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From Clicks to Conversions: Create Content that Boosts Engagement



From Clicks to Conversions: Create Content that Boosts Engagement

Looking to create awesome social media content to boost engagement?

It’s a given that creating engaging social media content is crucial for building a strong online presence, engaging your audience, and growing leads and sales. 

But how do you get it right?

Here are some tips and examples.

9 Tips To Create Social Media Content That Boosts Engagement

Start by creating professional and compelling social media profiles. Then use these tips when creating content. 

1. Know Your Audience

Knowing your audience is the key to marketing success, whether it’s in email personalization or creating tailored social media content. 

For instance, Canva creates tailored messages for each of its target groups. This is a post for nonprofits.

From Clicks to Conversions Create Content that Boosts Engagement

And here is content created for teachers.

1681917030 96 From Clicks to Conversions Create Content that Boosts Engagement

How do you identify your social media target audience?

You can use market research, email survey campaigns, or website forms to find out your customers’ social media preferences.

Here are other ways to gain audience insights:

  • Facebook: Facebook Audience Insights gives data about your audience like this.
1681917030 732 From Clicks to Conversions Create Content that Boosts Engagement
  • Instagram: Click the Insights action button to get details of your existing audience and their engagement with specific content.
  • Twitter: Twitter analytics and Tweet activity page give you stats such as key demographics, languages, and interests of your audience.
  • LinkedIn: Access the “Analytics” tab where you can see audience insights.

Tools such as Copper CRM also let you sync your contacts with social media accounts to build lookalike audiences and target specific groups.

This Copper CRM review gives you more details on how to use this tool to sync contacts.

2. Define Your Goals and Metrics

While boosting engagement may be the primary goal for creating social media content, you’ll need to go granular when defining your goals. And tie each goal to a specific social media metric that you can track.

Here’s a framework to help you get started:

1681917030 389 From Clicks to Conversions Create Content that Boosts Engagement

3. Choose The Right Content Type 

The types of social media content you can experiment with include:

  • Blog posts
  • User-generated content 
  • Live streams/webinars 
  • Ebooks and whitepapers  
  • Stories and reels
  • Contests/giveaways
  • Videos
  • Infographics
  • Polls and surveys

Be sure to link the type of social media content you want to write with:

Your Target Audience’s Interests

As you can see from this image, short-form videos, images, and live videos are the most engaging social media content, as per a 2022 survey.

1681917031 838 From Clicks to Conversions Create Content that Boosts Engagement

The Type Of Content Suitable For Each Social Media Platform And Demographic

Here’s a quick summary of the type of social media content to write for each platform/demographic.

1681917031 393 From Clicks to Conversions Create Content that Boosts Engagement

Your Niche

The type of social media content you’ll create will also depend on your industry.

For instance, a Gartner study found that educational and user-generated content works best for software marketers. 

1681917031 336 From Clicks to Conversions Create Content that Boosts Engagement

4. Create A Mix of Social Media Content

Experiment with different types of content, such as text, images, videos, and live streams. 

Simplilearn uses different types of social media content to boost engagement. This is a post on LinkedIn that promotes its professional certificate program.

1681917031 646 From Clicks to Conversions Create Content that Boosts Engagement

And, on YouTube, the brand has multiple informative videos.

1681917031 999 From Clicks to Conversions Create Content that Boosts Engagement

Make sure that your content is offering something of value to your audience.

Whether it’s helpful tips, informative articles, or just entertaining videos, give people a reason to stick around and keep coming back for more.

5. Write Compelling Social Media Copy 

Write social media copy that is catchy and easy to understand. And always include a call to action that encourages people to share your post with their followers.

The more shares you get, the wider your reach. 

Are there any formulas for writing catchy copy?

