10 Outdated (But Commonly Used) Social Media Tactics You Need To Ditch


social-media-tactics

Recently, I noticed my blog traffic from social was decreasing but the engagement of my followers on social media was going up.

Even with the reach of my posts going down.

I just couldn’t wrap my head around it. What’s going on?

No matter what I tried, it didn’t seem to improve.

That was it. I had been doing the exact same thing for the past three years.

No matter who you are or what you do on social media, you’ve probably realized it keeps changing.

What works today will no longer work tomorrow.

So after a few weeks of trial and error, I discovered what I had to do differently.

Some of my social media tactics had become outdated.

So I ditched them before it could have a lasting effect on my blog traffic.

If you notice the same thing happening to you, don’t worry. You’re still in time to solve the problem.

Here’s what I was doing wrong and what I did to grow my social media presence to what it is today.

#1: Links, links, and more links

Posting links to your content left and right, hoping that it will get more likes, is a thing of the past.

The same goes for mass-following people or joining social groups with similar interests as you.

It may have worked a few years ago, but not anymore.

“So, how do I stand out?” is what you are probably thinking.

It isn’t as hard as you may think.

First of all, do some research and find out what people are talking about. What’s trending right now and what will the next trending topic be tomorrow?

There are tons of social listening tools available, and some of them are actually free.

Take TweetReach for example.

You only need to enter a hashtag, username, or a keyword and it will tell you exactly how far your tweets travel.

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The results of a search can turn up information as valuable as reach, exposure, top contributors, and most retweeted tweets, among other indicators.

Thanks to this tool you can test your tweets and measure which ones get the highest results in terms of impact and diffusion.

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Now write something awesome that’s in line with your social media presence.

I can’t tell you what to write about.

But here are some key points that will give you a head start:

  • Be honest. Everybody can come up with fake information, so make sure that what you write is credible and fact-based.

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  • Experience is key. Always keep in mind the emotions your words convey and how it can impact others’ lives. For example, Bruno Mars is funny, energetic, and appreciative.

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Keep these tips in mind and your content will be relevant, and your audience will love it.

They’ll want to share it with their friends and family. So sit back and ride the wave.

#2: Same content, different platforms

Each social media platform has its own set of standard rules that every user follows.

I am not talking about strict rules like taking someone’s identity or publishing illegal content. Those are etched in stone and need to be respected.

What I was referring to is the way each social platform works, the feel and what you expect when you log on.

When you go on Twitter, you expect short and up-to-date messages, right?

For example, celebs will tweet just about anything during their daily activities or even on a TV show.

Just look at Kelly Clarkson tweeting during The Voice.

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Content and image specifications for each social media platform can differ greatly.

Facebook is all about getting people to talk with you and with your community.

You can write massive posts or simply drop a line. It’s up to you.

The key is to make sure that your content rocks, never grows old, and engages your audience.

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Not sure what to write?

Think of two things you love and try to find common ground to tap into one of them by way of the other.

I know, it’s a lot to take in, right?

Don’t worry. This guide to writing social media headlines that people actually click on will get you started on whatever social media platform you choose.

#3: Writing about what you want

OK, OK… You can choose what to write about, just not exactly what topics to cover.

Let me explain.

It’s up to you to decide what type of content you want to write about. If you start a blog about cars, it’s probably because you’re passionate about them.

So far, so good. This all makes perfect sense.

Now it’s time to decide what your next topic is going to be.

You end up writing an article about the types of headlights you can find on different Chevrolet models.

When you publish it expecting awesome comments and engagement, you get two likes.

And that’s it.

You’d probably be asking yourself, “What went wrong? My last post about the fastest sports car in 2018 got 50 likes and ten comments after three days!”

Starting to add up the pieces?

There are tools that can help you estimate the engagement of a specific post.

Check out this search I did on Google Trends pitting “types of headlights” (blue line) against “engine types” (red line).

Types of headlights vs engine types

Of course, the whole idea of your site or blog is up to you. But if you want it to grow, you need to write for your audience and not for you.

“But, how can I know what my audience wants?”

Ask them.

Don’t you like when somebody asks you “How was your day?” or “What can I do for you today?”

Let your audience know you appreciate them.

Engage with them.

Bud Light did this by hosting a Facebook Live of a live performance by Post Malone.

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Or prepare raffles, quizzes, surveys, or polls like Search Engine Journal does on Twitter.

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Host a giveaway like the Parks Project.

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Hopefully, these tips and examples have you thinking about the potential types of content for your social media.

#4: Black hat social media tactics

Black hat is the name given to unethical web tactics used to boost a website’s ranking. Be it on search engines or on social media platforms.

My experience with black hat has shown me that although it may seem fun, easy, or like the results are outstanding, it just isn’t worth it in the long run.

Nowadays, some social media accounts still make use of these tactics.

One big black hat tactic used on social media is buying fake followers, likes, and shares.

There’s a lot said about this on the Internet.

Sometimes the followers you are buying are actually bots that are stealing other people’s identities.

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These bots automatically follow thousands of people paying for fake followers to boost their social media presence (even politicians and celebrities).

Another very controversial use of bots on social channels is the manipulation of thought to affect decisions that will impact the world.

Like how Russian Twitter bots sent tons of pro-Brexit tweets to influence voters’ opinions.

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But that isn’t all.

MediaKix created two fake Instagram accounts to test how hard it is to become a paid influencer on Instagram.

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The results are shocking because with only a few stock photos and a few dollars to buy fake followers, they actually secured a total of four paid brand deals in total.

That’s crazy.

But if there’s one thing to learn from the past, it’s that these things don’t last.

If you want to truly boost your social media presence, then treat others as you’d like to be treated yourself.

And if you are thinking of working with an influencer to boost your social presence or conversions, then make sure it’s the real deal and not a smoke screen.

Look how easy it is to identify an account’s user base growth over time with tools like Socialblade.

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Keep an eye out for irregular patterns like these when assessing the authenticity of social media accounts.

Unless they’re some sort of celebrity, it’s very likely that this user paid for a large number of followers.

#5: Following to be followed

 

 

The fake social media industry is a gold mine for a few and a waste of money for many.

There’s even a vending machine for buying followers.

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By purchasing fake followers, you’re lining other people’s pockets, and you are risking a bad reputation or even an account ban.

Instead of adding tons of accounts which mean nothing to you, do some research and find the main influencers in your niche.

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See how they do what they do. Learn from the content they produce and how they interact with their followers.

Comment on their posts and leave a link to your own.

If you create relevant, quality content and add the right (active) user accounts, you’ll get your first 1,000 followers in no time.

Within five months of launching Pescetarian Kitchen, Matthew Darby had 4,700+ Facebook followers, 850 Twitter followers, and 15,000+ unique visitors from social media.

