Pick a good web host

The first step is to ensure your site loads fast, because speed is a very important ranking factor for Google. If your site is presently not loading very fast (even heavy pages should load in under 1.5 seconds),  you can contact your host and ask them why your website is performing slowly on their server, but if they fail to provide you a specific reason (such as your website hitting your allocated resource limits), you can be sure that their servers are slow in the first place.

Starting with your WordPress Blog

When you set up a new blog, you can use the ‘discourage search engines from indexing this site‘ feature of WordPress until you’re done with working on the structure of the blog and ready to launch it. When you have that option enabled, it disallows search engines (bots) to crawl your pages (handled from robots.txt).

WordPress also includes rel=”noindex” and rel=”nofollow” tags in the pages of your blog, so that they don’t get indexed by search engines until you want them to. This is useful because most bloggers tend to delete the default ‘Hello World’ WordPress post and tweak permalink structures and all, which would otherwise result in lots of 404 not found errors to show up in Google Webmaster Tools.

Alter the default permalinks structure

By default, WordPress uses ‘?p=[id]‘ permalinks for posts. This is not search engine friendly and you’ll lose the opportunity to put a few important keywords in post permalinks if you don’t switch to a text-based permalink structure. I prefer the ‘yourdomain.com/year/month/post-name/‘ format, but you may choose any other similar structure.

Install an .xml sitemap plugin

Installing an .xml sitemap plugin is vital for WordPress blogs. Providing search engines like Google links to all the pages on your site in a sitemap, preferably in the .xml format, helps them index your site content faster, in an easier way.

Install an SEO plugin and start using rel=”canonical”

Installing a good SEO plugin is a must because it can take good care of numerous SEO aspects of your blog automatically. As soon as you install one, you should enable the rel=”canonical” tag for pages on your blog.  It helps search engines to determine the original source URLs of content on your blog. That way, it helps eliminate duplicate content issues from WordPress sites.

I personally prefer using All in One SEO Pack by Michael Torbert. It provides users a broad range of options regarding link canonicalization, page titles, meta description, keywords optimization, noindexing categories, tags and archives, Google Plus authorship, Google Analytics and Google Webmaster Tools verification. So many options under the hood make me love the plugin so much.

For more details on our products and services, please feel free to visit us at:  Internet Marketing Company India,  Internet Marketing Company New Delhi,  Internet Marketing New Delhi, Online Marketing New Delhi    &   Online Marketing Company New Delhi.

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SEO is the buzzword of the moment, and it’s a service that many companies offer but may not provide tangible results. To really use SEO effectively, there is a lot of keyword research involved. There is also something that can be overlooked – that international searches will require different keywords. For people in international markets, there are companies available to do this for other markets.

For companies targeting one market, there can be gaps in the market research, and perhaps there is merit in using SEO specialists. By starting an SEO campaign, the keywords will be those used and searched for by American audiences. There is a huge benefit to having a specialist outside the immediate area in which you are based. Increasing the remit of the search engine keywords would increase online visibility and search engine results.

Accurate keyword research is one of the more difficult things to achieve, and it can often take more time than originally anticipated. What happens is that many people get preoccupied with searching for terms they already know, leaving out some of the more obscure or specific ones. What is important to remember is that not everyone will search for the same thing.

One of the most amazing things about the English language is its malleability. It’s one of the most versatile languages in the world and is known as the universal language. This is because a high percentage of countries in which English is not the first language, actively encourage the studying of English. As such, SEO is something that could be better researched in a variety of different dialects, locations, and phrases.

The problems inherent in the internet being accessible to all is that sometimes the specifics of SEO are lost in the noise of everything else. They are too broad, and also too narrow. This can lead to sub-par results and rankings, while there are other issues inherent in the broadening of searches. These issues could lead to certain phrases not showing up in local searches, or the ways in which people use terminology across industries.

There is a lot of this type of playing with language involved in SEO, for those who are in the industry, there is such a thing as being ‘too involved’. There are certain words, phrases, and sentences that are completely unique to the people who are working in that industry. Jargon is something that people use when they are too close to the center of the issue.

