Many brands spin their wheels because they don’t post content that speaks to a defined audience. Spend some time looking at your audience personas, understanding what their challenges are and what brands they already love via social. This sort of competitive analysis can help you understand how your own social media presence can stand out from the crowd.
3. Be Human
This is a big one.
One of the worst mistakes to make on social media is coming off as the faceless corporation with zero personality. In the modern age of transparency, people want to get to know your company on a more personal level.
Many brands today crack jokes and aren’t afraid to talk to their followers like they would their friends. Whereas brands were once lambasted for coming off like robots, a human social media presence has become an expectation among many followers.
Similarly, showing off the human side of your brand means showing off the faces behind your social feeds. Whether it’s office photos or snapshots of your team “in the wild,” getting personal with your followers can help you form a much-needed connection.
And hey, that leads us directly to our next point!
4. Seek Relationships, Not Just Followers
We can debate all day whether or not your follower count is a vanity metric.
That said, having 100 followers who regularly engage with you and your content are infinitely more valuable than 10,000 that ignore you.
It might be cliche to say, but don’t leave the “social” out of your social media presence. The beauty of social is that you can form relationships in an instant with followers from just about anywhere.
For example, Sprout Social’s own #SproutChat gives us the opportunity to regularly connect with our lovely followers who are likewise stoked to get in touch with us.
If you’re not exactly sure where to start when it comes to relationship-building, here are some quick ideas:
Always @mention people you reference in your social media posts
Answer questions people ask
Reply when people @mention you or share your content
Don’t just Retweet and Like other people’s content; reply with a comment to start a conversation
5. Create an Editorial Calendar
Spoiler alert: sticking to a content schedule isn’t just something “extra” that brands do.
If there’s a common thread between the biggest brands on social, it’s that they post on a consistent basis.
Chances are you’re juggling multiple social channels and are trying to make sure you tick a lot of boxes in terms of descriptions and when to post, right? Consider how a content calendar can make the process much easier by…
Allowing you to fine-tune each of your posts for each platform without having to jump between sites.
Timing your posts to maximize engagement, keeping you from having to constantly post in real-time.
Avoid repeating the same content over and over again, ensuring each of your articles or pictures gets the most love possible.
In short, taking the time to make a schedule does double duty of keeping your social media presence organized while also maximizing your contents’ reach.
6. Automate the Right Way
Automation is all the rage in marketing right now, and for good reason.
However, you can’t expect to successfully put your social presence on autopilot and walk away.
For example, mass auto-replying has gone the way of the dinosaur as it typically comes across as insincere. This now-classic tweet from Bank of America is a good example of how to turn your social followers off via improper automation.
Fast-forward to present day and it’s clear that customer care is a piece of social media that should be personalized, not autmoated.
That said, automation in the form of scheduling or curating content is totally fair game. Just avoid it when you’re dealing with actual customers or followers’ questions.
This is why brands rely on social tools to help curate pieces of content already approved by marketing leaders. Bambu by Sprout Social, is in fact, just that piece of software needed to turn your employees into brand advocates. Tap into your workforce to help build your presence!
7. Focus on Helping Over Selling
Although social selling is indeed on the rise, rarely should your social media presence be about the “hard sell.”
Sure, if you’re in ecommerce it makes sense to push offers and deals to your followers. What’s more important, though, is answering the questions of followers whether through replies or content marketing.
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If you’ve gone through the legwork of establishing your social media presence, you need to let the world know.
From homepage feeds to icons on your site footer or email signature, anyone who comes in contact with your brand should only be a click away from becoming a long-term follower.
Facebook, Twitter, Pinterest and Instagram feeds can all be easily integrated into your site with little more than a copy-paste code. Check out how ThinkGeek makes their social feeds a must-see on-site.
Cross-promotion on your website and through other social channels is a proactive way to grow your following over time.
