2022 is coming to an end and before you know it 2023 will soon be here, and with the arrival of a new year also appears the excitement regarding new promotional campaigns for your brand. But before you get to that, how about a quick content audit for 2022 to check the results of your content efforts from this year?
There’s no better way to start a new campaign than based on the results of an SEO content audit data because, from all the experiments you ran throughout the year, you’ll be able to replicate the strategies that worked and eliminate the ones that didn’t.
There’s no single score that can tell you whether your efforts were fruitful or not, this is why a search engine optimization audit uses various content audit tools (like SemRush’s content audit tool, Ahref’s, MOZ, etc.) to analyze the whole campaign and help you eventually improve the quality of your content which will lead to improved traffic.
So, this article will simplify it for you and leave you with a better understanding of the whole purpose of a content audit and why it’s important, especially now.
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Content Audit Definition and Why Is a Content Audit Useful
In very simple terms, it’s the process of tracking down all content produced by your campaign or company, or brand and organizing it to find out what worked and what failed. A much deeper content audit definition would be the process of obtaining a detailed overview of all content, following a comprehensive analysis using performance metrics from a variety of sources to determine which one is going to be improved, removed, or retained as is.
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Generally, it’s the only way to discover the options that will improve the overall quality of your site and in turn improve rankings and conversion rates. It also gives a boost to your SEO and content marketing efforts.
Here are 4 main reasons why you need an SEO content audit:
1. Identify What’s Working and What’s Not
As you already know, not all your content gets the same response, some will be a huge hit and others will just fill the space. So, how will you know which content thrived and which one was missed? By going through each of them, if you don’t do this, you might end up wasting so much time, effort, and money on dysfunctional content and campaign strategies.
2. Goals and Objectives
How good is your content from the point of view of achieving its objectives? Are you raking up any ROI? A content audit is the only way to track your content’s performance in terms of lead generation and conversions.
3. Update! Update! Update!
As time goes on, many changes impact the tech and marketing world. So, yesterday’s data and insights might not be useful today. And that’s valid for content as well: facts and data need accuracy and these changes very often lately. Running an audit ensures your content is updated and as relevant as possible to your audience.
4. Website Performance
Another key thing is to measure how friendly your website is to search engines and gauge how smooth it is for your users to navigate through it and its speed. The UX content audit has to be done to check the robustness of your website’s technical framework and infrastructure. A good starting point is to test your site with a tool like PageSpeed Insights or GTMetrix, to have a clear overview of all aspects that impact your site’s performance.
Who Should Do a Content Audit?
Generally, the age and size of your site determine whether you need a content audit and how detailed it should be. A fairly new site may not require a content audit yet. However, if your site has been around for some time and has some old or outdated content, you may want to re-evaluate it to see whether it still aligns with the current status of your business.
Having established all the above information, the next question appears:
How Do You Go About Conducting a Content Audit?
Check the image below to find some Content Audit Strategies valid for the most common cases:
The process of a website content audit starts by registering all your content available for indexation in search engines. It is then analyzed through a variety of metrics. The actions taken after this analysis differs depending on your strategy or site.
The process can be divided into the following phases;
Content Inventory and Content Audit
Analysis and recommendations
Summary and reporting
A. Content Inventory and Content Audit
This phase starts by crawling your site and listing in a file all its content and all related metrics. Here are the metrics you’ll want to track for your content audits:
The whole idea of any content is to organically gain traffic, but this isn’t always the case. And therefore, it is of utmost importance to check your content strategy, your distribution channels, and the content itself.
Evaluating the organic traffic for each piece of content will offer you valuable information on your audience’s preference and which topics are of interest to her. And also, you will have the chance to identify which pieces of content do not perform and find out the proper explanation for this. Check your Google Analytics and Google Search Console reports to gather the necessary insights.
Backlinks
Backlinks are great to reinforce your domain authority, but some of them can be hazardous. Through auditing your content regularly, you will manage to identify and get rid of the dangerous ones that can affect your rankings. You can check on your backlinks with a free tool like Ahref’s Backlink checker.
Ideally, your content should lead a user from a search engine to your site where they will get more information as they navigate to the rest of your website, but if this isn’t the case, then it’s an indicator that there’s something wrong with your content.
Time Spent on Page
Depending on the type of your content, whether long or short form, by looking at the average time spent you will know if your content is right for your audience or not. For instance, if you have a long blog post of about 2500 words but the average time spent is 30 seconds, then this shows something is not right.
Pages Views Per Session
It’s also important to find what pages the users visited while they were on your website. This can offer you ideas and insights on how to improve your content in the future.
New and Returning Users
A returning user probably means you did something right, if they’re not a customer yet, they’re near to becoming one. But a new user is also a great thing! Therefore, your primary purpose should be to retain as many as possible of existing customers and gain more and more new ones.
Your Main Sources of Traffic
Pinpoint your main sources of traffic. If for instance, your largest flow of traffic is from Pinterest, then it will require you to post there more.
In general, the above metrics will give you insights into user behavior, engagement, SEO, and sales.
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Steps of the Content Audit Process:
1. Collect the URLs and Their Meta Descriptions
So, first, you need to collect all the URLs of the pages of your site you want to audit and list them all in a content audit spreadsheet. To make it easier for you, you can use a content audit tool from a plethora of tools available such as Ahrefs, Google Analytics, SEMRush, and many more.
These tools will easily audit your content based on your site map data and also list for you the web pages that are important to you. In case you don’t have a sitemap, you can use a sitemap generator tool like XML Sitemaps generator to create one for your website. Having a sitemap goes beyond facilitating a content audit, it enables search engines to understand the organization of your website and brings up all the important pages.
2. Categorize Your Content
After you’ve collected your URLs, you now need to categorize them into the following categories:
Author (if the case – when you have more authors or more teams creating content)
Content type e.g. web pages, landing pages, blog posts, ebooks, etc.