This is why SEO specialists exist. They work within a niche that they uniquely understand. They know the nuances of search terminology, the mindset of the people using the search terms. There is flexibility in language, and particularly in the language used online. This is what SEO specialists do. They take all the different ways in which people search for the same thing and apply that to your website and social media strategy.

People who are looking for specific services, more often than not, go online to search for these service providers. That’s why it’s now more important than ever to have a solid digital marketing strategy. Online marketing is integral to the success of a business, and in creating leads and generating business. Conversion tends to come as a result of successful digital marketing campaigns and for this, SEO plays a part.

Search Engine Optimization, when done correctly and effectively, can hugely increase leads to your website. Given that your website is the first port of call for people looking to work with you, this means you need a solid SEO strategy for your website. When your website ranks highly on Google, then you instantly increase your chances of driving visitors to your site.

Driving visitors to your website is then bringing them one step closer to seeing exactly what it is you offer and calling them to take action. When someone is on your website, it’s easier for them to see why they should contact you for what they need. Your website allows people to see what services you offer and how you offer them differently to others.

When you market your skills online, you are competing against people in the same industry, but globally. There is implicit competition within industries, within cities, and within countries when these marketing campaigns take place online. When keywords are applied without proper research, recognition of difference and ambiguity of language, then there is only so much that SEO can do.

What SEO specialists do, is research all the keywords used around the topic, and the competitors. Then these keywords are analyzed, the existing content is audited, and actionable SEO strategy is applied to websites digital marketing campaigns. This process is time-consuming and unless it is done properly, it will not yield results.

This is why outsourcing SEO to an agency or a specialist, in Dublin, London, or New York City, you can get a more rounded vision of the ways in which people are searching for information online. People in industries, no matter the industries, are capable of working within their expertize, but there is a time when that doesn’t cross over.

Explaining what you do in a way that makes it accessible to others, and to make it visible online, when up against others around the world, is something that SEO specialists can help with. Their entire work is to increase visibility using the keywords necessary and relevant to what you provide. They are an asset to online visibility, and this will ultimately drive engagement to your website.

For more details on our products and services, please feel free to visit us at: Search engine marketing India,  Internet Marketing Company India,  Internet Marketing Company New Delhi,  Internet Marketing New Delhi &  Online Marketing New Delhi.

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The world is in a digital age, and millions of people spend so much of their time poking around digital platforms. Businesses are becoming increasingly aware of this fact and therefore leveraging on the popularity of these platforms to promote their goods and services. Marketing is all about connecting with customers in the right place at the right time, and if your customers are plentiful online, then that is where you should go.

Regardless of the type of your business, be it an app development company or a service provider, you can still benefit immensely from subscribing to digital marketing services. Their advantages over traditional marketing channels is enormous. Listed below are few of them:

Low cost:

Marketing and advertising cost is one of the biggest financial burdens that businesses have to bear. While big businesses may not have so much trouble doling out millions for marketing and advertisement, for small businesses, this may be impossible or an unbearable nightmare. Marketing via digital platforms offers a more affordable alternative to the traditional method. They create as much impact yet costing way less.

With just a few bucks you can subscribe to an email marketing provider and send transactional or direct emails to thousands of customers on your mailing list.

Huge return on investment:

Nothing matters more to a business than the return on the investment it makes. Digital marketing offers a substantial return on small investments. Email marketing or running advertising campaigns on social media platforms cost little when compared to traditional marketing techniques.

Easy to measure:

The success or otherwise of a digital campaign can easily be ascertained. Compared to traditional methods where you have to wait weeks or months to evaluate the veracity of a campaign, with a digital campaign you can know almost immediately how an ad is performing.

Email marketing software allows users to track the performance of their emails; they can know how many were delivered, how many were read, and learn all about their conversion rates. Google Analytics is a very effective tool for measuring specific goals to be achieved on a website or blog. Google AdWords manager allows users to monitor the performance of their ads on Google search; they can know how many people viewed their ads and learn all about their conversion rates.

Easy to adjust:

The knowledge of the performance of an ad will inform a business on how to proceed. For an ad campaign that is performing well, it is easy to invest more in it with just a click. But for an ad that is not delivering as expected, it can be adjusted accordingly or stopped altogether with ease.

