A marketing campaign is a series of organized, strategized efforts used to achieve a marketing goal.
Planning a campaign instead of firing ad hoc messages at your audience helps you improve performance and better control the outcomes of your marketing efforts. That’s why it’s worth knowing these eight types of marketing campaigns used successfully by big and small brands alike:
Product marketing campaigns are used by companies to introduce a product (or a product feature) into the market.
They are one of the most important and complex campaigns in the life cycle of a product. This is because a newly introduced product (or service) needs effective marketing communication to impact sales. It also requires cooperation between different departments to make sure every part of the user experience is covered.
This kind of campaign should stem from your go-to market strategy.
But besides the typical process of bringing a product to the market, there are also agile methods often used by startups, such as a minimum viable product (MVP).
Product launch campaigns tend to be costly and bloated with all kinds of tactics and channels that big money can buy. But that doesn’t mean you have to dedicate $200M to a product launch of Windows 95 proportions.
While the marketing communication aspect is important when launching a product, what matters most is how well your product fits the market. To achieve product-market fit, you don’t need to operate on a colossal budget or have 20 years of experience in the field.
Among many inspirational product-market fit case studies, there’s one that stands out: Buffer. Its product marketing campaign was designed to verify the value hypothesis of its MVP. It didn’t even have to build a product to achieve that.
To verify its MVP, Buffer used a landing page that explained the soon-to-be product and collected emails for a waiting list. Afterward, it used the waiting list to gather feedback on what features to build.
Sales promotion campaigns are short-term initiatives used to stimulate demand for a product or service.
Most often, the goal of a sales promotion campaign is to increase sales. Think flash sales, limited-time offers, coupons, etc. The idea is to decrease the friction of making a purchase (price, shipping costs, etc.) and speed up the decision process by creating a sense of urgency.
As temporary discounts often bring fast results, it may be tempting for marketers to use these campaigns on many occasions. This is especially when the company doesn’t meet its sales quota. Yet running these campaigns too often has its downsides. Namely, discounts can devalue a brand and make it harder to sell products/services at regular prices in the future.
An alternative to offering discounts is increasing the value of a product. For example, you can add more products to make a bundle, offer some freebies, or provide free shipping.
Toyotathon is Toyota’s annual sales event (since 1969). It takes place in the U.S. at the end of each year.
Car manufacturers and dealers hold these kinds of events because when the current year passes, that year’s car stock becomes less valuable (customers prefer newer models). So they try to sell as many cars as possible before the cars lose their value.
As I’ve already mentioned, discounts can undermine the perceived value of the brand and, in this case, the cars. To solve this problem, Toyota has created a brand for discounted cars. That way, customers are not just buying a discounted Toyota. They’re taking part in a Toyotathon. This is a win-win for all parties.
These types of regular sales promotions (including Black Friday and Cyber Monday) can block sales for months, as many people will simply wait for the event to come.
Brand awareness campaigns highlight the brand and what it stands for to improve its recognizability among the target audience.
Essentially, brand awareness campaigns are more subtle, often indirect ways that impact sales. So instead of offering discounts, marketers will remind their audience that their brand is climate-neutral, designed for people who aren’t afraid to “think different,” etc.
Price is not the only factor that motivates consumer behavior. Sometimes, we buy things because they make us feel good. Or maybe it’s because a company shares our values. Or perhaps the product makes us feel like we joined an elite club. Other times, it’s an emotion we just can’t explain.
Brands are these emotional and cognitive triggers that are used to evoke those various purchase factors. And the more consumers are aware of a given brand, the more likely they are to recall it when shopping.
Another thing about building brand awareness is it works best when it’s a systematic effort. The cost of “forgetting” a brand can be high. But there are ways to save a brand from oblivion even when the timing isn’t ideal for consumers to make a purchase.
Nobody promotes cold drinks in the cold season better than Coca-Cola. The Coca-Cola Santa, the truck, the polar bears—these are the brand codes consumers have been exposed to for decades.
There is even a dedicated page on the brand’s website that answers the question: “Did Coca-Cola create Santa Claus?” Amazingly enough, this page gets an estimated 900 monthly organic visits in the U.S. alone.
During those multimillion-dollar campaigns, Coca-Cola doesn’t do hard selling. Instead, it tries to find its way to our tables by introducing its brand.
With the Christmas campaigns, Coca-Cola tries to create a mental association between the brand and the Christmas season. Let’s oversimplify it a bit: If Coke can be associated with Christmas, it can be associated with the emotions this holiday evokes.
