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Hur man integrerar mer sammanhang i ditt sociala medieinnehåll

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How To Incorporate More Context In Your Social Media Content

Social media has become a part of our everyday lives. The many platforms have revolutionized the way we communicate. They provide quick access to information and entertainment at the touch of a button.

And now, social media provides us with an overwhelming amount of content that makes it very hard to sift through.

In addition, over 200 million businesses are using Instagram och Facebook to connect with their customers.

So, with the increase of brands using social media and the surge in posts, how does this affect brands?

Unfortunately, significant brand updates and promotions can sometimes get lost.

To get noticed on these platforms, brands must create unique and engaging content that stands out from the rest.

Here, we’ll further discuss the status of social media and some tips to create more engaging content.

What Does This Tell Us?

While social media posts’ reach may decline due to the number of platforms and content, your customers still rely on these platforms to help them find information and connect with brands.

It tells us we must figure out how to reach them in a landscape working against us. So, we must find a way to make social media work for us differently.

Part of this starts with the content itself.

How do we give our audience something that interests them, stands out, and captures their attention, all while adhering to character limits?

We add context.

So, how do you add context to your posts without sounding repetitive or boring? As a user, one of my biggest frustrations is clicking on a link only to feel disappointed by the content itself.

Because of that, people can be more reluctant to click on länkar.

However, if we understand what the content entails before I open it, that can intrigue us to click on it.

The great thing is marketers and brands alike can accomplish this through imagery, expanded updates, videos, formatting, and more. So now, let’s dive in.

1. Go Beyond The Headline

It’s simple: Copy the post title and throw it into a social update. Easy enough, right?

The problem with this is it can be so dull! In most cases, it doesn’t sell the post and certainly doesn’t encourage people to click.

Instead of just sharing the headline, consider the following:

Citat

Use callouts in your update, whether it’s a quote shared within the piece or a sentence that captured your attention.

Quotes are a great way to connect with users’ sentimental or emotional side and entice them to read on. And they make for easily sharable and relatable content.

Statistik

Statistics are a great way to make a point and support an idea. On top of that, they tend to draw people’s attention.

Have a stat within your content that is intriguing? Then, use that in your social updates.

Statistics give a solid baseline to build off in a post and create a sense of trust for the information you provide.

Challenges And Solutions

Is your content solving someone’s problem? Then lead with that.

Tell your audience what the challenge is and how your content is helping to solve it. This way, users feel that they are learning something from the post.

There are numerous ways to communicate with your audience and answer questions with a quick Tweet or Facebook post.

Takeaways

One of my favorite content tactics, especially in longer-form content, is to include a key takeaway for your readers.

It calls out valuable points for the reader and ensures even the laziest readers can walk away with something.

The same thing applies to social updates. Don’t hesitate to focus on the key takeaways.

Want more tips on writing the perfect social media update?

I’d recommend this piece from Post Planner, which looks at everything from optimal length to passive voice and audience messaging.

2. Make Better Use Of Imagery

This one might seem obvious.

However, in my opinion, bilder are the key to success for social media.

We know that users remember images over words, and colors can grab attention much better than black and white.

The problem is that we are often lazy in our image selection. I know I am certainly guilty of this.

We grab a stock image or featured blog image and call it a day. How helpful is that?

So how can we better choose images that engage our audience? Here are a few ideas:

Use Your Words

Remember how I just said to use quotes, takeaways, and stats in your updates? Take those and make them into images.

It’s a great way to catch people’s attention and provide additional information to your update.

When you scroll through Instagram or Facebook, what catches your attention most? For me, it’s a catchy quote or interesting stat that makes me want to read on.

Add Motion

Whether a GIF or a few pictures turned into a quick video, it can stop your audience from scrolling and catching their attention.

GIFs and videos are fun. They grab attention, and creating them has never been easier with technology.

Verktyg som Gifox, ezGif, och Giphy are free and simple to use.

Add A Voice

Want to give your users a preview of what they will get?

Why not talk directly to them?

De Indiana Technology & Innovation Association posted a conference recap as a video:

What I love about this post is it excites me. It tells me about their last conference and what to look forward to in their upcoming one. It also successfully incorporates important hashtags.

In reality, this could be done for any content and can be done directly from your phone.