In traditional marketing, it is more rigid as a mountain of paperwork must be signed and in most cases, these agreements are on a long or medium-term basis. So even if a campaign is not performing as hoped, subscribers will still have to wait for the expiration of the agreed period.

Brand development:

Businesses can use their digital platforms to build their company’s brand and reputation. A well-developed website, a blog featuring quality and useful articles, a social media channel that is highly interactive are some of the ways by which a business can build its brand.

Easy to share:

Most digital marketing channels feature sharing capabilities that allow campaigns and articles to be shared with multiple followers. This helps to create a multiplier effect and has the capacity to tremendously improve sales results.

Precise targeting:

The traditional means of marketing uses the spray and pray method, where an ad runs over a platform with substantial reach with the hope that a few people who love what they see, hear, or read would make a positive approach. Marketing over digital platforms, on the other hand, allows for targeted campaigning where ads are presented to customers based on their preferences or initial action. Take, for instance, transactional emails (order confirmation emails, receipt, password reset) which will only be sent to customers following their action towards the business. In other words, customers get only what they ask for.

Social media platforms usually possess a very smart algorithm that studies and collates user preferences. Such that specific ad campaigns are shown only to users with a specific inkling. This helps to increase the likelihood of sales as well as further cut down on the cost of marketing.

Global:

The world, they say, has turned into a global village. This has been made possible via digitization. Digital marketing allows ad campaigns to be visible in any part of the world. This gives small start-ups the rare opportunity to go global via the immense exposure provided. The internet abounds with stories of start-ups that became hugely successful over a small period due to the opportunities created thanks to the global nature of marketing via digital platforms.

Segmentation:

Not only does marketing over digital platforms allow campaigns to be targeted at specific customers, it also allows for customer segmentation. Segmentation is the process in which large customer groups are further broken down into smaller groups of customers according to a particular classification. Segmentation increases the chances of sales, as well as cut down on cost.

Take, for instance, an e-commerce store that has launched new offers for women’s clothing. Using digital platforms, offering, for instance, email marketing solutions, allows the business to send emails to women alone. And if an offer is available only in certain regions, residents of given areas can be the only ones who will get the email.

For segmentation to work effectively, adequate information must be collected from subscribers.

Greater engagement:

The cyber-world is getting noisier by the day, and any product or service that your business offers is most likely also being offered by thousands of other businesses. The average bounce rate on websites increased and the attention span of visitors is dropping. When visitors to a website do not immediately find what they are looking for, they leave for an alternative.

The key to staying relevant and keeping customers in this highly competitive business world is to ensure continuous engagement with your audience. Effective marketing allows businesses to stay competitive and relevant by engaging with customers through different digital media channels. These platforms allow businesses to answer customer questions, alleviate misconceptions, and even generate sales. This can be achieved via regular useful blog posts, newsletters, shows, promotions, and special offers.

For more details on our products and services, please feel free to visit us at: Search engine marketing India,  Internet Marketing Company India, Internet Marketing Company New Delhi, Internet Marketing New Delhi &  Online Marketing New Delhi.

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Simply put:

An algorithm update is a change in the ranking system that helps it serve more useful, relevant results. Which ensures a better experience for the search user. 

Major updates, also called core updates, are different and come two to three times a year. They’re often announced before their rollout because they impact billions of web pages at once. 

Examples of core algorithm updates include:

The Panda Update (2011)

The Penguin Update (2012)

The Hummingbird Update (2013)

The RankBrain Update (2015)

Organic traffic is still one of the largest sources of profit for lots of companies and individuals. Consequently, many blackhat SEOs try to win in the SERPs by using low-quality content and illegal SEO techniques.

To prevent that, Google is always working on identifying those spammy practices and stopping them before they spread.

How Do SEO Algorithm Updates Affect Your Site?

As we mentioned earlier:

Minor updates are launched on a day-to-day basis and won’t affect your site ranking in any way. On the contrary, core updates are less frequent but have a more significant impact as they affect millions of sites at once.