And those typically are the joy, warmth, and safety of a community. These emotions are important parts of Coca-Cola’s brand positioning.
SEO campaigns are a course of coordinated actions to improve the search engine ranking of a website.
By improving the search engine ranking, your website can get to the first page of the search engine results page (SERP) and take advantage of the organic traffic potential (and that’s over 99% of searchers’ clicks, according to this study).
To illustrate, ranking number #1 for the keyword “backlink checker” and related keywords (like “check backlinks” or “free backlinks checker”) can drive an estimated 14K visits monthly from organic search alone.
Here are some of the known ranking factors:
- Search intent
- Topical authority
- Page speed
An example of an SEO campaign goal is building links. Links (aka backlinks) are one of the most important ranking factors for search engines like Google. That’s why building links can improve your rankings on the SERPs. And the higher you rank, the more organic traffic you get (generally).
Plus, you can use your links to pass link equity to other pages. SEOs call it the middleman method.
In 2020, Ahrefs ran such a campaign. We created a list of 63 SEO statistics by featuring “link worthy” statistics and then asked other site owners to link to our article.
Once the article was ready, we sent 515 emails and got 36 backlinks from 32 websites. On top of that, our curated list of statistics ranks #1 for “seo statistics” in the U.S. and remains in the top five for related keywords.
We explain the whole process of this SEO link building campaign in this three-part video:
Email marketing campaigns are simply marketing campaigns that are disseminated through the email channel.
This type of campaign is often used for the following:
- User onboarding
- Generating traffic
- Lead nurturing
- Sales promotion
- Cart abandonment (example shown below)
The great thing about email marketing is it uses an owned marketing channel to communicate with a “qualified” audience (i.e., people who know your brand and gave permission for direct communication).
Another great thing about email marketing is you can fully automate it by creating workflows that are automatically engaged (or stopped) based on specified triggers. For example, clicking a link in the email or putting together a list of clients who abandoned their carts. So an email workflow can look something like this:
Cart abandonment emails can help regain 8% of abandoned carts and drive 4% more sales.
Tuft & Needle, a bed products brand, shows us how to do a cart abandonment campaign without being too salesy. It sends a three-part email campaign to shoppers who have put products into their cart but left without buying.
The first email empathizes with the customer on the problem of buying the right mattress. The company knows that “mattress shopping sucks” and that it’s OK to take even a few weeks to decide—but not without reading “The 12 answers to your top fears of buying a mattress online” first.
The second email highlights the company’s “value for money” mattresses and introduces an innovative mattress foam. Next, it invites customers to another landing page where it compares Tuft & Needle to other companies.
Finally, in the third email, Tuft & Needle reassures that if the customer doesn’t like the mattress during the first 100 nights, the company will pick it up and reimburse the customer.
Surely, there isn’t much more you can do to win a customer back. If a customer gets “cold feet” in the buying process, there must have been some objections. And if you address those objections and provide reassurance that the purchase is truly risk-free, that may be enough to get that customer back on the purchase path.
While we’re at it, here’s a word of caution for offering discounts in cart abandonment emails. Follow Tuft & Needles’ example and don’t offer discounts at this point, as this may quickly backfire. Imagine your customers discovering this way of getting discounts and abandoning carts on purpose.
Just like with email campaigns, what sets social media campaigns apart from other types is that they employ social media platforms to reach the target audience.
Also like email marketing, social media allows you to interact directly with an audience who follows your brand. But unlike email, messages on social media can spread quickly beyond your followers to reach a huge audience organically. (Note: Organic reach has been decreasing over the years, especially on Facebook and Instagram.)
What’s more, you can (and often should) amplify your message with paid advertising on social media. To do that, you can take advantage of targeting based on many factors, such as location, age, or interest.
Social media offers many possibilities, making it a great fit for different kinds of goals, including:
- Generating traffic.
- Building a community.
- Building brand awareness.
- Generating revenue.
- Encouraging user-generated content.
Apple started its Instagram account in 2017 with the #shotoniphone campaign. In this campaign (still ongoing), the company has been posting quality photos and videos taken on iPhones. It’s a great way to promote those crucial selling points of its products.
Additionally, Apple encourages Instagram users to share their iPhone-made photography under the same hashtag.
