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How to Add AddThis Analytics in Google Analytics?

November 22, 2022 No Comments

AddThis is social share widget that allows your visitors to easily share your content with others via email, social networks etc.

Add this has it’s own analytics that allows you to see what social share option e.g. Facebook, email, etc are visitors using. However, since you are already using Google Analytics, won’t it be nice if you can see your reports right within you Google Analytics reports.  That’s exactly what AddThis and Google Analytics integration does.

Add Google Analytics AddThis Integration

You don’t need anything fancy in Google Analytics.

  1. Create an account at AddThis
  2. Get your code
  3. Add following lines of code within your add this code
  4. <script type=”text/javascript”>
    var addthis_config = {
    data_ga_property: ‘UA-XXXXXXX-X’,
    data_ga_social : true
    };
    </script>

Here is full sample code:

<!– Google Analytics BEGIN –>
<script type=”text/javascript”>
var _gaq = _gaq || [];
_gaq.push([‘_setAccount’, ‘UA-xxxxxxx-x’]);
_gaq.push([‘_trackPageview’]);

(function() {
var ga = document.createElement(‘script’); ga.type = ‘text/javascript’; ga.async = true;
ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js’;
var s = document.getElementsByTagName(‘script’)[0]; s.parentNode.insertBefore(ga, s);
})();
</script>
<!– Google Analytics END –>

<!– AddThis Button BEGIN –>
<a href=”http://addthis.com/bookmark.php?v=250″>
<img src=”http://s7.addthis.com/static/btn/v2/lg-share-en.gif” width=”125″ height=”16″ alt=”Bookmark and Share” style=”border:0″/>
</a>

<script type=”text/javascript”>
var addthis_config = {
data_ga_property: ‘UA-xxxxxx-x’,
data_ga_social: true
};
</script>
<script type=”text/javascript” src=”http://s7.addthis.com/js/250/addthis_widget.js#pubid=gapremium”></script>

Here is what you will see in Google Analytics

GA Premium


15 Best Apple Watch Accessories (2022): Bands, Chargers, Cases, and Screen Protectors

November 21, 2022 No Comments

You finally caved and bought one. These are our favorite straps, screen protectors, chargers, and cases to go with your smartwatch.
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Identifying an Effective B2B Target Market for Ads

November 21, 2022 No Comments

There’s a very popular term in the world of marketing that goes something like, “talking to everyone is talking to no one.” This maxim is particularly true in the overly competitive B2B world, where the ability to understand exactly who you are targeting with your marketing streamlines your efforts.

Make your marketing strategy more effective by tailoring your communications and materials to the right audience. This process involves refining how to speak to them in a way that resonates. Do you know how to tailor your output to their needs and desires? Can you hone your products and services to whatever it is your target customers want?

Read on for our simple tips to position yourself correctly in the market and attract more customers. Stop targeting everyone, everywhere today!

Understanding Your Product or Service’s Need

Choosing a target market is all about speaking to the people who are actually likely to invest in your products or services. The vital question is, how do your products or services help your customers solve their problems?

Discover the answer by listing the primary features of your product or service. Highlight the benefits of each and reverse engineer the issue they solve. For example, if you are selling a form of automation, you are working to save your customer time.

This list of benefits is the first step in identifying your target market. The second step is to think about who might benefit from those features. In the example above, your target market is companies with time-consuming manual processes. Once you’ve identified your brand’s benefits and their intended market, tailor your communications and landing page to ensure an effective sales funnel. Need help creating landing pages? Use a landing page platform that offers 500+ customizable templates built to help you increase your advertising conversions.

What Does Your Current Customer Base Look Like?

You already have some very helpful information that will tell you a lot about the audience you should be targeting: your current customer base. The people that already buy from you likely have something in common, and this commonality is important to identify. Armed with this information, you can engage in marketing strategies like creating B2B Facebook ads that actually convert.

