No products in the cart!
Please make your choice.View all catalog
Are you making the most out of the data you can get about your website from Google Analytics (GA)?
The free tool gives you valuable insights into metrics like conversion rates, traffic sources, engagement, audience demographics, and more.
Let’s learn what GA is and how to use it to improve your website’s metrics.
Google Analytics is a free tool to track user behavior on your website. With a range of metrics to explore, you can start to get a picture of how people use your website and how you can make changes to increase sales.
On a basic level, you can track how many visitors you have, how they found you, the number of views a page receives, and more.
In many ways, Google Analytics is the portal giving you insider, back end, and real-time access to what your users want.
Google Analytics is the most powerful tool to track website metrics, and it comes from the king of search engines. On top of that, it’s free.
Although it takes some work to get set up, there are plenty of online tutorials and resources to walk you through the process. Once you get Google Analytics connected to your site, you can head to the Google Analytics dashboard and start checking things out. It can’t go back in time, though, so you will have to wait for data to gather.
Google Analytics can free you from relying on gut checks and intuition and instead tell you what pages and which content hit the mark or fall short. In this way, you can make informed choices.
Once you set up your Google Analytics account, you can connect different URLs and choose which one to explore from the drop-down.
The first thing Analytics shows is basic traffic data, including dates. You can alter the dates based on your needs.
On the left side of the screen, Google Analytics provides a list of report options. This is where you can start to get into the details.
On the far right, there’s a blue box with real-time metrics showing how many people are on the site, how many pages are viewed per minute, and the most popular pages to view. You can then click on the blue box to learn more about the data.
If you’re looking for something specific, just type it into the handy search bar.
As you scroll down, you can check out different analytics, including where your users come from and what devices they use.
There are many metrics you can track using Google Analytics.
No matter which type you focus on, you need to choose a time frame for your data. This way, you can check a specific timespan against prior spans to see what’s changing and if what you’re doing is working.
As you analyze the data, try to remember what your marketing goals are. Otherwise, you may get overwhelmed by the whirlwind of numbers.
Let’s look at some of the most popular metrics just to get you started.
Tracking visitors shows who’s visiting, how many visitors you have, and what they’re doing on your website. This includes factors like bounce rates and session durations.
These metrics are anonymous and vague. You can’t gather personal details for specific visitors to your website.
To dig deeper, you can go to the “Audience” section of Google Analytics.
Another powerful metric Google Analytics can provide is traffic sources. It answers the question, “how are people finding my website?” You can find this information under the “Acquisition” tab.
For instance, you can find out how much traffic comes from social media, Google Ads, and the Google Search Console. Knowing where your visitors are coming from and what they do once they get to your site can help you know where to focus your marketing efforts.
Google Analytics can help you understand how well different pieces of content perform by tracking user behavior. For example, are they visiting certain pages more often than others? Is on-page time higher on some types of content? This can help you determine what works and what doesn’t, which you can use to inform future content creation and marketing choices.
You can find this information under the “Behavior” section.
Let’s get down to brass tacks here. Are people buying (or doing whatever else you want them to do) once they land on your website? That’s what conversion metrics on Google Analytics can tell you.
These metrics are not automatically generated like the previous ones. Instead, conversion analytics requires you to set goals, typically using the pages visitors are directed to once they convert. Telling Google Analytics to follow users to these final pages can provide more specific information about how people are getting there, how many are converting, and more.
As mobile use becomes the norm, you may want to see how well your website performs on mobile devices.
These metrics can be found in the “Audience” section under “Mobile.” Here, you can see website metrics broken down by device categories. For example, if you find certain device users are spending less time or money on the site, look into how your site looks and behaves on that type of device.
As you get a handle on following your website’s metrics, you may find you need custom Google Analytics reports. Custom reports can help you check specific metrics more efficiently, using apples-to-apples comparisons between periods, campaigns, and more.
These custom reports may help when presenting information to your department, organization, leadership, or investors thanks to the hard numbers you can compare and the visual reports you can run. Of course, not everyone may fully understand what you do, but many are likely to understand the basics of what these numbers and graphs mean.
Google Analytics is constantly rolling out new features that may help you meet your marketing goals. Let’s dive into a few.
If you have a lot of content on your website, you may have a search function available to users. Knowing what people type into that search function can help you understand why visitors are on your site, allowing you to plan for and create more relevant content.
Under the “Behavior” area, click “Site Search” to view this information.
Is there content on your website that’s just not performing? Then, you may benefit from optimizing those pages for SEO, deleting useless content, or creating entirely new work.
To learn which pages are not performing, go to “Behavior,” then “Site Content.” From there, click on the arrow to reorder the pages by popularity. This shows which pages get the fewest views. Do with that information what you will—though perhaps consider finding a cause before throwing the page into the abyss.
People abandoning shopping carts while shopping is a typical e-commerce problem. If you can find where visitors are dropping off your website, you can make improvements to help convert them.
First, set up your goals using a sales funnel. Include each step of your check-out process, including cart, check-out, shipping, and confirmation, in the pages you plan to monitor. Then, click to “visualize your funnels” to see how people behave as they move through the funnel.
You may see a pattern regarding when people abandon carts begin to emerge and make updates accordingly.
As we talked about above, Google Analytics places many of the most common analytics on the dashboard. However, you can set up a custom dashboard to see exactly what you need. Under the “Customization” tab, find the link for “Dashboards.” You can use a dashboard template or create your own.
Google Analytics makes it easy to create custom reports for your own use or presentations.
You can name your custom report, as well as each tab you want to create if you want different variables in the same report.
If you scroll over the question mark in the dropdown, you can learn more about each choice.
Start with all, if you’re not sure. Now click “Save.” You’ll be taken to a page with the data automatically. From here, you can save, export, share, or edit the report.
If you save it, you can find this report under “Saved Reports.”
To rerun this custom report, go to “Custom Reports.”
Google Analytics can give you information about who visits your website, how many views your website receives, which content is the most popular, and more.
You can learn more about the basics of Google Analytics from Google themselves.
Google Analytics uses a tracking ID, which you place in the code of your website or a plugin to allow Google to receive information about your website.
Most of the benefits of Google Analytics are free, though you can choose to purchase upgrades.
Google Analytics provides in-depth information on how well your website is performing.
Google Analytics provides nearly endless amounts of information about your website’s data. Once you set up Google Analytics on your website, you can access metrics covering nearly every part of your customers’ journeys.
You can create custom reports to analyze how well your strategies work. This may help you make informed changes to your website, which may, in turn, draw even more people to your brand and via your analytics-driven marketing strategy.
What’s your favorite Google Analytics feature?
Is outbound marketing right for your business?
How do you decide which strategies are going to help you grow your brand?
If you’ve got questions about outbound, then you’ve come to the right place.
Outbound marketing is where you (the business) initiate conversations with your customers to attract them to your brand. For example, TV commercials, cold calls, paid ads, and direct mail are all examples of outbound.
Inbound marketing, on the other hand, is when your customer initiates a conversation with you. For example, they visit your website, read an ebook, or download a white paper.
The goal for outbound marketing is to actively build authentic relationships through engagement, targeted communications, and putting your company in the right place at the right time.
There’s no denying that inbound marketing has grown in popularity in recent years (and with good reason, as it produces tremendous results.) However, outbound still takes up 90 percent of marketing budgets due to the high cost per outreach.
To improve your ROI in outbound, you need to allocate your budget to the methods that work for your brand. Below, we’ll cover some strategies to try, but first, let’s talk about its relevancy.
Every business owner loves to cut costs. When you, as a consumer, immediately delete a sales promotion email from your inbox without looking at it, you might wonder why that business would continually persist with an outbound strategy.
The likelihood is, they’ve built a huge mailing list and their promotions go to every single email address—paying no heed as to whether each customer is directly their target audience or not.
Why? They’ve invested in building a mailing list, and outbound marketing is still an extremely useful tool. It’s amazingly good at driving brand awareness (as long as your emails aren’t repetitive enough that a customer ends up hating you), maintaining brand relevance, and introducing products to new audiences. It helps you be at the forefront of your customer’s mind, for recommendations, word of mouth marketing, and lead generation.
Inbound marketing is great, and especially for smaller and low-budget businesses, but if customers don’t know your products exist in the first place, they can’t search for something they aren’t aware of.
Outbound marketing guarantees you reach people. You won’t be shouting into the void. Blogs are great for SEO and hoping Google’s Algorithm will take pity on you, but when you pay for a TV ad in a half-time break of a popular show: you know it’s going to be seen.
It can be expensive, but, when done correctly, it still provides a good ROI and is still relevant today as a complement to inbound marketing.
Most marketing success comes through a combination of different strategies. Whether it’s inbound or outbound, there are lots of different ways to reach your target audience, and often it will take lots of different strategies to achieve your goals.
Here are seven outbound sales strategies you can use to boost your marketing.
Email seems to have been around a long time now, but it’s still bringing in an incredible ROI for marketers.
We’re all accustomed to receiving newsletters from websites, but we tend to forget about an important part of outbound strategy: cold email.
Cold emails are unsolicited emails you send out to prospects. You’re initiating the interaction, so it firmly fits in with the principles of outbound marketing.
“Everybody hates receiving unsolicited emails, spam is the worst.”
Well, what if your cold emails didn’t feel like unsolicited emails? What if they were highly personalized, respected your customer’s time, and actually offered value to them beyond a product that can fix “all of life’s problems?”
Outbound marketing doesn’t have to be pushy, impersonal, sales-based spam. It can have all the creativity of inbound marketing. Using your understanding of your target audience, you can craft cold emails that get responses and create leads.