Like GIFs, the video doesn’t have to be complicated, and you can add subtitles for fri.

Tell A Story

I’m sure you’ve heard the phrase, a picture is worth a thousand words. Images allow us to tell a story that we might not otherwise be able to tell. And this is incredibly true for social media.

Let’s say a brand creates promotion for Mother’s Day or Christmas. A picture of a mother and her children lovingly embracing or a family gathered around a tree opening presents can immediately remind someone of their memories.

No words would be able to capture the feeling these ads bring. They tell a story. They accomplish the goal without creating long backstories to give the promotion relatable context.

The individual is already immersed in the mindset you want to create. Use your images to go beyond the norm. Use them to tell the story you want to be told.

Know Your Meme

The web moves quickly, and so do memes. From the Green M&M meme to the Little Miss meme, you never know what you might trend next.

While silly, memes can be a great way to add context to your social updates. But just like anything else, don’t jump on a meme for the sake of jumping on it.

Instead, ensure it works for your brand and properly represents the image you’re trying to put out there.

3. Use Your Whitespace

One thing I’ve noticed more lately is expanded social updates – updates that take up more space but don’t necessarily include more words.

Here’s an example from CNC Activewear.

What I love about these expanded updates is they allow you to give your followers more information about what you are sharing without overcrowding.

They feel purposeful and give your audience a break between each thought.

A few tips for creating expanded updates:

Use Emojis

As you can see in the previous example, emojis can help you quickly make a point instead of including more words. They also stand out and help break up your text.

Let’s say you are going to list three items. Use the emoji numerals instead of simply writing the numbers 1, 2, and 3. It makes the same point but grabs the eye a bit more.

Know The Network

If you’re creating expanded or long-from updates, remember that Facebook and LinkedIn will cut off your update. Forcing a user to expand the text if they want to read on.

So, put your most important info first and be mindful of length.

End With Hashtags

If you create a longer update, move your hashtags to the end.

While hashtags can be beneficial for searching and adding context, they can make an update appear crowded.

Putting them at the end can make your posts look more professional and easier for the reader to read.

Get Moving!

Social media content has become a key component of marketing strategies across countless industries.

However, many marketers struggle to create compelling content to attract their audience’s attention.

Incorporating captivating images, spacing out your text, using videos, and adding the correct number of hashtags and emojis can help take your social media content to the next level.

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Utvald bild: Rawpixel.com/Shutterstock



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SEO

En omfattande guide till marknadsföringsattributionsmodeller

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A Comprehensive Guide To Marketing Attribution Models

We all know that customers interact with a brand through multiple channels and campaigns (online and offline) along their path to conversion.

Surprisingly, within the B2B sector, the average customer is exposed to a brand 36 times before converting into a customer.

With so many touchpoints, it is difficult to really pin down just how much a marketing channel or campaign influenced the decision to buy.

This is where marketing attribution comes in.

Marketing attribution provides insights into the most effective touchpoints along the buyer journey.

In this comprehensive guide, we simplify everything you need to know to get started with marketing attribution models, including an overview of your options and how to use them.

What Is Marketing Attribution?

Marketing attribution is the rule (or set of rules) that says how the credit for a conversion is distributed across a buyer’s journey.

How much credit each touchpoint should get is one of the more complicated marketing topics, which is why so many different types of attribution models are used today.

6 Common Attribution Models

There are six common attribution models, and each distributes conversion value across the buyer’s journey differently.

Don’t worry. We will help you understand all of the models below so you can decide which is best for your needs.

Note: The examples in this guide use Google Analytics 4 cross-channel rules-based models.

Cross-channel rules-based means that it ignores direct traffic. This may not be the case if you use alternative analytics software.

1. Last Click

The last click attribution model gives all the credit to the marketing touchpoint that happens directly before conversion.

Last Click helps you understand which marketing efforts close sales.

For example, a user initially discovers your brand by watching a YouTube Ad for 30 seconds (engaged view).

Later that day, the same user Googles your brand and clicks through an organic search result.

The following week this user is shown a retargeting ad on Facebook, clicks through, and signs up for your email newsletter.

The next day, they click through the email and convert to a customer.

Under a last-click attribution model, 100% of the credit for that conversion is given to email, the touchpoint that closed the sale.

2. First Click

The first click is the opposite of the last click attribution model.