Learning about your customers can be done in a number of ways, including:

  • Talking to them directly
  • Running surveys to gather more information 
  • Looking at sales, customer relationship management (CRM), or other data
  • Assessing social media profiles

When learning about your customers, keep an eye out for any similar characteristics, locations, interests, and industry similarities. Collate the parallels and rank them based on which customers are most profitable.

Understanding Your Competition

No matter what business activity you are trying to master, a good understanding of your competition is vital. This understanding is particularly relevant when trying to discover your target audience. Which businesses are your competitors targeting? Identify around five of the biggest brands in your industry, then look at the business types they are targeting.

Do they aim their products and services at small businesses? Locals? Marketing or finance departments? Chances are they have done some legwork to figure all of this out, so save yourself time and effort by following their blueprint. Identify who they are targeting and be sure to look for audiences they might have overlooked. Larger organizations will have higher budgets so while you follow their lead, keep an eye on the sectors that they aren’t targeting.

Deep Dive Into Your Data

If you are a copywriter, you need a great copywriting portfolio; if you are a B2B marketer, you need amazing data sets. While high-level information about your audience is helpful, you will likely see better results if you get a deeper understanding of the types of people your product or service can help.

Start with an overview of a potential target market, then dive into the psychographics of your customers. This includes the personal characteristics of your audience, such as personality, values, hobbies, behaviors, and lifestyle. Identify the similarities in these aspects and the type of business they have and then determine how your offerings tie in with their marketing persona.

Consider which features of your products or services are the most appealing and beneficial to these types of people.

Your Perfect Customer Persona

All of the information you find from the methods above gives you the ability to create the ultimate customer persona for your business. The more in-depth you get with your customer persona, the easier it is to create tailored marketing communications and design better products and services to suit their needs.

Make sure your customer persona includes demographic and psychographic information to gain an accurate picture of the types of people and businesses you should speak to. Match this information with creative automation, the process of automating parts of the production of creative assets, and you’ll save time on your marketing strategies while also making them more effective. 

How Best to Contact Potential Buyers?

Now that you are armed with all this helpful information, how do you reach the customers you identified? There are obviously many channels. Paid ads, social media, and even the simple yet effective B2B email marketing strategy.

While there is no single correct answer, the demographics you’ve uncovered will point you in the right direction. Perhaps there are social media groups that target the personas you have identified. Maybe you can write helpful FAQs that target gaps in certain industries to demonstrate your brand as an authority in your field. Whichever option you choose, the deep dive you’ve taken into your customers will reveal the best places to find them.

Market Smarter, Not Harder

Spend a little extra time and effort on the above actions and you will see marked improvement in your marketing reach. Read our article about social media advertising tips to hone your communications even further. The more time you put into your marketing planning, the greater the outcomes will be!

As always, our Hero Blog is a helpful resource where you can further your knowledge, hone your strategies, and get more from your marketing efforts.

The post Identifying an Effective B2B Target Market for Ads first appeared on PPC Hero.

PPC Hero


This MSCHF Puzzle—and the Chance of $2 Million—Brought My Family Closer

November 20, 2022 No Comments

Every MSCHF puzzle offers a potential cash prize for players. It’s infuriating—and 100 percent worth it.
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Are these SEO rookie mistakes costing your search rankings?

November 18, 2022 No Comments

Are these SEO rookie mistakes costing your search rankings

30-second summary:

  • SEO has increasingly become a key area of practice for businesses to gain visibility, however, if done wrong can stagnate or even sabotage your online visibility
  • From optimizing your website for the wrong keywords to putting too many keywords in the meta keywords tag or creating lots of similar doorway pages
  • We have listed the most common SEO mistakes to avoid and be future-ready

Through SEO, marketers can improve their websites’ rankings in Google’s search engine results pages (SERPs) and thus reach top results.

While doing SEO, however, there are some common SEO mistakes to keep away from. In case of committing any of these mistakes, marketers might end up harming their search ranking and reputation.

Below are seven of the common mistakes that you must avoid.