Here are some things you will want to concentrate on with your cold emails:
Small details make a big difference, for example, 30 percent of people open an email based on the subject line, so make sure you’re optimizing every aspect of your outbound marketing.
First, I recommend “cutting edge technology” with emails, and now I’m telling you to send people letters through the mail?
So much of our lives might have moved online, but we still exist away from the internet and we still receive mail. As it turns out, we still enjoy seeing something in the mailbox with our names on it, and this is an effective way of using outbound marketing.
This scientific study found brand recall is 70 percent higher among participants exposed to direct mail than an online ad. It may not have the fancy analytics, and you may not be able to put a GIF on it, but it’s certainly a good way to gain traction for your brand, and can still be relevant to your ethos, voice, and how you want to present yourself.
Just take a look at KitKat’s amusing example:
Estimates for the average ROI from direct mail vary a lot, and, like with most outbound marketing, it’s all about how good your campaign is.
With direct mail, it’s important to:
It might not seem like it fits with the digital age, but direct mail is still a useful outbound strategy.
Paid search ads can be seen as a cross between inbound and outbound marketing. While the targeted user has likely actively searched for information related to your products, you’re still artificially placing your brand in front of them in a way more reminiscent of outbound marketing.
Search ads are great for immediate success.
With SEO, you write an article and watch as the search engines gradually start to rank it. When it does start to bring in traffic, it’s an amazing tool because you’re not paying for clicks, but it takes time and there’s no guarantee of success.
When you invest in paid search ads, you give your brand an immediate presence in the SERPs, almost guaranteeing you traffic. Of course, you will be paying for each click which means the most important thing with search ads is optimization.
Not only do your ads have to be on-point, but so do your landing pages (here’s how I make sure my landing pages are converting).
Clearly set out what you’re trying to achieve with your paid ads and make sure everything is streamlined toward driving action from your customers. Small issues such as a clunky checkout page can hurt your conversion rate and make a big difference to your ROI on your search ads.
The average conversion rate for search ads on the Google network is 4.4 percent, but the hard work you put in might see you push well beyond this.
Here’s my “Guide to Google Ads” to help you out.
Billions of people are on social media every day. The average daily usage of social media is two hours and 25 minutes.
In marketing, we talk a lot about reaching your customers where they’re hanging out, and the data shows this is overwhelmingly on social media. If you’re not running social media ads, then you’re missing out.
Social media is becoming more and more “pay to play,” increasingly making it an outbound tool. Paid social media is:
The average organic post reaches just five percent of your followers, so you need a huge following to make a difference with organic social media. Paid ads on the other hand allow you to immediately reach a highly targeted audience.
One of the most powerful aspects of advertising on platforms like Facebook, Instagram, TikTok, and LinkedIn is targeting. These companies have an incredible amount of data on their users and you can use this to be extremely targeted, serving your ads to the people they’re going to have the most impact on.
Marketing may have shifted focus from the physical world to the digital one, but that certainly doesn’t mean getting out and meeting people is a dead art. One of the best ways to get your brand in front of a targeted audience is by attending a trade show.
This can represent a large upfront cost (on average it costs $100-$150 per square foot of floor space), but the exposure and new connections you make can be well worth it.
Maintaining brand relevance is something that takes constant commitment, and having a stand at a major trade show is one of the ways you can do this. Just think of any major trade show, and you’ll expect the biggest brands to be there. For example, what would an international farming show be without John Deere?
It may seem like these companies are so big it doesn’t matter whether they attend a trade show, but they recognize that to remain relevant you’ve got to be visible.
When planning for a tradeshow, make sure you’re setting goals and managing your budget appropriately.
Outbound doesn’t always have the best reputation and cold calls certainly fit this picture. Despite this, the inescapable reality is cold calling works for many businesses.
Sales and marketing are still about reaching new audiences and starting conversations and that’s exactly what cold calling allows you to do. Of course, there are good and bad ways of doing this, and you need to consider your approach carefully.
Again, it’s easy to look at cold calling and think it’s all about numbers. Sure, outbound relies on volume, but the most important aspect is still quality, in this case, the quality of the conversations you can have.
This is why there’s a push away from scripted sales pitches towards approaches like SPIN selling where the focus is on helping the customer to solve their problems (if you’ve read my inbound marketing articles then you know this is something I talk about all the time).
If you’re thinking about using cold calling as part of your outbound strategy then keep these important points in mind:
Online marketing has transformed the way businesses advertise, but traditional advertising is far from dead.
There are lots of online places you can advertise your business and continue to grow your brand. TV and radio ads may require a bigger investment than other forms. like PPC but they still bring in big results.
The average American might spend more than two hours a day on social media, but traditional TV consumption is even higher among the older generations:
Consumption of traditional media might be changing but it’s still there—and therefore it’s still a big opportunity for marketers. Make sure you understand your target demographics and are showcasing your brand with creative messaging and you can still see an excellent return on your investment.
Outbound relies on the business initiating the interaction whereas inbound marketing relies on the customer searching for your brand.
Social media can be both inbound and outbound. Paid social media ads would be classed as outbound, whereas organic reach is inbound marketing.
Outbound marketing is often effective because it’s immediate. You’re not waiting for people to find you, you’re putting your brand in front of people and initiating interactions.
No, it is very much alive. Many businesses still use outbound to achieve a good return on their investment.
Examples include paid search ads, social media ads, cold email, cold calls, trade shows, and tv/radio/print ads.
Outbound marketing is something that’s still relevant today. It’s a great complement for your inbound marketing and an excellent way to grow your brand.
Marketing is a competitive field, and sometimes you can’t rely on people coming to you, instead, you’ve got to put your name out there and guarantee you’re getting exposure. In these cases, cold emails, search ads, social media ads, trade shows, cold calls, and traditional media ads can make a huge difference.
The most important thing to remember is that many of the same principles of inbound marketing still apply to outbound. You still need to understand your target audience, and you’ve got to be able to provide value and help solve people’s pain points.
If you can successfully do this, then outbound marketing can be an important part of your strategy.
What’s your favorite outbound marketing strategy?
Reddit is a social media and news aggregation website that ranks content based on a voting system. People worldwide post content (usually links, but also original content), and other users can “upvote” or “downvote” posts, pushing the most interesting content to the top.
It’s a place where you can find groups of like-minded people. Reddit calls these groups subreddits, and they cover different topics, including niche interests, politics, hobbies, and thousands of other topics people want to talk about.
Since its launch in 2005, the site has become one of the most popular social media sites with millions of monthly active users.
Its engaged, passionate community is just one of the reasons you should consider marketing on Reddit. However, the site has a tough stance on self-promotion, which makes marketing tricky, and it’s easy to fall foul of Reddit’s strict guidelines (including the unwritten rules.
That means you need to take a more strategic approach that focuses on conversations and providing helpful or interesting content.
Before we cover how to create ads, let’s talk about Reddit marketing etiquette so you can get it right.
The list includes:
You also need to be clear about why people use Reddit. According to Signity Solutions, Reddit users are looking for answers or entertainment. If you can offer either, then it’s worth contributing to the conversation. Just don’t try and sell anyone anything.
If you need ideas, there are plenty of ways you can avoid falling into overly promotional material, like:
Reddit is a massive site with thousands of subreddits. Each of those subreddits has its own rules, moderators, and culture. Whichever subreddit you join, take the time to familiarize yourself with the sub’s etiquette and what’s acceptable.
Above all, if you’re not sure, ask before posting something. Redditors are there to help and guide users.
Reddit’s advertising policies cover quality, style, URLs, and landing pages. Below are the basics you need to know for each section.
Video advertisements must be high quality. That applies to the audio, visuals, and text. Make sure content is relevant and suitable for a wider audience. Also, the spoken language should be targeted for where you’re advertising.
Reddit allows mature-rated media. However, it needs to comply with the relevant rating laws for each country, and videos containing “shocking, graphic, or profane content” should be labeled as such.
Additionally, Reddit doesn’t permit videos that include strobing or flashing.
Reddit stresses the importance of professional-looking ads that are concise and detailed. The main takeaways are:
Quality primarily relates to accuracy and clarity about the products/services you’re advertising. That means:
As with all of Reddit’s advertising policies, the main emphasis is on quality and consistency. Make sure your:
For more details, read Reddit’s full advertising policy.
Perhaps you’re not quite ready to commit to paid advertising. That’s OK. You can use some strategies to start marketing on Reddit without paid ads, like those listed below.
Rather than using a business account, you could set up a personal account. From there, you can begin engaging with the community by answering questions and posting content related to your niche. This is a way of showing your expertise and gaining traction on the site while avoiding self-promotion.
It’s the preferred way of Beardbrand’s Eric Banholtz, who has attracted more than 600 members into his subreddit.
Beardbrand tends to post YouTube content like:
You get the idea.
In keeping with Reddit guidelines, there’s no promotional content. The account is just a way of sharing relevant news and touching base with subreddit members.
There’s a subreddit called “Ask Me Anything.”
Members of the community post a huge variety of posts on just about every topic you can imagine. For example, one post is from a female gamer, while AMA is a person who had the same lunch every day for the last 16 years.
Basically, you post a topic and invite others to ask you anything.
Although regular members heavily use the community, you needn’t think you don’t have a place there as a business owner or marketer. The subreddit also attracts members from the business world.
One heavy hitter who makes the occasional appearance is Microsoft’s Bill Gates. Although it’s been some time since Gates contributed, there was huge interest when he did, including plenty of upvotes and lots of interaction.
A popular way for businesses to stay on the right side of Reddit’s rules is to start a subreddit for their brand. Here, you can engage with your customers, answer any questions about your company, and share industry news.
This is a good approach if you aim to encourage engagement and build relationships with prospects.