The simple truth is:

The different ways Google decides to improve user experience are never clear ahead of time. And it’s impossible to predict how an upcoming update will impact your SEO performance.

You can win or lose based on the update. 

For instance:

If your website is up to date with the latest practices, you’ll get better rankings and a boost in traffic. Or you may lose some of your organic traffic if Google decides to reward your competitors instead of you. 

How Do You Know if Google Is Launching a New Update?

Since most algorithm changes are insignificant, you can’t keep informed of all of them. Therefore, we’ll mainly focus in this part on core updates.

Using Google Search Console and Google Analytics, you can closely monitor your SEO results. If you ever notice any notable changes in your page rankings or organic traffic, reason for that may be an algorithm update.

For most updates, Google will announce the launch date with some minor details about what’s going to change. More information will follow later as they progress forward with the rollout.

Check popular SEO blogs to look for any information about the update. You may also join SEO communities on Reddit or follow SEO specialists on social media to find answers.

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Take into consider the average age, demographics, behaviour and every other parameter relevant to your target market.

It goes without saying that you need to comply with your budget.

Consider the monthly sales you’re after and project numbers accordingly. There’s no point spending big if your expected sales aren’t enough, is it?

Before you take the plunge, know that SEO is not a quickfire method to get you up there on the top; it is a slow and gradual process.

Take into account the customer feedback that you’ve been getting; the things that are working for you and the things that aren’t going that well. As this will help improve on your landing page, which is what turns leads into customers. SEO is not a direct giver of sales; it puts you in a position wherein it brings individuals to your website and allows your services/products and deals offered to take over from there.

e-Commerce SEO Checklist

Maintain a blog which you update regularly at least once a week. Make sure you use content that is relevant and unique along with images preferably.

Execute internal linking in a seamless manner such that no web page is left unlisted and customers can have a smooth experience throughout the intricacies of your website.

Make sure your website is optimized on the lines of speed and user experience.

Indulge in URL and image optimization i.e. your URLs should be simple, precise and should contain keywords. And your images should be ideally sized without compromising the quality and accompanied with ALT text

All your web pages should include meta text, meta description, keywords, etc.

Introduce as many content based sections on your website as you can i.e. category blurbs, product descriptions, content in the footer.

Use SMO to enhance conversations about your brand, traction and overall engagement.

Use off page SEO techniques in tandem with on page measures.

Indulge in off page activities like article posting, image posting, directory submission, image submissions, PDF submissions, PPT submissions, local listing, social bookmarking, forum posting, blog commenting and other effective techniques.

No other industry in this world is increasing at this rate. If you own an e-commerce website and clocking an average growth of 20 percent per annum then this is the right time for you to meet the best SEO Company, it is true that you have a presence on internet but still you are losing the advantage of “Place” in the world of “the internet real estate”

For more details on our products and services, please feel free to visit us at: Search engine marketing India,Internet Marketing Company India,Internet Marketing Company New Delhi,Internet Marketing New Delhi,Online Marketing New Delhi.

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Gary dives deeper into how the scores and numbers are assigned to each document, what happens when a tiebreaker is needed and much more.

How Google uses machine learning to prevent spam

Also in the latest Search Off the Record podcast, Google invited Dewey from the search quality team to talk about spam prevention methods. Dewey explained that Google tackles the most obvious spam methods using machine learning. He said it is a “very effective and comprehensive machine-learning model that basically took care of most of the obvious spam.”  This lets the search quality team focus less on the most obvious spam and more on the “more important work.”  

Google has years and years of data for its machine learning models to use when it comes to preventing spam and it was great to hear a bit about how Google uses it in this way.

Google AdSense anchor ads on wider screens

AdSense publishers, Google is adding support for anchor ads on wider screens starting after July 19, 2021.  Anchor ads are the ads that stick to the top or bottom of your page as you scroll through the web page.

“Anchor ads now support a larger range of screen sizes. For sites that have anchors turned on, anchor ads will soon start to appear on wider screens such as desktop. Our experiments show that anchor ads perform well on wider screens. If you’d prefer not to show anchors on wider screens, you can turn this option off using the new ‘Widescreen’ control in your Auto ads settings. Note that wide-screen anchors won’t start serving until after July 19, 2021,” Google said in the announcement.