11. Stay Active
Inactive social feeds are a bad look for brands, plain and simple. Rather than let your Facebook or Instagram gather cobwebs, you need to “show up” day after day with fresh content.
Some quick tips to help you stay active include:
Incorporating social scheduling and automation to save time and energy.
Picking and prioritizing your social networks based on your audience location.
Staying active on social doesn’t have to be a total time-suck. Through scheduling or simply blocking out 10-15 minute chunks throughout, you can post content and respond to customer concerns without wasting time. Also, you can try to base your activity around best times to post on social media to maximize engagement.
12. Piggyback on What’s Trending
Between breaking news, trending hashtags or whatever the latest meme might be, brands always have room to get topical with their content. This is a great opportunity not only to build off of buzz of an existing trend, but also show off your brand’s personality.
For example, understanding the in’s and out’s of hashtags can help you brainstorm time-sensitive topics you can piggyback on. Of course, tread lightly with anything overtly political or controversial that could isolate your audience.
13. Don’t Be Afraid to Pay
Like it or not, social media at large isn’t the totally “free” channel it once was. While there’s still plenty that can be done organically, Facebook’s updated algorithm and new business features being rolled out Instagram signal a clear need for businesses to experiment with ads.
It’s not just ads that deserve your attention, though. Looking at the recent boom of influencer marketing, paid relationships among social movers and shakers is becoming more and more common.
The good news is that both social ads and influencer marketing can have an insane ROI. Between laser-targeting on Facebook or tapping into hyper-engaged influencer audiences, a paid strategy certainly has its time and place depending on your business’ social goals.
14. Use Tools to Monitor Your Activity
When people complain about the lack of ROI they’re seeing from social, there’s a good chance they aren’t taking social seriously.
Just like we’re often knee-deep in Google Analytics data, marketers need to treat social with the same sort of scrutiny. There are tons of analytics tools out there to help you identify your top-performing content, performance trends and essential break down your social media presence by the numbers. These data points can help you treat social media less like a guessing game and more like a science.
15. Create Content People Actually Want to See
If you want to stand out on social media, you can’t just parrot the content everyone else is posting.
In short, you need to create.
Whether you’re trying to build yourself up as a thought leader or want to stand apart from your competitors, original content is exactly how you’re going to make it happen.
Perhaps it’s your original blog posts, research or infographics.
Maybe it’s an eye-popping snapshot you took during your last vacation.
Or hey, it might be an opinionated rant on the state of your industry.
Either way, you should strive to post content that forces your followers to stop in their tracks. There’s a lot of noise out here on social media: make it a goal to break through it.
What Does Your Business’ Social Media Presence Look Like?
Listen: there is no “secret” or turnkey solution for a better social media presence.
Instead, there are small tactics and strategies that can help you build toward social accounts that prime for engagement.
And yeah, fifteen tips might seem like a lot on the surface. That said, these principles are staples of brands killing it on social right now. If you can follow them yourself, you’re already way ahead of the game.
We want to hear from you, though. What’s something you struggle with when it comes to your social media presence? Any tips or tactics that we missed? Let us know in the comments below!
Look around the web, and you’ll see that web developers (and their clients) love contact forms. And for good reason: they collect important information about customers cheaply and effectively. But so many of these forms are clumsily designed or poorly implemented, cutting companies off from their customer. Avoid these problems and learn to build better user experiences by following these contact form guidelines.
Is a contact form the right tool for the job?
When your only tool is a hammer, everything starts to look like a nail. Don’t let this be you! Contact forms might be de rigueur, but that doesn’t mean they’re always the best tool for the job.
There’s no doubt that contact forms are a valuable tool for website owners and marketers. They collect crucial information that users often leave out of self-written contact emails, and can encourage users to reach out when they might otherwise have stayed silent. For certain types of uses, they’re absolutely essential. However, it’s not always the perfect tool for the job.