Launching this campaign, which centers on user-generated content, has engaged iPhone users, given the campaign additional organic reach on Instagram, and given Apple a never-ending stream of free content to use. To this day, the #shotoniphone campaign has featured over 23 million posts.
Public relations (PR) campaigns are used to positively influence the way a brand is perceived by managing communications with the media and the general public.
Whether PR can be deemed as part of marketing is debatable. But what is certain is that PR campaigns, just like marketing campaigns, can affect the demand for a product and, hence, significantly impact sales.
What is unique about PR, though, is it uses a different type of communication compared to marketing. For instance, while marketing campaigns are notorious for generating demand directly via discounts and all sorts of “special deals,” PR campaigns are never about that.
Instead, a PR campaign will generate demand by sending out press releases about how a product is valuable to its target users (e.g., product introduces a new kind of technology while still being affordable).
PR campaigns are especially effective for:
- Promoting an idea important to the brand.
- Building brand image.
- Increasing brand credibility and status.
- Providing added value.
- Inspiring word of mouth.
- Getting attention from the media (and taking advantage of their reach).
“Dumb Ways to Die” was a 2012 PR campaign promoting railway safety in Australia. According to the creative director of the campaign, “The aim of this campaign is to engage an audience that really doesn’t want to hear any kind of safety message, and we think dumb ways to die will.”
As you can see, the campaign is a creative and humorous approach to the problem of railroad accidents. It makes you think about death in a way that is, let’s say, bearable. This is so you could actually imagine how dumb it would be to die in one of the depicted ways.
While this campaign has been criticized by some for the risk of causing the opposite effect, “Dumb Ways to Die” gained a lot of industry acclaim (most awarded campaign in Cannes Lions ever) and went viral on the internet.
What’s more, the campaign is said to have reduced “near-miss” railroad accidents by 30% in Australia.
The so-called 360 marketing campaigns are about promoting a product or service using a cohesive message through multiple marketing channels.
To compare, while social media and email campaigns use one channel, 360 marketing campaigns use both of these channels and more to get the message across. Furthermore, some other types of campaigns, such as the product marketing campaigns discussed earlier, can become 360 campaigns as long as they use multiple channels and have a unified message.
Multiple channels and a cohesive message. These may sound quite trivial. But campaigns designed this way have two advantages over their single-channel alternatives:
- More marketing channels mean more people reached during the campaign and more convenience for your potential clients to contact you.
- One cohesive message repeated multiple times is easier to understand, remember, and act upon.
These two advantages make 360 campaigns ideal candidates for rebranding, introducing a new product, or simply maximizing the reach and impact of your message.
At Ahrefs, one of the things we promote most often is our free Ahrefs Webmaster Tools. We promote it through an always-on, integrated campaign, spanning all of our marketing channels. Here are a few examples of the campaign’s components.
Starting from organic search, we can see Ahrefs Webmaster Tools’ landing page gets an estimated 1.7K organic search visits. This is passive, almost free traffic without additional promotion.
Furthermore, content marketing is one of the pillars of our marketing efforts. And since we mostly focus on SEO-related topics, we have all sorts of occasions to feature this tool.
Naturally, there is also content dedicated to this product, such as this video explaining how to use it to improve SEO:
In addition to organic channels, we also promote the tool via various paid channels. One of them is sponsorship. Here’s an excerpt of a sponsored newsletter sent by one of the biggest magazines in the SEO industry, Search Engine Journal.
This kind of message can result in more sign-ups for Ahrefs Webmaster Tools because:
- Search Engine Journal is a highly qualified audience for a product like ours.
- Our call to action is focused on getting people to try out a free product. The act of asking someone (who’s not even on our subscriber list) to commit to a paid subscription just because we sent them an email causes a lot more friction.
I hope the examples discussed in this article will give you an idea of which type of marketing campaign you should use next.
Above all, think about the goal you want to achieve with your campaign, as no marketing campaign is a panacea on its own. For instance, if you want to give your sales a quick boost, a sales promotion campaign will offer better results in a shorter time than, let’s say, a brand awareness campaign.
If you’re confused about what goals to prioritize, start with a marketing strategy. And if you need more inspiration, hone in on choosing the right marketing goals.
Got questions? Ping me on Twitter.
10 Advanced SEO Skills To Level Up Your Career
Many of us get to a stage in our careers as SEO professionals where we feel a little bit stagnant.
We’ve been optimizing sites for a while and feel pretty confident that we can do it well.. but there’s that nagging thought there’s more we could be doing.