I have these tips for you:

Keep it short: Here are the ideal lengths for each platform:

  • Instagram: 138 to 150 characters
  • Facebook: 40 characters
  • LinkedIn: 220 characters
  • TikTok: 300 characters

This is an example of a short and catchy caption on Instagram:

1681917032 854 From Clicks to Conversions Create Content that Boosts Engagement

Include action words and adjectives: Experiment with action words such as earn, save, act now, and adjectives such as powerful, awe-Inspiring, brilliant, etc. See this example from TED Talks.

1681917032 830 From Clicks to Conversions Create Content that Boosts Engagement

Use numbers: Numbered lists and guides with easy steps can help increase engagement. See how Semrush does it.

1681917032 649 From Clicks to Conversions Create Content that Boosts Engagement

Ask questions: Humans are always drawn to questions that spark curiosity like this post.

1681917033 637 From Clicks to Conversions Create Content that Boosts Engagement

Write the social media copy by following the Google EAT guidelines so that your social media campaign can also help in getting good results from the search results. Your social media copy should include trustworthy, authentic, and expert facts and information.

6. Use Trending Hashtags

Utilize relevant hashtags and keywords to increase the visibility of your social media content. 

For example, if you are a food blogger, you may want to use hashtags such as #foodie, #yum, and #foodporn.

You can search for trending hashtags by typing your keyword on social media platforms’ search bars. 

1681917033 68 From Clicks to Conversions Create Content that Boosts Engagement

Platforms like Twitter also have an Advanced Search feature where you can search for specific tweets and hashtags.

You can also use the right software to generate hashtags in your industry. These software can help you to create and how to use hashtags for your social media campaigns.

7. Post At The Right Time

Timing is crucial when it comes to social media. Post your content when your audience is most active to increase your reach and engagement.

According to a recent study:

  • The best days to post social media content are Tuesdays to Thursdays
  • The best time to post social media content is 9 AM and 10 AM.

But, there’re individual variations between each social platform when it comes to the peak engagement time or days. 

For example, posting on Instagram between 10 AM and 1 PM on most weekdays can help you maximize your reach.

1681917033 192 From Clicks to Conversions Create Content that Boosts Engagement

8. Use Visual Elements

High-quality visual elements, such as images and videos, can make your content more engaging.

Be creative with how you present them. 

One way to stylize your photos and images is to use photo filters. You’ll create stunning visuals in minutes.

See this eye-catching visual from Velvet Spectrum.

1681917033 752 From Clicks to Conversions Create Content that Boosts Engagement

9. Encourage Engagement

Encourage your audience to engage with your content by asking questions, starting a conversation, or running a contest. You can also host a giveaway as Fraser Hill Farm has done.

1681917034 824 From Clicks to Conversions Create Content that Boosts Engagement

Be sure to show your audience that you value their opinion by responding to their comments.

You can also use lead generation software that allows you to integrate your social media platforms to manage and monitor interactions.

10. Analyze and Improve

Creating powerful social media content isn’t all about just content creation. Studying the content’s effectiveness is equally important. You need to use social media analytics tools to figure out if your social media posts are performing as expected. 

Check whether they’re generating significant engagement, driving sales, and bringing you new followers. 

In the case of blog posts, you can leverage a Google index checker and Google Analytics to check if your social media post helped speed up indexing or improved its rankings on Google.

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Wrapping Up

Remember that social media content doesn’t just have to be about your brand. In fact, some of the most successful social media campaigns focus on providing valuable information or entertainment to users. 

The goal is to get people talking about your business in a positive way!

Use analytics tools to track the performance of your content on each platform and adjust your strategy accordingly.An easy way to master your social media content strategy is by becoming a Certified Social Media expert. Learn how to apply proven strategies and boost social media engagement.

The Ultimate Guide to An Effective Instagram Marketing Strategy

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Take back your ROI by owning your data



Treasure Data 800x450

Treasure Data 800x450

Other brands can copy your style, tone and strategy — but they can’t copy your data.

Your data is your competitive advantage in an environment where enterprises are working to grab market share by designing can’t-miss, always-on customer experiences. Your marketing tech stack enables those experiences. 