Reddit is often overlooked by marketers, but with 52 million daily active users, and high levels of engagement, marketers shouldn’t ignore the site.
Additionally, Reddit attracts 430 million monthly active users and it boasts 100,000 communities.
Year on year, Reddit’s active users continue to grow. It looks like Reddit’s here to stay, and the potential is enormous for those that get their marketing right.
It’s also popular among younger age groups, so it’s a brilliant way to reach out to younger prospects.
There are two main types of ads on Reddit. The first is promoted ads, which you’ll see most often. Reddit displays these at the top of subreddits.
The other type is display ads. Reddit offers other types of advertising, like video and carousel, which we detail below.
You can choose from CPM, CPC, or CPV ads, and these are all made available as auctions via the Reddit Ads Dashboard.
Reddit aims to display ads at bigger companies with larger budgets. Unlike promoted ads, these aren’t self-serve, and you need to speak to Reddit’s sales team first. You need a minimum budget of $30,000.
These are available as CPM and CPV bids. Features include an auto-play video and an optional call to action button.
Promoted Carousel ads allow up to six images/gifs, and the bid types are CPM and CPC. Reddit shows these ads in users’ feeds.
For greater visibility, Reddit also offers takeover products. You can view the complete requirements for each type of ad and the features provided on Reddit.
Before diving and creating your own Reddit ad, let’s look at a few examples.
Department store Nordstrom uses Reddit in a way that just about everyone can adopt. It stays on the right side of Reddit’s robust guidelines by using subreddit groups to talk to customers and discuss products, overall service, and typical customer experiences.
It’s clear Nordstrom is playing the long game with its Reddit advertising approach. Its method isn’t likely to garner overnight results. However, it’s a strategy that works for the brand, and it has got hundreds of Reddit users keen to interact with them.
If customer engagement is crucial to you and you’re using it as a building block for your business, the Nordstrom method could be the way to go.
Ally Bank dared to be different with its advertising. Rather than posting in a financial subreddit, it reached out to Reddit’s vast audience of video game lovers.
How did it connect the dots between the two topics? With a simple one-liner that demanded attention:
“You wouldn’t settle for a 1-star controller, so why settle for a 1-star bank?”
Ally Bank stayed away from the traditional banking advert because it was appealing to a non-traditional audience.
You can easily use this approach. Rather than limiting your marketing to your typical market, think about how you could reach different groups and win over consumers that you mightn’t usually market to.
Maker’s Mark took a more direct way of targeting the Reddit community through the r/ads subreddit.
Its “Let it Snoo” tagline was a play on words around Reddit’s mascot, Snoo, and it aimed to make the audience laugh rather than despair at the sight of an advert.
Maker’s Mark was careful to tailor the nature of its advert to the typical Reddit user and talked to them in a style the Reddit audience would welcome.
That’s the key: Always target your audience in the language and the style they’re most comfortable with.
Setting up your first Reddit campaign may take some time, but with plenty of detailed step-by-step instructions, you should find it easy enough. Here are the basic steps for getting started, but always check Reddit if there’s any part you’re not sure about.
If you’re not sure how to narrow down your niche, here are a few pointers:
-Create a customer avatar or profile of your typical customer. You can use the data you already have to do this.
-List any of the characteristics and demographics that you feel represent them. For ideas, you can find out the basics online to get started.
-Understand your demographics’ pain points and how your products/services can help.
Keep your customer profile in mind whenever you create new marketing materials and market to your typical customer.
Before you start crafting your ads, have everything organized. In addition to being clear about your goals, and how you’ll measure results, you need:
-other creative content
Now let’s get started building your campaign!
1. Sign in with your usual Reddit details at ads.reddit.com, which will take you to the “Create Campaign” page.
2. Give your campaign a name in the “name” box.
3. Choose your payment options. Reddit accepts credit cards for self-serve advertisers.
Select your objective from the list. There are several you can pick from. For instance, building awareness, conversions, video views, or app installs.
Creating your ad group requires a few steps. First:
Segment your campaigns: Begin by segmenting your campaigns to make it easier to track performance. Reddit suggests experimenting with bidding for the different campaigns because of its second-price auction model. Consider segmenting based on device or location. Reddit suggests each ad group should have a $50 daily budget.
Give your ad group a name: Ad group names make it clear what the ad is targeting.
Select your ad placement: Next, decide if you want your promoted posts appearing in feeds or conversations. When advertising in feeds, your ads appear in the home, popular, and community feeds. Conversation ads appear when users are discussing specific Reddit posts.
Define your audience: This is your targeting criteria. You can target ads in several ways, including by location, communities, and devices.
Set your schedule and budget: Reddit offers a daily or a lifetime budget, which allows you to specify a specific date range. Now select your bid. Reddit uses a second-price auction model for bidding and doesn’t guarantee impressions. Reddit states impressions are dependent on targeting, your bid, and Reddit traffic.
1. Enter the name of your ad in the “Ad Name” box.
2. Add third-party trackers. Reddit has a list of approved ones, including Comscore, Appsflyer, and Adjust.
3. Add impressions and click trackers, followed by the macros.
4. Include some creatives. For instance, you could write a new blog post or promote an older one.
5. Create a call-to-action button.
6. Preview your ad.
7. Now, you should see a review button. Click on this and check your ads, making any edits if needed.
For fuller information, read Reddit’s pages.
Like most other online communities, Reddit takes a dim view of self-promotion. Anyone who uses Reddit purely for promotional purposes should view the Reddiquette pages and FAQs to understand what’s allowed.
It’s also worth reading the FAQ page on spam.
Start by reading the FAQs and Reddiquette. If you want to include links to a blog, for example, then the content you’re sharing should be helpful and in context with the general topic.
This discussion details a suitable way to share links. Also, ask the admins of subreddits if sharing a link is OK, and build a good reputation or “karma” on the site before thinking about how you can use Reddit for marketing.
Reddit bases its advertising costs on auctions. It sets its rates at $5 a day minimum, and costs vary dramatically from 20 cents per 1000 impressions to $100.
Reddit is a unique platform with millions of active users. It might seem like the ideal place to promote your business, you could get banned (or ridiculed) if you aren’t careful.
Although Reddit is tougher on self-promotion on other platforms, that doesn’t mean marketers should steer clear of it altogether. Provided you stick to the rules and don’t stray into spamming or being “salesy,” you have the opportunity to grow a keen, engaged following.
With hundreds and thousands of subreddits, there’s bound to be one that suits your brand, whatever niche you’re in, regardless of whether your business is new or established.
Reddit is also a fantastic way to get feedback and suggestions from your customers and get to know them better.
Do you advertise on Reddit? What tips do you have to share?
Having good social media profiles can get you more exposure online, help you connect with your fans or customers, and improve your online reputation.
Unless you have a major site associated with your name (like NeilPatel.com), your social media profiles are usually the first results Google shows when someone searches for you.
Start thinking of each social media profile you create as a landing page for your personal brand.
Your social media profiles are possibly the first encounter that someone is going to have with your brand, and you want that first impression to make the visitor interested in knowing more about you.
Here are 10 elements of successful social media profiles.
Okay, this seems fairly basic. The name that displays on your social media profile should just be your own name, right?
Usually, that’s correct. However, sometimes that doesn’t make the most sense.
On platforms like Twitter, where you don’t have to use a real name, a pseudonym might make more sense.
On most social networks, your username is included in your URL, and it’s often different from your display name. Usually, you can’t change your username, so choose it carefully.
If possible, it’s usually best to just go with your own name. Sometimes, if you’re the face of your company, the company name might work better.
On Twitter, Brian Dean isn’t @briandean but @Backlinko, since that’s the name of his company.
Finally, while it isn’t always possible, try to keep your username the same across platforms.
It can be confusing when this isn’t the case, like Instagram being @yourname and Twitter being @yourcompany or @yourmiddlename.
Should you go with a logo or a personal picture?
Of course, if it’s for a personal account, you should almost always go with a headshot.
What about for a company? It’s a tough call, but it really depends on your goals. If you run a smaller operation or are the face of your company, include a headshot of you.
That’s what Brian does on Twitter, even with his company usernames. This also applies to people that are brands themselves, like musicians, artists, or politicians.
If you have a more recognizable brand or don’t want your company to be associated with you specifically, go with the logo.
It’s also a good idea to stick with the same (or at least a similar) photo across different social networks. That way you’re easier to recognize on different platforms.
This varies from one social media network to the next, but be sure to seek out any opportunity to get your link on the main page of your social profile.
For example, you can add a link on the “front page” of your profiles on Twitter and LinkedIn.
Make sure that your link is front and center so that people can find it quickly and click through to your website.
Another good idea for your links is to create a social network-specific landing page so you can track which profiles are bringing your site the most traffic.
You can use these pages to offer a special discount for people who have found you on Twitter or share information that is specific to a network, like recent blog posts you have written about Facebook.
Your main social profile bio should usually include a sentence or two about yourself or your business. Think of it as a perfect place to put your elevator pitch and include keywords.
In a few words, what would you say about your business? It’s also a good idea to use your bio to its fullest potential. Some sites, like Twitter, only let you write a short description.
If you’re on a platform like LinkedIn, your “about” section can have up to 2,000 characters. This is a huge opportunity to explain what you’re all about and make a great first impression.
To make this succeed, you’ll want to add more than just a simple description of what you’ve done and your current projects. Instead, create a story with a basic call to action.
For example, you can tell how you started with the industry you’re working in. What got you interested in it, and what makes you stick around and keep learning?
Finally, you can finish your bio with a simple call to action. This can be a link to a free report, an offer for someone to call you, or even a mission statement asking “will you join me?”
Some profiles allow you to have additional extended information about yourself in the form of favorite books, television shows, movies, and so on.