Meta description
Date of publication or last editing (helps identify stale data)
After categorizing all your content, organize all the information in a dashboard that can automatically generate a list of URLs using a tool like Screaming Frog, or create columns (using content audit spreadsheets) with your metrics to gather data for each web page. And before the very next stage of analysis, save yourself some headaches by removing any unwanted data, these may include:
Blank columns
Single value columns
Duplicate columns
Meta-keywords
B. Analysis and Recommendations
This is the second phase and here is the place you start to make sense of all the hard work you have been putting in. The goal of this entire procedure is to identify gaps and weak points, as well as the strengths of your content in order to build on them and improve on the weaknesses.
The content issues to evaluate in this phase can be put into these categories:
Relevance – Very old content that’s no longer valid.
Quality – Awfully written articles e.g. keyword bloated articles or simply inaccurate data.
Duplication – Internally repeated on other pages or externally e.g. through Review comparisons.
Remember the metrics discussed earlier? Well, this is where they come into play. Here they will help you evaluate the data and define a clear course of action with respect to what your content audit says.
The easiest way to start your analysis is by creating two columns next to each URL. One column is for labelling the actions and the next column is to list notes.
Here are some guidelines:
New Content
Leave this out because it needs some time to gain traction and make some sense.
Impressions
If you get a high rate of impressions from GSC, perhaps the metadata (title tag & meta description) and content should be improved. Label it “improve”
Page Views
Use your most valuable metric to filter your data, for instance: traffic or time on the page. You could start focusing on pages with fewer than 70 views.
Status Codes
Let the URLs that you’re looking through have a status code of at least 200.
Social Shares
Exclude URLs with a large number of social shares.
Objective Completions
Consider the number of objectives that are completed by each page and leave out any pages that are converting.
Backlinks
Redirect any backlinks or referring domains to similar pages and label that action as “Redirect” then note that under the notes list in your column.
Keywords
If you have articles with a big number of keywords from the analysis, label this as “improve”
Thin Content
You may have several pages with very thin or similar content; you can merge these together and then label them “consolidate”. You can also consolidate pages with similar topics or duplicate content.
Rewrite
Rewrite important pages such as the home page or the page with top products, pages with good links and social metrics, and pages with good traffic. Label “Rewrite/Update”
Remove
Now if there’s anything else left after this, label it as “remove”.
With your analysis completed, your next steps of action should be to carry out your action plans based on your objectives or goals. It should include how you intend to recreate your best-performing content as well as improve all underperforming content to be able to meet up expectations and your targets.
Here are a few actionable tips that you can follow:
Update your Calls to Action; Replace your old campaign content with something fresh and relevant to reignite your content marketing funnel that will eventually improve your conversion.
Re-use your content; recreate your pieces of content and try publishing them in different formats for a change.
Add images and videos; Videos can drive up to 200% organic traffic to your site. Therefore, make your content more captivating by integrating videos and images and you will see the traffic soaring.
Optimize your internal links; reduce bounce rates by adding internal links to new and relevant content.
Generally, align your website by avoiding common SEO mistakes and thus give your users a smooth experience. You can also take advantage of Google Search Console to update Google about your newest content.
Having gotten to this point, you’re now able to see whether your content is hitting the target or absolutely missing it.
For the high-performing content, make note of the content details audit, consider what the topic was, who produced it and the time it was published.
Replicating your success strategy can definitely help you create similar high-performing content. But for the ones that don’t make a hit, consider also noting the channels used, at times it’s not the content that is the problem, but rather a blend of issues such as the producer of the content, time of publishing, or the content type.
Final Thoughts
Going forward, the content audit doesn’t just stop here, a deliberate effort of keeping low-quality content away from Google’s index must be a continuous process.
There’s also no one-fits-all strategy or content audit template that you must follow always or that works for everyone; rather, audits can vary in type, size, scope, or approach. The key thing is how relevant is it to your goals and how it helps you improve your results
It is recommended to stay creative and logical while conducting your audit and come up with the most appropriate solutions that will improve your overall content strategy.
This is 2023, so it’s not an issue of whether your business or brand is on social media or not. It’s almost certain that it is. But the question of the moment is which social media platforms are you using and whether you’re using any social media management tool.
In today’s world, a social media strategy is a vital concern for any business that wants to stand out in its field and reach out to a wider audience. A social media strategy involves several steps that must be repeated daily in order to become an industry leader through engagement with current and potential customers.
That’s why a large number of agencies prefer to utilize specific tools to achieve these results.
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There are several useful tech solutions that ease the burden of juggling multiple social media accounts that are available for all types of businesses. Whether you’re looking to schedule, get analytics, design social posts, or research or all these put together, you’ll find a social media management tool to match your needs.
Remember an effective social media platform extends to planning, this means there’s a lot of collaborating with various people including the clients themselves. So, between creating ideas and getting approvals to creating workflows, you will find that some of these tools such as the social media calendar are very handy during planning and through the implementation stage of the strategy.
Why Use Social Media Management Tools
Imagine using Facebook, Instagram, Twitter, Reddit, and LinkedIn for your social media and needing to post on each and every one of these platforms daily and at times several times a day. That would be tedious, to say the least.
So, here are a few reasons why you should use a management tool:
a. Organize Your Social Media Calendar with Ease
The best social media management tool will help you stay on top of your posts, what you have planned to do, your next post, and the type of content to create. It also brings support to building a social media strategy because it will help you observe what’s working and what’s not.
A good social media management tool will offer you data that you can use to evaluate your decisions based on what worked and what didn’t work in the past.
They will show you for instance who is engaging with your content the most, the kind of posts are performing best, the best time to post in order to reach most readers, and also the platform that performs the best overall.
These details will surely guide your next steps in your social media marketing strategy.
c. Monitor Multiple Accounts in One Place
So, as said earlier, rather than login into each social media platform individually, these social media management tools allow you to manage all your accounts from a single interface. On top of making your life a whole lot easier, it also improves your efficiency.
d. Boosts Engagement
Isn’t this the main scope of every marketer and business? Most of these tools will allow you to centralize all your messages into one place, where giving that single response might just be what you needed to gain another loyal customer. You’ll also be able to interact with them when they share, like, or even follow your account.
e. Team Collaboration
For most businesses, chances are that the social media strategy involves a team of people working together, so it’s important to find a channel through which everyone can stay in the loop. This will avoid scenarios where 2 or more people respond to the same message. Social media management tools are designed to streamline all team communication through the use of a shared inbox.