SEO Mistake #1: Optimizing your site for the wrong keywords

The first step in any search engine optimization campaign is to choose the right keywords for which you should optimize your site. If you initially choose the wrong keywords, all the time and effort that you devote to trying to get your site a high ranking will go down the drain. What good will the top rankings do if you choose keywords which no one searches for, or if you choose keywords which won’t bring in targeted traffic to your site?

The good news is that there are some warning signs that say you’re maybe optimizing for the wrong keywords. Amongst these, we find the following:

According to Neil Patel, an SEO expert, and co-founder of Crazy Egg and Hello Bar:

If you go about optimizing site content for every keyword you can think of, chances are, you won’t rank highly in search engine results pages.

Worse, you’ll experience a high bounce rate, because search engine users who eventually find your web site will leave without doing anything that you want them to do.

….In fact, not optimizing site content for the right keywords will cripple your search engine rankings.

SEO Mistake #2: Putting too many keywords in the meta keywords tag

We often see sites that have hundreds of keywords listed in the meta keywords tag, in the hope that will get a high ranking for those keywords.

Nothing could be further from the truth. Contrary to popular opinion, the meta keywords tag has almost completely lost its importance as far as search engine positioning is concerned. Google does not use keyword meta tags directly in its rankings.

Hence, just by listing keywords in the meta keywords tag, you will never be able to get a high ranking. Since there is no correlation between the keywords you stuff into a Meta tag and your search engine rank. To get a high ranking for those keywords, you need to naturally add the keywords to the actual body content on page.

SEO Mistake #3: Repeating the same keyword too many times

Another common mistake that people make is to endlessly repeat their target keywords in the body of their pages and in their meta keywords tags.

Because so many people have used this tactic in the past (and continue to use it), the search engines keep a sharp lookout for this and may penalize a site that repeats keywords in this fashion.

Sure, you do need to repeat the keywords a number of times. But, the way you place the keywords in your pages needs to make grammatical sense. Simply repeating the keywords endlessly no longer works. Furthermore, a particular keyword should not ideally be present more than thrice in your Meta Keywords tag.

SEO Mistake #4: Creating lots of similar doorway pages

Another myth prevalent among people is that since the algorithm of each search engine is different, they need to create different pages for different search engines. While this is great in theory, it is counter-productive in practice.

If you use this tactic, you will soon end up with hundreds of pages, which can quickly become an administrative nightmare. Also, just imagine the amount of time you will need to spend constantly updating the pages in response to the changes that the search engines make to their algorithms.

Furthermore, although the pages are meant for different engines, they will actually end up being pretty similar to each other. Search engines are often able to detect when a site has created similar pages and may penalize or even ban this site from their index.

According to Google,

“…they (Doorway Pages) can lead to multiple similar pages in user search results, where each result ends up taking the user to essentially the same destination. They can also lead users to intermediate pages that are not as useful as the final destination.”

Hence, instead of creating different pages for different search engines, create one page which is optimized for one keyword for all the search engines.

SEO Mistake #5: Using hidden text

Hidden text is text with the same color as the background color of your page. For example, if the background color of your page is white and you have added some white text to that page. That is considered a black-hat SEO practice.

Many webmasters, in order to get high rankings in the search engines, try to make their pages as keyword rich as possible. However, there is a limit to the number of keywords you can repeat on a page without making it sound odd to your human visitors.

Thus, in order to ensure that the human visitors to a page don’t perceive the text to be odd, but that the page is still keyword-rich, many webmasters add text (containing the keywords) with the same color as the background color. This ensures that while the search engines can see the keywords, human visitors cannot.

Search engines have long since caught up with this technique, and ignore or penalize pages that contain such text. They may also penalize the entire site if even one of the pages on that site contains such hidden text.

However, the problem with this is that search engines may often end up penalizing sites that did not intend to use hidden text.