Microsoft Advertising expands Dynamic Remarketing beta and a few other important announcements

Previously only available for Retail (Hotels/Vacation Rentals), Microsoft Advertising has expanded the beta for Dynamic Remarketing to include Automotive (listings), Entertainment (events), and Travel (Tours and Activities) just in time for summer.

Along with this announcement, the company reminded advertisers about a few other new feature changes:

The platform UI now makes it easier to see how big a segment size is, based on the markets you target for your ad campaign/ad group. 

Automated bidding tactics [Maximize Conversions, Maximize Clicks, Target CPA, and Target ROAS] are now available for the Microsoft Audience Network.

New RSA insertions will allow you to dynamically insert countdowns for events like sales and add locations to maximize relevancy to the searcher based on their location.

Changes to phrase match and broad match modifier now live across all markets.

The Microsoft Advertising Intelligence tool has been deprecated now.

For more details on our products and services, please feel free to visit us at: Search engine marketing India, Internet Marketing Company India, Internet Marketing Company New Delhi, Internet Marketing New Delhi, Online Marketing New Delhi.

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We have compiled a list of few tips, which can help you to create the perfect infographic for your audience.

1. Eyecatching

Infographics should be eye catching, colourful and naturally draw the viewer’s eye. Information should be easy to read or scan and get your message across quickly. Visual content is processed a whopping 60,000 X faster in the brain than text and 90% of info transmitted is visual. Now can you see the benefits of infographics?

2. Increase Brand Awareness

Placing your logo within your infographic will make you and your brand memorable to your audience and will help to promote your business. Reinforce your brand, consider colours, shapes, messages and your logo and you have an effective piece of brand awareness.

3. Increase Your Audience

Infographic Fact:
Traffic grows an average of 12% for businesses who use infographics.

Infographics that are designed down to a tee can have an awesome effect on your search engine optimisation in the form of link building. Businesses and bloggers that are a fan of your infographic can link back to your site if they find your infographic useful or relevant.

4. Show You’re An Expert

It takes expert knowledge on your chosen topic to create an infographic. Using correct information that is relevant and good quality will show your audience that your are trustworthy and they’ll see you as an expert in your field.

5. Travel The World

Well, your infographic at least. With social media sharing your infographic has the potential to go worldwide and reach more people. One click of a share button is all it takes for someone to spread the word about your amazing infographic and your infographic has the potential to go viral with social media. When content is shared, your profile and website are likely to get more visitors, followers and fans.

We got 7 fantastic backlinks, which will keep growing. One of the best things about infographics is they will keep getting shared and backlinked (providing they’re still relevant).

6. Increase your SEO

Engaging infographics can have a massive impact on how you rank with Google. Businesses, bloggers and the like that find your infographic relevant will more than likely use it for themselves and link back to your website.

This is great news for ranking with Google in the search results and your domain authority (strength of your site). 

7. Engaging Content

We are visual beings, 70% of our sensory receptors are in our eyes and 50% of our brain is used to process visual things. Adding images to your content means people are more likely to believe what they are reading.

People are more likely to remember information with visual content.
Which means they should remember you too!

For more details on our products and services, please feel free to visit us at: Search engine marketing India, Internet Marketing Company India, Internet Marketing Company New Delhi, Internet Marketing New Delhi, Online Marketing New Delhi.

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The outside company, which is known as the service provider or a third-party provider, arranges for its own workers or computer systems to perform the tasks or services either on site at the hiring company’s own facilities or at external locations.

Companies today can outsource a number of tasks or services. They often outsource information technology services, including programming and application development, as well as technical support. They frequently outsource customer service and call service functions. They can outsource other types of work as well, including manufacturing processes, human resources tasks and financial functions such as bookkeeping and payroll processing. Companies can outsource entire divisions, such as its entire IT department, or just parts of a particular department.

Outsourcing business functions is sometimes called contracting out or business process outsourcing.

Outsourcing can involve using a large third-party provider, such as a company like IBM to manage IT services or FedEx Supply Chain for third-party logistics services, but it can also involve hiring individual independent contractors, temporary office workers and freelancers.