Let’s look at a situation where a contact form is expected by users and useful for the website. If you’re working on the customer support section of a large company’s website, a contact form is probably essential. Users need to be reminded to include important information, like their contact information, software version, account status and issue type. This makes sorting and assigning the huge volume of support requests easier for backend tech support software, freeing up your client from the drudgery of manually sorting material. Users provide the information required at first contact, so they get response faster, and everyone’s happy.
Marketers can also see a huge benefit from contact forms. If you’re trying to collect users emails in exchange for an infographic, ebook or free trial, contact forms are the perfect way to do that. You can dump the information right into your contact database and automatically add folks to your email lists.
But for small- and medium-sized service-based businesses, they might not be so great. If you’re a homeowner that needs plumbing services, there’s a chance that you need those services as close to “now” as is possible. If your bathroom is flooding right this second, you need to speak to someone immediately. In this case, you don’t want a contact form. Users have the perception that contact forms are slow and impersonal, and won’t solve their problem quickly.
Instead, you want a giant phone number plastered at the top of the web page. That doesn’t mean you can’t also have a contact for capture folks that don’t like using the phone, but it must not be the sole method of contact. No doubt, you will get spam as a result of this, but manyfilteringoptions exist to reduce that problem.
If you do decide you definitely need a contact form, don’t screw it up! Use these contact form guidelines to make sure it’s up to snuff.
1. Design a clear user interface
Designing a functional and pleasing user interface is harder that it seems, so this tip can be challenging to implement. But by and large, you can follow some basic rules.
Make fields easy to read. Text should be the right weight and color to read against the background, even for users with slightly impaired vision. Align labels to the left and position them above the field they apply to, and make sure the text is large enough to read without trying.
Pre-fill forms carefully. If you’re using pre-filled form text as labels, make sure that it’s legible against the background of the text area, and that it contains accurate information. Also, don’t make it real text.
Implement accessibility options. Make sure all input boxes can be reached by keyboard navigation, and that your <label> elements are descriptive and accurate.
Keep it brief. Forms with fewer fields are easier for users to fill out, and they’re more likely to submit them. Don’t request information you don’t need (like full address) because it’s “standard.” And don’t ask for information you already have: in most cases, you can determine a user’s city and state from their postal code.
Animate sparingly. You can do a ton of crazy-cool stuff with jQuery and HTML5 animations, but keep it in check. Don’t drown the user in gimmicky animations or over-the-top invalid response cues.
Size form fields in relation to their expected input. Email fields need more space than a phone number, and a customer message need more room still.
Use the generic radio buttons and checkboxes provided by the browser. These are easy to understand and users are used to seeing them in all their states. Plus, they always work!
Make required fields obvious. Use a red asterisk to denote required fields, or actually write the word “required” next to their label.
Accept data in any format. If you ask for phone numbers, for example, accept them with or without dashes and parentheses. Don’t reformat the input live either. Having parentheses, dashes and slashes suddenly appear as you’re typing is confusing for users.
2. Use custom branding
Consumers are uniquely attuned to the impersonal and generic. They might not be able to say exactly why, but if your contact form looks the same as every other contact form in the world, they’ll feel it.
To avoid this, implement some custom styling. This can be super simple, like changing field colors, border-radius values and typefaces. You can also get more complicated, restyling the form with scratch with unique interaction methods and live feedback. Whatever you choose, make sure it matches the company’s branding.
3. Make sure it works every time
If the user provides valid input, your form should submit every single time, without exception. But some developers, seeking to sanitize input and save work on the backend, shoot themselves in the foot with complicated filters and schemes.
You obviously need to make sure users can’t execute arbitrary code on your site, but that doesn’t require insanely complicated regular expressions to validate emails. Keep any validation methods as basic as possible to avoid surprise problems.
4. Secure it against common attacks
Anything you build for a client should be secure, but contact forms are especially vulnerable. Users are submitting data directly to your servers, and without checks in place, malicious users can execute scripts against your website.