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How?

By creating a long-term social growth strategy filled with content that he knew his audience would engage with and learn from.

#6: Impersonal automated “thank you” messages

No doubt Messenger Bots are here to stay and are going to speed up a ton of processes when it comes to customer service and managing your audience.

One word which has shaped the Internet today is personalization, as you can see thanks to this chart from Accenture.

Personalization stats

Everybody wants to feel special, unique, and heard.

That’s exactly why, if you decide to use auto-replies, you’ll need to learn how to set them up correctly.

You don’t just want to send a cold “thank you” and a request for the viewer to visit a blog.

You want to add value.

People are giving you moments of their precious time by reading what you write and even commenting on it.

Here’s an example of a great “thank you” message I received from Josh Fechter from BAMF Media. Check out the value added to his auto-reply.

Welcome email FB

A big thanks, a gift to go with it, and an interest to get my thoughts on the topic.

So now is when you say, “I want to personally answer all my followers Neil, but I can’t physically do it.”

You do need to look into using a chatbot.

Unilever used one for Red Nose Day last year.

They created “Most Famous Monkey” in Facebook Messenger to tell jokes.

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Through natural language development, Unilever created 215 AI-driven conversation topics.

They were able to send 150 messages per second.

So there’s nothing wrong with using a chatbot.

You just have to make sure that the message you send out comes across as friendly, understanding and, overall, human.

There’s no workaround for treating people like people, so the sooner you start doing it, the better your results will be on your social channels.

#7: Giving out all the goodies at once

A wise man once said, “Always keep an ace up your sleeve.”

Well, I don’t know if I just made that up, but it’s exactly what you need to do when publishing content on social media.

If you are spending more time creating content than growing your community and getting your content out there, then something needs to change.

As you can see on these pie charts from Inbox Insight, content production increases significantly on a yearly basis, and 80% of users plan to increase their use of original content.

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But even though more content is being published, a ton of that is repurposed original content in different forms and on different platforms.

Look at how Larry Kim, founder of Mobile Monkey, repurposes content.

Here is an email about a webinar with SEMrush.

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Then, he repurposes the webinar to his blog.

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Creating content is not about creating new high-quality content every single time.

It’s about getting the high-quality content you already have to the right audience.

While some readers may prefer email, others will engage with your blog.

You need to understand where your audience is and where they engage.

This is why it’s important to fragment your content.

Analyze the piece of content you’ve created, divide it into individual parts, and adapt each one accordingly to make it a perfect fit for social media channels.

Like Problogger did with their podcasts.

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And their Twitter posts.

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And on Facebook.

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Create, segment, and publish.

By doing this, you can easily turn one big article into seven days of fresh, quality content.

Or get seven days of traffic in just a few hours.

It’s up to you how you want to do it. The possibilities are endless.

#8: Throwing a sales pitch at your audience

I know.

What’s the point of having an engaged audience if you can’t sell anything to them, right?

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I didn’t say you can’t sell to them, and I surely didn’t say they won’t buy from you.

But, if your branded content doesn’t connect with your targeted audience, you have failed them.

As the digital landscape changes, you cannot forget to be human.

Social media channels are adapting so your brand must evolve.

For example, Facebook has Branded Content tags.

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This makes tracking influencer partnerships on Facebook much easier.

So, how do you create branded content that doesn’t seem sleazy or salesy?

One word: storytelling.

Remember Dove’s Real Beauty campaign? It was the most watched branded content in 2013.

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Storytelling is all about creating compelling life stories about a person who has a given need or problem and how they manage to solve it thanks to your product or service.

It tends to have an inherent life lesson, taps into a person’s emotions when they read it, and is easy for the audience to relate to.

The result?

A 30% boost in conversions and a great way to increase the end user’s loyalty to the brand. Not too shabby, huh?

storytelling stats

Everybody likes a story like this one written by Ben A. Wise, so practically any brand’s audience would engage with it.

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It’s up to you to find the best way for you and your business to showcase what you have to offer.

But as much as you like baseball, don’t pitch sales to your clients.

#9: Thinking organic traffic will make you rich

Everyone loves organic traffic.

It’s free, it’s accessible, and it’s based on variables which usually make it the most relevant content for your searches.

But here’s the deal.

Social media platforms don’t make cash off of organic traffic.

An insane 26% of Facebook users that click on an ad actually make a purchase and 93% of companies advertising on Facebook use Facebook Ads.

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Advertising on social media has insane potential. It’s no wonder they want to fill their pockets, right?

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You can’t expect to reach a large number of potential buyers for your product or get your brand name out there by relying solely on organic traffic.

By all means, organic will get you far, especially once your first clients start pouring in.

But, how long will it take to get your first customers?

It took Hallam Internet 26 days to generate 56 leads from LinkedIn Ads.

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And, Cosabella saw a 50% increase in return on ad spend within the first month.

What is clear is that social media platforms are making paid ads more visible so more people see them.

This means more people will visit your site.

#10: Only publishing text and image-based content

When the Internet opened to the general public, everybody went crazy buying domains and publishing just about anything.

Those first pieces of content were purely text-based.

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Not long after, as things evolved at super speed, you started to see images almost everywhere.

First text, then images. And now what?

Video.

Video content has been growing non-stop and will continue to do so over the coming years.

Just follow Tastemade.

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Once they hit 2 billion monthly views on food videos, they decided to expand into travel and home.

Tastemade co-founder, Steven Kydd, told Digiday,

It’s always been part of the plan. We started with food, because honestly in the first few years of the company, we wanted to focus on building a real high-quality consumer brand. Once we had achieved that outcome, then we thought it would be the right time to expand into new verticals.

And they aren’t the only ones.

Other companies are investing billions in video marketing.

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Everything points to video being the star of 2018.

And, brands are already showing that. Just look at this example from Lowe’s:

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And Taco Bell.

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You don’t have to be rich and spend thousands of dollars on video and sound equipment.

You don’t need a recording studio or to hire an expert.

All you need is a decent camera, something interesting to say, and a smile.

Conclusion

Social media is ever-changing so you need to up your game to stay in it.

Here’s how your time should be spent on social media: 80% to community growth and 20% to creating new content.

Keep up with the latest blogs.

Find some trustworthy websites to keep updated on the best practices for each social media platform and learn how to boost your social media ranking and engagement.

You want quality over quantity. Always.

If your content is good, people will acknowledge you, like it, and share it with everybody they know.

Remember that each social media platform has its tips and tricks, so make sure to adapt your content accordingly.

Finally, don’t obsess over things like having thousands of followers or creating viral posts.

Now think about what tactics you’ve been using until now and decide which ones to keep and which ones to ditch.

What are some social media tactics you think should be put on the shelf?