For instance, suppose you have a page with a white background and a table on that page with a black background. Further, suppose that you have added some white text in that table. This text will, in fact, be visible to your human visitors, that is, this shouldn’t be called hidden text. However, search engines can interpret this to be hidden text because they may often ignore the fact that the background of the table is black.

In official guidance from Google, they state:

“Hiding text or links in your content to manipulate Google’s search rankings can be seen as deceptive and is a violation of Google’s Webmaster Guidelines.”

Hence, in order to ensure that your site is not penalized because of this, you should go through all the pages in your site and see whether you have inadvertently made any such mistake.

SEO Mistake #6: Using page cloaking

Cloaking, which is against Google’s webmaster guidelines, is defined by Google as follows:

“Cloaking refers to the practice of presenting different content or URLs to users and search engines. Serving up different results based on user agents may cause your site to be perceived as deceptive and removed from the Google index”

People generally use page cloaking for two reasons:

  1. To hide the source code of their search engine-optimized pages from their competitors
  2. To prevent human visitors from having to see a page that looks good to the search engines but does not necessarily look good to humans

The problem with this is that when a site uses cloaking, it prevents the search engines from being able to spider the same page that their users are going to see. And if the search engines can’t do this, they can no longer be confident of providing relevant results to their users. Thus, if a search engine discovers that a site has used cloaking, it will probably ban the site forever from their index.

Hence, our advice is that you should not even think about using cloaking in your site and if you are already doing any cloaking and getting away with it, I guess you may have to be on the lookout.

SEO Mistake #7: Devoting too much time to search engine positioning

Yes – we lied. There’s another common mistake that people make when it comes to search engine optimization – they spend too much time on it.

Sure, search engine placement is the most cost-effective way of driving traffic to your site and you do need to spend some time every day learning how the search engines work and optimizing your site for the search engines.

However, you must remember that search engine optimization is a means to an end for you – it’s not the end in itself. The end is to increase the sales of your products and services. Hence, apart from trying to improve your site’s position in the search engines, you also need to spend time on all the other factors which determine the success or the failure of your website – the quality of the products and services that you are offering, the quality of your content, and so on.

You may have excellent rankings in the search engines, but if the quality of your products and services is poor, or you’re not producing high-quality SEO content, those high rankings aren’t going to do much good.


Jacob McMillen is a copywriter, marketing blogger, and inbound marketing consultant.

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The post Are these SEO rookie mistakes costing your search rankings? appeared first on Search Engine Watch.

Search Engine Watch


Here’s How Bad a Twitter Mega-Breach Would Be

November 18, 2022 No Comments

Elon Musk laid off half the staff, and mass resignations seem likely. If nobody’s there to protect the fort, what’s the worst that could happen?
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What Is Reactive Marketing and How to Apply It to Your Brand

November 17, 2022 No Comments

What’s reactive marketing and why so much buzz around it?

Let’s dive into why businesses apply reactive marketing strategies and why your company may be left behind by competitors without one. We’ll also arm you with clear-cut instructions and relevant examples on how to apply reactive marketing to your brand to maximize your business performance.

Reactive Marketing: What It Is and What Advantages It Has in Store for Brands

What’s Reactive Marketing?

It’s virtually any specific marketing method that is used to demonstrate your company’s reaction to vital situations and phenomena that typically happen unexpectedly for both you and your customers.

Tracking newsworthy events, you can express your brand’s attitude in any possible way: via tweet, advert, email, blog article on your website, etc.

It can be even the simplest phrase like the one Coca-Cola created as a response to the coronavirus restrictions. It was a social distancing message on the billboard in Times Square.

Image Source

Reactive Marketing Is at Peak of Its Popularity

As a matter of fact, reactive marketing started thriving after the dramatic appearance of COVID-19 which disrupted people’s lives. But it wasn’t that ruinous for some companies. They actually used it to their benefit. And their responses to the pandemic were brilliant.

Alcohol businesses nailed it by reacting to the coronavirus in their own way.