Be smart about limiting common attacks, and use simple methods that actually work. For example, use HTML entity encoding and escape user submitted data to render code non-functional. You can learn more about this by reading about cross site scripting attacks (XSS) and MySQL injection.
5. Include relevant custom fields
To make your contact form most useful for your client, you need to include relevant custom fields in addition to obvious fields like name and email address. To take the example above, a support form for a software company should have drop down menus that request operating system and software version number. You might also ask users to choose a category for their question, though users sometimes have a hard time selecting this accurately.
6. Don’t ask for unnecessary info
The shorter the form, the better. And the less invasive a form feels, the more likely users are to submit it. If you don’t need personal information, don’t ask for it.
It might even improve your conversion rates. Some surveys have found that users are less likely to fill out a form when a phone number field is present, and shorter forms have higher utilization rates. As a rule, if data isn’t critical to the form’s purpose, don’t ask for it.
7. Try out different button copy
The text on your button is valuable: it should say what the user wants to do. Sure, the user wants to submit the form, but “Submit!” is pretty generic. Try using a call-to-action in the button text itself. For example, if you’re requesting user information to download an ebook, try out a button that says “Click here to download your free ebook!” This can help your conversion rate and reminds the user what will happen when they submit the form.
8. Keep the input process simple and flexible
Users shouldn’t need to think too hard to fill out the form. If your contact form imposes a large cognitive load on users, they’ll likely just ignore it.
Date and time pickers are a great example of imposing a mental burden on users. It seems like every picker is different. Some allow you to type in dates and then apply the correct formatting; others permit you to type in dates, but don’t accept the input as valid. And still others make typing in the date box impossible. All share one universal trait: they’re annoying, and yet necessary. If you must use something like this, make it as flexible as possible.
The perfect date picker would allow the user to use whatever input paradigm they’re most comfortable with. If you type in a date, it should automatically apply the proper formatting to accept the date. If you pick a date from a drop down calendar, that calendar should be easy to navigate, without superfluous animations or slow things down. Of course, it won’t be possible to achieve perfection on every project. Do your best to meet the user where they are, rather than trying to force your input method on them.
9. Use clear confirmation dialogues and error messages
If a form submits correctly, make sure you tell users! And then navigate away from the contact form page. It’s extremely unlikely that a contact form will be filled in twice, and users expect to be navigated to another page when they’re done with the form. Leaving users at the form will make it hard to tell if they were successful or not.
If something is wrong with the user’s input, make sure you tell them what’s wrong and why. Just indicate a generic problem isn’t enough: highlight the field with problematic input, and explain exactly what the problem is and how to fix it. Just make sure you’re only validating when the user submits the form! It’s stupid to have a form pedantically correct you on how to type an email address when you haven’t even finished typing.
10. Make it mobile-friendly
Contact forms that look awesome on a desktop browser might not so hot on mobile. Make sure that your form is reflowing as necessary for mobile users, and text extensively Use an actual mobile device to test it, confirming that form fields are all easily tappable and the submit button is large enough to hit accurately.
And make sure you’re giving users the right keyboard! By specifying your input type, you can automatically trigger context-sensitive keyboards on iOS and Android. For example, if you use <inputtype="tel">, you’ll trigger a phone number keyboard that makes typing in numbers easier for users.
I recently had an opportunity to speak with Juliet Stott of Content Magazine about the impact digital has had on marketing, how customer experiences can help marketers differentiate their brands, and why websites in general, suck.
It was such a fun and revealing conversation, that I wanted to share it with you here.
I hope it helps you!
Content: What has been the greatest disruption to marketing, and what impact has it had on the industry?
