During meetings I’ve had with clients over the last week or so, we’ve been looking at how we can boost our content marketing on their websites and on their social media feeds by creating content relating to a number of the upcoming events that are happening soon, such as Halloween, which later this week, bonfire night at the weekend, Black Friday and Cyber Monday in November and then of course t in December it’s Christmas.
It’s really important f to be thinking about how you can be writing blogs and sharing other content on social media relating to these events, particularly for your products and services that are linked to them, so you can really boost your marketing activities, focusing on the run up to them, so that your that you potential customers know about your offerings and are given the opportunity to buy from you.
Using these events are a great way to develop your content marketing strategy, so draw up a calendar of the key events in the calendar, whether they are national or international events such a Christmas, events that are local to your location, such as a local festival or carnival, or something specific to your industry and then spend some time creating content relating to those events, as far in advance as possible.
By planning in advance, you will also have plenty of time to develop any materials you want to use, be it images, flyers, posters or videos. Whatever you need to prepare, try to design them in a way that allows you to repurpose them across all your digital platforms, including Facebook,Instagram, Twitter, LinkedIn and YouTube, as well as using them for blog posts on your wevbsite, as this will increase your Search Engine Optimisation (SEO).
Video is great for promoting your business, but once you’ve made the decision to get one or more videos produced and you’ve been given the video files, what should you do with them?
The obvious answers are put it on your website and share it on all your social media channels – but how do you do all those things?
Posting your video on your website
When you put your video on your website, don’t make the mistake of loading the video file to your website, as your website hosting platform won’t be optimised for streaming video, so your video won’t play very well when people visit your website.
Video Hosting Platforms
The two most well-known video hosting platforms are YouTube and Vimeo, which both allow you to set up free accounts or channels. There are other video hosting platforms, such as Wistia, but these charge for their services.
I tend to use YouTube, because it is the second most used search engine on the internet, is owned by Google and you can link your Google Analytics for your website with your YouTube channel so you can get all your Google performance metrics in one place.
Once you have put your video on your hosting platform, you need to embed the video onto your website. It’s fairly easy to do this, on YouTube you click on the share button, go to the Embed tab, copy the line of HTML code that is shown and then copy this into your web page at the place you want to embed it on your web page. Note that there are some options available to you when you create the embed code, including video size, so choose the settings that you want.
When you embed the video on your web page, think about where you want the video to appear. In general, it is best to put the video as near to the top of your web page as possible, as you want website visitors to watch it and they are more likely to do this if they see it at the top of the page.
Posting your video on Social Media
Although it is possible to share your video from YouTube, it is better to post the video natively onto the social media channels you are looking to share it on, as the algorithms they use for deciding whether to share your post with others all favour video hosted locally over video links. Loading videos locally onto each social media platform will also give you access to post insights. Facebook in particular provides some very detailed insights to how your video is being watched and there is a second level of detail provided about the audience once the video has been viewed 100 times.
Uploading video works the same across all the platforms, but they do have some nuances that you need to be aware of.
When you load a video onto Facebook, the system will select 10 thumbnail images from the video and you can choose which you want to use. You can also load a custom thumbnail if you don’t like any of the options available to you.
Facebook also has a very good tool for adding captions to videos and as over 90% of video views are made with the sound off, it is advisable to add captions if your video doesn’t have captions already. It is possible to export the captions file to reuse elsewhere, should you wish.
Twitter is fussier about the video files you can load. It only allows you to load .mp4 and .mov formats and the video files must be less than 512 Mb in size.
Instagram will only let you load videos that are less than 1-minute-long and you can only load files from your mobile device – there isn’t a facility to load a video from a desktop browser.
LinkedIn is currently rolling out a facility to load videos natively, but this is only available from the mobile client.
What to do with your social media posts
Once you have your video on your social media platform, there are things you can do to increase their exposure. On Facebook you can share your post into relevant groups. On Twitter you can get people to like and/or retweet your posts and similarly you can do this on Instagram. Follow this link on more ideas for sharing content.
If you need more help or advice on what to do with your posts, please call me or leave a message and I will be happy to pass on my advice. If you are looking to get videos produced, let me know by calling the Red Knight Solutions offices on 02392 265725.
Are you a business owner who is frustrated by the impact of your posts on your Facebook business page? Despite working hard to gain lots of likes for your page, Facebook is hardly showing your posts to any of your followers – statistics show that often less than 1% of people who have liked your page will see your post.
If this sounds familiar, despair no longer, here are 5 tips to follow that will see your post reach increase dramatically.
Facebook loves Video.
Video is the number 1 way to boost your posts, as Facebook loves video and its algorithm is heavily weighted to extend the reach of posts that feature video. If you really want your post to reach its maximum potential use Facebook Live for the video feed, as Facebook is really promoting Facebook live.
If you’re not comfortable using Facebook live then produce a video, but load it onto Facebook if possible rather than hosting it on YouTube or any other video hosting platform, as Facebook does favour hosted video. If you are producing a video, it is also a good idea to include captions on the video or produce the video in such a way that it communicates its message without sound, as a high proportion of the people that will see your video on Facebook will do so with the sounds off.
A further benefit of having the video hosted on Facebook is the detailed analytics that Facebook provides you with.
Include a picture when you post on Facebook.
If you are unable or unwilling to include a video, include one or more photographs with your post. Facebook likes seeing photos with posts and it is also more eye catching in timelines that Facebook does add your post to.