The research shows that an alcohol advertisement popped up every 35 seconds on Instagram and Facebook in front of people’s eyes in 2020.

Importantly, 66% of the alcohol ads mentioned in the study had “Get offer” or “Shop now” buttons. Effective calls to action “nourish” a reactive marketing campaign, as they provoke a desirable chain of further reactions expected from customers. They get attracted, buy products, give kudos, write comments/reviews, and so on.

Now consider this. In the US only, alcohol sales were boosted by 234% during March 2020. If you take alcohol delivery services, Drizly, for example, saw a whopping 400% increase in sales during that period.

Look at some more advantages of reactive marketing.

Why Bother With a Reactive Marketing Strategy?

Why do you think RedBull, Heineken, LEGO, and other world-famous brands apply reactive marketing to their brands?

It’s worthwhile to use this marketing model due to several essential reasons. It helps you do the following:

  • Grow sales
  • Keep your company up-to-date and relevant
  • Boost engagement with your audience
  • Build stronger connections with customers
  • Enhance brand recognition
  • Show inventiveness and originality
  • Expand your target demographic

As for the latter, you can become an authority figure in new markets and expand your eCommerce business globally with a winning reactive marketing strategy.

How do you make an effective reactive marketing campaign? Follow the guidelines below.

Ultimate Guide to Applying Reactive Marketing to Your Brand

1. Prioritize the Top Five Categories

Clearly, you should monitor everything so as not to miss out on an important event: news headlines, tweets, etc. But there are some topmost categories that resonate with people more. Here they are:

Sports

Give priority to sports events and competitions, in the first place.

Volvo, for example, applied a reactive marketing tactic during the Super Bowl. They encouraged fans to tweet the name of someone to get a chance and win the XC60 model with the hashtag #VolvoContest when they watched any car advertisement during the event.

The company shifted the viewers’ focus from the car commercials on TV to Twitter and made them talk about Volvo there. While the campaign resulted in over 55,000 tweets with the brand’s name and 230M earned media impressions, the Volvo XC60 itself had a 70% growth in sales in the month after the Super Bowl.

Movies, Series, TV shows, etc.

Winter is coming…

When HBO released the Game of Thrones TV series and the phrase went viral, its stardom was rapidly caught and put to work by marketers worldwide.

E.g., RichesMonts reacted with the “Winter is coming” ad. The company offered a variety of hot cheeses to accompany winter meals.

Image Source

Pepsi, Hotstar, SodaStream, KFC, and others also burst with Game of Thrones-inspired ads.

Similarly, Heineken and Nando rocked their audiences with reactive marketing campaigns in the midst of the Squid Game “fever”.

Image Source

Environment

Did you know that 88% of customers tend to be more loyal to brands that express ecological consciousness and address issues that arise in the environment?

“Your reactions should be in line with sustainable living principles,” emphasizes Michael Nemeroff, CEO & Co-Founder of Rush Order Tees.

“California was the first state to impose a plastic bag ban in August 2014. So, we reacted to it instantly by offering our customers a range of sustainable bags made of recycled materials, aside from the Econscious and EcoSmart T-shirts we already had. As a result, we received tons of positive feedback from our customers and grew sales considerably,” Michael notes.

Here’s how the ice cream brand Ben and Jerry’s showed an environmental concern after the news about a Formosa Plastics plant in St. James, LA.

Image Source

Famous figures (celebrities, influencers, etc.)

After Cristiano Ronaldo had been spotted removing Coca-Cola bottles from a Euros press conference and favoring water instead, Ikea Canada created a reusable and sustainable “Cristiano” bottle explicitly marketed for water only.

Image Source

Reacting to celebs’ behavior and utterances on social networks can help you interact with your audience on a new level and increase conversions, as well as revenues.

Innovations

LEGO posted their mockery image on social media just several days after Elon Musk had unveiled Tesla’s first electric pickup – the Cybertruck.