Brian: Social is one of the disruptions, but it is not the most disruptive. Social democratized information and gave power to the consumers to take control of their own customer journey, and from there everything has snowballed. I think the greatest disruption in marketing has been the industry’s inability to disrupt itself. Since the inception of the web – marketers have not changed their approach with emerging technology. And that’s the challenge. Each technological disruption has brought with it an entirely new consumer mindset. The new platforms have changed how consumers behave, how they engage, and how they communicate. Yet, marketers, over the last 15-20 years, have not really evolved with the times. They have used new technology platforms, everything from social to AR/VR, with the same marketing playbook, without imagining how each platform opens itself up to new opportunities for messaging and engagement.
New platforms and devices are being launched at such a frequent rate—how can marketers keep up? Which trends should they invest in, which should they ignore?
Marketers need to look at the trends that their customers and people are adapting to, and not be swayed by ‘shiny object syndrome’. They need to understand why these technologies are becoming trends, and how they change behaviour. So, it’s not just about when to jump on something in the hype cycle, it is about using data to identify how technology is impacting on consumer behaviour. Marketers tend to get stuck in the rut of ‘business as usual’ – using the same metrics, the same campaign mindset, and the same budget to fund programs, and they put people in front of strategies that they aren’t the most qualified to manage. Instead they need to understand how to use these new technologies to be culturally relevant, and adapt their practices to align with the change in consumer behavior.
Why is delivering good customer experience important to marketers? Can you give an example of it/best practice?
The first challenge is to understand what the customer experience [with the brand] is today, and how that aligns with expectations. The word ‘experience’ is very personal. It’s an emotional reaction to a moment. It can be measured by what happens after that moment. Marketers have to understand that experience architects need to deliver the kinds of experiences that people don’t just want, but that ones that deliver happiness, engagement or entertainment in ways that they will simply cherish; as the best, and the worst, experiences become memories.
As technology evolves, customer expectations change, so do their tastes, and their values. It’s these expectations that create new opportunities for marketers to reach consumers and engage with them in ways that they haven’t considered before.
I don’t know a brand that I can tell you I love. Many have adopted new business models, in terms of modern commerce; they are using modern marketing methods to reach modern customers. But they are still using 1.0 CRM systems, that aren’t thinking about individual engagement. I think that there is an opportunity for marketers to reimagine the entire premise for what marketing means in 2017 and beyond.
Should marketers invest in new technology?
Asking if you need new technology is missing the point. The point is, what people are doing, what they expect, how they make decisions, and what they prefer is all changing. We have to reverse engineer the customer journey and design it with new touch points in mind. You almost have to borrow from the five Ws of journalism (who, what, where, why, how). Marketers need to think about being there at the right place, at the right time, delivering the right message, in the right context; then look at technology. Technology should act as enabler and have a purpose, but unfortunately today we use it as a solution to a problem that we don’t necessarily understand.
Many tech analysists are predicting the demise of websites—what is driving this sentiment? And if this prediction is true—what will replace them?
I think everything is disrupting websites, because websites suck. That’s the fault of marketers. We haven’t challenged ourselves to reimagine what a website should be since 1995. They are a horrible experience today, because they are built based on a web 1.0/analogue world. The first series of websites were digital brochures, and they still are. The most innovative we get now is injecting flash or immersive technology like VR, but they are still being built on a premise that isn’t engaging consumers in the way they want. Again, thinking about how people make decisions, one of the very last things they want is a tedious website—consumers are looking for quick answers. I did research with Google around ‘micro moments’—into how people make decisions. They just want to get to the next step, in the minutes they have available, while they are looking at their smartphones. So, in some cases voice is going to be the next platform, so is video, or traditional mobile UIs, but not one is going to displace the other. What they will all do collectively, is make legacy platforms obsolete, unless websites evolve; which they can and should.
What advice would you give to marketers who are looking to create their five-year plan today?
All plans should look at the bigger trends of how technology is impacting on markets, over time. Marketers need to look at disruptive technology, and the impact it is having on society, and identify their deficiencies today and what they need for tomorrow to breech that gap. It’s not about being ahead of the tech trends as much as being aligned with them and building the right infrastructure to track along with it. Technology is only part of the solution; the other part is perspective.