Join ActionIQ and Snowplow to learn the value of composing your stack – decoupling the data collection and activation layers to drive more intelligent targeting.

Register and attend “Maximizing Marketing ROI With a Composable Stack: Separating Reality from Fallacy,” presented by Snowplow and ActionIQ.

Click here to view more MarTech webinars.

About the author

Cynthia RamsaranCynthia Ramsaran

Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.

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Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai



Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

In a groundbreaking alliance, Amazon and Hyundai have joined forces to reshape the automotive landscape, promising a revolutionary shift in how we buy, drive, and experience cars.

Imagine browsing for your dream car on Amazon, with the option to seamlessly purchase, pick up, or have it delivered—all within the familiar confines of the world’s largest online marketplace. Buckle up as we explore the potential impact of this monumental partnership and the transformation it heralds for the future of auto retail.

Driving Change Through Amazon’s Auto Revolution

Consider “Josh”, a tech-savvy professional with an affinity for efficiency. Faced with the tedious process of purchasing a new car, he stumbled upon Amazon’s automotive section. Intrigued by the prospect of a one-stop shopping experience, Josh decided to explore the Amazon-Hyundai collaboration.

The result?

A hassle-free online car purchase, personalized to his preferences, and delivered to his doorstep. Josh’s story is just a glimpse into the real-world impact of this game-changing partnership.

Bridging the Gap Between Convenience and Complexity

Traditional car buying is often marred by complexities, from navigating dealership lots to negotiating prices. The disconnect between the convenience consumers seek and the cumbersome process they endure has long been a pain point in the automotive industry. The need for a streamlined, customer-centric solution has never been more pressing.

1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

Ecommerce Partnership Reshaping Auto Retail Dynamics

Enter Amazon and Hyundai’s new strategic partnership coming in 2024—an innovative solution poised to redefine the car-buying experience. The trio of key developments—Amazon becoming a virtual showroom, Hyundai embracing AWS for a digital makeover, and the integration of Alexa into next-gen vehicles—addresses the pain points with a holistic approach.

In 2024, auto dealers for the first time will be able to sell vehicles in Amazon’s U.S. store, and Hyundai will be the first brand available for customers to purchase.

Amazon and Hyundai launch a broad, strategic partnership—including vehicle sales on in 2024 – Amazon Staff

This collaboration promises not just a transaction but a transformation in the way customers interact with, purchase, and engage with their vehicles.

Pedal to the Metal

Seamless Online Purchase:

  • Complete the entire transaction within the trusted Amazon platform.
  • Utilize familiar payment and financing options.
  • Opt for convenient pick-up or doorstep delivery.
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Hyundai’s Cloud-First Transformation:

  • Experience a data-driven organization powered by AWS.
  • Benefit from enhanced production optimization, cost reduction, and improved security.

Alexa Integration in Next-Gen Vehicles:

  • Enjoy a hands-free, voice-controlled experience in Hyundai vehicles.
  • Access music, podcasts, reminders, and smart home controls effortlessly.
  • Stay connected with up-to-date traffic and weather information.

Driving into the Future

The Amazon-Hyundai collaboration is not just a partnership; it’s a revolution in motion. As we witness the fusion of e-commerce giant Amazon with automotive prowess of Hyundai, the potential impact on customer behavior is staggering.

The age-old challenges of car buying are met with a forward-thinking, customer-centric solution, paving the way for a new era in auto retail. From the comfort of your home to the driver’s seat, this partnership is set to redefine every step of the journey, promising a future where buying a car is as easy as ordering a package online.

Embrace the change, and witness the evolution of auto retail unfold before your eyes.

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

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How to Schedule Ad Customizers for Google RSAs [2024]



How to Schedule Ad Customizers for Google RSAs [2024]

It’s no wonder that responsive search ads have steadily grown in popularity in recent years. Through Google’s machine learning capabilities, RSAs provide a powerful way to automate the testing of multiple headlines and descriptions to ensure a closer match to user intent. The benefits are clear: RSAs mean broader reach, better engagement, and improved performance metrics.

