolph

By

May 3, 2017

3 Major SEO Opportunities in 2017

Every year, SEO (search engine optimization) presents different and better opportunities for businesses compared to the previous one. There are almost always algorithm changes being implemented for better results. Similarly, the strategies for better ranking are ever dynamic. If you are not privy to the latest SEO trends and therefore fail to take advantage of the existing opportunities, your website could be rendered useless within a short time.

Many small business owners are investing less in SEO, according to a survey by Manta Wellness Index. This is interesting because the SEO arena has several opportunities that businesses could utilize in order to have a competitive advantage. Below, we will highlight 3 Major SEO Opportunities in 2017 that we believe could have the biggest influence on business success.

First Opportunity: Organic Traffic

The survey mentioned above revealed that few business owners are planning to use SEO, content marketing, and pay-per-click advertising this year. What they do not know is that they are losing an excellent opportunity to beat out the competition. It seems a majority of businesses are planning to rely on ads. The benefit of organic search is that it is long-term and it draws visitors from natural searches on search engines. The question that arises then is this: How does a website win this organic traffic?

The secret lies in the kind of content posted on their website and blog. Even if building this kind of traffic requires time input, the returns are worth the wait. SEO Chicago experts advise business owners to give SEO and organic traffic at least six months before making their analyses.

Second Opportunity: Other Search Engines

Many people assume that Google is the Alpha and Omega of online search. But did you know that Bing controls about 30% of total search engine traffic? If you ask me, this is an audience to be taken seriously. It becomes even more exciting when you consider that a bulk of Bing’s traffic is voice-centered (voice is covered in my next point).

In 2017, you want to optimize for other search engines. Optimizing for Google and Bing could vary here and there but for the most part, they are similar. You will reap bigger rewards if you find a way of optimizing for the two sites concurrently. For example, consider publishing content and follow up with a powerful social media promotion.

Third Opportunity: Voice Search

Data shows that voice search is increasing in 2017. This has been the trend since 2010, so chances are that this will continue for several years. There are two reasons why every business needs to take this opportunity seriously.

First, technology is improving, hence making voice recognition seamless. Second, more adults and teenagers are joining the voice community. Recently, Google representatives revealed that voice now accounts for around 20% of mobile queries. This data suggests that voice search optimization is critical because it guarantees a competitive advantage in 2017 and beyond.

Conclusion

Has your SEO strategy been effective so far in 2017? History shows that SEO rules are always changing and on the move. Whatever worked in 2016 may not necessarily have the same impact this year.

Organic search and voice search are already on top and those in the know have devised strategies to address these trends. Google is still the mother of all search engines, but it does not hurt to optimize for other ones as well. If you want to win the SEO game, then you need to use these three opportunities and others available here before it is too late.

This piece was originally written by Keith Randolph for the Votigo blog. 

Jane Hurst

By

April 27, 2017

Top 7 Productivity Tools for Social Media Marketers

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Any good marketer knows that in order to stay ahead of the game these days, you have to take advantage of everything that social media has to offer. This isn’t just a place where people go to chat and play games. Social media is one of the best marketing tools to come along in decades. But, you need to know how to be productive and not just waste your time fooling around on social media websites. There are tools you can use to be more productive with your social media marketing. Here are seven of our favorites.

  • Crystal Knows – Get real time coaching for all social media conversations. Import contacts from social media and Google to get personality reports. Use this information, get coaching, and access personality data from millions of profiles to learn about others before you get into discussions with them. The more you know about them, the better your discussions are going to be in the long run.
  • Time Doctor – Do you know how you spend your time? You might think you do, but if you really break it down and look at it, you might just find that you waste a lot of time in the run of a day. Time Doctor can help you figure out where you are spending your time, and how get your life back on the right track. This is the ultimate time management tool, and one that all social media marketers need to take advantage of in order to get the most out of their marketing efforts.
  • WriteRack – If you really want to start a Tweetstorm, but you don’t want to spend hours creating Tweets, here is a tool that you need to start using now. WriteRack will create Tweets for you. All you have to do is type or copy and paste the information you want to send out. WriteRack will format the information into a series of Tweets. It will also post them for you, one after the other, in the correct order. This is free to use, so there is no reason not to check it out now.
  • Polish My Writing – Check out “After the Deadline” at the Polish My Writing website. Here you can enter anything that you have written, and you will get a critique of everything from spelling and grammar to style suggestions and more. It is free to use this tool, and it can really do a lot to help improve your writing skills. If you are relying on social media for marketing, you need to be able to write well, and this tool will give you the edge you need.
  • Hey Focus – Even though social media is your focus, it can also be pretty distracting. You get on a site to make a post, and you end up checking out other posts, chatting playing games, etc. All of the sudden, you have completely lost focus of what you were doing. It happens to the best of us. But, you can take steps to change that. This Mac app lets you block the websites that are distracting you from getting things done.
  • Reedsy – Maybe you want to take the next step and actually write a book, and you want to use social media to promote it. Reedsy is a great tool for this. You can use it to find just the right team for your book (editors, graphic designers, etc.) to collaborate on projects. Their team will help you find the right people, and provide you with the tools you need to work together for awesome project results.
  • FoxType – This is another tool that will help you to become a better writer, even if you are only writing short paragraphs and Tweets. Simply copy and paste your document into FoxType, and it will tell you all kinds of interesting things. Anything highlighted in red is bad, such as jargon words, poor sentence structure, etc. You can also use this tool to check for things like formality, politeness, get alternative words, and much more.

Bonus

In addition to the above tools, we thought we would give you a bonus, and talk about some cool tricks for social media marketers.

  • Use an Editorial Calendar – You can save yourself a lot of time if you use an editorial calendar. It will help you plan out all of your content, so you know exactly what you need to post, where, and when. Things you will find in your calendar include pitched posts (ideas for new posts), assigned posts (taken from pitched and assigned to team members), in progress posts, drafts without images, and final reviews. This is going to keep your blogging and writing a lot more organized.
  • Be Choosy about Social Networks – Not all social networks work for marketing all types of businesses. You need to narrow in on the ones that work for you, and concentrate your efforts there. Don’t waste a lot of time on the social networks that aren’t working for your business. To know which ones are best, you will need to take advantage of analytics tools to get all of the metrics.
  • Be Picky about Content – You need to publish the right content for your audience. This means that you need to learn as much about your audience as possible, and then write in a way that markets directly to them. Content that gets the best results includes content that is optimized for search engine results, content that competitors see traffic with, and content that gets shared a lot.
  • Rehash Old Content – Just because you have already published something, it doesn’t mean that you should never publish it again. In fact, it is just the opposite in many cases. If the content is really great, it deserves another go around. Or, it may be that some of your audience missed it the first time it was published. You can continue to get value from older posts if you keep sharing them every so often.