A lot of people skip over this, especially when it comes to business profiles, but that is a big mistake.
Look at these fields as an additional place to get some great value and connections
I doubt there is a niche out there that doesn’t have at least one or two published books.
Find books, documentaries, and profiles of influential people in your industry and add those in these additional fields (assuming you actually enjoy them, of course!)
This adds credibility and a new level of connection you can build with people who are learning about you for the first time.
Different platforms have different requirements, but most social networks today have some way to add a larger image behind your main profile page.
Some users, especially on Twitter and LinkedIn, choose to use the default background image, but this is a mistake.
A customized background will allow you to share additional information and give personality to you or your brand.
Don’t make it distracting or more important than your profile picture, but a great cover image can go a long way to personalizing your social page.
On some platforms, like Facebook, this can even be a video. If you have the option (and decent video), this can be even an even more engaging way to connect with others.
After you have all of your profile filled out and pictures uploaded, the next thing that you will need to take a look at is your privacy settings.
These vary from network to network, but you will want to make sure that the information you would like to be public is viewable.
Chances are, if this is a business-related profile, you’ll want almost everything to be public. Of course, if your profile is more personal nature, you may want to hide some things.
Once your profile setup is complete, your on-going mission will be to maintain a healthy level of activity on your main social networks.
It’s not enough to leave a profile blank. You need to contribute to the platform and build connections. After all, that’s what they’re there for in the first place.
No matter what social network you’re on, the basic guidelines still apply. You’ll want to connect with friends and followers by asking questions and responding to comments.
Provide value by posting interesting ideas, or at least sharing interesting and relevant things you find.
If you’re in any groups, become an active participant. Be helpful, connect with others in the group, and share things the group will find interesting.
Finally, there is nothing like a little healthy promotion of your social network profiles to help more people find and connect with you.
Be sure to add your social networking profile links to your website, email signature, and business card.
Also, don’t forget to interlink your profiles to each other. Many networks have places to include links to other networks, and you can and should use them whenever possible.
Stay connected, become an active member on the social network of your choice, and you’ll start acquiring a following.
This depends on what you do. If you have a personal profile or your brand centers around who you are, use a headshot. If you have a business where you aren’t the face, your logo will work well.
Using the same name is ideal but not always possible. If your username is taken on another platform, then use something very similar.
Your social media bio should have everything people need to know about your brand. Let them know what makes your brand stand out, what you do, and a call to action whenever possible.
You can brand your social media profile by using a custom cover image with your brand colors and logo. You can also put important information in your cover image. On some platforms, you can also add your interests. This is a great way to add a personal touch.
You can cross-promote your social media profile with each other, by adding all of your links to each profile. You can also all links to your website, and email campaigns.
If you’re getting started with social media marketing, the first step is to set up your accounts and profiles correctly.
If you’ve already been in the game for a while, it’s probably time to take a look at the profiles you set up.
Are there ways to improve what you already have online? Is the profile picture you uploaded last year still relevant? Does your bio or link need updating?
Since it’ll be the first impression many people see, it’s worth spending some time to improve your social media presence and make it compelling and interesting.
What strategies have you used to improve your social media profile?
Ultimate guides are everywhere. You’ve probably read your fair share, and maybe you’ve even written a couple.
They can be a great way to get traffic, build links, and increase your authority, but they’re far from easy to create. The issue most people run into is the sheer amount of content out there nowadays. How do you create an ultimate guide if there are already tons of posts on your chosen subject?
In this post, we’ll look at the steps to creating the ultimate guide on just about anything.
What turns a lengthy blog post into an ultimate guide? Well, there are a few things that almost every in-depth guide has in common:
Apart from that, what you put in your ultimate guide and how you design it is up to you.
If you didn’t know how powerful ultimate guides are already, here’s why you should start creating them right now.
The length, depth, and authority that go into ultimate guides make them a fantastic weapon in your SEO arsenal. The fact that they are so detailed means they should rank for a huge number of keywords. Including internal links to your other blog posts boosts their rankings, too.
A big, in-depth resource like an ultimate guide can be a fantastic source of links. Not only can you use it to go out there and request a backlink as part of your link-building process, but other sites naturally start linking to an authoritative resource, too. So much so that your ultimate guide can continue to attract links for years to come.
There are few pieces of marketing collateral better at positioning your brand as an authority in your industry than an ultimate guide. This is your opportunity to showcase how much you know about your subject to the world and go above and beyond what has previously been written about your topic.
Picking a topic can be a huge stumbling block for many aspiring writers. Don’t get bogged down overthinking it, though. Here’s how you can find the perfect topic quickly.
This first point is obvious, but it needs to be said. You need to know your topic inside and out if you want to write an excellent guide. That doesn’t mean you can’t use a freelance writer to help you out, but you should give them a thorough brief and create the outline of the guide yourself.
Not every guide needs to be written with the express purpose of ranking in Google, but it can seriously help drive traffic and generate customers. That’s why I recommend you enter your topic ideas into a tool like Ubersuggest to see the keyword volumes of the main topic and the volumes of every other related keyword.
Don’t just pick the topic that has the main keyword with the highest search volume, however. You may find another topic has so many more related keywords that it could actually generate more traffic overall.
Ultimate guides are successful when they’re written about trending topics. When people are excited about a topic, they want to consume all the information they can find about it. Your guide should be a part of that, too.
That’s not the only reason you want to focus on what’s trending, though. The newer your post is, the better it might do in search results if someone is searching by posts made within the last week, month, and so on.
With your topic picked, it’s time to get to work creating your guide. Here’s how I recommend you go about it.
Even if you’re an expert in your field, you’ll still want to read blog posts on your topic before you start writing. Doing so will help you understand the level of content currently out there, the common threads writers pull, and the things you need to mention.
Pay attention to the results that Google serves up, too. You’ll find that specific formats are more popular than others, and you’ll want to try to mirror these when it comes to writing your content.
While you’re reading other people’s content, make a note of everything that’s missing from the posts. If you’re writing a how-to post, be sure to go through the steps yourself after reading posts by others.
Then, jot down things you notice during the process that others might have missed or not explained thoroughly. It also might help to sit down with someone who is unfamiliar with your topic and see what questions they come up with.
You can write an ultimate guide off the back of your expertise alone—but you can make it stand head and shoulders above everyone else’s content if you conduct your research.
For some, this is a case of canvassing their colleagues and contacts for their opinion on a certain topic. Others might want to commit to more detailed research and partner with a market research company that’ll carry out a study on their behalf.
The more effort you put into the research, the more valuable and link-worthy your ultimate guide will become.
To create your ultimate guide, simply combine the basics plus the additional details you found were missing from other posts and your research. This way, people coming across your guide as the first piece of content they have read about a topic will get all of the basic information, and people who have read many other guides will be wowed by all of the missing pieces that you included.
An ultimate guide is no good if no one reads it. Considering the amount of time and energy you have spent on your ultimate guide, you owe it to yourself and your readers to promote it well. Do so by:
If you want to take your ultimate guide to the next level, bear in mind these four tips when writing.
You don’t have to be Hemingway to write a great ultimate guide, but take a lesson from Ernest regarding clarity. Short, clear, punchy sentences win out here, especially when writing thousands of words on your topic. Long, convoluted paragraphs may help you get your message across, but they’ll only cause the reader’s mind to wander.
Formatting will also help in this regard. Clearly labeled titles and subheadings will make your guide much more digestible. Short paragraphs will, too. Don’t forget that most of your audience will be reading your advice on a screen, so consider how they might skim it for the information they’re looking for.
One thing I sometimes find missing from other ultimate guides is good screenshots. Take yours using your account of the topic as opposed to generic stock photos. This will make it easier for others to follow along and visualize the process.
Once you have the basics and missing pieces down for your ultimate guide, look for some good examples of your tips in action. If you’re talking about creating great timeline cover photos, then include some examples from pages in different industries.
If you’re talking about using Pinterest to drive traffic, then link to top Pinterest users who are doing things right. Think about your target audience and find examples that they can easily relate to so they feel they must follow your advice to be successful.
There is a lot of advice out there suggesting you should take long posts and break them up into a series, so you can get people to come back to your website over and over again. However, I find that if someone hits a piece of content that says 101 Tips on ___, and the post only includes steps 1–20 with the promise of more to come, they move on to find everything they’re looking for elsewhere.
People want to consume information now, not wait for it. When they read the words ultimate guide, they’re going to expect to get everything in one chunk, so unless you are planning to write 5,000+ words on a topic, keep it in one piece.
There are a lot of great ultimate guides out there, but here are some of my all-time favorites.
If you’re looking to grow your startup, I’m pretty sure you’ll get a huge amount of value out of my ultimate guide on the topic.
With 12 chapters and virtually every angle covered, there’s no reason to read another guide before creating your logo.
If you’ve ever wondered why shoppers are leaving your website at checkout, this mammoth guide by VWO will answer all your questions.
Ultimate guides don’t have to be about marketing, as this guide by Eevi Jones proves.
While Tim Urban hasn’t called this an ultimate guide, you’re unlikely to find a more thoughtful or detailed blog post on picking a career anywhere online.
This blog post isn’t exhaustive by any means. If you want to dive deep into creating high-quality long-form content, then check out these five resources:
You don’t have to write your ultimate guide yourself. If you’re hiring a freelance writer to write your guide for you, here’s how you can create a spec they can follow with ease.
A top-level overview can help a writer quickly get to grips with the topic and goals of the ultimate guide.
Take the initiative and write an outline that includes all of the major points you want the writer to talk about. This makes sure all of the gaps you identified in other pieces of content get covered.
If improved rankings are one of your main goals, then highlight the keywords you’re aiming to rank for.