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So, How Do You Know What Is the Best Social Media Management Tool to Use?
There is a plethora of good social media management tools out there, so it is rather easy to get confused. But, as you go through the following list, you will be able to identify the ones that fit your unique organizational needs and integrate them better with your strategy.
Most people running their own businesses or social media managers first want to find out what is the best free social media management tool. Well, we all know that most often free means dealing with a limited version of a tool. Thus, there is no such thing as a best free social media tool, if you want to manage multiple social channels. And most social media management tools offer for free a trial period of 2 weeks or a month to test the services.
With that said, here are the best social media management tools to enhance your workflows and catapult your social media strategy to the next level:
Has a free plan, a 30-day free trial, and plans that start at $99.
This is probably the most successful social media management tool. This tool offers features that you can use to manage all your social media accounts from a single dashboard. Besides enabling you to create and schedule content and providing you with analytics, it also measures your ROI as far as your campaigns are concerned. Plus, it also runs your social media ads.
Some of the features that make it stand out include a limited free plan, compatible with the major social media platforms and it offers free training courses to help you get started. No wonder it’s most marketers’ favorite tool.
The analytics graph will show you the number of clicks per day, as well as the geographical locations of these people. It will also show you the top referrers and links and this is free for all plans.
Hootsuite will also enable you to follow topics that are relevant to you with their social media following feature. You can use it to filter conversations through the use of hashtags, keywords, and location, and even in multiple languages, in order to keep track of what’s being said about your brand, your competitors, and the whole industry in general.
It also offers a centralized messaging feature you can use to respond to messages by assigning this to the appropriate team member.
Has a forever-free plan, and a 14-day trial with the cheapest plan starting at $6.
This is an intuitive tool, featuring a clean and quite easy-to-use interface. Buffer enables content publishing, boosts engagement, and offers analytics. It also includes team collaboration features for smooth and effective functioning.
Buffer’s functionality works in three directions: Publish, Reply, and Analyze.
Under “Publish” the team members can contribute if they have full access, alternatively, the posts can be submitted to the managers for review since they have tweaking rights.
The “Publish” feature allows you to publish your content across all platforms and an overview of all posts scheduled.
The “Reply” function is all about engagement, as well as details referring to who is liking, sharing, following stats, plus location and sometimes the company they work for and management level they have. This function goes further to include old chats even fresh conversations for easy tracking. Managers are able to assign specific interactions to any team member they deem fit while internally adding notes to each task. It’s also very effective in upholding excellent customer service.
Buffer’s “Analyze” function offers a unique approach, where there is a feedback loop that spins back any content that stands out. This means while going through post metrics, the post that did best can instantly be shot back to the queue with just a click with the ability to edit it if need be.
In short, Buffer has a competitive offer and provides value to its users.
This tool sort of gives the other tools a run for their money, here’s why. Sprout Social integrates with Twitter, Instagram, Facebook, LinkedIn, and Pinterest and has an all-in-one scheduling dashboard that allows you to seamlessly switch between these platforms for better management.
You’re able to queue your posts and optimize the captions and tags for each platform. It includes a ViralPost feature that guides you on the best time to publish your post, i.e. when your audience is highly likely to engage.
Sprout developed a smart inbox feature that instantly prompts you when you have a message from your followers; this immediate responsiveness is especially useful for conversions, people generally like responsive brands. The smart inbox compiles your incoming messages from your different platforms and allows you to use a tag or branded keyword filters to sort the messages in order of relevance. It allows you to assign these messages to the relevant team member to handle it and when done properly, this is really great for your customer service.
Moreover, Sprout Social provides you with a comprehensive analytics and reporting function. Besides giving you the most functional hashtags for your content, you access insights like audience growth, post engagements, impressions, clicks, and general performance of your posts on all platforms.
It highlights the most engaging content you created and that your audience likes as referral traffic plus conversions, therefore offering an opportunity that you can leverage. When used properly, Sprout Social features are a great place to start in developing your impact on your audience.
Price: From $792 per month Inclusive of the Marketing Hub Professional Tier
This tool is versatile and saves you lots of time since it schedules your content, integrates all your social networks with your blog, and keeps track of your messages and mentions all at once. Your marketing is integrated with your CRM, therefore you’re able to figure out the number of leads and customers you’re getting directly from your social media platforms.
The unique thing about Hubspot that makes it stand out as a social media management tool is that it works as part of the Hubspot Marketing Hub and therefore besides managing your social media, it facilitates your entire marketing effort through a very smooth integration.
So, what are some of its features?
You’re able to share posts and other types of content from the same interface you’ll be using to build your marketing campaigns. You will be equipped to automatically share any fresh content from your blog to your social networks as it gets published.
It enables you to schedule your content and suggests the best time to post for maximum reach. It monitors your social mentions and enables you to create and use keyword monitoring for relevant interaction.
It offers social reports that permit you to compare how different platforms or campaigns are performing, meaning that whether you will be publishing straight from HubSpot or elsewhere, you’ll still get a report on the effectiveness of your social strategy from one central point. And this ability to do all your marketing under one umbrella is the core reason why it’s a brilliant tool.
Zoho pricing starts at $10 per month and offers a free trial.
If you’re looking for team collaboration, this is another fantastic social media management tool. It has the (now almost standard) features that include a calendar for scheduling, as well as a feature for bulk scheduling where you can create as many posts as you like and then schedule them up in one go.
Here is a brief breakdown:
It offers unique timeslots for bulk scheduling your content and has SmartQ that can publish your content at peak times when your audience is active. Zoho includes a listening dashboard that can create columns through which you can track your mentions, keywords or reviews, or conversations around your brand.
You can view all incoming engagements as they happen and may respond in line to all your messages or assign them to a team member.
Zoho has a complete sphere of analytics and permits the creation of tailor-made reports for all your platforms, using appealing graphs and charts.
