We aim to get you caught up on what you might have missed in the week with our Friday Reload. We summarize and cut through the fluff to just give you the information you need.
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For the week of May 16th, 2014
Today we bring on Los Silva who shares with us how to turn a simple 10 minute podcast in a monster piece of syndicated content. If you’ve ever thought about starting a podcast you’ll learn the system to turning it into a big piece for content marketing compared to just a simple audio. If you’ve though about getting into content marketing, this is a great strategy to generate a lot of content without a lot of work.
Today we are going to cover a few simple tactics to make your content marketing better. Since blogging more we’ve received a few common questions and wanted to answer for them for you.
1. How to Set Up Google Authorship
2. How to Set Up Gravatar on WordPress
3. How to Set Up Google Hangout Lower Third Graphic
Originally we created these videos for internal training but wanted to help anyone having trouble. Now these all might seem trivial and just for aesthetics. But each one can help you generate results. Posts with Google Authorship get more clicks, posts featuring a Gravatar (mainly the face aspect) are more trusted, and you can use the Google Hangout lower third graphic to feature the URL of your website.
Pinterest’s promoted pins move into a paid test phase. Promoted Pins were first debuted last fall. Currently it’s the usual for testing, big brands with commitments of over $1 million. It’ll be interesting to see them work out the kinks and if/when this opens up to the rest of us. With reports of up to 92% of pins being made by women, it’s safe to say if your demographic is largely women that fairly soon you’ll be tap into a huge new paid traffic source.
Currently Promoted Pins appear in category and search results and it’s mobile apps. They are native-style (no surprise) featuring a “Promoted Pin” label.
At this point I’m just waiting for bad news about Facebook Ads because they just seem to keep getting better and better. For now though the future is bright. We’ll let Facebook do the talking.
The more customer insights you have, the better you’re equipped to deliver meaningful messages to people. That’s the thinking behind Facebook Audience Insights, a new tool designed to help marketers learn more about their target audiences, including aggregate information about geography, demographics, purchase behavior and more.
Breaking this down we can pull insights from different audiences as shown below.
Current Available Insights
- Demographics — Age and gender, lifestyle, education, relationship status, job role and household size
- Page likes — The top Pages people like in different categories, like women’s apparel or sports
- Location and language — Where do people live, and what languages do they speak
- Facebook usage — How frequently are people in your target audience logging onto Facebook and what device(s) they are using when they log on
- Purchases activity — Past purchase behavior (i.e. heavy buyers of women’s apparel) and purchase methods (i.e., in-store, online)
Current Available Audiences
- People on Facebook (the general Facebook audience)
- People connected to your Page or event
- People in Custom Audiences you’ve already created (an audience made up of your current customers)
How is this different from Page Insights?
Audience Insights is different from Page Insights because it looks at trends about your current or potential customers across Facebook, whereas Page Insights looks at the interactions with your Page (i.e., likes, comments and shares).
Man I can’t wait to get my hands on this one. Apparently it was supposed to start rolling out last Thursday to US based advertisers, but currently I don’t have it.
This is the kind of post we love. Will Hoekenga of CopyGrad.com reveals how he was able to still get major results from his low traffic blog in this guest post on LeadPages. If you’re like me, you probably haven’t heard of CopyGrad, so how did he land a guest post on LeadPages blog? Naturally it’s covered in the post.
1. Used LeadPages to Pass the Eye Test
Using a LeadPages coming soon page he was able to reach out to influencers and secure a spot on their promotional calendar before the site launched. The key was having a nice looking site to ‘pass the eye test’.
2. Created Highly Shareable Content by Writing About Stuff People Love
So far, I’ve written three posts based on this strategy, and they’ve all yielded great results. They were about:
Seth Godin (titled “5 Copywriting Tactics You Can Steal from Seth Godin”)
Trader Joe’s (titled “How Trader Joe’s Writes Copy Customers Love”)
LeadPages (duh, I somehow had to win their love to get this guest post…oh, and it was titled “How LeadPages Bakes Insane Anticipation Into Every Launch”)
3. Shared My Posts with the People/Companies They Were About
He touts this as being the most important strategy he talks about. The short of it: Find the best contact info, craft a highly personal or relevant message which he details as 1. Intriguing Subject Line, Comment about something highly relevant/personal to the recipient, nonpushy link to your post, then keeps your eyes peeled and don’t expect a specific result.
4. Used LeadPage to Convert Outside Traffic into Email Subscribers
Pretty simple, he used a LeadBox. Also the 2 Step Opt-In Process works gangbusters.
5. Know Your Song Well Before You Start Singing
Narrow your focus. Define your long-term vision.
Celtra reported Native Ads had an engagement rate of 14% compared to 9.8% standard. CTR was also 10.6% compared to 3.5% standard.
Video play rates are also increasing. Play rates were highest on standard ads at 12.2 percent compared to 9.4 percent for native ads. However, native ads performed better on video completion with 77.3 percent completion rates versus 52.4 percent for standard ads. Across both ad formats, video play and completion rates were higher when they were shown in-app versus on mobile web. Not surprising, video ads were more likely to be played and completed on tablets than on smartphones.