Where appropriate, make notes for the writer to help guide them. Alternatively, you can record yourself talking about the topic.
Highlight a handful of top-quality resources your writer can turn to for inspiration.
Expect an ultimate guide to take a fair bit longer to write than a standard blog post.
There isn’t a defined length for an ultimate guide, but most are at least 3,000 words in length.
You can use social media and email to get your ultimate guide in front of your target audience.
Absolutely. Ultimate guides offer a lot of value in terms of SEO and building your authority, so you should write as many as you can.
Ultimate guides can be used at any part of your funnel, but they’ll be most useful towards the top. They are great at attracting users into your funnel and converting them to email subscribers.
Follow the advice I’ve given above, and you’ll be on your way to achieving your content goals while sharing valuable insights about your chosen topic.
Have you created an ultimate guide on your website or blog? What other tips would you add to making your ultimate guide a success?
What separates the heavyweights of the search engine rankings from everyone else? That’s a question every good SEO constantly asks themselves as they look to outrank sites that seem to dominate Google for every relevant keyword (like Wikipedia or WebMD).
Unsurprisingly, these sites have more than a few things in common. It’s not just their age or authority either—factors that other sites can’t hope to match. There are plenty of similar qualities that help top sites stand apart from their competitors that you can copy and improve today.
Let’s review five of the most important and surprising factors and explain what you can learn from them and how you can use that to improve your own site.
Let’s get the least surprising commonality out of the way first. The top-ranked sites on Google all have a serious number of backlinks. As we all know, high-quality backlinks almost always mean high rankings.
Research from Backlinko finds the first result on Google has an average of 3.8 times as many backlinks as the rest of the results on the first page.
The big boys have it made when it comes to acquiring more backlinks, too. They continue to get more backlinks over time as a result of their position in Google.
Research by Ahrefs finds that the top three results generate more new referring domains than the rest of the pages on Google. Pages ranked first and second get significantly more new referring domains. Those pages ranking first get between backlinks at a faster rate of between five percent and 14.5 percent per month.
It’s not just a large number of backlinks that are important. They need to be high quality, too. What does a quality backlink look like? It comes from an authoritative domain, is placed within its content, and has topical relevance to your website.
Let’s say you have a car blog. A link from another high-ranking car blog carries more weight and is of higher quality than a link from a major health website because it’s much more relevant to your niche.
You shouldn’t discount internal links, either. The biggest websites (and news outlets in particular) almost always put a lot of effort into making sure every new piece of content links back to several previous posts.
Great internal linking makes it significantly easier for Google to crawl your website and index your information. The easier your site is to crawl, the more likely Google will find and rank your content. They may not have the same power as backlinks, but internal links can still result in higher rankings.
All this is to say that you need to build backlinks in a scalable way if you want your site to compete with the biggest brands in your industry.
Most top-ranking websites are well known for the quality of their content. Okay, some major sites don’t publish high-quality content all of the time, but every high-ranking site does produce exceptional content, at least some of the time.
Don’t forget, high-quality content doesn’t necessarily mean it’s longer or more detailed than everyone else’s. It might contain unique research that other companies can’t hope to copy. Or it could break a story. Or it could be designed better. Or it could go viral. There are lots of ways to create amazing content.
Doing so matters when it comes to SEO because high-quality content helps boost several ranking factors. It’s a magnet for backlinks, it reduces your bounce rate, and it should result in a higher clickthrough rate (CTR).
The top-ranked sites don’t just rely on the objective quality of their content, though. They also take steps to optimize it to perform better in Google. That means including keywords in header tags, throughout the content, in the page title, and in the URL.
Creating high-quality content isn’t easy, especially when there’s no objective way to determine how good your content is. That’s the job of your users. That being said, there are still steps you can take to make it more likely your users think highly of your content.
The first is to make sure it’s written by an expert. This is a pretty simple task for some top-ranking sites like media outlets. Journalists, by default, are experts on certain topics. However, there’s nothing stopping you from writing about your expertise or hiring expert writers, either.
You could even use a strategy adopted by some health websites, where content is written by a professional writer and then fact-checked by a medical professional. Doing so has the double benefit of having content written by an excellent writer while also being medically accurate.
Top-ranking sites on Google put a premium on the user experience and do everything they can to keep customers coming back. This means having a great design, high-quality content as discussed above, an intuitive layout, and a great browsing experience in general. Yes, some of the highest-ranking sites may serve up ads on their pages, but they don’t ruin your browsing experience with them or use intrusive popup ads, either.
A great user experience is one of the reasons these sites are top of Google, after all. Google announced that user experience metrics would be used to rank sites, beginning in 2021. How your site loads, what it looks like, and how users interact with it contribute to your rankings, along with other factors like HTTPS, safe browsing, mobile friendliness, and the presence of interstitials.
Google puts such a big emphasis on your site’s user experience because it aligns with its goal of giving customers the best possible browsing experience. The search giant finds over half (52 percent) of users will be less likely to engage with a brand after a bad mobile experience. So why would it rank you if you have a high bounce rate?
Improving your site’s user experience and aligning it with the experiences provided by the top-ranking sites won’t just improve your rankings; it also makes commercial sense. Ad network Ezoic generated a 186 percent increase in earnings per 1000 visitors by improving the UX of a publisher.
You’ve never had to wait for the New York Times to load, have you? That’s because top-ranking sites know the importance of delivering content as fast as possible. Page load speed has been a ranking factor for desktop searches since 2010, and Google announced it was also a ranking factor for mobile searches back in 2018.
Say it with me: A slower site means lower rankings.
You need to optimize for page speed if you want to mix it with the highest-ranking sites. It’s not so much about getting the edge over your competitors and making your site 0.1 seconds faster, however. It’s about having a site that’s fast enough to not impact the user experience negatively.
Research by Google finds over half (53 percent) of visitors abandon a mobile site if it doesn’t load in three seconds.
If you have a slow site, you won’t just get penalized for a poor load time. You’ll also get penalized for having a high bounce rate as users get fed up with waiting and choose a different site instead.
The easiest way to check your page speed is by using Google’s PageSpeed Insights tool. It will let you know how fast your site is, give it a score out of 100, and suggest improvements.
If you want to have a seriously fast-loading page, read my advice on getting a perfect score with Google PageSpeed Insights.
Have you noticed how some top-ranking sites have several pieces of content that all seem to approach the same topic from a slightly different angle? That’s because they understand the power of user intent and the value Google places on it.
Google wants to serve up the best and most appropriate content for each query. A big part of that is understanding what the user is trying to achieve from their search. Are they trying to learn something? Research a topic? Make a purchase? Google delivers different results for each intent.
For instance, Google shows e-commerce pages where it thinks the user is trying to make a purchase, but it serves up blog articles for information-related queries.
Knowing what type of content Google thinks users want to see is key to becoming a top-ranked site, because you’re much more likely to get ranked if you create content that matches the user intent for each target keyword. This is why so many top-ranking sites have similar content targeting the same topics: to catch every user intent.
It’s not simply a matter of informational vs. commercial, either. There are dozens of types of informative content that users may want to access. In some cases, it’s a listicle. For other queries, a video may be more appropriate.
Taking time to understand the user intent for each keyword or topic you’re targeting can yield serious results. Marketing SaaS CoSchedule saw a 594 percent increase in search traffic when they aligned content with user intent.
They all have a lot of high-quality backlinks, great content, an excellent user experience, a fast-loading website, and content that matches the user’s intent.
This is partly because of the quality of content but also due to the fact that they sit at the top of Google. This makes them an easy target for people trying to link to an authoritative source.
Better content can improve your rankings in several ways. High-quality content attracts more backlinks, but Google also rewards in-depth content and results in users spending a long time on the page.
Google wants to provide the best experience to its users. Part of that means sending them to sites that are easy to browse. It’s why user experience factors are now ranking factors.
Use the Google PageSpeed Insights tool.
Google the keyword you want to rank for and look at the pages that appear in the results. If all of the content has the same format, that’s the type of content you should create.
You can’t turn your website into a top-ranking site overnight. However, you can learn a lot from them and implement tactics they use to improve your site’s Google ranking. There are more than a few things they do in common, as you’ve learned.
Make sure you have a scalable system for generating backlinks, create high-quality content, focus on the user experience, ensure your site loads fast, and consider user intent when you create content.
Do these five things, and you could be well on your way to having a top-ranked site in the future.
What are you going to work on first?
Marketers create a lot of content. Yes, content is king, but that king is powerless without followers.
So, what’s the first thing that comes to mind when you want to reach a broader audience with your awesome new blog post?
Sharing on social media, of course. The massive audiences of sites like Facebook and Twitter make them some of the best sharing, but do you know how to optimize that outreach potential?
Open graph meta tags were designed to do just that. But what are they, why do they matter, and — most importantly — how do you use them?
Facebook introduced Open Graph in 2010 to promote integration between Facebook and other websites by allowing posts to become rich objects with the same functionality as other Facebook objects.
Put simply, it helps optimize Facebook posts by providing more control over how information travels from a third-party website to Facebook when a page is shared (or liked, etc.).
To make this possible, information is sent via Open Graph meta tags in the <head> part of the website’s code.
Now, other social media sites also are taking advantage of social meta tags.
Several other major platforms, including Twitter and LinkedIn, recognize Open Graph tags. Twitter actually has its own meta tags for Twitter Cards, but if Twitter robots cannot find any, Twitter uses Open Graph tags instead.
Social media sites are the major drivers of most of the web’s traffic. Consequently, the ability to harness the power of social meta tags is a vital skill for today’s marketers.
Most importantly: open graph meta tags can have a massive impact on conversions and click-through rates.
Have you ever shared a link on Facebook only to find that the thumbnail was missing, or there was a totally different picture than you expected?