Image Source

2. Harness the Power of Weather

A great example of weather-based marketing is Stella Artois’ response to the temperature rise. The brand ran a weather-responsive ad campaign with its Cidre label.

Image Source

The company experienced a 65.6% growth in year-to-year sales during that period. Due to virality on social networks, as they posted the ad on Instagram, Twitter, and Facebook, this move also earned them beyond £15,000 in media value.

You may create Instagram story ads that convert and show your brand’s reaction to changes in the weather.

Alternatively, go with automatic sensory visuals like, for example, giant billboards that can wow your audience reacting to the weather conditions instead of you. Audi used those successfully in the UK.

3. Create a Well-Thought Reaction

You’ve got only 2 seconds to make your advert work and lure customers to click.

That’s why you need to write compelling ad copy and a well-thought message.

Kyle Zien, Director of Growth Marketing at Felix, a group of licensed healthcare practitioners, shares their company experience with reactive marketing and adverts:

“With the advent of COVID-19 and the lockdown announced in the country, we shifted towards medication shipment to the door, according to the auto-refill schedule.

Additionally, we experimented with two phrases in our advertisements: You’re in good hands vs You’re safe, cause you’re in good, clean, and sanitized hands. The latter gave us a 23% increase in ordered prescriptions as a result of using powerful words that convert: safe (power word) and sanitized (health-related, viral word at that time).”

Use the following power words to increase your click-through rate:

  • Free
  • Safe
  • Gift
  • Shocking
  • Secret
  • Easy
  • Sensational, etc.

4. React as Quickly as Possible (Timing Is King)

Don’t be too late with your reaction.

Do you remember Trump’s “covfefe” tweet?

If not, here it is.

Image Source

Tons of covfefe T-shirts and coffee mugs materialized on the web just a few hours after the tweet went viral.

And when the noise didn’t subside even in a couple of months, some marketers started publishing covfefe books.

Derian Designs Coloring, for example, released The Wisdom of the Covfefe: Coloring Book.

Image Source

Others immediately incorporated this word into the article titles of their content plans for blogs.

You can react by combining content marketing with PPC and get even more profits. But note: timing is everything. The sooner you do it, the higher results you may get.

5. Make an Emotional Appeal

Your advertisement, as a possible reaction to an event, should be both visually striking and emotionally compelling.

Follow the piece of advice by Jerry Han, CMO at PrizeRebel. He says that “You should go emotional and use emojis in your reactive marketing campaign. When the Fortnite game was released in 2017, we added a dedicated Fortnite gift card to Rewards and won the audience over with just a small announcement for a targeted group. The survey participation rate grew by nearly 600%. The subject line of the email we sent out to our users was:

Hey, wanna save the world? Take a survey and get your Fortnite gift card today! ?”

You may also give preference to reactive video ads. Add a pinch of emotion and on you go!

6. Stick To Shorter Messages

The more laconic your message is, the more likely it will do the trick and break the Internet.

When KFC faced a chicken shortage in 2018, they showed their emotions and attitude to the situation and apologized to their customers. They turned their abbreviation into “FCK” and wrote the “We’re sorry” note. People couldn’t stop raving about such a creative apology.

Image Source

Blend It With Social Media Marketing

About two weeks into the pandemic crisis, a small business Moriarty’s Gem Art started YouTube live-streaming which resulted in tons of sales. One of the shows generated $ 12,000 in revenue, while another helped them make a $ 20,000 sale. The key point here: they advertised their live streams via email, website, and social media.

When aiming to be seen online with your reactive ad, the first thing you should do is monitor social media marketing trends. Afterward, find the proper strategy and the right moment for your reactive advertisement. Use this cheat sheet by SocialBee to check the best times to post on Facebook, Instagram, Twitter, LinkedIn, Pinterest, Google Business Profile, and TikTok for more engagement.

Catch the hype and mix it with social media advertising to fire up the crowd and get the anticipated results.

Ready to React Fast to Anything With a Proper Marketing Campaign?