Safe to say we known where the trend of advertising is going.
Buffer a nice blog post based around Social Proof with the science to back it. We’ll include some of our favorite findings from the post.
Visitors referred by a fashion magazine or blogger to designer fashion rentals online at Rent the Runway drive a 200% higher conversion rate than visitors driven by paid search.
The Science: To understand why celebrity endorsements work from a psychological perspective, it’s important to familiarize yourself with the concept of the extended self. The extended self is made of up the self (me) and possessions (mine). It suggests that intentionally or unintentionally we view our possessions as a reflection of ourselves. This is why consumers look for products that signify group membership and mark their position in society.
3. User Social Proof
The Science: User social proof is particularly effective when it involves storytelling.
We tend to imagine ourselves in other people’s shoes when we read or hear a story. This is why stories are so persuasive and often more trustworthy than statistics or general trends. Individual examples stick with us because we can relate to them. Although statistics can be effective, it can be tougher to really see yourself in the aggregate the way you can with a personal account.
4. ‘Wisdoms of the Crowds’ Social Proof
Pretty simple one if a LARGE amount of people have taken an action, you’re more likely to take it, based around fear of missing out.
5. ‘Wisdom of Your Friends’ Social Proof
This is similar to wisdom of the crowds, except imagine it being ‘Friends who like this’.
One study of 10,000 accounts at a German bank revealed that customers who came from customer referrals had 16% higher lifetime value than those who came from other acquisition sources. Additionally, the customers churned 18% less.
Calling it now, if Entrepreneur On Fire turns this into an infographic it will receive a boatload of traffic.
Anyways this is a great post that holds your hand through the whole podcasting process. From where to start to recording and getting it uploaded. If you have questions about the process this is truly a nice concise walkthrough. Simply put check this out if you have questions about starting your own podcast. Now get me that infographic John! (It’s worth noting from a marketing standpoint this is an excellent ‘native ad’ like piece. The blog post nicely upsells into his PodcastOnFire course which helps you launch a podcast.)
The top European court says you can ask Google to change or delete search listings that refer to you, giving you a “right to be forgotten”.
In what could turn out to be one of the biggest shake-ups to online privacy legislation, the European Union Court of Justice decided Tuesday (PDF) that people can ask Google and other online entities to edit or erase online search results if those results contain information that might infringe the privacy of the person in question.
It’ll be interesting to see if anything happens in the States as well and how this will affect the Reputation Management industry.
The headline says it all. It’s worth noting this can be used in conjunction with the targeting options already available too.
While on the subject of Twitter, LKR comes through with a strong piece guiding you through Twitter Analytics. Much like Page Insights, Twitter provides you detailed stats on how your tweets are doing and about the people that follow you.
Find out how your tweets are performing for example sorting them by ‘good’ or your ‘best’ (top 15%) tweets. You’ll see the favorites, retweets, and replies for these tweets.
You can also find out more information about your Followers such as common interests, who else they follow, and even where they live.
When are the best times to post on Twitter? Turns out we will need Tweriod for that. Luckily it’s a free tool. It’ll show you when people are online AND when they are most interactive.
For LKR she found she got the most mentions around 7 AM, 11 AM, 1 PM, and 4 PM.
The author reflects on launching a ‘Groupon deal for musicians’ where he gave away $1,250 worth of products for just $69 for 100 hours only. Also there were only 5,000 packages available. After obsessing over conversion rate he was able to bring it from 2.5% to 10.8%. First he covers the model seen in the image below then he dives into Urgency.
Why the focus on increasing urgency? Because of the A/B test below.
Variation B outperformed A by nearly 3x. With the roll out of B, conversion rate went from 3.5% to ~10%.
5 tips are provided for blending real & implied urgency into your strategy.
1. Imply urgency in your headlines
2. Imply urgency in your call to actions
3. Add stock urgency
4. Add time-countdown urgency
5. Imply urgency using color
Still Relevant – How to Find Stock Photos That Don’t Suck
‘Still Relevant’ will feature older content that we find worth mentioning in this Friday Recap. So for our first ever ‘still relevant’ piece we have Design Rope answering the problem everyone has: shitty stock photos. This post was brought to my attention by the guys over at Hackers News Nation. Anyways this post covers 14 different resources to find high quality stock images, some even for free or at low cost. We’ve personally used Unsplash in the past and I have a folder on my computer featuring some of my favorite ones. This is great for landing pages or blog images. I plan to try to jazz up our featured images a bit and have plans to use these different sites myself. I really like Gratisography, The Pattern Library, and New Old Stock. The image above uses The Pattern Library. Now if someone could find a way to make these searchable or categorized THAT would be awesome.
Be careful with brands and trademarks. PicJumbo reminds us:
Note: Be respectful to registered trademarks. If there is an Apple product, you have to write up “Apple, the Apple logo and iPhone are trademarks of Apple Inc., registered in the U.S. and other countries.” The same with other brands.
We covered the launch of these video ads last week in Friday Recap #5 and today we find out the price tag is $1 Million a day. Wow.
As always hope you enjoyed it! Leave a comment letting us know what you like (or don’t like) about the Friday Recaps below.