All of the credit for any conversion that may happen is awarded to the first interaction.

The first click helps you to understand which channels create brand awareness.

It doesn’t matter if the customer clicked through a retargeting ad and later converted through an email visit.

If the customer initially interacted with your brand through an engaged YouTube view, Paid Video gets full credit for that conversion because it started the journey.

3. Linear

Linear attribution provides a look at your marketing strategy as a whole.

This model is especially useful if you need to maintain awareness throughout the entire buyer journey.

Credit for conversion is split evenly among all the channels a customer interacts with.

Let’s look at our example: Each of the four touchpoints (Paid Video, Organic, Paid Social, and Email) all get 25% of the conversion value because they’re all given equal credit.

4. Time Decay

Time Decay is useful for short sales cycles like a promotion because it considers when each touchpoint occurred.

The first touch gets the least amount of credit, while the last click gets the most.

Using our example:

  • Paid Video (YouTube engaged view) would get 10% of the credit.
  • Organic search would get 20%.
  • Paid Social (Facebook ad) gets 30%.
  • Email, which occurred the day of the conversion, gets 40%.

Notera: Google Analytics 4 distributes this credit using a seven-day half-life.

5. Position-Based

The position-based (U-shaped) approach divides credit for a sale between the two most critical interactions: how a client discovered your brand and the interaction that generated a conversion.

With position-based attribution modeling, Paid Video (YouTube engaged view) and Email would each get 40% of the credit because they were the first and last interaction within our example.

Organic search and the Facebook Ad would each get 10%.

6. Data-Driven (Cross-Channel Linear)

Google Analytics 4 has a unique data-driven attribution model that uses machine learning algorithms.

Credit is assigned based on how each touchpoint changes the estimated conversion probability.

It uses each advertiser’s data to calculate the actual contribution an interaction had for every conversion event.

Best Marketing Attribution Model

There isn’t necessarily a “best” marketing attribution model, and there’s no reason to limit yourself to just one.

Comparing performance under different attribution models will help you to understand the importance of multiple touchpoints along your buyer journey.

Model Comparison In Google Analytics 4 (GA4)

If you want to see how performance changes by attribution model, you can do that easily with GA4.

To access model comparison in Google Analytics 4, click “Reklam” in the left-hand menu and then click “Model comparison” under “Attribution.”

Screenshot from GA4, July 2022

By default, the conversion events will be all, the date range will be the last 28 days, and the dimension will be the default channel grouping.

Start by selecting the date range and conversion event you want to analyze.

GA4 model comparison_choose event and date rangeScreenshot from GA4, July 2022

You can add a filter to view a specific campaign, geographic location, or device using the edit comparison option in the top right of the report.

GA4 Model comparison filterScreenshot from GA4, July 2022

Select the dimension to report on and then use the drown-down menus to select the attribution models to compare.

GA4 model comparison_select dimensionScreenshot from GA4, July 2022

GA4 Model Comparison Example

Let’s say you’re asked to increase new customers to the website.

You could open Google Analytics 4 and compare the “last-click” model to the “first-click” model to discover which marketing efforts start customers down the path to conversion.

GA4 model comparison_increase new customersScreenshot from GA4, July 2022

In the example above, we may choose to look further into the email and paid search further because they appear to be more effective at starting customers down the path to conversion than closing the sale.

How To Change Google Analytics 4 Attribution Model

If you choose a different attribution model for your company, you can edit your attribution settings by clicking the gear icon in the bottom left-hand corner.

Open Attribution Settings under the property column and click the Reporting attribution model drop-down menu.

Here you can choose from the six cross-channel attribution models discussed above or the “ads-preferred last click model.”

Ads-preferred gives full credit to the last Google Ads click along the conversion path.

edit GA4 attribution settingsScreenshot from GA4, July 2022

Please note that attribution model changes will apply to historical and future data.

Slutgiltiga tankar

Determining where and when a lead or purchase occurred is easy. The hard part is defining the reason behind a lead or purchase.

Comparing attribution modeling reports help us to understand how the entire buyer journey supported the conversion.

Looking at this information in greater depth enables marketers to maximize ROI.

Got questions? Let us know on Twitter eller Linkedin.

Fler resurser:


Featured Image: Andrii Yalanskyi/Shutterstock



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