Now you know the fundamentals of reactive marketing, its benefits, and the proven ways to apply it to your brand.

A strong, reactive marketing strategy should be your go-to solution in a digital post-pandemic world.

Stay always tuned, demonstrate your brand’s relativity to everyday happenings, and engage with your audience even more effectively than ever.

The post What Is Reactive Marketing and How to Apply It to Your Brand first appeared on PPC Hero.

PPC Hero



How to Boost Brand Reach and Conversion Rates Through Consistency on Social Media

November 15, 2022 No Comments
Create consistent content that reflects your brand’s values on social media channels.
Image Source: Deposit Photos

Social media is one of the most powerful weapons brands and marketers have at their disposal. It’s free to post your content and with the right profile, your reach can put you in touch with millions of people around the world.

But social media brand awareness success doesn’t happen by accident, it takes a dependable approach and a considered strategy. Let’s look at why and how companies can create a consistent approach to maintaining and improving their social media brand awareness.

What is Brand Consistency?

Brand consistency is concerned with how companies deliver messages that align with their core values, brand identity, and brand guidelines. With a cohesive approach to branding and messaging across social media platforms, companies can create a consistent experience for all of their existing and future customers.

Consistency in message and branding helps to create trust, which is fundamental to building a sustainable and successful brand. Gerald Zaltman, a Harvard Business School professor, says that 95% of our purchase decision-making takes place in the subconscious mind. The emotional connection that customers make with brands can be the difference between choosing one brand over another. If brands are constantly flitting between different visuals, voices, and messages, it can be confusing or alienating to the consumer.

Given the wide range of social media platforms available to brands, it’s important that content is managed accordingly and attention is paid to its consistency. Building up a level of trust with your audience through social media also means your brand is memorable, especially if they can see your brand across a range of different marketing channels. In a crowded market, being memorable is an important asset and will lead to increased conversion rates.

Content Management is Critical for Consistency

Companies and brands can choose to engage across multiple social media channels, each with slightly different demographics. Whether that is through TikTok to approach a younger market or Facebook, Pinterest, or Instagram to appeal to a slightly more mature crowd.

The challenge facing companies is to create consistent content that speaks to the audiences of each platform, it is engaging and is organic rather than a paid-for placed advert. That is the role of a content management team; to monitor and maintain a consistent level of visual and written content with your brand messaging, values, and ethos always in mind. A dedicated content management department should ensure that before any content or messaging goes live they check it aligns with your core values and brand guidelines.

Content management is also tasked with keeping your social media material on-brand while continually talking about your brand day after day. Remember that, like your business goals and creative ideas, social media channels are constantly evolving so, without losing any core and consistent messaging, your content must also evolve. It would be easy for the content to grow stale and for the quality to drop by being less interesting, no longer appealing to your demographic, and distinctly off-brand. Therein lies the challenge of creating social media content for raising brand awareness; keeping messages and visuals fresh while sticking with your brand identity and guidelines.

Creating Brand Guidelines

Your brand guidelines are the one-stop shop for all of your digital communications and they help maintain that consistent communication that is so essential for raising and maintaining brand awareness and growing your reach. Think of them as an extension of your mission statement. Here you will establish clear rules and standards for your visual and written materials that can be used in all of your digital marketing campaigns going forwards.

Some of the instructions and themes your guidelines should outline include:

  • Tone and voice – What is the personality of your brand? Think about how you wish your brand to come across when communicating with your social media followers.
  • Logo – Your logo is one of the most important ways for customers to recognize your brand, it must remain consistent across all communications. Strong design makes a brand instantly recognizable by its logo alone, for example, McDonald’s, Apple, and Nike.
  • Images – Determine which types of imagery you use, for example, fresh and modern, vintage, or corporate. Given you’re posting on social media, you must also be consistent in how you shoot your photos and videos while featuring your target demographic in your imagery. Or, if you’re using paid visuals on social media, be careful that your image selection supports your brand’s consistent message.
  • Font – Perhaps overlooked but the font you use should remain the same in all marketing exploits. From the style to the color, it all helps improve brand recognition.
  • Post frequency – Important for social media, in particular, to decide when is the optimum time to post to ensure you aren’t over-communicating, especially when taking emails and outreach into consideration.
  • Color palette – Just as important as your logo and font style is the color palette you choose. Maintaining the same colors for all activities leaves customers in no doubt about the brand behind the communications.