The post 10 Outdated (But Commonly Used) Social Media Tactics You Need To Ditch appeared first on Neil Patel.



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The Top 12 Tips to Running a Successful Video Blog


Blogging is one of my favorite ways to drive traffic to your website and engage with your audience.

But for those of you who have been staying up to date about the newest marketing trends, you know that video content has been on the rise.

In fact, experts predict that 80% of the global Internet traffic will be videos by 2019. More than half of marketing executives say that video content is their most profitable ROI.

Blogs that contain videos have triple the amount of inbound links compared to blog posts without videos.

So it’s understandable why you might be interested in starting a video blog.

Based on all of these numbers, it’s no secret that people love to consume video content. But establishing yourself as a prominent video blogger can be a daunting task, especially if you’ve never done it before.

There are so many factors to take into consideration.

What kind of equipment should you use? How do you behave in front of the camera? How do you promote your new video blog?

You’re not the only one who has recognized these video trends. Research shows that businesses are planning to add more content distribution channels in the next year.

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Do you see a common pattern in the top three responses? All of these are platforms for video distribution.

So for those of you that need some pointers for launching a new video blog or improving your existing one, you’ve come to the right place.

These are the top 12 tips to keep in mind if you want to run a successful video blog.

1. Invest in a high quality microphone

Audio is one of the most important aspects of your video blog. People need to be able to hear what you’re saying.

Having a quality microphone can help make sure that you’re not wasting any time recording your blog. Sometimes, you’re going to have poor video quality. It happens.

But even if your video sucks, you can always salvage the audio and use that for something like a podcast. Or you can use the audio to voiceover a presentation or something else that’s not live.

Your computer has a microphone built into it, but you can do better. Even some cheap cameras don’t have the best microphones.

If your video blog is something that you want to take seriously and do often, high quality audio needs to be a priority.

So which type of microphone should you get? I’ll be honest with you, I’m not an expert when it comes to this type of equipment. You’ll need to do some research yourself.

But with that said, you shouldn’t have to spend a fortune on this investment. You should be able to find what you need for roughly $100 or less.

Just make sure that you’re able to balance your audio levels with the microphone. Test it out each time before you start broadcasting so you don’t waste time recording audio that’s unusable.

Know your environment. Where do you plan on recording the most?

There are certain microphones that are meant for different things, such as being in a large room with echoes, outdoors with high winds, or in areas with crowds and lots of background noise.

So find a microphone that’s suitable for your broadcasts. It’s worth the investment.

2. Make sure you have proper lighting

We’ve all seen videos that look unprofessional. Everything from those low-budget local commercials to your family home videos.

It’s unacceptable for your video blog to look like this. So it’s important for you to understand the concept of a basic three point lighting setup.

lighting

Sure, sometimes you’re going to be filming on the go. So it’s not always reasonable for you to be carrying around an entire studio worth of lights with you.

But if lots of your video blog content is going to be filmed in your home or apartment, you should definitely have these lights set up like the example above.

Lighting can do so much for the quality of your video. These are the three terms that you need to get familiar with.

  • key light
  • fill light
  • back light

Your key light will serve as your primary light. For the most part, it’s placed on the right side of the camera and should be roughly three feet higher than your eye level.

The key light will be the brightest of these three lights. Angle it at a downward angle so it replicates the sun and has a natural lighting effect.

Due to the angle of your key light, there will be a shadow. So you’ll need to a fill light on the opposite side of the camera to eliminate that darkness.

With two lights placed in front of you, you’ll need a back light behind you so that it looks natural. Otherwise, you may have some dark shadows on your shoulders.

The back light should be diffused so it’s the least bright of the trio.

You don’t need to spend a fortune on your lights, but you should keep in mind that inexpensive lights won’t last forever. So if you’re in this for the long haul, it may be worth it to invest now and save yourself some money down the road.

Whenever you’re shooting outside of your home or office, you need to position yourself properly with natural lighting resources.

Use the sun to your advantage when you’re filming outdoors. Try to position your camera so the sun would be at the same angle as your key light.

3. Add captions to your videos

Not everyone will be watching your video with volume. So you’ll need to add captions to your content.

You’ll have much higher engagement rates if your video blog has captions. Videos with captions have 40% more views. Furthermore, the chances of a viewer watching your entire video increases by 80% if you make closed captions available.

Are you planning to share your video blog on Facebook? Take a look at these numbers.

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85% of videos on Facebook are watched on mute. So it makes sense that captions can increase the view time by 12%.

Think about all of the different scenarios when someone will be watching your video blog. They might be at work, at school, or in a room full of people that they don’t want to disturb.

Do you watch all videos with the sound on? Probably not. So make sure that you add captions to all of your video blogs.

4. Get yourself a decent camera

Let’s get back to talking about your equipment. In addition to a microphone and lights, you’ll also need to have a reliable camera.

Again, I’m not saying you need to go spend thousands of dollars on this. Just make sure that you take certain factors into consideration before you make a purchase.

Depending on where you are going to be filming, you won’t always have access to a power outlet. So battery life is really important if you’re filming on the go.

You should also consider the size of your storage cards. You’d hate to be in the middle of filming great content and run out of space on the camera.

The physical size of your camera should also be at the top of your priority list. Make sure that it’s small, easy to hold, and convenient to transport.

If you don’t have your camera with you at all times, it’s not the end of the world. You can definitely use your computer or smartphone for some videos.

But if you are really serious about becoming a successful video blogger, carrying a high quality camera with you everywhere you go will give you the opportunity to film great content any time you have some inspiration or see something that’s cool and worth filming.

You should also know the video format that your camera records.

Popular formats include .mov, .avi, .mp4. This is important to know depending on how you plan to edit, export, and share your videos. You want to make sure that the format can easily be converted.

5. Find the right screen capture software

Sometimes you won’t even need a camera to video blog. Well, at least not for all of your posts.

If you want to show your audience how to do things on your computer, you’ll need to be able to record your actions with software like ScreenFlow.

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You’ll have to pay for the software, but it’s worth it if you plan to do any screen recordings on your Mac.

For those of you who are PC users, you can use something like Camtasia instead.

There are other options out there too. But these are my top choices for Mac and PC. So you can use them as a reference point in terms of price and features if you’re shopping around.

6. Be personal and engaging

Part of being a successful video blogger means that you need to have a great personality. So don’t be shy, timid, or boring.

If you’ve got a sense of humor, let it shine.

Remember, this is your video blog. So there aren’t any rules when it comes to the type of content that you’re sharing.

Just be aware that anything you say or do could affect your personal and professional brand. So I’d recommend staying away from controversial topics. But go for it if that’s a risk you’re willing to take.

Mix up your content so it’s engaging. Nobody wants to watch the same thing every day, week, or however often you plan to upload a new video.