That there is another layer of expertise that would make us more efficient, employable, and confident.
In this article, you’ll find 10 skills that can level up your SEO competency.
1. Intent Analysis
Intent analysis is the decoding of a user’s intention behind the keyword they enter into a search engine.
When someone types [pizza restaurant] into a search engine, what is the end result they are hoping for?
Do they want to know what pizza restaurants are nearby?
Are they in the market to open a pizza restaurant?
Are they looking for a job in a pizza restaurant?
Developing your understanding of the psychology behind what searchers want is a critical skill for those wishing to go further in their SEO competency.
This will help you both satisfy a user’s need when they land on a page and also increase your page’s likelihood of being ranked in their search.
It can’t just stop there, however.
You must also understand what the search engines perceive users to want from the content they are searching for.
For instance, from my location in the U.K., if I search for [pizza restaurants] in Google from my desktop device, I get a mixture of results.
I get the option to click through to search on other websites:
This is followed by the Map Pack and then a mix of review and editorial sites and restaurants’ websites.
If I am trying to rank a website all about the history of pizza restaurants in my country, I might struggle.
Google has identified the user intent as being either navigation – wanting to go to a local restaurant – or comparative, as in wanting to compare options in the local area.
Resources To Learn More
Although SEO experts do not need to be fully-fledged developers, having an understanding of code can help you to identify issues with rendering, indexation, and crawlability.
There are times when knowing the basics of how code is created, or being able to read code that already exists, can help your SEO.
It can aid your communication with the developers who may need to change it.
It can assist you in pinpointing incremental improvements to your site’s performance.
Learning to code is not a prerequisite for SEO, but it is arguable that knowing the fundamentals of these three commonly used languages is going to set you up well for your career.
Understanding the syntax of code, how it is formed, and being able to see how elements relate to each other can also help you get better at writing and debugging schema.
Learning Python and SQL can also help you to streamline your SEO processes by enabling you to automate labor-intensive activities such as mapping URL redirects and keyword research.
Resources To Learn More
3. Understanding Server Management
No SEO professional should really be the one responsible for ensuring that a server can handle a load of visitors to a site.
However, understanding the basics of how servers can impact the crawlability, load speed and reliability of a website can propel your technical SEO understanding forwards.
The use of CDNs instead of static servers can aid in speeding up content loading, but without understanding the limitations of fixed location servers it will be difficult for you to argue the need for a CDN.
A better understanding of how web hosting can affect a user’s experience of your site and also Google’s ability to access it is necessary for strong technical SEO foundations.
You need to understand how aspects like uptime and location can impact your site’s performance in the search engines.
This is only the beginning of how knowledge of servers can aid your SEO efforts.
Better knowledge of server codes beyond the standard 404 and 301 can help you to communicate to those in charge of your servers where there are critical issues.
Know what a 502 error is?
Encountered a 504 status code before?
If not, this might be a quick and easy area for you to brush up your knowledge.
A 5XX status usually means there is something wrong with the server that is preventing the processing of a request from the client.
A simple way to find out what status codes mean is to look at httpstatuses.com.
From here, you can identify whether it is an issue with the client or the server and find a fix accordingly.
Resources To Learn More
4. Content Writing
Understanding the process of content writing is an important element of advanced SEO.
You may not be a great wordsmith yourself.
However, in order for you to better brief in copywriting for your colleagues who are, you need to understand what goes into a good piece of writing.
It isn’t enough to know that copy needs to be compelling and have sufficient relevancy to search terms used to discover it.
Get familiar with the process your copywriters go through in researching, writing, and editing their work.
This will help you to better ideate your own requests for copy.
Editing is another good skill to develop when working with content.
In many organizations, it is the job of the SEO specialist to take content created by others and optimize it further for the search engines.
In practice, this sadly can often result in well-written copy being butchered.
Adding keywords into the first couple of paragraphs to make them more keyword-rich might help you a bit with your rankings, but it could destroy your conversion and brand loyalty.
Learn how to take well-written copy and enhance it, not ruin it.
You may also benefit from having a conversation or two with your SEO copywriters and asking them for details of their process.
Better understanding how they go about copywriting could improve your abilities.
It could also streamline your processes when working together.
Resources To Learn More
Being able to expertly communicate your progress, results, and reasoning behind your SEO work is crucial to being successful in the industry.
As an SEO expert, you are always juggling the needs and expectations of stakeholders, whether you’re working in-house, agency-side or freelance.