Brian Solis is principal analyst and futurist at Altimeter, the digital analyst group at Prophet, Brian is world renowned keynote speaker and 7x best-selling author. His latest book, X: Where Business Meets Design, explores the future of brand and customer engagement through experience design. Invite him to speak at your event or bring him in to inspire and change executive mindsets.
Facebook has made the world both a smaller and more crowded place. With two billion users in the fold, the site can feel cluttered from time to time. News feeds run rampant with large chunks of text, videos and photos from around the globe, as well as targeted ad after targeted ad. With so many different elements popping up at once—and with no clear rhyme or reason to them—it’s easy to get lost in this sea of social media posts.
For marketers, this is both a pro and a con. Although Facebook’s algorithms offer advertisers tremendous opportunities to reach target audiences in mass numbers, the platform’s overwhelming news feeds often make it difficult for ads to make an impact on consumers. Making brand impressions on Facebook is tough, but can it still be done?
SME asks a range of social media experts for their opinions on Facebook’s cluttered yet still powerful presence:
Q: Facebook, in theory, is working hard to clean up your feed. What’s the best thing about Facebook right now from a personal usage perspective or as a marketer?
Andrea Hofer, Global Social Media Manager at Philips Healthcare: The fact that Facebook has to worry about fake news demonstrates its power as a player in shaping public perception. Twitter is doing work in this area as well. Their new Moments feature (collections of tweets around newsworthy topics) is curated internally by a Twitter team to make sure the news is not fake. Facebook’s power for me is in its ability to keep me in contact with my weak connections. I can read about my high school peers’ struggles with parenthood or look up a couch to crash on in the cities former coworkers have scattered to. People don’t vanish from your life anymore.
Jennifer Forrest, Director of Social Media at DEG Digital: From a personal user perspective, the most interesting aspect of Facebook right now is the headway it’s making in live video. As a marketer, it is the ability to use an incredible amount of data within the platform to target users with content, without it feeling obtrusive.
Stephen Monaco, Founder of Future Marketing Institute: The best thing about Facebook right now from a marketing perspective is the ability to use flex targeting to serve ads to prospective customers with laser precision. The best thing regarding personal usage is the knowledge exchanged within closed Facebook Groups.
Jason Falls, Founder of Conservation Research Institute: The best thing about Facebook from a user perspective is they’re still not selling our data out. It frustrates the crap out of me because I spend most of my time trying to analyze what people are saying online and about 2/3 of the conversation online is on Facebook. So I can only accurately report on the other third. For the longest time people claimed Facebook was a big privacy violation network. The truth is, they use your data to allow their advertisers to target more granularly — which theoretically makes the user experience better and supports the company — but that’s about it.
Drew Neisser, CEO of NYC-based Renegade LLC: Putting on my marketer hat, I continue to be in awe of Facebook’s ability to reach tightly defined targets and motivate them to take an action whether that is to watch a video, download an app, click to learn more or even buy a product. I have little doubt that Facebook will remain an important marketing channel for just about any business for many years to come.
Q: What’s not working?
Joel Comm, Author, speaker, brand influencer: Unfortunately, Facebook’s approach to dealing with #FakeNews is partisan and not balanced. I still love Facebook as a platform and am a big fan of Facebook Live. But I am concerned at their approach to dealing with content.
Josh Steimle, CEO of Influencer Inc: Facebook has gotten clunky, like a house that started out with a few rooms, but has undergone 20 additions–each of which made sense at the time–but which now adds up to a big mess. Sure, it’s still a great platform for users and marketers, but it would be nice to have an overhaul that takes into account where things are today and builds for current use, as well as the future, so we don’t have to deal with this cobbled-together blob with too many options, many of which aren’t placed where you would expect them to be.