7. Give your audience a reason to watch

This relates back to our last tip about engaging with your audience. There are some questions that you need to answer about the direction of your video blog.

What is the point of your video? Are you teaching your audience how to do something? What are your qualifications?

Sure, video blogs can be entertaining, informative, or both. But you need to make sure that your audience has an incentive to watch.

Unless you’ve got one of the best personalities in the world, nobody is going to want to just listen to you talk about your day.

Understand what your audience wants and give it to them.

8. Learn how to edit effectively

You’ll need to know how to edit your videos before you publish and upload them. Just make sure you don’t go crazy with this.

Lots of cuts and edits don’t look professional. If you’ve got a Mac, you can use basic software like iMovie to get the job done.

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It’s great if you’ve got multiple iOS devices that you’ll be recording on.

For windows users, Movie Maker is the equivalent free software.

These tools are necessary because they can help you accomplish basic needs like trimming clips and piecing videos together.

You can adjust the audio and things like that as well. Just don’t go overboard with too many effects or it will look unprofessional.

9. Encourage users to comment

Another way to keep users engaged is by enticing them to comment on your video blogs. This can be easy if you position your videos accordingly.

Ask for their opinions. Try to spark a discussion or a debate.

If you take a stance on a particular subject, say something like, “Well let me know what you guys think in the comments section.”

Respond to comments as well. This is a great way to keep people coming back to your content even when you haven’t uploaded a new video.

If you’re handling this effectively, you could be getting new comments on videos that you uploaded months or even years ago.

10. Host an interview

If you think your content is getting stale or you need to spice it up with something new, bring guests onto your video blog.

Sure, people may love you. But seeing the same face over and over again could get old and boring.

So bring in an expert on a particular subject. Do you have any connections to an athlete, movie star, or some other celebrity? Even if they are a D-list actor, a fresh face can help you build hype for your video blog.

If you don’t have those kinds of connections, just ask your friends. I’m sure you’ve got someone in your circle or in your family who is funny and has a great personality.

It’s all about keeping your content fresh. So don’t think that your video blog needs to be about just you every time.

11. Distribute your content

Once you’ve recorded a video blog, you’ve got to get it into the hands of as many people as possible. YouTube is the best platform for video distribution.

All of my video content starts on my YouTube channel.

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The great thing about YouTube is that you can always repurpose your videos after you add them to your channel.

Post these videos to social media. Add video blog links to your website. Send video content out to your email subscribers.

If you’ve got a written blog as well, you should be writing about your video blogs and embedding links in your content to drive more traffic to your videos.

Again, I’d start with YouTube first. But some video bloggers like to use other distribution channels as well, like blip.tv or Vimeo.

12. Keep recording

You won’t use every piece of film that you record. So don’t be afraid to tape as much content as you can.

That’s why it’s important to have a camera with you as often as possible.

You can always filter through the content later and discard it if it’s not that great. Or save it to your archives and maybe find a way to use a clip for a later broadcast.

But regardless, it’s important that you’re always recording so that you don’t miss out on any opportunities.

Telling your audience about an experience is one thing, but being able to show them the video to back it up will make your video blog that much better.

Conclusion

With video trends on the rise, it’s a great idea to start a video blog. But with so many other people out there doing the same thing, it can be difficult to separate yourself from the crowd.

Take the tips that I’ve outlined above and apply them to your video blog if you want to be successful.

You need to start off by doing simple things like getting the right equipment and editing software.

After that, it comes down to your personality and marketing ability to get your video content out there for people to see.

Follow these basic concepts and your video blog will rapidly grow in terms of traffic, view time, and engagement.

Which tools, software, and principles have you used to drive more traffic to your video blogs?





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4 Social Media Hacks You Overlooked That Will Skyrocket Your Traffic


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The growth of 21st-century businesses owes a lot to social media.

If it weren’t for social media, my brand would not be what it is today.

Why?

Because these modern platforms have been pivotal for outreach, engagement, and development of authority.

There are millions of businesses out there. Social media makes them accessible.

It also separates the “weak” from the strong.

Digital presence is important.

But what’s more important is knowing what the best methods are to leverage that presence in your favor.

If you aren’t sure whether your social media methods are working, you are not alone.

In fact, a recent study has shown that 45.9% of small business owners are unsure if their marketing strategies work.

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A further 16.6% reported that they know their strategies do not work.

That’s a whopping 62.5% of business owners in total that are not confident in their methods.

Even the best of us remember those days. I sure do.

But I soon recognized the importance of getting the greatest return on my investment when it comes to social media.

Whether that’s in the time I invested, resources I invested, or other’s time and resources invested in digesting my own work.

If I had not recognized this and done what’s needed to get the most out of each of those, I doubt my brand would have the impact it does today.

So, how do you separate yourself from the pack?

Optimize your social media use with hacks you have overlooked in the past.

What effect will this have on your business?

Measurable impact that will skyrocket the traffic to your site.

The potential of your social media is only untapped because nobody has taught you the most useful ways to harness it.

Until now.

1. Measure the analytics of your social media use

Progress is not made until you know what’s working and what isn’t, right?

Nearly 75% of small businesses are planning to use social media as part of their marketing tactics in 2018.

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Collective efforts may likely be futile if the right data is not properly gauged.

Let’s tackle this by focusing on how to gather analytics for your social media accounts.

I suggest initially establishing which metrics are most relevant to your specific business.

The next step is choosing which service to use to analyze the metrics you have just laid out.

While there are several freemium and premium options available to track and analyze your social media marketing, I am going to elaborate on a favorite of mine.

I admit it. I love data. The more, the better.

Cyfe is a comprehensive business dashboard that tracks all sorts of relevant data.

This will be of use to determine what is and isn’t having a direct effect on driving traffic to your site.

This is an important part of finding what provides a true value return in your social media.

Here’s an overview of what the social media tracking portion of Cyfe offers:

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It will show you relevant insight into metrics, engagement, and even measure your return on investment (ROI) of your social media use.

This is just one of nine separate individual dashboards Cyfe offers to track. You can click through to get an idea of what the full package provides.

For this, I’m only focusing on how it will help measure your social media efforts.

While there is a premium subscription option of $20 per month, there is a free version you can use to get a feel for things without making any commitments.

Let’s sign up.

First, go to www.cyfe.com and locate the “sign up” button, in one of two places:

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Both buttons require you to provide the same information.

Enter your name in the designated area. Next, enter your professional email. Finally, choose a secure password.

Pretty simple, right?

I suggest recording your login information in a safe place, although account information may be recovered if needed.

Click the “sign up” button and get started.

You will start off with a blank board, directing you to get started by adding the widget relevant to what data you wish to track.

Click where it designates, seen here:

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A window will show in your browser, listing neatly organized widgets. It opens to the featured list.