If you can post several pictures that relate to a post, then you should use these to create a slideshow. There are facilities for doing this in Facebook or you could you a tool like Animoto or ripl. Facebook will treat a slideshow you have created as a video.
Encourage Interactions with your post.
If people are reacting to your post, the Facebook algorithm will give your post a boost. There are three types of interaction you should try to encourage, sharing, commenting and liking. They all have an impact.
Sharing your post.
You can extend the reach of your Facebook post by sharing your business page post into any groups you are a member of where your post will be of interest. You should also share your post on your timeline.
When sharing your post, you should include a comment that encourages interaction from group members – shares and comments seem to have the biggest impact on posts, but likes have influence too.
If you employ staff, you should encourage them to interact with your post and share it. If you know other business owners, then you should consider asking them to share your post too, with a reciprocal offer of sharing their posts too.
There are numerous business page settings that affect where and how your post will appear on Facebook, most notably your preferred page audience. Use these to let Facebook know who your target audience is and your posts are more likely to appear on the timeline of people who match this description. There are options available to help with selection across the 150 odd attributes that Facebook holds about its users.
Boosting your post
If all else fails, you can consider boosting your post. If you decide that you want to boost your post, don’t press the boost post button, but got into the ads manager to boost the post. This is because Facebook advertising manager lets you choose what the purpose of boosting your post is and if you look closely at the options available, boosting your post doesn’t necessarily achieve the outcome you would expect it to.
Helping you with Facebook
If you would like help with your Facebook marketing or any other aspects of your digital marketing, call Red Knight Solutions on 02392 265725 or e-mail us at firstname.lastname@example.org to find out more about how we can help your business thrive online.
Phew, what a relief. You’ve finished writing your blog post and you’ve avoided the 7 content marketing mistakes that I recently wrote a blog post about, but now what do you do with it? How do you get people to read it? Here are 7 steps you should take to maximise the exposure of your blog post, without spending any money.
Step 1 – Search Engine Optimisation (SEO)
Make sure you have maximised your search engine optimisation when you published your blog by:
including appropriate key words and phrases within the text of your blog;
using appropriate file names and completing alt-text and description fields for all of the images you have used in your blog; and
Completing SEO meta data on your blog post, especially page title and description.
Step 2 – Facebook
Post on your Facebook business page
The first place to post your blog is Facebook. Post it on your company page, making sure it pulls through an appropriate image. If it doesn’t pick up an image from your blog, then upload one to go with it.
Share on your Facebook timeline
Lots of people think they’ve done what they need to on Facebook at this point, but they are wrong and are missing so many opportunities, as sharing your post from your business page on your personal timeline will increase the number of readers, as your friends and family (well at least some of them) will want to read what you have written and hopefully think it is worth a reaction, comment and maybe even a share. If you can encourage them to react to it in some way it will help, as getting interaction is part of Facebook’s algorithm on deciding whether to display a post in somebody’s timeline.
Share in Facebook groups
Don’t stop there though. Have you joined any Facebook groups that relate to your business? Yes, then you should share your post in all those groups too. If you’ve not joined any groups yet, then there is a great opportunity for you to expand the reach of your post and for many unconnected people and businesses to learn about what you do by joining relevant groups, participating in conversations in those groups and posting your content there.
Step 3 – Twitter
Tweet your post from your business Twitter account, using appropriate hashtags and images. If it is relevant to a specific follower, then you could send them a direct tweet or direct message to allow them to connect.
Once you have tweeted your post from your business account log into your personal account, retweet your business account post and like it too.
If you are using any Twitter automation tools, such as Twitter Jukebox or Social Jukebox, then remember to add your post as appropriate to ensure that it is included in your automation.
Step 4 –Linked In
Post a link to your blog as a status update on your LinkedIn profile and if you think your blog is an interesting read you could consider copying it and posting it on LinkedIn as an article. This will give all your connections an opportunity to see your post.
If you think your blog is relevant to some of your contacts, you could also send them a direct message which includes a link to your post and an appropriate message as to why you have sent them a direct message about it.
Don’t forget to also post an update on your LinkedIn company page too. Your company page may well have a different set of followers to your LinkedIn profile.
Finally, post your blog in all the relevant LinkedIn groups you are in. Although not as popular as they once were, groups are still an active area of LinkedIn and posting will help attract additional readers.
Step 5 – Google+/Google My Business
Don’t forget to add your post to your Google+/Google my business page too. Although this is unlikely to bring you that many direct readers, it does help one very important reader – Google, Which means that this is one of the most important actions you can do.
Step 6- e-mail marketing.
If you are running an e-mail newsletter, don’t forget to add your blog posts to it. If you’re not running one, then sharing blog posts is a great way to start developing your e-mail newsletter content.
Step 7 – On-line forums.
Post a link to your blog in any on-line forums that you are a member of. If the forum has a good reputation, then this can have additional benefits to your SEO as your post will act as a backlink to your site.
Bonus Step – Other Social Media Sites.
Depending on the nature of your business and the style of your blog then there are other social media sites you may wish to post your blog on too. These include Pinterest, Instagram and YouTube.
Lots to remember.
There is a lot to remember when it comes to posting your blog. I have developed a checklist to help me remember all the different steps I need to do and I’m very happy to share it with you. If you would like a copy please complete the form below and I will e-mail it to you.