However, all these benefits come at a significant (but reasonable) cost – they can be extremely difficult to manage, especially when it comes to updating ad copy to promote limited time offers.

I know this firsthand – I work with several ecommerce clients with promotions that constantly change. Not too long ago, I found myself going through the consistently tedious process of updating a client’s RSA headlines and copy. As I was making the changes, I thought to myself: “There must be a better way to update this ad copy. I shouldn’t have to use find and replace so many times while pausing and enabling my ad campaigns.”

After expressing this to my colleague, Jordan Stambaugh, the two of us agreed there must be a better way. But we’d have to make it happen. A few weeks later, we put that idea into action and created a more efficient process for updating RSA ad copy on a scheduled basis. If you want to try this process for yourself, just keep reading.

Responsive Search Ad Customizers 101: Basic Options & Execution

Before diving into the process of scheduling automatic updates for your RSA customizers, it’s essential to understand some key Responsive Search Ad fundamentals.

First, you can customize three main options within RSAs: the Attribute Name, the Data Type, and the Account Value. Each of these plays a vital role in personalizing your ads:

  • Attribute Name: This is essentially the identifier for the customizer. It is how you’ll reference the specific piece of information you’re customizing within the ad. For instance, if you’re running a promotion, you might name an attribute “Promotion.”
  • Data Type: This indicates the kind of data the attribute represents and it determines how the information can be formatted and used within the ad. Common data types include Text (for plain, non-numeric text), Percent (to represent percentage discounts), Price (to denote monetary values), and Number (for any numerical value).
  • Account Value: This is the default value for the attribute that you set at the account level. It acts as a fallback if more specific values aren’t provided at the campaign or ad group level.

For example, if you wanted to promote a 10% off discount using RSAs, you’d use the “Discount” attribute, a data type of “Percent,” and an account value of “10% off.” Then, when someone is searching for products, Google would test automatically inserting a copy regarding a 10% off promotion into your ad.

Once you’ve set up the right customization options, you can start to format your RSAs with customizers.

Here’s how:

  • Start by typing in {
  • Click on Ad Customizer then select your attribute
  • Google will populate your attributes that are already uploaded
  • For a simple offer, use the “Default text” attribute as a catch-all. This will ensure your ads run smoothly if Google can’t pull the right messaging from your RSA feed



How to Schedule Your Ad Customizers with a Feed

Now that we’ve covered the basics, let’s cover how to schedule your ad customizers.

Just follow this three step process:

1. Create the feed

Start by creating two sheets: The Parent sheet, and the Child sheet. The “Parent” sheet will act as the primary data source, while the child sheet will pull data from the parent sheet.

We’ll start by building the parent sheet. After opening the sheet, start by renaming the active tab to “Promotions.” Don’t skip this step, it’s crucial for referencing this range in formulas later on.

In your “Promotions” tab, head to the top row and label columns A, B, and C with the headers of your ad customizer attributes. For example, you might have “BrandSaleHeadline” as your attribute in column A, “text” as the Data Type in column B, and “Shop the Collection” as the Account Value in column C.

Once your headers are in place, move to cell C2. Here, you’ll input the expression =lookup(today(),F:G,E:E). This formula will play a key role in dynamically updating your RSA customizer based on the current date.

Next, go to columns E, F, and G, which will be used to manage your scheduling. In these columns, you’ll list out the different values your chosen attribute might take, alongside their corresponding start and end dates. For example, under the “BrandSaleHeadline” attribute, you might schedule various promotional headlines to appear during different sale periods throughout the year.

Here’s how your sheet might look:

Now look back at the first 3 columns on your sheet. They should look like this:

Now create a second sheet. We’ll call this sheet the Child sheet. It’s going to automatically pull in data from the parent sheet you just created, and will be the one you link to Google Ads later on.