You will find gaining buy-in and budgets considerably easier if you know how to demonstrate the impact of the work you do.
Reporting isn’t just a case of adding labels to a graph or even noting down the cause of increases and decreases.
Truly good SEO reports allow readers to understand the context of the results, draw conclusions and make business decisions from them.
SEO professionals need to get really good at helping stakeholders understand the priorities and limitations of the work they recommend (as well as mistakes to avoid when reporting).
They also need to help their interested parties recognize how the work will benefit them via data visualizations and their objectives in the long run.
All of this can be achieved through well-constructed, clear, and truthful reports.
Resources To Learn More
6. SEO Forecasting
Similar to the need to be good at explaining past results, experienced SEOs need to develop the ability to calculate likely outcomes.
SEO forecasting is a complicated science.
There are a lot of external factors that are hard to isolate and predict.
A change in competition, the market, or political situations could all cause well-thought-out estimations to go awry.
We should not be putting pressure on ourselves to accurately predict the exact volume of traffic, or visibility, our work might gain.
However, being able to put reasonable estimates and likely ranges into our recommendations can make the budget-holders a lot more reassured by the work we are proposing.
It isn’t enough to shrug our shoulders and cross our fingers when asked about outcomes.
We’re often requesting a lot of time, money and resources go into the activity were recommending.
SEO forecasting is a skill that will not only set you apart when looking for new roles or opportunities, it will also significantly improve the quality and reliability of your work.
Resources To Learn More
7. Log File Analysis
Log file analysis is the process of understanding the records of who or what has accessed your website.
They can tell you when people have visited a page as well as what device they were using to do so.
They can also tell you when bots access your website.
This is particularly helpful in understanding Googlebot and other search engine crawlers’ behavior on your site.
By analyzing log files you can better understand what pages search engine bots can or can’t access.
You can identify where there may be spider traps on your site or the frequency at which certain sections of your site are being crawled.
Log files can appear daunting if you have not spent much time around them.
Thankfully there are some great tools available that make analyzing them a lot simpler than just wading through the naked log files.
Understanding what to do with the information once you have it is the real skill. If you know that a certain area of your site is rarely crawled by Google that should inform your technical SEO next steps.
It should raise questions about your internal linking structure.
Getting familiar with log files is a great first step but to improve your skills make sure you are analyzing the files and drawing actionable conclusions from them.
Resources To Learn More
8. Website Migrations
Getting good at planning and executing website migrations is not easy. It really does take experience.
Many SEO professionals who have worked exclusively brand-side may find they simply have not had the opportunity to carry out that many website migrations.
If you face a particularly complicated one, such as multiple websites merging, it can be very daunting.
Chances are if you have spent any length of time in an SEO agency, you will have migrated a website or two.
It may have been a smooth process but more likely there were unforeseen complications that made the processing time and resource consuming.
There are not really just one or two skills involved in website migrations.
They are usually a complicated mix of stakeholder management, communication, planning, processes-driving, technical understanding, and knowing when to say no.
But the skills you develop during website migrations will help you enormously with the rest of your SEO career.
Participate in one if you get the chance.
It can give you a great (albeit high-pressured) opportunity to see multiple moving SEO parts in play at once.
Resources to learn more:
9. Optimizing For Other Search Engines
If you truly want to advance your SEO skills, you might want to look further afield than Google.
We can often fall into the trap of thinking only about the traditional search engines when discussing SEO skills.
If we limit our training and experience to just these then we could be missing out on a much larger opportunity.
Traditional International Websites
Many search engines work on similar principles, but with their own specific nuances.
Traditional search engines more prevalent outside of your home region may be unfamiliar to you.
There are some great resources available to get you started in understanding the differences between them and the search engines you’re more familiar with optimizing for.
Nothing beats practice, however.
If you want to refine your knowledge and understanding of unfamiliar search engines then you need to try to rank a site in them and see what works and what doesn’t.
For search engines like YouTube, the mechanics may be more familiar to you.
You will, however, still need to learn more about the algorithms in play to ensure you are carrying out the right activity to optimize your video content for the platform.
Other Non-traditional Search Engines
Don’t just stop at YouTube if you’re really wanting to advance your SEO skill set.
Take a look at some other search engines, like Pinterest and TripAdvisor.
These sites may not fit into your current remit as an SEO expert.
They are however still search engines that you can influence the success of your content in.