How outsourcing works

For a company to effectively outsource responsibilities, it is important to focus on the business partnership as much the logistics. Outsourcing is about managing relationship more than service-level agreements, and is a partnership, not a purchasing project. Maintaining and securing a trusted relationship is essential in outsourcing efforts and is more complex than establishing service levels and relationships.

Some experts recommend placing extra emphasis on the exit clause of a service contract. It is important for companies to know when the contractual agreement inevitably times out and ensure that the involved parties fulfill their obligations and stick around until the contract is up.

Reasons for outsourcing

Companies often outsource as a way to lower costs, improve efficiencies and gain speed. Companies that decide to outsource rely on the third-party providers’ expertise in performing the outsourced tasks to gain such benefits. The underlying principle is that because the third-party provider focuses on that particular task, it is able to do it better, faster and cheaper than the hiring company could.

Given such benefits, companies often decide to outsource supporting functions within their businesses so they can focus their resources more specifically on their core competencies, thereby helping them gain competitive advantages in the market.

However, some companies decide to outsource for other reasons.

For example, they outsource because they’re unable to hire in-house, full-time employees with the specialized skills and experience needed to perform certain jobs.

Companies sometimes opt to outsource as a way to shift meeting regulatory requirements or obligations to the third-party provider.

Furthermore, more companies are looking to outsourcing providers as innovation centers. According to Deloitte’s 2016 outsourcing survey, 35% of respondents said they are focused on measuring innovation value in their outsourcing partnerships.

Types of outsourcing

There are several ways to outsource a business process, and depending on the process, one may be preferable over another. Broadly there are a few different types based on the distance between the two members of the relationship. These types are:

Onshoring. Relocating work or services to lower-cost location in the company’s own country.

Offshoring. Relocating work or services to third-party providers overseas.

Nearshoring. Relocating work or services to people in nearby, often bordering regions and countries.

Outsourcing agreements can also vary widely in scope. For certain processes, like programming or content creation, hiring freelancers on job to job basis might be appropriate. A company outsourcing their entire IT department will require a long-term partnership with clearly stated requirements.

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Detractors might say that Google results are saturated by high-traffic corporate websites, making it impossible for small startups to get any attention, or that social media marketing has overtaken SEO as the most valuable marketing investment.

68% of online experiences still begin with a search engine.

And small websites rank for high-volume search terms all the time.

So if you’re the founder of a SaaS company or have been tasked with marketing one, keep reading.

In basic terms, search engine optimization is the practice of bringing more people to your website through Google. Other search engines are important, of course, but Google owns around 92% of the market share, so we focus most of our energy there.

There are three primary things we do to increase organic search traffic:

Create website content so valuable that other websites link to it.

Make sure that Google knows what our site is about so that it’s properly indexed.

Promote content to the right audience so they link back to that content.

Of course, these are easier said than done. They involve dozens of sub-tasks and lots of testing, but those are always our overarching goals.

Keep that in mind as you read this guide.

The first thing you want to do is create some high-quality blog content that reaches as many people interested in your industry as possible. Your site’s blog needs at least a few (hopefully more) long-form articles about themes related to your niche.

We call this “top-of-funnel” content because it’s a good tactic for getting leads into the marketing funnel. It reaches a wide range of people and gets your brand in front of new audiences, some of whom might become leads upon learning about your service.

Top-of-funnel (ToF) content is valuable from an SEO perspective because it drives organic traffic to your site.

Along with backlinks, that traffic shows Google and other search engines that your site is a good resource for searchers seeking information about your industry. This will help not only the blog in question to rank higher in the SERPs but also the other blogs and your homepage, as well.

How to Come Up With Blog Topics for a SaaS Marketing Strategy

The best way to come up with blog topic ideas is to figure out:

What types of terms your potential customers are searching for on Google (or Reddit/Quora/other forums)

What type of articles they’re already reading

If you can come up with a list of ten or twenty specific answers to each of those questions, you’ll have enough blog topics to keep you busy for the next year.

Here are a few ways to approach this problem:

Competitor Analysis

Understanding why people go to your competitors’ websites (aside from their products) can teach you how to drive them to your site.

