Facebook, Twitter, Linkedin IconsLast year Twitter made an announcement that users were able to increase engagement by 208% through ad improvements and autoplay videos. Additionally, the company confirmed that the cost per engagement dropped by 56% from the previous year!

If you are in business and actively using the Internet then you should know that Twitter has been extremely popular. Businesses and individuals have been using it to reach out to others and generate conversions while improving brand recognition.

And it’s not just Twitter, other social media platforms have had their share of impressive successes in drawing more traffic to landing pages.

  • A European watch company was able to get Instagram followers to re-post his discount coupon and improve sales by over 200%!
  • Fashion brand Chanel launched a campaign #newchanel5, got a major blogger to endorse the product, and pulled an additional 8 million Likes from its original one million!
  • Hundreds of new YouTubers encourage followers to suggest videos to review which improves their network by thousands and draws Internet users to visit their websites

The beauty of social media is that using it is easy, goals are achievable, it has great visability, and has become the norm for most consumers.

The key to using social media to drive traffic to your landing pages is creating a campaign that is focused, well-planned, and engaging. Here are just three tricks you can use for that campaign:

Trick #1 Offer Social Media Authorization

One reason users hesitate clicking on a post that will take them to a landing page is the process it will take to get there. Signup forms and logins that are complicated or even take a fraction of a second longer than the user is willing to waste will be a major turn off. Give them the easy option of social media authorization which allows them to use their social media credentials (Facebook, Twitter, Instagram) to sign in.

Trick #2 Diligently Work on a Social Media Campaign

It’s quick and easy to post on social media but if your posts are confusing, untargeted, or boring, you will not get more traffic to your landing pages. Do not be random with your posts. Have a plan. Your plan must have the following:

  • An objective – what do you want to achieve, how many new visitors, organic clicks, and conversions
  • Target – should be specific (age, gender, interests)
  • Good monitoring and analytics tools
  • Time frame – it helps to put pressure plus staying on the same campaign will eventually bore all users and cause them to tune out

Trick #3 Make sure your landing page is social media friendly

You can generate traffic to your landing pages in more ways than just having a social media campaign. By making your landing pages social media friendly, you can place a numeric value on the popularity of your page using social network widgets.

When people on your landing pages click on these widgets to Like your page, it be seen by that person’s network who just may decide to take a peek at your page.

Person typing a blogIf there is just one lesson to remember when managing a social media account, it is that content is most important. The most elaborately designed social media page will be significant only on first impact then will quickly lose its wow factor. Sustaining interest will require fresh, exciting, and valuable content, not just for your followers, but also in your ranking.

Most audiences will check out a social media website out of curiosity and with a certain level of expectation. Most, if not all audiences, will expect interesting content worthy of their time. Did you know that in this “fast-food mindset” Internet users have, you have but a few seconds to engage the viewer?

You will need catchy content titles that don’t look like titles seen multiple times on the search engines? You will also need content that makes sense, delivers value, and designed to make the audience feel like they did not waste their time. If they liked what they saw or read, chances are high they will tag, subscribe, buy, or follow you.

Plus, your social media account will have a higher percentage of being discovered by a larger audience!

The second rule of content on social media is the need to mix up your content. Aside from posting a variety of topics, look to have a mix of videos, photos, images, and written information. Written information should not look encyclopedic – meaning one huge blob of content. You should break your piece into digestible paragraphs peppered with a few bullet points, images, charts, or videos. Be creative!

Next rule is to “Stay on Point.” Avoid going off topic. If your website is about cameras and photography, keep all content related to this niche. Confusing content will not help build your brand.

The fourth rule is to be honest. If you use research (which you should definitely do!), don’t make up the data and get your information from reliable sources. There are hundreds of bogus so-called experts willing to do anything to gain popularity.  Also important is the need to keep your content clean of nasty tricks to deceive your audience or try to gain SEO ranking. Getting tagged as a spammer, spinner, or a writer who uses invisible text and automation is going to damage your reputation for a long time.

Check for errors in your content. This is rule number 5. You lose credibility with grammatical errors, misspelled words, or annotation missteps.

Rule number 6 is to focus on evergreen content. This is content that does not grow stale such as How To and instructional content. Evergreen content has several advantages if you know how to tap this powerful tool:

  • It helps boost keyword ranking
  • Draws in traffic
  • Encourages sharing on social media

And it has great potential to go viral and help you promote your image as an expert in your field.

Finally, your social media account will take a life of its own if your content is usable. People want information that will either entertain or improve their lives. If you can consistently post usable content, you will achieve what most people can only dream about – being able to make a difference in other people’s lives.