Later pricing begins at $18 per month and has a free version but does not offer a free trial.
If your social media strategy revolves around Instagram, then Later is the best social media management tool for you. It comes with a visual publishing calendar that is easily editable, with a drag-and-drop feature, it allows you to preview your posts before publishing in order to keep a consistent theme of your feed.
One key feature that stands out is the blissful content organization function that lets you sync your images and videos from any location, be it your mobile device, desktop, or Google Drive. Besides, it allows you to tag your content meaning you can find it with ease and repost it whenever you want.
Finally, Later has built-in analytics features to help you keep track of all your posts and have a global overview of your Instagram marketing. Even though Later mainly focuses on Instagram, you can also use it for other platforms such as Facebook, Pinterest, and Twitter.
This one starts at $65 per month and offers a 14-day free trial.
E-Clincher is packed with features as well, from a content scheduler, an inbox or social customer relations management feature, smart queues for auto-posting, suggested content including curation, influencer alert, keyword monitoring, and essential analytics reports.
The auto-post is the most appreciated feature that allows users to publish bulk content that could last for months! There is the possibility to recycle the content that performed well. It supports video publishing, animated GIFs as well as auto link shortening.
The social inbox enables you to manage your entire social media engagement from one single place. E-Clincher offers social listening features that help you monitor relevant conversations. And lately influencers’ discovery and engagement.
When it comes to client management, E-Clincher offers a clean workplace feature for each client. This means a separate calendar, analytics, inbox, and various assigned team players. And as said, it allows you to generate reports through fully customizable white-label analytics reports.
It supports all the major social media platforms including Google My Business and Google Analytics.
Pricing starts at $29 per month per user and offers a free 14-day trial.
So, what does Sendible offer?
Bulk content scheduling to as far in the future as you need. You can create bespoke posts for each client’s post for every social platform, taking advantage of hashtags or attachments that can boost your organic reach. Using the publishing calendar offered, you can get a view of your content and rearrange it through a drag-and-drop feature.
You can also enhance your posts with visual content since you’re able to upload videos and images from other sources; you can share your stellar content using the RSS feeds, preview your social media posts, and much more.
The analytics feature here allows you to track your social media efforts and get custom reports that can be delivered directly to your clients’ email daily, weekly, or even monthly. And finally, it enables social listening that can keep you in the loop of what’s being said about your brand. A unique feature is how it can sort your messages according to their sentiment: positive, neutral, and negative.
If you’re looking for the right tool to help you curate relevant content, then Social Pilot is the place to be. Their content curating function allows you to search for ideas based on relevant keywords and industries (e.g. hair and beauty industry) and this simply makes your content creation work a whole lot easier.
For agencies handling multiple accounts, there is a client management feature that allows access without requiring countless passwords and logins. There is an option of inviting your clients, so when they log into a social media account, they’re automatically added to your accounts lists.
The client management feature also offers white labeling, meaning you can add your company name plus logo to your emails as well as to the panel the clients see and therefore they don’t need to know the social media management tool you’re using.
The rest of the standard features Social Pilot offers include the possibility of connecting and managing over fifty social profiles from one place; an easy-to-understand analytics tool that tracks your efficiency and performance with the possibility of exporting the data into a PDF in a click; the use of social inbox feature that lets you reply, comment or send messages in real-time; a social media calendar that helps you visualize your content and a mighty bulk scheduling feature that can schedule up to five hundred posts for the coming days, weeks or months with a delete or edit feature.
Social Pilot works on all the major social media platforms.
What is the best free social media management tool? This list would not be complete without a tool that is reliable and free (at least for the moment)!
Unfold describes itself as a tool for storytellers, available on both Android and iOS. It is a great tool for bringing your creativity out to play.
On Unfold you can take advantage of the easy-to-use templates given to create engaging stories, you can edit your images, or use the videos filter and effects features provided. They have also offered curated fonts and styles to personalize your text and they let you export your stories and share them on other platforms with ease.
It’s worth noting that you can get extra features with Unfold+ for just $2.99. Such features include over 200 templates to create your stories, advanced editing tools, and early access to new collections.
Unfold is ideal for lifestyle brands as it offers an array of stylish collages that really draw an organic audience and engagement easily.
Barely Scratching the Surface
There are numerous high-quality social media management tools out there, this list does not sum them all, but it gives you a hint of what the best tools have to offer. The most important for you is to pick the tool that best fits your marketing needs, your budget as well as your marketing goals.
You can start by comparing your list of needs and requirements against what these tools offer in order to determine the tool that will make business sense to you. With some social media management tools free plans.
2020 and 2021 have been years like no others in recent history, and while people are still watching to see how it ends, Facebook has been at work with an accelerated speed in improving and changing with the times. Due to the issues that have hit 2021, there has been so much misinformation making rounds on the internet but Facebook has been hard at work trying to reduce or counter it. Instead, they have been trying to promote transparency, inclusivity, and diversity and this has also will have an impact on Facebook best practices 2023.
From a way of connection and communication among family and friends, Facebook metamorphosed into the interaction interface between businesses and their audiences and communities. Facebook experienced a tremendous evolution and lead the progress of online interaction.
This huge people database of different areas and demographics is what makes Facebook marketing a thought-out and needed master practice by businesses. All businesses need to reach their targeted audience hence the requirement to learn and apply Facebook best practices for 2023.
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· Helps you reach a new target audience, therefore, acquiring new customers.
· Facebook page is a powerful lead generation tool.
· It is essential for the retention of existing clients.
· Helps your organization achieve its goals.
Before getting into the current Facebook best practices, here are a couple of major updates that you should know about:
i. Educational Hub
Facebook has rolled out an educational feature called “Educational Hub”. It contains a huge amount of educational resources customized to help learners, teachers, and parents as well. Some of these resources include:
§ Group-focused features meant to bring together people with the same interests.
§ Mental health and self-care material.
§ Anti-racism material.