Resources to learn more:
10. International SEO
One of the most complicated projects an SEO might be involved in usually includes international elements.
It’s a complicated task because there are a lot of factors at play.
To optimize your website for international audiences you will need to employ technical SEO, digital PR, and on-page optimization skills.
There will be a range of questions you’ll need to ask yourself when you are considering expanding a website to international audiences.
These will include questions around the structure of the site – separate sites, sub-folders, or sub-directories?
Do you want to translate or localize the content? Do you want to target geography at the site or page level?
There are a lot of strategies and technical knowledge required to get international SEO right.
You may also need specific language skills or local knowledge resources.
Google has helpfully created an introduction to managing a multi-region website. It is a good place to start to identify the sorts of questions you should be asking.
You can also use it as a jumping-off point for further training or research.
This can help deepen your knowledge of the subject and sharpen your skills.
Resources to learn more:
These are just a few of the skills you can develop to become a more pragmatic SEO professional.
Even if you don’t want to learn all of them, it helps to have an understanding of what they all are.
Even more so, how they can help round out your skill-set as an SEO expert.
Featured Image: Alexander Supertramp/Shutterstock
How to Get More Reach and Shares on Your Social Videos
Video marketing is thriving. Industry thought leaders predict video to take an even firmer stance in the years to come, as people don’t want to read that much and images aren’t nearly as dynamic. Companies and small businesses realize the power of video and plug into the video making trend.
In 2016, Mark Zuckerberg told Buzzfeed News, ‘I wouldn’t be surprised if you fast forward five years and most of the content that people see on Facebook and are sharing on a day-to-day basis is video’. Well, here we are – take a look at your newsfeed. Mostly video? We thought so.
At the same time, there’s been a lot of talk about the new Facebook reach algorithm that makes it close to impossible to make your content seen organically. Some experts predict organic reach to decline significantly on Instagram, too.
In this competitive environment, how do you get more eyes on your video content on social?
Here are 9 surefire ways to give your videos a competitive edge and make them spread like a wildfire.
While you make your video…
In order for your video to get more reach and shares, it has to be engaging in the first place. Which means: your video needs to evoke emotion, be educational, fun, or cute. Preferably all at the same time.
Make the first seconds count
The more viewers share your video content – the more reach it gets. The more reach it gets – the more new viewers might be able to see it. But before they share your video, the #1 task is to convince your viewer to watch it first. When scrolling through the feed, you only have fractions of a second to show your audience the video is worth seeing.
Add stickers and GIFs
Animated GIFs and stickers have been in the marketer’s arsenal for a while now. They have become a universal communication language, easily understandable by people all around the globe.
By adding GIFs or animated stickers to your videos, you make them more relatable and fun, showing the audience you speak their language. GIFs and stickers can also make your videos more comprehensible, giving them an additional sense.
To add GIFs and stickers to your videos, use tools like Wave.video or Camtasia. Another cool to create animated ads is called Creatopy. Using their “Animator” feature you can give life to any of your ad elements:
State what your video is going to be about
To warm up the viewer’s interest, tell them what your social video is going to be about. You don’t have to reveal all the details: this way, it won’t probably be as interesting to watch. A teasing headline will do just great.
Don’t forget the subtitles
Since 85% of videos are watched with the sound off on social, it does make sense to optimize your video for this behavior. One of the best ways to do it is by adding subtitles or short text on your video.
Platforms like Facebook and YouTube allow you to add captions automatically. If the video doesn’t have a voiceover, you can simply add a short text to every scene, like in this example coming from National Geographic:
Now, to create an engaging and fun video is only half the battle. The other half is to share it on social properly. Here are a few tips that might help you out.
Choose a catchy thumbnail
Just the other day, I was scrolling through my Facebook feed when I stumbled upon this video.
Even though I wasn’t inclined to watch a video of a girl shaving her hair off, I simply couldn’t resist. I immediately had to know what’s going to happen next. Is she really going bald? (Spoiler alert: she didn’t).
Would I have watched the video if it had had a different, less catchy thumbnail?
So, when uploading your videos to social, make sure to select a catchy thumbnail. By “catchy” I mean a thumbnail that builds anticipation and thirst to know more.
Facebook, Instagram, and YouTube allow you to upload a thumbnail for your video.
Unfortunately, Twitter doesn’t have this option. So, make sure the very first second of your video is meaningful, as it’s what’s going to show in the tweet.