You will become familiar with which widgets are right for the metrics you wish to measure as you explore different options.

Here are the categories I suggest starting with that will help track your social media use and its effect on your traffic:

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Monitoring and site analytics will generate real-time data and provide insight into how users are reacting to your content.

This will make it easy to know what content they respond best to and how much your traffic increases as you implement these hacks.

The social media section will manage individual analytics for each of your social media accounts. This will make it easy to collect relevant data.

Add whichever ones you feel are relevant to the metrics you laid out.

Use this service to track what does and doesn’t get the ROI you are looking for. It does the math for you.

Attaching a dollar amount to your social media efforts is essential in today’s digital world.

Just see what Arizona-based bicycle manufacturer, State Bicycle Co found.

They discovered 12% of their website traffic comes from Facebook. That’s a fifth of the cost per click compared to other channels that they use.

The best part?

$500,000 of sales came from Facebook coupon codes.

Now, let’s switch gears.

2. Use plugins to harness the power of mobile sharing

So, what’s the next step?

Giving your audience the ability to share your content easily and quickly without compromising design and usability.

Since the start of 2018, it’s reported that there are 3.196 billion active online social media users worldwide. This is up 13% year-over-year.

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Of 5.135 billion unique mobile users worldwide, 2.958 billion are active mobile social users.

Meaning, 57.6% of all worldwide mobile users are active social media users.

Mobile users also outrank Internet users by over one billion. That’s a whole lot of zeros.

What I am getting across here is not only the sheer magnitude of active social media users.

It’s also how many are mobile users. Which is the majority.

Why is this relevant?

Sharing content is more often conducted by mobile users rather than Internet users.

We know this because it’s projected that 70% of digital media time is mobile.

This means that the approach to how your audience can share your content should always cater to mobile users.

Especially considering 95% of adults in the US have a cell phone of some type.

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Over three-fourths of those are smartphones.

I have said before that the harder it is for an audience to share your content, the less likely they will.

To set yourself up for success, use plugins on your blog to make sure your content can be easily shared across any device.

But especially mobile.

A majority of social share buttons that float to the side of content are either lost offscreen or cover your content’s text when read on mobile devices.

Take a look at these social icons on mobile compared to desktop.

Mobile

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Desktop

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Nobody is going to read what they can’t see on mobile, right?

My favorite plugin that solved this issue and helps promote content sharing across any device is Warfare Plugins.

This is a WordPress plug-in launched in 2014 that offers three options: free, pro, and affiliate.

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To begin installation of this plugin to your site, let’s go for the free version first to see if you like it as much as I do.

First, go to www.warfareplugins.com/products/ as seen above.

Next, click on the “VIEW” button seen under Social Warfare of the three options.

This will take you to the landing page for the free version of Warfare’s plug-in. Scroll down, just a little, and you will see this:

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To the right, you will see License Options.

Underneath that is a button that says, “FREE DOWNLOAD.”

Click on this button, and it will redirect you to the official WordPress site where the free version of Social Warfare is hosted.

When you are ready to download, click here:

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A pop-up will show saying that you have chosen to open social-warfare.2.3.5.zip. This is the name the current version of the program.

Select the option to save the zip file and press OK.

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After you have the file saved and have located it, you are ready to complete the installation directions outlined by the developers.

Once installed, you will be able to use the Social Warfare plugin to optimize and customize content shares across any device.

You will even be able to collect individual analytics per post, courtesy of their data-tracking for each piece of content.

81% of marketers plan to increase their use of original written content because it is key to constant traffic from new and existing subscribers.

3. Manage a successful social media editorial calendar

Now that you are tracking metrics important to your company and have made your content easily shareable for mobile users, let’s shift our focus to scheduling.

I want to make this clear: knowing the equation of what can make content viral is only half of what it takes to have an actual impact in making content go viral.

The other portion is timing.

And consistency in both quality and posting timeframes.

Staying committed to a solid approach will increase your skill and impact year after year.

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Social media and messaging accounts for 1 in every 3 minutes users spend on the Internet.

This means there is ample opportunity to capitalize on the attention users are willing to give to social media.

This also means that you must keep the content you share current, consistent, and maintain a standard of quality.

First, you need to set up your calendar.

One of my personal favorite ways to do this is a mixture of a Google spreadsheet, Google Calendar, and Trello.

Trello even built this social media editorial calendar template.

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Check out how these three services are synergistic to each other with step-by-step directions in setting up your editorial calendar.

Proper use of these tools will help make you a powerful influencer.

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Now that you have a functioning system on hand, I am going to show you how to cater it to social media and generate loads of traffic to your site.

Of over 400 social media leaders interviewed, a resounding 84% track and measure the effectiveness of their efforts in utilizing social media.

29% are still attempting to prove and/or justify that using social media translates to actual value.

It’s a matter of understanding how often to post and what material to share with your followers.

Sharing at the right frequency with quality content, consistently delivered.

This is ultimately what gets any of us top marketers the most traffic to our sites.

This will streamline your process and ensure your content engages users and spikes traffic.

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Research on 14 different studies conducted has compiled the average of how often and what time to post on leading social media sites.

Here are the stats:

  • Facebook: 1-2 posts per day between 1:00 PM – 4:00 PM
    • Bonus: Curate or reshare a post every other day.
  • Twitter: 1-51 tweets per day between 2:00 AM – 10:00 PM
    • Bonus: Retweet or curate around seven tweets a day.
  • Pinterest: 3-30 pins per day, with one pin every hour between 2:00 AM – 4:00 AM, 1:00 PM – 4:00 PM, and 8:00 PM to 11:00 PM
    • Bonus: Repin or curate a minimum of five pieces of content from others every day. Some even suggest that 80% of pins shared should be from sources other than your own blog.
  • LinkedIn: 0-1 posts per day between 10:00 AM – 11:00 AM
    • Bonus: Curate or reshare a post every other day.
  • Google+: 0-3 posts per day between 9:00 AM – 11:00 AM and 12:00 PM – 1:00 PM
    • Bonus: Curate or reshare one post every other day.
  • Instagram: 1-3 posts per day between 8:00 AM – 9:00 AM and at 2:00 AM
    • Bonus: Only curate posts when necessary and if it is beneficial to your audience.

Make sure that your content is engaging, one-of-a-kind, and relevant.

This will optimize your interaction with followers and drive the right traffic to your site.

Buffer is an ideal example. They increased their blog visits to 1.5 million with social media posts like this.

Driving traffic and generating leads is the biggest content challenge, according to 63% of marketers.

4. Launch original content, data, and executive insights

I have shown you how to hack into your social media, use plugins to make your content shareable, and how and when to manage your social media editorial calendar.

So, what’s left?