§ An online literacy option called “get digital” designed to help start online conversations and activities to support students.
ii. Paid Online Events
This feature is designed to aid small businesses find a way to survive and recover due to the effects of the pandemic. It’s meant especially for creators, businesses, or publishers to earn quick income during the lockdown. The page owners are able to host online events and people can pay to attend online. All this is enabled through the live video platform.
iii. Sponsored Posts for Groups
Groups have been getting more attention and priority in news feeds and this is promoting the number of people joining groups. There’s a chance now for people running active and thriving groups to earn revenue from them. Besides the possibility of running ads, groups can now have brand partnership posts. Admins of groups can now run sponsored Facebook posts in partnership with advertisers.
These are just a few of the many Facebook updates for 2023. And with the newly changed algorithm, has placed users’ most searched content at the top of their feeds. Thus, you should apply Facebook best practices to increase your odds of appearing in your audience’s feeds.
Top Facebook Business Page Tips and Tricks – Facebook Best Practices for 2023:
This One Is Old But Still Very Actual: Create an Eye-Catching Profile
A profile picture is the first point of contact your audience interacts with on your page. Easy recognition of the picture is key to being liked and found on Facebook search. Cluttering a profile picture with slogans, and contact details are not recommended. Consistency with your branding is important for the coherence of your brand image.
Cover photos are another element representing your brand and speaking loud to your customers as the first impression. And do not forget the first impression counts, always. Your cover photo should be high-quality, engaging, and eye-catching. Don’t clutter it with texts and be sure to change it often or during your campaigns.
Craft a Relevant ‘About’ Page
This is the most visited section of your Facebook page and informs your audience about your brand and values. Whenever visitors want to find out more information about your business, they head to your “About” tab of the business page. It is important to give them a clear and concise snapshot of what your brand is about. Your mission, vision, story, company information, and any other relevant details that best showcase your brand.
Facebook allows you to customize sections that record your milestones, awards, and product launch dates.
Facebook Best Practices: Customize the Call to Action Button on Your Facebook Page
A call-to-action buttonis what prompts people to take a certain action. Facebook introduced this feature in 2014 and since then the option has been massively expanded. The button prompts things like ‘Sign Up’, ‘Call Now’, ‘Book Now’, ‘Watch Video’, etc. and users are offered the possibility to customize it to different URL destinations as they consider pertinent.
As a marketer, this gives you the opportunity to drive traffic from your Facebook page to your site easily. This can be added by simply clicking on the page and clicking on the ‘Add a Button’ box, choosing which one you want to create, and inserting the URL you want to direct visitors to. Facebook Insights will help you measure and report the effectiveness of the CTA button.
Know Your Audience
Facebook demographics are used to ensure you know your buyer personas. They are continuously evolving hence the need to have tools to help you measure, report and keep track of the changes. Knowing your customers’ avatars will help you tailor your marketing campaigns and promotions to target them.
The below questions can help you better understand your ideal customers:
· What is your brand user demographic? Their age, educational background, gender, income level, etc.
· What is the goal of your Facebook campaign? This helps you target the right audience that has the highest chance of being interested in your offer. Don’t use the same content to communicate with all your buyer personas.
· What is your competitive advantage? What differentiates you from your competition?
Facebook Best Practices: Set SMART Goals
It’s easy to only keep an eye on vanity metrics such as likes or shares, but if they don’t help you achieve your desired results in terms of revenue, they won’t mean much. Each step you take in your business strategy must be tied to your business goals. And these goals are different for each business, you could perhaps be looking to generate leads, create brand awareness, boost conversions, or give better customer service, among others.
Your goals must be specific enough to be measurable, keep them S.M.A.R.T. This means each ad placement, each post you share or every comment must support your ultimate goal/s. This will help you be consistent and will guide the rest of your Facebook business page agenda.
Pick the Right Category for Your Business
When setting up your Facebook business page, pick a category or categories that best describe your brand in order to maximize visibility. Facebook best practices for choosing the best category suggest that you pick only the most relevant and precise category.
You could for instance be running a cake business, so instead of simply selecting a local shop as your category, you should select bakery or dessert shop. The purpose is to make sure you’re easily visible to your customers and easier to find.
Categories will help your business grow by helping you appear on Facebook searches. People that have shown interest in your field or niche will get recommendations for your page and your business will also appear in search results when people look for such businesses near them.
Finally, you will appear as related pages, meaning even someone who was not necessarily searching for your business might find it and choose it instead of the one searched.
Facebook Best Practices: Create Engaging Content
One of the most important Facebook rules is creating content that probes your audience to take action. Developing an engaging relationship with your followers is what will determine their interaction with your brand. As a content creator, one should not just stick to general statements, opinions, and facts but be bold, and spice up your content with some fun. Questions, photos that ask questions, and fill-in-the-blanks are some examples of content that entice people to act.
Respond to conversations in the right rhythm and cadence, be responsive and social, and finally, this is a social media channel. Going out of your way to make your audience feel important makes them bond with your brand. Quick feedback on Facebook page is highly appreciated especially in the early stages of community building. This shows the brand’s commitment to customer service and smooth communication with its clients.
Source: Elegant Theme’s Facebook feed
Post Videos and Pictures to Catch the Eye of Your Potential Clients
Social media platforms attract primarily with their visually engaging content and Facebook is no exception. Posting highly appealing visuals and videos is greatly appreciated.
Video content is the most consumed type of content on Facebook currently having a wider reach than images. 84% of marketers are relying on Facebook as their principal video marketing channel. Nowadays, videos are used to drive engagement and brand awareness. It is a marketer’s top priority. Live Videos are visualized three times more than pre-recorded videos. They are deemed fun, more real, and provide in-the-moment brand engagement. People want real-time interaction with brands.
Silly memes are attention-grabbing and easy to consume especially in this era. Image engagements are high as compared to plain posts. A meme can make your timeline blow up with visitors, reposts, comments, and followers.
Facebook Best Practices: Make Use of Facebook Live Videos. Live Is the Superstar of the Day in Terms of Engagement
Facebook live has exploded since the platform stepped up its support of live streaming elements that raised users’ interest in this almost complete human interaction. They have reported almost three times the engagement of similar videos across all social media.