Hofer: The diluted value of news feed content. One could blame the ad-focused algorithm but sometimes the ads are better targeted to me than the rest of the content. I should be glued to it; after all, if I were to get an actual distillation of the fascinating things happening in the lives of all my connections, I’d visit at least daily. A good fix would be tagging. When I push live a post, let me select from a few tags like “life event” “party/celebration” “baby pics” “travel” “sports” “politics” etc.—maybe even with image/text analysis pre-selecting the most likely option. If I could filter out politics ALONE, my feed would be a much happier and more engaging place.
Forrest: The worst thing about Facebook right now is just the general overconsumption of media. With Twitter, you get bite-sized bits of information that are easier to consume. With Facebook, it’s this wide-eyed look that’s cluttered and almost too much for your mind to handle. Facebook’s newsfeed is in need of another overhaul, which could help make media more manageable.
Monaco: The worst things will always be people posting every single humdrum thought that passes through their mind, and photos of what they had for lunch!
Falls: The worst thing about Facebook is I’ve hidden approximately 12,743 posts with a certain politician’s picture in the post because he makes me sick to my stomach and its algorithm hasn’t yet figured out to stop it.
Neisser: My feed is a mess right now but I hold myself partially responsible as I’ve welcomed way too many acquaintances as “friends.” Time to be a little more disciplined with my Likes so I see more stuff from my family and the friends I really care about and less from those that shouldn’t have been there in the first place!
While many appreciate Facebook’s sheer reach, the social media site appears to have a lot of content to clean up. Simple changes to Facebook’s presentation, such as news feed filter options and layout changes, could help users get more out of the experience. These tweaks may also lead to greater brand impressions on Facebook for marketers. Until then, we’ll have to do all the sifting mentally as we scroll.
For my friends in the US, I trust you had a wonderful 4th of July celebration. I enjoyed a fun party on the 3rd and streamed the fabulous firework display on Facebook Live – it was actually to celebrate Oceanside, California’s 129th anniversary and we had a bird’s eye view. Hehee!
Last Friday, I gave a talk on The Future of Facebook: What Marketers Need To Know at the annual Social Media Day San Diego for the 6th year in a row. I plan to lead the same talk as a Facebook Live in the coming weeks – stay tuned!
After traveling and speaking extensively all year so far, I’m delighted to be home all summer now. I will take a couple of mini breaks. But, mostly I have an epic number of exciting projects to catch up on and can hardly wait to share more with you!!
One such project definitely involves my Facebook Live show! On that note, the top ten most watched video publishers on Facebook racked up 16.3 Billion total video views in May 2017, according to TubularInsights. Take a look at the top ten Pages — what’s fascinating is that they are all media companies. Hm! ‘FB TV Network!’
Researchers at Facebook and beyond have found that mobile activity is strikingly frequent and fast! Check out these three stats: i) People scroll through mobile News Feed 41% faster. ii) Almost half of American adults check their phone at least 30 times a day. iii) People can remember what they see on mobile after only a quarter of a second or less. Creating excellent video ads and earning people’s attention is SO important to your business today. Read this article for excellent tips on making better video content and ads.
Do you have a specific process in place for your brand’s writing? Good content marketing requires proofreading and editing before publishing and promoting. Check out the super helpful seven tips in this article to ensure more of your written content is consumed and shared! Personally, I resonate with #3 and #6!
Last week Facebook announced the company had reached 2 billion monthly users. Facebook CEO, Mark Zuckerberg, stated, ”We’re making progress connecting the world, and now let’s bring the world closer together.” This, and the improvements announced for Facebook Groups a few days prior, are steps the company is taking to build a greater sense of community. Gotta love that!
Facebook TV Is Coming: Get Ready!
If you already joined the notification list for this exciting new course, thank you. And, thank you also for your kind patience in receiving the latest update from me. My team and I continue to work hard behind the scenes to complete the outline, speakers, format, delivery, timing and more on my exciting and long-awaited new program: Facebook Live Video Success Secrets + Facebook Ads Strategy Training (FAST!) We’ll have further details to you ASAP!