The final trick is publishing content that performs better than anyone else’s.

Because, let’s face it.

There are over eight billion gigabytes of data uploaded and downloaded every year.

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This essentially equates to one gigabyte of data for every human being on Earth every year and growing.

This is a 300% increase in growth in only three years and it’s only just started.

It’s projected that by 2025, 463 billion gigabytes of new data will get created every day.

Wow, right?

That’s staggering.

I’d go so far as to say mind-boggling.

How in the world are we supposed to stay competitive when the markets flood with so much data at such high rates?

Easy. You don’t stay competitive.

Instead, you lead.

Like Pillsbury did with their Crescent-Wrapped Chicken Parmesan video. This video has over 1 million shares since January 2017.

Or, consider how Wendy’s got the most retweeted Tweet in history with help from Carter Wilkerson.

 

Creating content as compelling as this gives others a choice: to compete or not compete. No other way around.

86% of leading B2C marketers use content marketing.

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For B2B, it’s even higher – 91%.

Position yourself as an authority in your industry.

If you don’t, someone else will.

It’s calculated that content leaders who are a voice of authority in their field receive 7.8 times more traffic than those who don’t.

After all, that’s why you came here, isn’t it?

Curating your own, original content that utilizes the social media hacks I have outlined for you is what will ultimately set you apart from the pack.

Easier said than done is what I have heard a lot of in the past.

I am here to burst that bubble. In fact, that’s what a lot of the material I have written over the years aims to do.

No, really.

I have written an outrageous amount of original content telling others how to write their own original content. Just take a look at this.

And, for good measure, here is a video on how to write engaging content for boring industries:

Better content has the potential to drive traffic to a blog by up to 2,000%.

Sure, you’ll need to invest your time (if you’ve got the skill set) and/or resources (if you’d rather outsource), but is it worth it?

Yes.

Yes.

Say it with me.

Yes, it is.

Conclusion

Social media is the first invention to unify brands directly with consumers.

So, it’s no wonder there’s such an influx of business owners searching for ways to ensure their social media efforts return the greatest ROI and boost their site’s traffic.

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In this article, I outlined four hacks you may have overlooked that will have direct, positive impact on the traffic your website brings in.

First, I walked you through a step-by-step process on how to get Cyfe ready to track relevant metrics and analytics for your content.

This is important because you must know what is and isn’t working in order to know which methods are worth your time and which ones need a different approach.

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Second, I explained why optimizing for mobile users is so necessary.

Third, I outlined how to manage a successful social media editorial calendar.

This will keep your content publishing organized, consistent, and reliable while optimizing the amount of interaction your social media use receives every time you post.

Fourth, I put into perspective how much data consumption there is and why it is so important to position yourself as a voice of authority.

Every single one of these social media hacks has a common denominator.

Driving engaged traffic to your site.

The happier your followers, users, and clients are, the happier you’ll be.

This is a fundamental truth when it comes to business.

One that I operate by still to this day and always will.

Which social media hacks have you used to skyrocket your traffic?

The post 4 Social Media Hacks You Overlooked That Will Skyrocket Your Traffic appeared first on Neil Patel.



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Social Media Analytics: 12 Hidden Reports To See if Your Social Strategy is Working


Social-media-analytics

Social media is a huge opportunity for growing your business.

From organic reach to paid ads, social media gives you the ability to build traffic, engagement, and sales.

The problem is that even when you follow all the steps to create profitable campaigns, how do you really know they’re working?

Only 43% of B2C marketers measure their ROI.

Why?

The main reason given is that it’s just too hard. They say they need an easier way.

You could pay for a social media tool or service to do it for you.

Or you can use these 12 different hidden reports I’m about to show you.

This way you can see for yourself, for free, if your social media marketing strategy is working.

But first, let me ask you a question.

Why is social media analytics so important?

More than 3 billion people are using social media and close to 3 billion use mobile social media.

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This means that roughly 2 out of every 5 people on this planet have an active social media account, and most of them use it on their phone.

Not only are we online, and on social media, but we’re on it a lot.

The average amount of time spent on the Internet every day is 6 hours and 30 minutes just here in the US.

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Out of that, close to a third is spent on social media.

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It’s not just one social media platform either.

73% of US adults now watch YouTube and 68% are on Facebook.

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If your target audience is teenagers, your social media analytics are even more important.

94% of teens are on YouTube, 80% are on Facebook, and 78% are on SnapChat.

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People are using social media platforms multiple times a day.

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With such widespread use, social media presents an incredible marketing opportunity.

If you’re not succeeding at social media marketing, you’re going to lose in the long run.

But how do you know if you’re succeeding?

Only 6% of B2C marketers feel that the metrics that they’re using are an excellent way to measure their progress towards their goals.

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Add this to marketers who feel their metrics are at least good, and you still only have 53% of people.

That means almost half of respondents are not properly and successfully measuring their success.

If you can’t tell if your latest Facebook Ad is tanking or knocking it out of the park, how do you adjust?

You can’t improve your business if you can’t measure your results.

85% of marketers are already using analytics tools. But almost half still have no idea if their strategy is working.

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This is why not just any analytics tool will do.

The following are the 12 reports you should be using to make sure your social strategy is succeeding.

Google Analytics Custom Reports

Google Analytics offers a ton of ways to monitor how your social media efforts are paying off.

Unfortunately, the default dashboard on your homepage doesn’t give you a lot of valuable information.

It can tell you how much traffic is coming from social media.

However, the more valuable information can only be gathered through custom reporting.

Here are the top 5 Google Analytics custom reports I recommend using in 2018:

1. Attribution Monitoring Report

One of the first things you’re going to want to understand is exactly how customers are arriving at your website.

If you want to understand how your social strategy is working, you need to isolate the traffic coming from social media.

The default way Google Analytics tracks conversions can be very misleading.

Currently, it defaults to the Last Interaction Model.

Here’s an example of how this Attribution Model works:

  1. John is researching affordable sedans and finds your website via Google Search. He browses around and likes some of the cars you sell, but he’s not ready to buy yet.
  2. John clicks to “Like” your company’s Facebook profile and then leaves your site.
  3. Your company writes a blog about how happy one of your customers is with their new affordable sedan purchase. You post a link to your Facebook page. John clicks on the link and reads the article on your site. Then he once again leaves.
  4. John’s back researching on Google and this time he sees a pay-per-click (PPC) ad for your website. He clicks on it and buys a sedan.

The last interaction model would attribute the sale entirely to the PPC ad.

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You can see how this is a bit misleading when it comes to the success of each marketing channel.

John twice interacted with your company through social media. This report wouldn’t let you see that your social strategy was in fact working.

Thankfully, there are other options.