But for you to make the most out of Facebook live you have to apply the following quick Facebook best practices for Facebook live:
§ Ensure it’s of high resolution and crisp clear.
§ Ensure it is stable via these two ways: you can use a tripod and if you’re using a mobile device you may want to rely on a high-speed connection such as Wi-Fi. You can run a speed test before setting it up to be sure the connection is strong.
§ You want to spark meaningful interactions with your live video, create content that can inspire such interaction and respond to comments as much as possible, answer the questions on air, and if you can, pin some of the best comments on top of your chat. This sort of interaction is the main purpose of going live.
§ Let your broadcast run for a longer period in order to reach more people. You can do these live videos often.
§ Finally, remember to announce beforehand that you will be doing a live.
Try and Test Facebook Reels
One of the best ways to use Facebook is to create reels. A Facebook reel is a short video that you can use to promote your business. It’s a great way to show your customers what you have to offer.
There are a few different ways to create a Facebook reel. You can choose to engage your users by having them leave comments, play a game, or take a poll. Or by using videos from popular online channels like YouTube or Vimeo. One of the best things about Facebook reels is that they’re catchy. They’re short and sweet, and they grab your attention, making them perfect for promoting your business page.
Facebook Best Practices: Set up a Posting Strategy
It is well known that no planning is planning to fail. This is applicable to Facebook as well. A reliable strategy is essential as you plan your Facebook business page. Every page is unique, and you have to think, plan and manage your page based on your target audience, brand story, and the desired reaction you want to obtain from your potential customers.
Layout your sales and promotion goals and plan how to communicate and achieve those goals. It is important to schedule posts in advance and links them to your site to drive traffic for better results. Nowadays there are many apps available to help you schedule your posts in advance, promptly respond to your clients, and engage with your audience. Hootsuite, Buffer, Sprout Social, Coschedule, HubSpot are just a few of them. The Facebook interface also provides you with a schedule post option among other apps.
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Create a Balanced Posting Schedule
How frequently you publish posts and when you post them is vital for your Facebook marketing activity. Posting too often might irritate your followers. On the other hand, not posting frequently enough might reduce your chances of credibility and authenticity. Striking a good balance between the two is the key to a strong brand presence.
Facebook page insights will greatly help with this as once you have observed the performance of your previous posts you may customize the frequency, timing, and strategy as required. Here are some tips to help as you start off.
· Afternoons and evenings are the moments of the day when most people visit their Facebook account so, post between 1 p.m. and 4 p.m. However, avoid being robotic by posting at the exact time daily.
· Posting twice a day is adequate to create awareness and gain post impressions. This ensures consistency and originality without looking spammy.
· Always include images where possible.
Facebook Best Practices: Use Hashtags Carefully
Hashtags (#) are used to gain momentum on Facebook. They drive traffic to your posts when people search for the topic related to your post. When there are trending topics and you talk about them, they can be used to expand your reach. On Facebook, unlike Twitter, Instagram, or Linkedin, you need caution and proper use of hashtags.
· Don’t use them in all posts.
· Don’t misuse a trending hashtag just to appear on a search result.
· One post requires only one hashtag in order not to be stuffed with hashtags.
Show Humanity
Being social is what is called being human. Brands are communicating with human beings, not robots, so it is important to keep that in mind while creating posts. People want posts that speak out to them, consequently personalizing messages will enhance engagement. Most often people want to see the face of the person they are socializing with or associate a brand with a human face. Show empathy, respect, and kindness in your comments and replies. Mention a person’s name when replying to their comment.
How you treat and interact with your clients online will affect how they respond to your brand. Being human is the foundation of customer service as your audience gets assured that you know what they feel and what they are going through. You create a relationship with them.
Build Credibility
Trust is what sustains your brand online and offline. The bottom line of trust is credibility. Do not allow doubt to interfere with your relationship with your customers. Ensure all your posts and news you are publishing come from credible sources. Protect your customers from all malicious cybercrime attempts by only sharing credible links. The safety of your customers should come first.
A credible brand creates a loyal and trusting relationship with its customers and followers.
Facebook offers you the possibility to segment your audience in different demographics and interests and target them with specific posts. You can segment your audience according to their age, location, income, education, language, specific interests, etc. Simply click on the bullseye symbol that’s at the bottom of the post, then set the preferred metrics as per your targeted audience.
These days building a strong brand on Facebook is literally impossible without using Facebook Ads. Once you create high-quality, engaging content, you have to find the best ways to bring it in front of your target audience. A powerful marketing strategy sets aside a budget for Facebook Ads. Yes, some content might go viral on its own, but that’s most often not the case.
Facebook lets you create your own Ads according to your goals and puts at your disposal an array of tools to help you refine the targeting of these ads. You get to select the people you are targeting, their demographics, their interest, and brands they interact with, among others. Make sure you create ads that are eye-catching and grab the attention of your target audience. Once all these are in place, promote your ads and test various options till you obtain the results you are expecting.
Facebook ad example.
Facebook Best Practices: Leverage on Contests
People enjoy good competition and the excitement that comes with winning free stuff. This can be a way to increase your fan database over a short period of time. If a contest is promoted and run correctly, it is a gold mine to your Facebook page.
There are various Facebook Apps that can help you run contests. However, a third party has to oversee and conduct the contest for you. The contests have to be customized to fit your target fans to facilitate their interaction with the contest.
Facebook Best Practices: Use Minimal Page Apps
Apps used to be disturbing tools from the user’s point of view, as most of them would force users to like or subscribe hence harvesting emails from them. Facebook had a default landing page app before they introduced a timeline to facilitate the creation of relationships between brands and customers.
Apps can now be used to sell products, drive traffic to your site, run contests, carry out giveaways, and collect emails. Excessive use of applications drives people away from competitors as no one wants to be spammed or forced in some way. So, reduce to the minimum the number of apps you use on your Facebook page.
Use Analytics and Measure the Success of Your Facebook Page
Facebook best practices cannot be complete without understanding how and where users interact most with your business across your Facebook page, the app, or the web. This is so important that there’s a mobile app version for it to compete with Google analytics.