The Importance of a Social Media Calendar

Image source: Deposit Photos

You can plan your communications ahead of time by creating a marketing calendar that is accessible to everyone in your team and automated to save time or communicate timely reminders. This calendar helps you stay on top of each social media post across your entire team. For multichannel campaigns, a social media marketing calendar puts everything in one place so you can see how it all fits together and falls in line with your brand voice and guidelines.

With such an overview of your social media marketing, from posts to emails and ads, you gain a better perspective of the consistency you need. You can check on the timings of your messaging to ensure future messages align. And the ability to schedule posts means you have more breathing room to make changes that can enhance your brand’s reputation and build on any success sparked from social media activity, such as:

  • reacting to positive leads 
  • addressing conversions and sales queries promptly
  • responding well to customer requests 
  • updating content running across social posts and sites, and
  • adjusting timings as and when required.

Knowing Your Audience

Brands must know their key demographics and audience, and it is a vital component for consistent content. Once you know who you are marketing to, you can create a plan to make it happen. Take time to truly understand what motivates your audience to click on and engage with social posts.

Once you have a better understanding of your audience’s tastes, interests, and behaviors you can create consistent content that you know they will engage with. This is even more true in an age of personalized ads, which are tailored to various demographics and tastes.

Failing to recognize your audience means you could be wasting your ads on people who have zero interest in your brand. By consistently targeting the right people, you can increase conversions and sales rather than taking a scattergun approach and seeing what sticks.

Wrapping Up

A consistent approach to communication should also be a major part of your social media approach. The detail in your branding guidelines how you as a company will approach social media communications. Ideally, you will respond to users within an hour but a minimum expectation is 24 hours before returning a message.

Your guidelines can spell out how your company as a whole will approach this, and ensure that each person responsible for communicating with your audience does so the right way. 

From the tone you use to the speed of response and even how you address the customers, keeping a consistent format is important as it allows you to change the people in the communication chain at your end but the user will not notice the difference.

The post How to Boost Brand Reach and Conversion Rates Through Consistency on Social Media first appeared on PPC Hero.

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How to Exclude Internal Traffic from Google Analytics

November 15, 2022 No Comments

There are two ways to exclude internal traffic from Google Analytics

  1. Using IP address or range of IP addresses
  2. Using a custom variable and cookie when internal IP addresses are dynamic or not-known

To exclude traffic by IP address

There are two ways to do it

  1. Using a “Predefined” filter which has options to Exclude Traffic
  2. Using a Custom filter

1. Using a “Predefined” filter which has options to Exclude Traffic

Choose the options as shown below

  • Predefined Filter
  • Exclude
  • Traffic from the IP Addresses
  • That are equal to
  • Enter the value of IP address
  • Provide a name to filter and save it.

Note: In this case you need to enter the exact IP address else it won’t work.  Since you cannot enter any partial IP address, only “that are equal to option”

If you really want to use “ Begins with”, “Contains” , “End With” or IP address range then go over to “Custom Filter” or click on IPV6 option that allows you to enter regular expressions.

2. Using Custom Filter

In the filter opinion, choose “Custom Filter” instead of predefined.

On Custom Filter tab, choose following options

  • Exclude
  • Visitor IP address
  • Enter the IP you want to exclude or the range as specified by a Regular Expression
  • Name your Filter and save it

Note: Google has a tool to help you build a regular expression if needed

http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55572

To Exclude Traffic by custom variable or cookie
How to Exclude Internal Traffic from Google Analytics when Internal IP Address is Dynamic

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