Here’s a look at the other available attribution models:

attribution models

In the example above, the First Interaction Model would look like this:

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It gives the first interaction with the customer all of the credit.

This is useful if you want to know which channels are driving awareness.

For more information about different types of attribution models, read this.

The Last and First Interaction Models are fairly straightforward.

Time Decay is a model that gives more attribution to recent interactions and less to those further in the past.

Be aware that analytics aren’t perfect.

Any report can be skewed by people switching devices, deleting cookies, or blocking javascript.

This particular report also only looks back 90 days. If your customer’s first interaction was more than three months ago, the report won’t catch it.

I recommend trying a few different attribution report models to see where and how social media is showing up.

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Which one you find most useful will depend on your goals.

If you primarily use social media to target CTAs at consumers who are ready to buy, then the last interaction model might suit your purposes.

2. Dark social media traffic reporting

If you share a link through social media, such as on your Facebook profile page and a consumer clicks it, that interaction gets attributed to social media.

Let’s say that consumer then visits your page and reads something they think is awesome.

Instead of using your social share buttons on your site, they copy the URL and paste it into a Messenger conversation with their friends.

Any friends who click that link won’t be attributed to social media by the default Google Analytics reports.

They’re “dark social traffic” since GA can’t tell where they’re coming from.

Being able to track this type of traffic is more important than ever in 2018.

Social messaging is now more popular than social media. More and more people will choose to share info through messaging apps over social platform sites.

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In fact, if you’re adopting the use of chatbots, you’ll be increasing the volume of dark social traffic.

To identify dark social traffic, you need to create a new segment inside Google Analytics to isolate it.

Now drill down into “Audience” and “Overview.” The next thing you’ll want to do is select “Add Segments,” followed by “New Segment.”

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You need to create a new segment of traffic for people who are currently being reported as Direct but are actually likely dark.

The first thing you need to do is identify all of your visitors that Google currently believes are Direct traffic.

In Google Analytics, on the left-hand side, select Traffic Sources.

Then under ‘Source’ select contains (direct). image 75

Now filter out the ones who may actually be typing in your URL directly.

Start by ruling out your homepage.

Since your homepage is generally your shortest and most well-known URL, it is the most likely one to actually have direct traffic.

To exclude it from this dark traffic report choose ‘Conditions’ on the left, under the advanced section.

Then go to the ‘Landing Page’ filter and select “is not one of” or “doesn’t contain” and then add a forward slash “/.”

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Now you can save this segment, and you will be able to track all traffic that is likely “dark.”

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3. Social media performance analysis reporting

You can download this report here, rather than building it yourself.

The report has three tabs: summary, content analysis, and device analysis.

The summary will tell you where social media traffic is coming from, how often, if they find what they’re looking for, and if they purchase.

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The content analysis report will tell you what landing pages are most popular and which types of content are most valuable.

You can drill down to see what social networks tend to lead to which landing pages.  content setup 568x296 1

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The device analysis tab tells you which devices people are using when they come to your site through social media platforms.

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4. Google Cohort Analysis

Cohort simply means a grouping of similar people.

It compares what a group of similar customers bought now compared to last week or last year.

Tiny changes can have a big impact on the bottom line.

This report helps analyze trends and patterns to help show you which changes resulted in different results.

Comparing traffic or time spent on a page from now compared to a year ago might not be very relevant if it has undergone a huge visual change in the meantime.

Cohorts can help add context.

Pull up Google Analytics, click the Audience drop-down in the left-hand sidebar and look for Cohort Analysis:

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Here’s how the Google Analytics cohort analysis report will look like at a glance:

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I selected Acquisition Date for this cohort type, so the graph sorts it that way.

Here are the main factors you can analyze using cohort reports:

  • Acquisition Date
  • Metrics by category
  • Goal completions
  • Pageviews
  • Revenue
  • Session duration
  • Sessions
  • Transactions
  • User retention
  • Total users

cohort analysis metric dropdown

If you want to know how many pageviews each user had by day for the last seven days, you simply enter the following into the drop-down menu:

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Which brings up the related graph:

acquisition date cohorts by pageviews

You will see:

  • The May 9th cohort of users had 1.5 pageviews per user
  • That same May 9th cohort also had an average of 0.03 pageviews per user the next day (Day 1)

This means only a tiny percent of first-time visitors are returning the next day.

You’re probably wondering what you can do with this info.

To obtain actionable data from it, Google Analytics allows you to break it down further.

At the top, you can add different segments to break down our report further:

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You can select Mobile and Tablet traffic, for example.

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Now you can see a comparison from your original dataset vs. the Mobile and Tablet traffic:

mobile and tablet traffic google analytics cohort

You can see that the report is now showing groups or cohorts of people by date, and it has separated out mobile and tablet traffic.

It illustrates the percentage of visitors that came back to your site the next day, broken out by device.

This may indicate that your site is mobile friendly or is appealing to the mobile crowd in some way.

Of course, our conclusions are limited because it’s a tiny sample of a small date range.

Hopefully, you can see the potential here.

5. Daily eCommerce Traffic Report

This report is essential for e-commerce sites.

It gives you a complete at-a-glance overview of your performance per source.

You can import this report directly.

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You can also add the conversion rate metric.

When you drill down, you’ll be able to see specific campaign information.

Here’s how your report will look:

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“Average Order Value” and “Per Session Value” are very powerful.

They allow you to measure how buying behavior changes depending upon the traffic source.

This way you can see how your social media traffic is performing and make sure your social efforts are being rewarded.

Social Media Custom Reports

The largest social media platforms are now offering their own free analytics reports.

Facebook is currently boasting the most powerful analytics reports.

It’s not really surprising since they’re the leading platform for marketers.

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I’m going to walk you through 5 social media reports you can use to monitor your social strategy on each individual platform.

I’ll use Facebook as an example but keep in mind that other platforms such as Twitter and Pinterest offer similar reports.

6. Real conversions

Your Facebook Ads Dashboard offers a ton of potential metrics you can report on.

You can find them all under the ‘Customize Columns’ option.

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If you tried to run reports on all of these, you wouldn’t have any time left to run your business.

I recommend you just focus on the main reports. Don’t get sidetracked by vanity metrics.

The first one you should be reporting on is conversions.

This should be your main focus.

Conversion reports tell you how often your ads are making people complete the action you wanted them to.

Remember that conversion rate is more important than conversion number.

5 clicks and 5 conversions is incredibly more significant than 1,000 clicks and 5 conversions.

Conversions are also one of the only metrics that you can easily tie back to ROI to understand Ad performance.

Conversions on Facebook are diverse and not every metric gives the same value.

For example, the Ads Manager allows you to track tons of different conversion-style metrics:

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You want to focus on conversion metrics that tell you end-goal results.