Columns A, B and C will be almost identical to the child sheet, but we will be using a special formula later so we can automatically populate this. So, start by labeling Row 1 Column A “Attribute,” then the next column as “Data type,” then column C as “Account value.” 

Then go to C2 and use this expression to populate the right account value from the parent document: =importrange(“[PARENT DOCUMENT URL HERE]”,”Promotions!C2″)

Your sheet should now look like this:

We recommend adding a date range with default text for any days you’re  not running a promotion. In the example above, we have “Shop Our Collection” appearing as default text.

2. Input attributes

Once you have your feed created, the next step involves inputting your attributes into the Google Ads platform. This can be done either manually or through a bulk upload.

For the manual approach, navigate to “Tools & Settings” in your Google Ads interface, then go to ‘Setup’ followed by “Business Data.” Here, you’ll find an option for “Ad Customizer Attributes.” Click the plus sign to add your attributes. It’s crucial to use the same attribute names that you’ve established in your Parent Google Sheet template to ensure consistency and proper data synchronization.



Alternatively, if you prefer the bulk upload method, again head to “Tools & Settings.” This time, select “Bulk Actions” and then “Uploads.” For this process, you only need to upload columns A to C from your template. 

Be aware that it might take some time for your uploaded attributes to be reflected in the business data section of Google Ads.

3. Set up an automatic schedule

At this point, you’ve almost finished scheduling your ad customizers. Navigate to Tools & Settings, then Bulk Actions, then Uploads, then click the Schedules tab at the top. Select your Child Google Sheet as the data source, and share your Google Sheet with the appropriate email.



And there you have it – Google will automatically pull in the data you populated in the sheets into your RSAs.

Common Challenges When Scheduling RSA Ad Customizers

When we test these sheets with our clients in the wild, we’ve uncovered five common challenges. Be on the lookout for these issues – solving them before they happen can save you a lot of trouble down the line.

Not scheduling your upload when the site changes 

The first and most significant hurdle is the mismatch between the scheduled data upload and website content updates. For instance, if the Google Sheet is set to upload at 11 am, but the website changes occur at 3 pm, there’s going to be a discrepancy where the wrong message could be displayed for several hours, or new messaging could appear prematurely. Conversely, if the website updates happen before the scheduled sheet upload, outdated promotions might linger until the new data is imported. Synchronizing these schedules is crucial; it’s best to align them so updates occur simultaneously.

Skipping QA during a message change

Another pitfall is neglecting quality assurance (QA) during message updates. It’s vital to regularly check the business data section to verify that the correct values are in place post-update.

Issues with the IMPORTRANGE function

Then there’s the technical aspect of setting up the IMPORTRANGE function correctly in the Google Sheets template. The ‘child’ template must reliably pull data from the ‘parent’ sheet. If this function isn’t configured correctly, data won’t be imported as needed.

Not sharing access of the Google template for automatic uploads

Pay attention to your access permissions for the Google Sheets template. Google will prompt you with the email address that needs permission to access the ‘child’ sheet for automatic uploads. Overlooking the sharing of your sheet with this address will prevent the system from working.

Having date range gaps in your parent sheet

Lastly, a common oversight is leaving date range gaps in the ‘parent’ sheet. Every single date must be accounted for without overlaps. A practical tip is to have an ‘evergreen’ backup message ready, scheduled to run continuously, ideally through the end of the year, to cover any potential gaps.


Leveraging Google Sheets in conjunction with Google Ads to schedule RSA ad customizers is a game-changer for managing dynamic promotional content. This process not only streamlines your workflows but also ensures that your ads remain relevant and up-to-date, reflecting current promotions without the need for constant manual intervention. 

By adopting this method, you’ll save significant time and effort, allowing you to focus more on strategy and less on the minutiae of ad copy updates. Give it a try and experience a more efficient way to manage your RSAs, keeping your campaigns fresh and engaging with minimal hassle.

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