Add a catchy description
While a social video itself is a powerful marketing instrument, a description that goes with it is just as important. All the social media platforms allow you to add a post accompanying the video.
Here are a few things that can help you increase the chances of your audience sharing the video:
- Make the description intriguing. Use power words like “surprise”, “whopping”, or “scandalous” to heat up the viewers’ interest and make them crave for more.
- Include hashtags. Using hashtags in your social posts might help you significantly increase the reach of your videos. Use tools like Hashtagify to help you find the right hashtags for your posts.
- Tag people! It might sound obvious but you’ll be surprised to see how many businesses miss out on this opportunity. Mentioning people (or even brands, for that matter) in your social posts allows you to easily notify them that you’ve created something interesting and thought of them, too.
Upload your videos natively
The #1 goal for any social platform is to make people stay on the platform longer. Thus, all major social platforms (including LinkedIn) are heavily investing in video, adding new features like live videos and Stories.
To increase the reach of your videos, it does make sense to upload them natively. This means that instead of sharing a link to a YouTube video (or any other video hosting platform, for that matter), I’d recommend that you upload your video directly to a social media platform using their uploading features.
There are some great advantages to upload videos natively:
- They are auto-played if this function is not turned off in the settings
- Reach is higher than that of simple posts with links
- You can embed the video tweet on your blog or landing page and get more reach
Post at the right time
Even if you come up with the most fascinating video and a stunning description, only a few people will see it if you post it when all of your audience is asleep. For more reach and shares, make sure to post your video content at a time when your audience is most active.
Unfortunately, there is no one-size-fits-all solution when it comes to recommending the best time to post. It depends on many factors: the social platform, your audience, type of content. Here are a few solid guides that can give you an idea:
Once you’ve shared your video on social media, make sure to go back to your scheduling tool and schedule another round of shares. Chances are, some people might have just missed your video when you shared it the first time. Make sure to give it another go.
You can slice and dice your video, and share different parts of video at different times, with various messages. You can also use video content in your newsletter.
You can also repurpose your videos. For instance, create an Instagram Story from a horizontal video by adding margins and captions to it.
We took a horizontal video and repurposed it into an Instagram Story
With Instagram in particular, you can also reshare your in-feed posts to Stories. Chances are, in 2019 there are going to be more people who watch Stories than those who check out in-feed videos. So make sure you serve both.
Monitor your traffic!
Don’t forget to set up your monitoring routine to keep an eye on how your video content is growing and what type of traffic it is referring. I love using Finteza for traffic analytics because it allows me to see exactly how your traffic is interacting with your conversion funnel:
When it comes to promoting your social videos and driving more reach/engagement, here’s a path to success: have a great video first, post at the right time, and follow the social platform’s guidelines for native uploads.
What are your favorite tips on getting more shares on your social videos? Share in the comments below!
6 Tips For Giving Your Reporting Dashboards A Makeover
In their new book ‘Making Numbers Count,’ co-authors Chip Heath and Karla Starr explain that our brains have not evolved to easily understand large numbers.
We really only have an instinct for small quantities – as in, five and fewer.
Beyond that, it’s just some vague notion of “lots.”
Data visualizations serve to transform and compare large amounts of data, but most reporting dashboards today are still like 1990s websites.
We put up with them, but they’re ugly and awful, and we wouldn’t trust them with our credit cards.
Non-strategic reports – dashboards that are too cluttered or too sparse to comprehend – make it harder for your clients and stakeholders to understand the data and take smart action.
Here’s how to turn those clunky dashboards into useful analysis.
1. Get Rid Of Charts That Have No Purpose
Not every chart in your dashboard deserves to be there.
Unnecessary charts distract and compete for attention with graphs that do matter.
They can also derail meetings, encouraging your client to focus on minutia and natural variance rather than the essential.
Not all data breakouts are useful. Some are just useless, and some are anti-useful.
Make each chart earn its place in the dashboard by removing everything that doesn’t:
- Tie back to objectives.
- Provide context.
- Aid comprehension.
2. Get Rid Of “Unnecessary Ink”
Statistician and dataviz pioneer Edward Tufte explains,
“…clutter and confusion are failures of design, not attributes of information.”
Tufte introduced the “data-ink ratio,” which tells us to strip all decorative or extra “ink” from charts until we’re left with only the essential.
Improve your data-ink ratio by minimizing or removing:
- Any bevel or 3D effects.
- Redundant chart legends.
- Chart borders and shadows.