Depending on your goals, you should be tracking metrics like website leads, website purchases, and website conversions:

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These all tie back to sales and ROI so you can easily tell if your social strategy is working.

7. Cost Per Result (CPR) Report

Conversions should be your starting place, but they’re not enough on their own.

You can’t just base your efforts on how many sales your campaigns bring in.

The problem with looking at just sales is that it can easily lead to you spending too much.

What happens if you spend $1,000 to promote your product and it only brought in $800 in sales?

Even though you increased your sales, you actually just cost yourself $200.

Cost per result helps you understand how much you’re spending on each conversion.

When you log onto your Facebook Ads Manager, the report will look like this:

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The lower your CPR is, the more efficient your ad campaigns are.

High CPRs tell you that you are spending too much money on acquisition, which hurts your profits.

You can monitor your CPR and prevent it from getting too steep by creating a new rule in your Facebook Ads dashboard.

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Go into your Campaigns, then ‘Create Rule.’ Then select ‘Conditions’ and change your chosen action to be ‘Cost Per Result.’ pasted image 0 124 1

Once you’ve done that, choose a value for your condition criteria. pasted image 0 136 1

This number should be whatever amount you’re not willing to spend more than per sale.

If your product costs $50, you wouldn’t want your cost per result (conversion) to be greater than $50.

Then decide what the action will be if your cost per result is greater than that specified number:

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For example, if your cost per result goes too high, you can do any of the following:

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Once you’ve selected your appropriate response, here’s what it should look like:

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Cost per result is just as important as conversion metrics.

It warns you if you are spending too much to acquire conversions and can help you manage your ad spend.

8. Ad frequency reporting

If you have a daily Facebook Ad spend of $50 or more, this metric is definitely one you should track.

Your Ad frequency is how many times a single consumer sees your ad over the course of the campaign.

This is something you need to track since no one wants to see something too many times.

Your audience can actually get annoyed by you and react unfavorably if they feel like they see your ads too often.

According to Ekaterina Konovalova, a frequency of 10 results in the lowest possible relevance score.

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This means that if a single viewer sees your same ad 10 times, they will respond negatively.

The more you show them the ad, the more annoyed they can become, resulting in a lower relevance score and higher costs.

AdEspresso found similar data on how devastating ad frequency can be:

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As frequency increases, CTR decreases and cost per click increases.

According to AdEspresso’s results high frequency leads to a steep increase in CPC and a nosedive in CTR after just four views.

To get started, navigate back to your Facebook Ads Manager and create a new rule:

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From the dropdown list select “Frequency” as your new condition:

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Apply “4” as the greater-than value.

This will guarantee that once your frequency passes 4, your end action will automatically kick in.

For the action, I’d recommend pausing the ad set:

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Frequency reporting and control is crucial for lowering ad costs, staying in the good graces of your customers, and increasing conversions.

9. Click-through rate (CTR)

Click-through rate (CTR) is a simple yet critically important metric.

Facebook describes it as the number of people who clicked your ad, relative to impressions.

It is calculated by taking the total number of clicks on your ad and dividing it by the total impressions.

Why is CTR so important?

A high click-through rate tells you that a high percentage of the people seeing your ad are taking the desired action.

This means you’ve put the right content in front of the right people and you’ve done it in such a way as to make it elicit responses.

You know your offer is good enough to get people to drop what they’re doing and click your ad.

If your ad CTR is low, it’s telling you that something just isn’t working.

CTR packs tons of data beneath the surface of what seems to be a vanity metric.

According to WordStream’s 2017 Facebook Ad CTR Study, the average CTR in Facebook Ads across all industries is .90%:

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If your CTR is even in the 2-3% range, you have struck gold.

Keep in mind that the average CTR for e-commerce and retail ads is under 2%.

This means that a ‘high’ or great CTR is 2% or more. Don’t expect click-through rates in the double digits.

If one of your campaigns suddenly starts showing CTRs of 2% or more, you need to take advantage of it.

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We know 2% or more is good.

So, for example, you can create a rule like this one that will automatically increase your daily spend by 25% if your CTR jumps over 2%.

Why increase your budget?

You know this ad is working and a higher than average amount of the people seeing it are taking action. You don’t know why.

Since you don’t know why there is no guarantee that extending the campaign will extend the CTR rate.

CTR is extremely informative for understanding how well your ads resonate with your audience.

Be sure to track this in your next advertising report.

10. Focus on PPC

When you shift from “more is better” to “being more specific is better,” you start to drive more sales with less traffic.

To do this, perform a basic audit of your current pay-per-click platform and campaign.

The goal is to look for indicators of wasted ad spend or a focus on the wrong metrics.

Look at your overall campaign dashboard for current keywords or ads and look for trends in traffic and sales:

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Do you notice any trends?

Is there anything glaring that jumps out at you?

One thing I noticed in the example above is that some ads are generating conversions, but they are crazy expensive compared to others.

This might point to poorly targeted traffic.

In other words, you’re getting a lot of people to see your ads, but they’re not the right people.

Let’s say your audience size is 100,000 people, but your target market was poorly defined.

Since most of those people aren’t going to be interested in your product, you may end up spending $1,000 on an ad campaign, and only 500 people (0.05%) end up converting.

This gives you a PPC of $2.00.

Now let’s say you had an incredibly well-defined target market. Your audience size is only 50,000 but 2% convert. This means you have 1,000 conversions.

Assuming your campaign cost the same, now your PPC is halved (1,000 / 1,000 = $1.00 PPC).

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If you see that some of your campaigns have higher PPCs, consider either retargeting them or pausing them.

Focusing on the right analytics can generate significantly more sales with less traffic.

Conclusion

Having a successful social media strategy is critical for business success.

But almost half of all marketers struggle with properly measuring the success of their campaigns.

I’ve now shown you ten different types of reports you can use to see if your social strategy is working the way you planned.

You can start with modifying Google Analytics to make it more powerful. Take advantage of their custom reporting options around attribution, dark traffic, behavior flow, and custom funnels.

Track where people are coming from to your site, understand what’s driving your real conversions, and what your click-through-rates and cost-per results are.

Measure the frequency your audience is seeing your campaigns and how your pay-per-clicks are trending.

Don’t forget the free analysis tools provided by social media platforms.

Use all these little known, free analytics tools, and you’ll see results in no time.

What hidden reports do you use?

The post Social Media Analytics: 12 Hidden Reports To See if Your Social Strategy is Working appeared first on Neil Patel.



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Join Us for a Live Workshop on Modern Email Marketing


The major heads-up today is that we have a live workshop next week (Tuesday, April 24 at 1:00 p.m. Eastern Time) on how to use sophisticated segmentation and automation in your email marketing — even if you have a limited budget and you’re not particularly technical. This lets you create focused and relevant messages for
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