If you haven’t already, do join the early bird notification list to be among the first to know when we go live! If you’re already signed up, stay tuned!
What can “Where’s Waldo?”, the lovable children’s book series of the ‘90s, teach us about designing better page layouts?
A lot, it turns out.
In UX, we use different page layouts to help organize information and guide the users’ eye path. The “F” pattern, for instance, is commonly used for article heavy sites to guide the users’ eye path downward while supporting headline scanning. Reddit, Google News and Buzzfeed all use the “F” pattern layout.
One of the earliest layout patterns, and the one still most commonly used today, is the Gutenberg diagram. Originally conceived in the ‘50s by Edmond C. Arnold to help organize newspaper layouts, the Gutenberg diagram breaks the page down into quadrants and explains how the user interacts visually with each quadrant. In the diagram, the primary optical area is the upper left quadrant where the eye path naturally begins.
The lower right quadrant, the terminal area, is where the eye path ends. Gravity pulls the eyes diagonally between the two quadrants leaving the upper right and lower left quadrants largely out of the eye path.
While it is very western centric, the Gutenberg diagram makes sense. We read top to bottom, left to right, so our eyes are naturally drawn to the upper left of a page when first looking at it. As we scan the page, our eyes end up at the bottom right of the page.
We’re taught to follow this general eye path as soon as we learn to read. Even today, we utilize this pattern when designing web pages because it leverages our tendencies to follow that eye path. It’s rare to find a web site where the company logo isn’t in the upper left corner.
So what does this have to do with Waldo?
Randy Olson recently published an article on how to find Waldo in under 10 seconds (and trust me, it works.) Olson mapped all of the points where Waldo was hiding in the seven main Where’s Waldo books. Then he ran those points through an algorithm that found the optimal eye path to use to spot Waldo quickly. As part of his research, Olson created a kernel density estimate to illustrate where Waldo is most commonly hiding.
When you overlay the Gutenberg diagram and Olson’s kernel density estimate, something interesting becomes apparent; the highest density of Waldo’s hiding spots fall within the least viewed quadrants of the page. Waldo is most commonly hiding in the areas our eyes are trained to avoid. In fact, 70% of the time, he’s in the upper right or bottom left quadrants of the page.
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Knowledge about your customers’ preferences at specific moments is critical to unlock the marketing potential of contextual intelligence today’s digital marketplace provides. By studying and applying buyer personas and qualification to marketing processes marketers can learn more about customers’ preferences. Personas can be leveraged across several departments such as sales, marketing, advertising, and customer service. But the task of actually creating the ideal buyer personas for your business can be a daunting one.
However, B2B marketers are faced with the uphill task of making sense out of data from several systems, both online and offline, internal and external. They are grappling with the fact that the always-connected buyer’s behavior and preferences are constantly evolving, and marketers need to maximize the value of customer data in near-real time for better targeting and personalization, as well as to build lifetime value.
Identifying the right buyer persona requires the consideration of several attributes (demographic, psychographic, etc.) in order to make conversations relevant. Just like in the B2C environment where customer expectations of personalization and targeted content most relevant to them are now critical factors in accelerating their decision making, similarly B2B buyers also expect the companies or brands they interact with to know them well and identify their needs and goals.
Technology to the Rescue AKA a Data Management Platform (DMP)
A data management platform (DMP) combines online and offline data from first-party proprietary systems, and second-party and third-party audiences to provide marketers with a central platform that stores and helps provide insight regarding audience and campaign data that is used for optimizing campaigns and media spend across channels.
It is also deployed against cross-channel campaigns to better inform, for example, nurture programs within an organization.
With the help of a DMP, a marketer can manage and analyze audience profile data to better inform ad targeting through modeling, implement retargeting campaigns for better direct response, and optimize site performance using customer behavior data. It also enables marketers to add analyzed audience data into marketing automation systems, for example, to help B2B marketers receive a more informed view of their customers.