Knowing just a little about Open Graph tags can help you tackle these problems and improve your social media marketing.
Adding Open Graph tags to your website won’t directly affect your on-page SEO, but it will influence the performance of your links on social media, so that means it’s worth looking into. Let’s take a look at the most important meta tags for Facebook and how to optimize them for better sharing.
Facebook has several open graph meta tag types. Let’s cover the different types, then I’ll cover how to use them.
As you might guess, this is how you define your content’s title. It serves a similar purpose as the traditional meta title tag in your code. In fact, if Facebook doesn’t find the og:title tag on your page, it uses the meta title instead.
Keep in mind that the text shown on a Facebook feed is in bold and extremely eye-catching. It must be compelling, just like a good post title.
There is no limit on the number of characters, but it’s best to stay between 60 and 90. If your title is longer than 100 characters, Facebook will truncate it to only 88!
<meta property=”og:title” content=”Your eye-catching title here” />
This is how you set the canonical URL for the page you are sharing. What this means is that you define one page that all your shares will go to. It’s useful if you happen to have more than one URL for the same content (for example, using parameters). Important note: URL provided is not shown on Facebook newsfeed, only domain is visible.
<meta property=”og:url” content=”http://www.yourdomain.com” />
This is how you describe the kind of object you are sharing: blog post, video, picture, or whatever. The list to choose from is long. Here are some examples:
You can see the full list of types here.
This tag is important if your page has a “Like” button and represents a real-life object (like a book or a movie). It determines if your content will appear in a user’s interest section of her profile in the event she “Likes” it.
In most cases, you will use the “website” value, since what you are sharing is a link to a website. In fact, if you don’t define a type, Facebook will read it as “website” by default.
<meta property=”og:type” content=”website” />
This meta data descriptor is very similar to the meta description tag in HTML. This is where you describe your content, but instead of it showing on a search engine results page, it shows below the link title on Facebook.
Unlike a regular meta description tag, it won’t affect your SEO. (So, don’t spend too much time figuring out how to sneak in keywords.) However, it’s a good idea to make it compelling because you want people to click on it.
You are not limited to a character count, but it’s best to use around 200 letters. In some cases, depending on a link/title/domain, Facebook can display up to 300 characters, but I suggest treating anything above 200 as something extra.
<meta property=”og:description” content=”Your entertaining and descriptive copy here, if your meta description is good, use it.” />
This is the most interesting Open Graph tag for many marketers because a picture always helps content stand out. This is how you ensure that a particular thumbnail will be shown when your page is shared. It can be very helpful for your conversion rates.
Make sure you set the og:image you choose, otherwise Facebook will show something stupid like an unwanted ad banner scraped from the page, or nothing at all (as below). We definitely don’t want that!
It’s important to remember that if your page is static and you don’t use any sort of content management system (CMS) (like WordPress), you need to change the og:image manually for each of your pages.
If your website is controlled with a CMS and you installed the relevant plugin, the og:image tags are assigned automatically for each page. Look for the list of plugins further down.
The most frequently recommended resolution for an OG image is 1200 pixels x 627 pixels (1.91/1 ratio). At this size, your thumbnail will be big and stand out from the crowd. Just don’t exceed the 5MB size limit.
If you use an image that is smaller than 400 pixels x 209 pixels, it will render as a much smaller thumbnail. It’s nowhere nearly as eye-catching.
Keep in mind that the picture you use as an Open Graph image can be different from what you have on your page.
Why wouldn’t you leverage that opportunity to stand out even more?
For example, if your title is good, but the picture you are using is not very exciting (not an infographic or a good-looking person, etc.), consider using an image with a good line or two of copy instead (see example below).
One thing you need to remember if you do this: lace your text, or the most significant part of it, in the middle of the image. This matters because Facebook trims the sides of thumbnails.
<meta property=”og:image” content=”http://www.yourdomain.com/image-name.jpg” />
The Open Graph tags above are the ones you really need to know (og:description not so much, but it is useful). There are other, more advanced, tags you can use to provide even more in-depth specifications.
To make life easier, Facebook has created a tool called Sharing Debugger. It has two very helpful functionalities.
First, when you type in the link you want to check, it returns any errors and suggestions for OG tags, if there are any. You also can check what the og:image looks like, what your description is, and so on.
Second, it clears the Facebook cache. Imagine this: you post a link to Facebook, but then you see a mistake in the thumbnail, so you go back to your site and adjust the OG tags, and you post it again on Facebook.
Probably, nothing will happen. The thumbnail will stay the same. This is because of the cache. The Facebook Sharing Debugger will refresh the cache on your links after any adjustments, so remember to use it each time.
Like Facebook’s Open Graph tags, Twitter Cards let you stand out from the crowd of tweets. They allow some additional content to be generated from your 140-character tweet.
This doesn’t show up on people’s feeds automatically, but it adds a little “View summary” button below the tweet.
When you click it:
It’s a tempting thing to click and provides a handy summary of the shared page—the Twitter Card. Surprisingly, not many sites take advantage of these tags. This is a big opportunity to make your tweets stand out in crowded Twitter feeds.
The best way to get them is to install one of the WordPress plugins. WordPress SEO by Yoast, mentioned above, does the job. If that’s not an option, ask your web developer and give him the ready-to-implement Twitter Card tags. Here’s how you’ll make them.
This required tag works in a similar way to og:type. It describes the type of content you are sharing. There are 7 options to choose from: summary, photo, video, product, app, gallery, and “large version” summary.
Depending on the type of content you choose, the link at the bottom of your tweet changes. You can get “View summary” for summaries, “View photo” for photos, etc. If this tag is not set, Twitter reads your link as a “Summary” by default.
<meta name=”twitter:card” content=”summary” />
This basically does the same thing as its OG counterpart. You specify the title for your article that will show up in bold. It’s smart to avoid repeating the same text you have in your tweet. Make the most of the space provided and let the two pieces of copy play on each other to reinforce the message. Use up to 70 characters.
<meta name=”twitter:title” content=”Your title here” />
Use this tag to write a descriptive lead to the page you are sharing. As with Open Graph tags, don’t focus on keywords because they won’t matter for your SEO. Create compelling copy that nicely complements your tweet and the title. Twitter limits this part to 200 characters.
<meta name=”twitter:description” content=”Your 200-character description here” />
This sets the canonical URL for the content you are sharing. (For more information, review the description for the equivalent Facebook Open Graph tag above.)
<meta name=”twitter:url” content=”http://www.yourdomain.com” />
Yes, you guessed it. This is how you set the picture to go with your tweet. Twitter allows two options, a card with a smaller or a larger picture.
You decide which one you want in the type tag. If you go for the large option, make sure it has a resolution of at least 280x150px and that the file size is not more than 1MB. You can consider using the same trick as with the Facebook thumbnail: add some text to the image to boost the message.
<meta name=”twitter:image” content=”http://www.yourdomain.com /image-name.jpg” />
Keep in mind that, before you can fully benefit from Twitter Cards, you need to request approval for your page from Twitter. Fortunately, this doesn’t take much time and can be done easily using their Card Validator. Once you get approval, Card Validator serves exactly the same purpose as the Facebook Sharing Debugger, allowing you to check your links before you commit.
Just like with Facebook, there are plenty of plugins available for implementing Twitter Cards. Here are a few:
How do you implement OG tags? Basically, they belong to the <head> part of your page’s HTML. If you don’t manage the code, you’ll need to ask your web developer for help. You can prepare the whole package yourself using the tips above to save his valuable time.
If you are using WordPress, just install one of the plugins that neatly implements the code for you. I like to use WordPress SEO by Yoast, but there is an official Facebook Plugin and others to choose from.
Here are other OG plugins/extensions/add-ons for:
The final code for both Facebook and Twitter should look more-or-less like this:
It might seem a bit confusing, but luckily there are several tools that make the process easier — you don’t need to know how to code.
It’s surprising how few people optimize these tags. It’s worth doing because it helps you stand out and draw more clicks and views, and it can even help improve your SEO —all things that lead to more profit.
Have you implemented open graph meta tags? How has it impacted your site?
Clickbait has gotten a bad rap in recent years.
In the age of misinformation, people are hesitant to make sensationalist claims—and rightfully so.
When done right, though, clickbait is one of the most effective ways to get people’s attention and drive traffic towards your content.
What’s important is once you get them to your site, you offer more than just a catchy headline.
In this post, we’ll explain why clickbait works, how to do it ethically, and why you should be using more of it.
Clickbait is any content written to attract clicks. It can include any web content, from news articles to blog posts, infographics, videos, interviews, and more.
Clickbait content usually contains:
Although widely attributed to online media, this type of content has been around since the dawn of print journalism. In the 19th century, when newspapers were fighting for circulation numbers, they found the best way to attract new visitors was using catchy headlines to entice readers.
Here’s an example from a 1913 version of New York World, a newspaper run by the infamous Joseph Pulitzer. As you can see, every headline is attention-grabbing, emotional, and aimed at hooking a read at first glance.
Fast forward to the 21st century, and catchy newspaper headlines have transformed into catchy blog titles.
With the introduction of SEO, and more brands wanting to increase traffic to their websites, clickbait titles had a mainstream resurgence.
Brands such as Buzzfeed, Upworthy, and Gawker began publishing popular listicle content like: “27 Famous Actors Who Tricked You Into Thinking They’re American” and “6 songs that seem romantic but aren’t, and one that seems like it isn’t but is.” This content was widely successful, primarily due to the popularity of social media and the virality of relatable content.
These days, it is used in almost every type of digital content, from “15 Marketing Tools You Need to Dominate Your Social Strategy” to “The Secret Behind My 1,866,913 Monthly Search Visitors.”