Facebook analytics will help you analyze how well the goals you set are performing and whether you’re increasing your ROI.
On the web, you can measure the actions people are taking to see all about your aggregated demographics. You have many features such as cohorts to measure their behavior over a given period of time, funnels that can help you measure conversions, and so on.
You have the possibility to leverage the Facebook pixel. Once you set it up, it can help you measure your page’s performance and more. You can also get combined data from your Facebook page, your website, and the mobile app to get a clearer granular picture.
Understanding Facebook Analytics is critical for your marketing strategy. Analytics and insights offer detailed information concerning the results generated by the content you are sharing. As a marketer, you need to know if your content is successful or not. You can only get a clear picture of your posts’ performance by studying Facebook page Insights. You get details on specific engagement metrics enabling you to track and measure your success. You get to know what works and what doesn’t for your brand.
Currently, it is easier to understand Facebook Analytics as they have made it more user-friendly. Additionally, they have tutorials on Facebook Blueprint that will help you better understand analytics.
Facebook Best Practices: Content Variety
Having great quality but always in the same format can be a little meh. Offer your audience a perfect blend of content formats. You can use the 80-20 rule to help you balance it out. 80% of the content can be educational, entertaining, and informative. The 20% can be about promoting your brand.
You can consider this the rule of thirds of Facebook content. Besides this, another excellent way to boost your engagement with a variety of content is to include the user-generated content you already have. It’s a good way to boost brand loyalty and interaction. Followers would love to see their photos or comments on your page.
Source: Youtube
Facebook Groups
These are powerful tools especially for marketing your brand. They are a place for your customers, followers, or readers to come together for a common cause: your brand. Groups can be public, private, or secret. Facebook has really put a focus on groups now more than ever as small businesses and groups and private messaging are taking over online social communities.
You should leverage groups because they drive more engagement around your brand. It’s a great tool because it can help you narrow down to specific people’s interests in order to be more relevant and generate useful interactions. They also give you real-time insights that can be of absolute importance for your decision-making.
Thus, to ensure you get it right, you have to apply a few Facebook best practices for groups that include:
Have a clear code of conduct – set the mood right from the word “go”. You should however avoid too many rules but have basic respectful rules for members to avoid bullies or irrelevant talks.
Engage on a regular basis, but don’t monopolize – this group is mainly for your customers or readers. If they want to keep the chats going on throughout then so be it, but as the admin, remember this is business, spark a debate and sit back, let them do the rest. Offer guidance or wisdom or important information about your product when you see the need.
Schedule Facebook posts – your group insights can show you the time that your group members are most active. You can schedule to post your content at this time, it will also ensure that they keep track and don’t miss out.
Post frequent welcome messages for new members, and keep the topics interesting and unique.
· Never have a personal profile to represent a brand. Create an authentic Facebook Business Page.
· Never publish personal content on your brand page. Always assign page roles on a need-to basis and post as a brand, not as a private person.
· Never spam your followers. Aim to be classy yet perceptive.
It is of utmost importance for all brands to understand how to properly manage a Facebook business page. The Facebook business page best practices listed above aid in tight the connection between communities and brands. You get noticed, followed, and engage with your target audience creating a reliable tool for lead generation.
But as Facebook is continuously evolving, you need to be up-to-date and willing to adapt and try different strategies to see massive success and results for your business. Always check on the most recent Facebook best practices updates.
Just like the rest of the social media platforms, Twitter is swiftly adapting to the ever-changing social media landscape. Some features have been done away such as SMS accounts, but there are some other new interesting features such as control over who can reply to your tweets. They have done a good thing to also implement changes to improve the platform’s problem of fake news and bullying. Along with all these changes, Twitter best practices for business must still be observed for success.
One of the top social media networks, Twitter gathers about 368 million users as of Q4 2022 and 237 million monetizable daily users across the globe. That’s quite an effervescent activity that offers opportunities to engage and expand your audience.
No matter your industry or sector, Twitter marketing is a valuable tool that can help you reach your goals and interact with your existing and future customers.
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In order to gain visibility among your customers, following the best practices for Twitter is compulsory. To successfully launch and manage your Twitter account, check out the following to-do list:
Your Twitter Account Should Be Optimized
Like anything else in the online marketing world, your profile and account for Twitter need optimization. The essential Twitter best practices for business rely in their majority on visibility. So, aim for visibility.
Ease for others the task to find you, set your account to be searchable and become visible to more people.
Since visibility has a great pay-off, pay attention to:
Your Handle: Keep it simple and short, it needs to have a connection with your brand, to be identical if possible. Avoid adding supplementary characters or numbers to your handle to make it unique. If you absolutely need to differentiate from other names, try adding letters.
Your Bio: Optimizing your Twitter bio is paramount, especially when speaking about Twitter for business. Conceive a rockstar profile that will attract users to your profile. Your bio is the first thing on your profile that users will check on and one of the most important pillars of your Twitter marketing. Insert relevant hashtags for your industry, a link where users or followers are able to find you.
Hashtags you employ: There is no secret anymore that hashtags increase reach. As such you have to use appropriate hashtags for your industry or trending topics. Count on a hashtag analytics tool to support you in deciding what hashtag to use. And use a maximum of two hashtags per tweet.
Pinned Tweets: Make sure your display a pinned Tweet on your feed. It is recommended to be a popular and engaging piece of content. As people are more likely to engage with already popular content that others already interacted with.
Profit on Twitter Search Operators: Use Advanced Twitter Search, to identify mentions about your product, service, or company. Or simply to join conversations related to your industry.
Cross-promote your Twitter account on other platforms: On your website, on your email list, on other social media networks, or within PPC campaigns. Encourage your followers from other platforms to follow you on Twitter also.
Get Verified
This is one of the most important Twitter best practices for business, whether you are a small or large business, you should apply for your account to get verified. They accept requests for verification of fashion, music, government, acting, religion, media, sports, and business among other key interest areas.
Once your request has been accepted, your account gets verified and you get a checkmark next to your business handle. This is the symbol of authentic accounts.