- Background color fills.
Tables are inherently busy, showing a lot of data all at once.
To make your tables easier to read:
- Remove pagination and row numbers.
- Use compacted numbers (12M instead of 12,000,000).
- Remove truncation (“…”) by expanding the column width or wrapping text.
- Remove decimals (when numbers are >1).
When you introduce white space and eliminate chartjunk, your reports tell a clearer story.
3. Fix Misleading Axes
Sometimes charts are so intentionally misleading that they end up making headlines.
More often, though, charts that mislead do so unintentionally.
Here’s how to find and fix common data visualization mistakes.
One common mistake is using a “truncated graph,” where the y-axis doesn’t start at 0.
Truncated graphs are so common that Google Data Studio uses them by default in some of its chart options.
The fix for this is easy.
Just set any “axis minimums” from auto to zero.
While less common, charts can sometimes have an inappropriate maximum.
This can happen when you’ve hardcoded the max axis based on a previous data set, and you forget to update it when it’s using a different data range.
Also a very easy fix.
Another issue is using a “logarithmic scale” for your charts.
When you’ve tried to get a chart to look a certain way and nothing else worked, you may have switched over to log scale for better visualization.
Unless you’re truly working with logarithmic data though, that’s not okay.
Change it back to linear.
4. Fix Poor Chart Selection
Chart selection is not as easy as just changing an axis. But it’s arguably more important, and easier to get wrong.
Have you ever tried to use a chart selection guide, only to be asked whether your data is nominal or categorical?
If you’re not fluent in data visualization, then it can feel easier to just stick with trial and error until you land on something that looks okay.
Marketer’s Crash Course In Chart Selection
This is not a complete guide, but it covers a lot of dashboard mistakes:
- Use scorecards for your big KPIs, even if the same data is in tables and other graphs in the report. It emphasizes what’s most important.
- Use line charts to show trends over time. If your x-axis is anything other than a time series (continuous data), don’t use a line chart.
- Only use pie/donut charts to show the composition of a whole, ideally with five or fewer categories. Need to compare pie charts to each other to show a change in composition? You probably need a different chart type. A stacked bar chart could be a good choice.
- Map charts are a good way to visualize data across regions, and clients seem to like them. Be sure that you’re not just mapping population data though, which is generally not helpful in making business decisions.
- Bar charts work well to compare category performance for a single metric. Think sales driven by (campaign, landing page, etc).
5. Add Contrast
Removing “unnecessary ink” from your charts puts you on the right track.
This next step is to layer on “necessary ink” that focuses your reader’s attention and makes your chart even easier to interpret.
These three charts all use an identical data set:
Chart A has no focus and feels “noisy.”
Charts B and C vary line thickness and color to draw your attention to a single line.
Even though you don’t know the actual metrics or dimensions in Charts B and C, you immediately know where to focus.
This is an example of using “pre-attentive attributes,” which our brains process instantly on a subconscious level.
When you want to emphasize a key point, you can increase contrast with preattentive attributes like:
Don’t leave your audience asking “what am I looking at?”
Help them out with contrast and preattentive attributes.
6. Add Context
Context is another type of “necessary ink” that clarifies the meaning of your visualizations.
As a marketer and subject matter expert, you know what your charts are about.
You can survey all your dashboards and quickly identify trends and outliers.
For your clients and stakeholders, that’s probably not the case.
The people on the receiving end of your reports are likely not intimately familiar with the acronyms and shorthand that’s obvious to you.
They need more context in the form of:
- Chart titles and descriptions.
- Acronyms that are spelled out and defined.
- Annotations and microcopy.
Your audience also needs a better understanding of the factors driving the trends and data changes in the report.
The metric is the “effect,” but what is the “cause”?
Look beyond the metrics themselves to find the narrative.
- What are the internal and external forces that contribute to performance?
- What backstory might they be missing (historical, seasonality, competition, buyer preference)?
- Given current and projected trends, what needs to happen next?
Finally, don’t assume that your audience knows the targets, even if they were the ones who set them.
Help them out by comparing performance to goals and not just previous time periods.
‘Presentation Zen’ author Garr Reynolds said,
“…you can achieve simplicity in the design of effective charts, graphs and tables by remembering three fundamental principles: restrain, reduce, emphasize.”
Remove what is unnecessary, fix remaining problems, and add context and meaning to make your charts and dashboards as powerful as possible.
Featured Image: Saklakova/Shutterstock
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