Clickbait content can be anything, from blogs to videos, news articles, ads, and beyond.
The most common types include listicles, how-tos, and blog posts that capitalize on trending topics.
Here are a few examples of common headings:
Clickbait headlines can also be used on video platforms like YouTube. You’ll see an example of this below.
Clickbait often gets a bad rap online, mostly due to allegations about misleading content.
That being said, there are so many ways to leverage it ethically without misleading your readers.
It works because of its ability to tap into genuine human emotion and curiosity.
This is called the curiosity gap and it is the psychological feeling of wanting to know more.
Most clickbait titles are structured to make the reader think they will learn something new by clicking on the link.
The important ethical note is to offer real value within your article, not simply using a misleading headline to get page traffic.
Clickbait is also an important part of measuring online success.
If no one clicks on your blog, then you lose the opportunity to talk to thousands of potential customers.
If you want to expand your reach, then you want more clicks. If you want more clicks, you need to build a strategy to get them.
That being said, you don’t need to resort to sensationalism to do this.
Instead, think about the goals of your audience. Our blog, for example, teaches readers about digital marketing techniques. While we may use catchy headlines, such as “The 10 Ingredients of Great Content Writing” or “19 Strategies That’ll Help You Become an Influencer,” we offer actionable information within those blogs that help our readers achieve their goals.
When using clickbait strategies, focus on your customer pain points and create content that will educate and excite them.
If your headline matches your content, you can avoid audience backlash.
While clickbait can be a successful digital marketing strategy, it can also hurt your brand if done wrong.
Many social media sites and search engines have added rules to their policies to discourage the use of sensationalist or misleading content.
Google’s policy prohibits “Ads that use clickbait tactics or sensationalist text or imagery to drive traffic.” This can include:
On Facebook, clickbait articles will show up lower in News Feeds and repeated sharing can result in page restrictions.
It’s also important to avoid misleading clickbait on your website, as it can damage trust in your brand.
Ultimately, success comes down to two things:
Now that you know how to use clickbait ethically, it’s time to implement these strategies into your content marketing.
Here’s how to get started:
Now that you know what not to do, let’s take a look at some clickbait strategies done right.
When Shopify and Google teamed up to promote Shopify Premium plans, they knew the best way to get people interested was to offer them something in return.
Everyone loves the word FREE!
Smartwatch brand Blocks also leveraged clickbait headlines in its Kickstarter campaign.
By using numbers, Blocks displays the high worth of its product, public trust in the campaign, and scarcity.
Not only will users who read this headline trust a large community supports Blocks, but they will also feel motivated to act immediately before the campaign ends.
Another great example of clickbait in ads comes from One Smart Penny, a financial advice blog.
In their ad, they use the curiosity gap, by alluding to a secret you’ll only find out if you read the blog. They also leverage the power of celebrity with a feature by Barbara Corcoran, which brings an element of social proof to the ad.
Ready to start writing your own? Follow these steps to write a great headline that drives clicks.
Leveraging popular trends and news is a great way to engage your users.
By setting up Google Alerts for trending or viral topics, you can stay ahead of your competition and be the first to break the news to your audience.
Pair your trending headlines with relevant keywords to boost your SEO.
Numbers are a time-honored blogging trend that increases reader engagement.
Numbers in blog titles are effective because they show your readers there will be actionable steps to follow and the content will be easy to scan.
Because online users are looking for quick, efficient information, they prefer content they can easily access and ingest.
Numbers also imply the presence of a listicle, which are often the most shared blog types on the internet.
Offering immediate value is a great way to encourage clicks on your post.
You can offer physical value through discounts, free products, consultation services, and more. Or, you can offer something less tangible, such as a secret or an industry trick.
When using this clickbait strategy, be sure to follow through with your promise in your post.
No one wants a misleading headline, and if you don’t seem trustworthy, you’ll lose your audience’s attention.
One of the best clickbait strategies is to use a teaser in your headline.
By suggesting the reader will find something they don’t already know in your post, you’re leveraging the curiosity gap and creating immediate engagement.
A teaser can be a number of things, from “The X things you wish you knew…” or, “You’ll never guess what ____ did in Paris”.
As we said before, be sure to follow through with your teaser in the body of your post to avoid annoying your audience.
Neither. It is a powerful marketing strategy if used correctly. There’s nothing wrong with encouraging clicks on your post, as long as you’re offering value to your audience that goes beyond the headline.
The goal is to grab a user’s attention and encourage clicks on your content.
Yes, though it is different now. Because of the prevalence of misinformation online, many entities now have regulations in place to discourage misuse of clickbait headlines. Yet there are still ethical and productive ways to use this tactic.
It works in our curiosity gap and piques our interest in topics or news.
Although it often gets bad press, clickbait is an important marketing strategy that can help improve traffic to your content or website.
When using this strategy, it’s important to be ethical and not mislead your users or capitalize on negative content just to boost your views.
If you believe in your content and think it will benefit your users, then there’s no reason to feel bad about crafting enticing titles.
What is your favorite kind of clickbait headline?
Customer satisfaction is crucial to the success of your business. No matter how innovative your product or competitive your pricing, if your customers are ultimately unhappy, they’re not going to stick around.
As such, it’s no surprise 45.9 percent of businesses surveyed in 2020 named customer experience as their number one priority over the next five years:
What exactly do we mean by “customer satisfaction?” Why is it so important, and what can you do to improve it? Read on to find out.
Customer satisfaction is a measure of how people feel when interacting with your brand. It can be influenced by any number of factors, such as:
Every brand, no matter how successful, wants to improve customer satisfaction. To do that, they need to define two things:
Part one isn’t as simple as it sounds. Let’s take the example of a hospital. It might have two distinct customer bases:
Clearly, those two audiences have very different goals, and keeping them happy requires two vastly different approaches. To make matters even more complicated, satisfying one audience may sometimes be detrimental to the other’s happiness.
Customer satisfaction is more than just a “nice to have.” Getting it right has specific, tangible benefits, including:
Never take your customers for granted.
According to PwC, 59 percent of U.S. consumers who love a product or brand would ditch it after several poor experiences. More concerningly, almost one in five would do so after a single bad experience.
On the flip side, if you do everything in your power to keep customers happy, it stands to reason they’ll be more likely to stick around for the long term.
According to Edelman, 81 percent of consumers say brand trust is a deal-breaker or a deciding factor in their purchase decisions.
Yet trust is pretty thin on the ground, with just 34 percent of consumers saying they trust most of the brands they use or buy from.
How do you make your brand more trustworthy? One way is to improve satisfaction. According to a study from Eastern University Sri Lanka, customer satisfaction logically precedes customer trust; those two things rarely exist in isolation.
Word-of-mouth marketing is extremely valuable.
To give just one example, 87 percent of consumers read online reviews for local businesses in 2020, up from 81 percent in 2019.
Unfortunately, consumers are significantly more likely to share negative reviews than they are positive ones. According to American Express, U.S. consumers tell an average of 15 people about bad experiences, whereas they only share good experiences with 11 people.
In other words, it’s a numbers game. You know consumers are naturally less inclined to shout about the good stuff you do, but if your customer satisfaction is high, you’re well placed to reap the benefits of word-of-mouth marketing.
We already know satisfied customers are more likely to tell their friends and family about your brand, which in turn gets you in front of a wider audience.
However, did you know those satisfied customers will also spend more?
According to the same American Express survey referenced above, U.S. consumers are prepared to spend 17 percent more if a brand delivers excellent service.
What’s more, 84 percent of companies that improve customer experience report an upturn in revenue.
It’s not enough to simply hope your customer satisfaction will improve. You need concrete plans to drive it forward, backed by robust data. To do this, you need to gather customer feedback through polls, surveys, and feedback sessions. Here are three types of feedback to collect to help you measure customer satisfaction and examples of questions to ask.
It can be helpful to gauge a customer’s general opinion of your product or service before drilling down into the specifics. Positive answers indicate they are happy with their purchase decision, while negative ones suggest they have some degree of buyer remorse.
Example question: Overall, how satisfied are you with [Product X]?
Given the close ties between customer satisfaction and loyalty, it makes sense to use a customer’s repeat purchasing plans to measure their general happiness. Consumers who say they are likely to buy again may also be more likely to leave positive reviews or share their experience with friends and family.
Example question: Will you shop at [Company X] again in the next month?
NPS customer satisfaction surveys are centered on a single question about whether or not the customer would recommend a given brand or product. This sort of feedback allows companies to understand whether the user’s experience aligns with their expectations.
Example question: Would you recommend [Company X] to your family and friends?
Data is the key to improving customer satisfaction.
However, data alone can’t transform your customers from unhappy to loyal. You have to focus on gathering data effectively, then use those insights to take action. Follow these three steps to make it happen:
Surveys play a key part in your quest to improve customer satisfaction, so the feedback you generate must be useful.
Unfortunately, there are no guarantees. Even if your survey is perfect, customers don’t always tell the truth about how they feel. What’s more, they might make mistakes when completing your survey. In either case, you’re not getting a true picture of customer satisfaction.
However, there are some proactive steps you can take to generate more impactful feedback.
Concentrate on keeping your survey as short as possible to capture more responses. Research from SurveyMonkey shows completion rates drop off when surveys contain more questions:
Surveys containing ten questions have an average completion rate of 89 percent, dropping to 79 percent for 40-question surveys. It may not sound like much, but it means if you’re surveying 1,000 customers, you’ll get 100 more responses from the 10-question version.
In other words, if a question doesn’t have the potential to yield unique insights, it shouldn’t be in your survey.
Also, it pays to remember the purpose of polls and surveys isn’t to “cook the books.” You’re not trying to earn artificially high scores by confusing or manipulating respondents.