 

Question Mark on Mobile phoneLast February 2016, a contributing writer on Forbes.com wrote about how User Experience Optimization (UEO) will soon become just as important as Search Engine Optimization (SEO). In a nutshell, he predicted that the number of times you use a keyword would no longer matter as much as being able to deliver what the user needs help with.

In fact, the habits of Internet users have changed from writing down keywords in the search bar to asking very specific questions in the hopes of finding out what they need with minimum fuss and delay.

What is User Experience Optimization?

UEO is what happens after you click on a link anywhere in the Internet. Did you find what you were looking for? Did it load quickly and without lagging? Were you ultimately satisfied by the experience?

There are 3 factors to UEO:

  1. Clicks – Great content will suffer in ranking if its clicks are measured poorly. Websites that are able to build relationships with high authority sites will benefit tremendously because these high authority websites would contain links to your site.
  2. Consumptions – This refers to the quality of content, not the quantity
  3. Action – The user must feel compelled (voluntarily) to take action

The Bottom Line

The Internet has become the most competitive arena and is expected to grow even more challenging. Websites are being launched daily in the hundreds and there is probably not a single topic or industry left untouched.

The key to being successful in 2017 is being able to adjust to the rapid changes. For instance, did you know that today’s generation would rather work and pay with apps than stay on the web?

According to ComScore, engagement over desktop has flatlined while mobile use has skyrocketed to unprecedented heights. And on mobile, 56% of the time is spent on apps. The Millennials only use their desktops (if they have one at all) for studies or work but would opt for mobile device use whenever possible. This has led to a decline in search use in favor of apps which is why UEO is bumping SEO especially among the Gen Y users.

To get in touch with your market and grow, you need to start thinking about how you can develop an app or make your website more user friendly. You might also want to consider expanding to other platforms like Twitter, LinkedIn, Facebook, YouTube, and Instagram because these are the sites where many users go to for better quality content. To prove this: ask yourself, “When was the last time I got what I wanted from a Google search at first attempt?”

 

In 2016, it was clearly the year of social media. However, not all social media channels were proving to be worth the effort as seen in the latest research from Pew Internet. As of December 2016, Facebook ruled the digital wave followed closely by WhatsApp with over 1,590 million and 1,000 million users respectively. Instagram, which is still popular landed well below with 500 million active users. More interestingly, a business targeting the US market would have struggled more if they chose to use Instagram because 80% of Instagram users are not from the U.S. Of US users, there were more women than men using this social media platform.

What does this all mean?

When creating your marketing plan for 2017, social media will still play a critical role in marketing but knowing what social media channel to pour more attention and budget into will affect the results of your marketing strategy.

The key word in social media marketing for this new year is: Messaging.

Marketing is basically communicating the right message to the desired market in a manner that prompts the preferred actions and results.

Creating a Social Messaging Strategy for 2017

  1. Start by reviewing your content from the previous years. Is your content one-track on the same topic or worse yet – duplicated from other websites? You need to look at your content from the point of view of a search engine and visitor. Too much information on the same topic or same content will lead to a drop in interest in your site. For instance if you are selling a product as an affiliate or trader, you might have just copied the product description from the manufacturer without making any changes – this will lump you in with all the other entrepreneurs selling the same product.
  2. Focus on the journey of your visitors or subscribers. For instance, not everyone who goes to your website is looking for a particular product. Some may be in search of DIY answers, repairs, insights, new technology and news, historical data, or prospects on the future of your product. Have content that will address every possible need and demand.
  3. Clearly you will have to engage and use the social media platforms. However, unlike 2016 where there was a trend towards posting and top social media platforms, this year it is predicted that the focus will shift on messaging apps rather than social networking. Last year, WhatsApp shot up to second most popular social media channel with Facebook Messenger, WeChat and Viber following suit. These messaging apps were able to overtake Twitter, Instagram, and LinkedIn in terms of number of users.

In addition, the use of Over-the-top (OTT) messaging skyrocketed and is estimated to be the preferred choice of more than 2 billion by next year.

  1. Step away from posting content that is even slightly false. The world has become weary of fake or inaccurate news and information. And it has become so much easier to validate any information you post especially among Millennials who relish the idea of investigating further to verify what they read before sharing or “Liking” content.

In 2017, marketing has to focus more on providing a “personal touch” with as much transparency. This means it is not good enough to just post your content on social media; you should be ready to chat and engage with anyone who expresses an interest in your business. Consider using chatbots and augmented reality to enhance your social media marketing – and see the amazing response from users!