Tools like Ahrefs and SEMRush (two of our agency’s favorite SaaS products, coincidentally) will show you which pages on your competitors’ sites are bringing them the most traffic.

For more details on our products and services, please feel free to visit us at: Internet Marketing Company New Delhi, Internet Marketing New Delhi, Online Marketing New Delhi, Online Marketing Company New Delhi, Online Marketing Companies New Delhi.

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What is Social Media Content? Detailed Summary

Social media platforms, such as Facebook, Instagram, Twitter or YouTube, are now part of everyday life for thousands of people who use them to share photos of a vacation, or from a special event. Social media and its content also increasingly serve as a source of information, and have even replaced traditional media such as television or newspapers. Thus social media content can play an important role in a company’s overall content marketing strategy. Content on social media channels can have a considerable reach, and because of its close proximity to the user can often prove more effective than classic advertising. In certain circumstances, positive comments on social media can even boost Google rankings. However, social media content also follows its own rules, and therefore requires its own dedicated strategy.

The high degree of interaction is a special feature of social media – users can give direct feedback or comment on specific content by clicking on a “Like” button, or something similar. In addition, by sharing content, users can directly contribute to the spreading of content right across social media. In order to be successful on social media and thus profit from user ‘word of mouth’ promotion, content must be both high-quality and also carefully directed towards the chosen target group. Furthermore, the chosen platform must also be taken into consideration: A multi-page manual or a huge brochure should not be published via Twitter or Instagram, and a series of one-liners won’t look good on Facebook either.

Find the Right Words…Or the Right Pictures

Social media content offers companies numerous marketing possibilities. But how can you find the right strategy for your online presence on Facebook, Twitter or Instagram? Unfortunately, there is no clear answer to this question. Which social media content is appropriate for any company will always depend on the marketing purpose as well as upon the goods or services each company has to offer. Nevertheless, there are some tips which will make it easier to choose your strategy. The most important thing is to begin your social media content campaign by using some “tried and tested” formats, such as:

Guides and instruction manuals

Tests and expert opinions

Brief news feeds about special events

Guidebooks and tutorials are among the most popular types of social media content, and these are shared on Facebook and YouTube literally thousands of times. Companies that want to make their products and services more familiar and appealing can use advice as a gateway for social media content. For example, a tile floor manufacturer could offer video tips to show how a tile can be laid quickly and cleanly. Such initiatives demonstrate to the user that the manufacturer is not just interested in selling his product – he wants the buyer to achieve the best possible results too. It’s important that social media content should always be honest and authentic – any guide should be a real help, and not just another means of advertising your own products which has been disguised as a tutorial.

Another successful approach used in the ‘advice’ field is well demonstrated by the method employed by the blender manufacturer Blendtec. Their YouTube video series “Will it blend?” was enthusiastically received by the social media community and proved a great success. In each video episode, the company’s founder checks whether objects, such as an iPhone or industrial diamonds, can be crushed in one of his company’s blenders – sometimes with an explosive outcome. This kind of humorous content is particularly popular on social media, so these clips made a significant contribution to the brand’s popularity. In addition, each video also serves as an advertisement with a clear message: Blendtec products prove themselves even under the harshest conditions.

Testimonials or expert opinions can be just as effective as guides. In view of the fast pace of social media, the content should, of course, be as up-to-date as possible. If a report suggest scientists have found that regular exercise is not only good for health but also relieves work-related stress, this can be a perfect opportunity for a gym to post information highlighting the study, either on Facebook or in a blog. It’s always very important to get your tips and content absolutely correct – because with an active community, even small inaccuracies in the posts are quickly noticed and reflect poorly on the contributor. Likewise, advertising is never appreciated in tests, so the marketing should focus more on the result or outcome of the test.

On certain occasions, Twitter marketing campaigns can be used very effectively. During a trade fair visit, a company could inform users about current products and developments via Twitter. And whenever a new product is launched, Twitter can also be helpful to generate media hype. Users can regularly be made aware of the pending product launch through regular posts. This creates a certain expectation and anticipation for the product, which can then be dramatically “unveiled” at the market launch.

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