Instead, you’re trying to get an accurate picture of what customers actually think about your brand. Avoid leading or loaded questions, which attempt to steer people toward a certain answer. For instance:
Customer surveys will only get you so far, because they only gather opinions from the types of people who are happy to fill in surveys—which might exclude a huge chunk of your audience.
For a more accurate view of customer satisfaction, keep a close eye on social media, too. Tools like Linkfluence and Mention help monitor brand mentions and conversations relevant to your company and product. They even use machine learning to assess the sentiment of those mentions.
This gives you access to a broader customer pool than potential survey respondents and ensures you’re on hand to help customers when they need it.
Once you’ve gathered a bunch of feedback, it’s time to take action.
One of the biggest challenges is to identify an effective, repeatable way to prioritize those actions. After all, it’s unlikely every customer wants the same thing. Some might be asking for faster shipping; others might want a slicker checkout experience.
Transparency is key. Most consumers are pretty reasonable, and they understand you have finite resources. Make it clear you’ve heard their feedback and, if the demand exists, you’ll work on a fix.
LEGO has come up with an ingenious way to do this. It created a dedicated site, LEGO Ideas, where brick-building fans can submit product ideas. If an idea gathers 10,000 votes from the community, it’ll be considered for production.
Looking for inspiration to level up your customer satisfaction? Check out these three examples of brands that are rocking it:
Tech giant IBM was named the number one company for customer satisfaction in the latest Drucker Institute Company Ranking. Its success stems from its customer-centric approach to software development, which involves making decisions based on the goals and ambitions of end-users, not just how they use a specific tool.
Speaking to Harvard Business Review, IBM’s VP of Platform Experience Charlie Hill explained: “We want to bring our design thinking muscles to explore and play with how the user’s experience could be better in the future.”
Put your customer first. Whether you’re selling a piece of software or a pair of shoes, think about what problems brought them to you in the first place, and what success looks like to them.
Ranked top of the American Customer Satisfaction Index across all industries, Chick-fil-A stands out thanks to its superb in-restaurant customer service. Its staff is regularly named the friendliest of drive-through brands, and they also outshine the competition on order accuracy.
This is no easy feat when it’s up against huge global names like KFC, McDonald’s, and Starbucks.
Invest in your people. Whether they’re dealing with shoppers in-store or helping them online, their professionalism and courtesy have a huge impact on your customer satisfaction rating.
Grocery chain Trader Joe’s has an NPS score of 62. For context, the average score in the grocery niche is 24. The brand stands out by truly going the extra mile for its customers. In one famous example, a Reddit user told how the chain broke its “no deliveries” policy to help out an 89-year-old who was snowed in during the holidays. The comments on that viral post are littered with other Redditors recounting their own experiences of receiving superb service from Trader Joe’s.
Give your team members a degree of autonomy to delight customers. It should be quick and easy for them to get signoff on the sorts of small, spontaneous acts of kindness that can make the biggest difference to consumers.
This is how you measure your customers’ experience to see if it meets or falls short of their expectations.
Growing companies are more likely to prioritize customer success than companies that don’t have a growth mindset.
Customers trust recommendations from others and look at reviews before deciding to convert with a business. High satisfaction means a customers is more likely to recommend your business and leave a positive review.
High customer satisfaction can increase brand loyalty and trust.
To satisfy your customers, you need to understand what they want. Collect data through surveys, polls, and feedback sessions, and monitor brand mentions through social media.
Unhappy customers are unlikely to keep buying from your brand. What’s more, they’re highly likely to tell people about negative customer experiences through reviews, social posts, and word of mouth, which can damage your reputation.
Customer satisfaction is crucial to your business, regardless of your product, industry, or niche. You must make it a priority. That’s true today, and will only increase in importance in the years to come.
Collect, analyze, and use data on customer satisfaction for every stage of your sales funnel, every interaction, and every product launch. Pick and choose your moment, of course, as no one wants to be inundated with surveys all the time, but no area is off-limits for selectively surveying and asking for feedback.
That’s how you improve, grow, and turn your customers into your biggest marketing asset.
What factors do you think are most important to improving customer satisfaction? Let me know in the comments below:
Are you searching for new audiences to tap into to grow your base?
If you answered yes—and, let’s face it, all marketers are looking for new audiences—then you’ve come to the right place.
The platform offers marketers a unique opportunity to further brand recognition and grow their follower base in a somewhat unconventional form.
Part blog-host, part social platform, Medium provides writers with a unique mode of connection with their audiences.
The platform has over 400,000 paying subscribers ($4.99 per month or $50 per year), which should make Medium attractive to marketers from size alone.
Read on to learn how marketers can take advantage of the unique capabilities of this platform and why you should consider giving this content platform a whirl.
Self-identifying as the “YouTube of writing,” Medium offers writers of all kinds (poets, journalists, comic artists, etc.) space to share their work with a vast audience and get paid in the process.
The platform averages over 200 million views a month, making it a hot destination for the web’s readers. With over 100,000 writers actively using the platform, it could be an excellent destination no matter what kind of content you create.
Wondering how these writers get paid? While there is the option to write just for the sake of sharing ideas with no payment, they can also join the Medium Partner Program (MPP) and just get going!
Unlike other writing opportunities, which typically pay by the word or the hour, MPP members are paid based on the amount of time paying subscribers readers spend reading their articles. They also get a small commission if a non-paying member subscribes within 30 days of reading their articles.
And while this is all well and good for writers, your marketer brain may have snagged on that 200 million monthly views.
How can marketers take advantage of this unique audience willing to pay to gain access to the platform?
The answer is simple: advertise on Medium.
“Advertising” on the site is, in a word, unusual.
While the term “advertise” may conjure images of paid search and skyscraper banners, Medium doesn’t allow conventional advertising. While companies can’t promote products, they can harness the unique platform to grow brand following and exposure.
Understandably, and especially since making money isn’t guaranteed, this may sound like the soundly disliked idea of “creating for exposure, not payment.” I suggest switching your way of thinking on this one: Rather than this being an opportunity to sell your stuff, you’re selling your brand and building trust.
People are, frankly, tired of constantly having ads thrown in their faces. Reading an article that may hint at your brand’s goals (perhaps by using subtle embedded links) but focuses on helping or even entertaining them in other ways may draw attention to your brand in a less pushy way.
The platform rewards content visibility purely on the strength of writing, using a unique algorithm that considers post reach, likes, and comments. Plus, everything posted gets indexed by Google, which is a boon to your search engine optimization (SEO).
While we’ve briefly discussed the rationale of sharing content on Medium to share your reach and grow your audience base, there are several other benefits for harnessing the platform’s power:
In short, starting a content stream on the site could improve your audience size, strengthen your SEO strategy, and drive more clicks to your website.
Medium intends to make people engage their minds, not their wallets, so there are rules about what you can and can’t publish on the site.
In addition to pretty standard rules against harassment, hate speech, and doxing, the platform includes some additional rules that posters must adhere to.
The site has recently taken a firm stance against duplicate content, prohibiting:
Much like any other content platform, there are best practices content creators should keep in mind.
As you begin building your Medium content strategy, be sure to follow these best practices and be mindful of the rules to help ensure content success.
Now that we’ve covered the benefits of creating content on the platform, let’s discuss how to start a publication on the site.
Select your picture in the top right-hand corner of the screen, then navigate to and select “Publications.”
Look near the top right of your screen and click the “New Publication” button.
Fill out all information the site and readers need to know about your publication.
When adding your publication’s name, think beyond your business’ name and consider options that may resonate in your industry. A publication avatar is required, and it shows up in all previews of your content. So, choose wisely.
In addition to adding your email address and social profiles, you can (and should) select up to five relevant tags, allowing your work to be discovered by interested parties.
In this infinitely editable space, include people with posting power on your publication.
Your homepage is infinitely customizable, allowing you to change colors, header layout, background images, and much more.
While there are other strategies for tracking your analytics on Medium, the platform offers metrics to help you track your content’s performance.
You can view your metrics by clicking your profile picture and then “Stats.”
From there, you can access a ton of metrics that could provide insight into your content. These include:
By assessing these metrics, you can track individual pieces’ performance and gain a better understanding of your audience. You can then tailor your content to appeal to that audience or adjust your content strategy to appeal to a different group of individuals.
Sharing your first piece of content is just a few steps away. Here’s how to post and optimize Medium content:
To begin, select your profile picture from the top right-hand corner and choose “Write Story.”
Select the + button from the left side of the post and then click the “Camera” button to upload a pre-saved image.
Navigate to a new line of your story and paste the URL of the content you want to embed, then press “Enter.”
Select the “Publish” button in the top right-hand corner. From this menu, schedule your post, add tags, or adjust your title and subtitle.
After you’ve made the necessary changes, choose “Publish now” to make your story available.
Not a dime! Starting your publication on Medium is free.
Yes, though remember: This is to subscribe, not write. Although you needn’t subscribe to write, subscribing allows you to read work from a diverse population of writers and may provide a unique perspective into popular industry topics and competitors’ work.
Medium’s Partner Program was created to pay writers and ensure wider post-distribution across the platform. Writers are compensated by how engrossed members are by their work: The more members read, the more writers learn. In addition, the site distributes a portion of every subscription fee to the writers their individual subscribers read most frequently each month.
Medium offers publishers a robust metrics view, including:
-views by traffic source
-internal vs. external views
As with all content platforms, be sure to follow Medium-specific best practices, with a particular eye towards ensuring your content doesn’t sound too promotional.
As you begin to familiarize yourself with the tools offered, you’ll likely become more adept at targeting audiences that may be interested in your content through the tagging tools and other strategies.
What’s the best piece of content you’ve seen on Medium?