Why is this an important best practice? There are many rogue people out there who may try to impersonate your brand in order to benefit from it. To avoid such risks, you need to get authenticated.
Verifying your account also gives people confidence that you are indeed a trustworthy brand.
Build a Relevant Twitter Following
When you are just starting with your Twitter account and you see accounts with hundreds of thousands or millions of followers, well that becomes instantly overwhelming and thoughts like “I will never be able to achieve such a level of reach…” is teasing you. But be patient, everyone started from zero at a certain moment. Start by following the influencers and most prominent personalities of your industry.
Refrain from unproductive methods like buying followers. If you want a relevant, truly engaged following that could convert into customers at a certain moment, build it from scratch.
As mentioned above when starting follow all your industry leaders.
To increase your Twitter following, approach tactics like:
Use helpful tools like BuzzSumo to identify prominent personalities in your industry. BuzzSumo allows you to see the most shared content in your industry, who wrote it, and which companies are generating pizazz. Follow them all.
Follow leaders’ followers. Tools like Tweepi or ManageFlitter can help you with this task. The advantage here is that these users are already interested in your industry and expertise area, so more likely to follow you.
Exploit Twitter directories. Tools like About.Me and Twellow empower you to find other influencers and users connected with your industry. As you start to build relationships with these leaders, your audience will grow also.
Recommend followers. As you do this for others it’s a high probability that others will return the favor.
Follow users that mention you – your products/services, your brand, or your industry/niche.
Tweet famous and inspirational quotes – People, in general, enjoy greatly inspiring quotes and they share them with their following. So, this is a simple strategy that will get you retweets and increase your reach.
Organize or promote a contest. If you want to expand fast the number of your followers, this is a proven way. Even if the quality of the acquired followers might not be the best, it’s recommended to award a prize that is interesting for your buyer persona. (Do not decide on a smartphone – as this will be of interest to anyone, try a paid course or a subscription to a relevant tool).
Test promoted tweets. If you consider you need some extra exposure, you can also try the promoted tweets to expand the number of persons you reach. Twitter offers various targeting options to select who exactly will view your tweets.
Twitter Best Practices: Establish Your Goals for Twitter Marketing
Your marketing strategy should absolutely include a social media marketing strategy that details the goals for the social media networks you are present on. So, obviously, you should have some goals established for your Twitter activity, some measurable and realistic ones.
The goals you set are the ones that will determine your whole Twitter marketing strategy. They will help you identify the metrics to keep track of.
These goals may include:
§ Drive more traffic to your website.
§ Increase brand awareness by keeping track of the number of your followers and the reach
§ Increase conversions via sales tracking
§ Boost interaction and engagements by tracking retweets, comments, shares, or likes
§ Improved customer service support
These are only some of the major goals and yours could be different but, you must set clear goals. This means each content material you create and every comment or step you take in your marketing strategy must get you closer to achieving them.
Here are some examples:
Tweet daily at least once: Keep your feed active, tweet at least once each day. You may want to try posting 3 times a day for a month for example and analyze the results.
Establish a rate of followers’ growth for a six-month period. Input effort to see each month an advancement compared to the last month.
Be followed by 5 influencers. This will help accelerate your following development.
Engage your audience more. Take 5 minutes each day to engage on Twitter: to reply, retweet, and like. Establish clear goals depending on your purpose.
Get involved in Twitter Chats. 1-2 per month for instance. Twitter chats are events hosted by leaders and businesses and are very frequent. Make use of tools like Twubs or Tweetchat to find or host such chats.
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Twitter Analytics is the tool that dictates the fundamentals of your decisions concerning your Twitter activity. Measure the results of your Twitter marketing efforts to see what’s working best for your audience and where you need to direct more resources. Measure the number of followers, impressions, likes, mentions, link clicks, etc. Use social media analytics tools like SemRush, Sprout Social, Followerwonk for supplementary insights.
How effective have your efforts been? Analyze your Twitter account to see the best and worst-performing content. This will help you fine-tune your future campaigns by offering your audience the kind of tweets that they’re more interested in and dropping the kind that failed.
Twitter for business provides reports on your performance such as customer care and competitive analysis among many more. For optimum results, you can look at the following popular metrics:
Impressions – How many times did your tweet appear in someone’s timeline?
Engagement – How many retweets, favorites, follows or replies did your tweet get?
Top tweets – Which were your most engaging tweets?
Hashtags – Which is your most popular hashtag?
Twitter Best Practices: Engage, Engage, and Engage
Engaging is the mantra of social media and Twitter is no exception. The basics of Twitter are the micro conversations and it’s among the first places to give feedback, ask and answer questions. Sprout Social Index reveals that 45% of consumers contact brands on social media to obtain a response or resolution.
Engagement is a pillar and paramount request of consumers on Twitter, so, search for the right balance between conversation and promotion. The recommended ratio is 80% versus 20%.
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Some tactics to enhance your Twitter engagement might be:
Ask relevant questions and run polls. Don’t just ask questions for the sake of conversation, try to ask questions that uncover insights and different points of view related to your products or services. And as a bonus, this will revive conversations.
Respond immediately, retweet, and @mention others. Responding quickly shows others that you are active, retweeting content posted by others and mentioning other users creates the premise that others do the same for you. Curate carefully your retweets, as they will reflect on your business and should be in line with your core values.
Tweet trending events and breaking news. Use the “trendjacking” (association with a trend for awareness purposes) technique in your favor. Conceive a way to originally associate your company with the trend.
Join the conversation and tweet others daily. Comment on other users’ tweets, and build conversations as often as possible to expand your reach. If you’re going to send a direct message, it’s recommended to value bombing rather than cold prospecting. The person operating a company’s social media accounts is rarely the person who makes buying decisions.
Use just your best content for marketing on Twitter. People are more likely to share valuable, well-researched content. Preferably evergreen content. Use content research tools like Social Animal to find the top-performing content in your niche. Social Animal allows you to analyze top-performing content, find the best Twitter influencers, and with the View Sharers feature you can get a list of relevant audiences to whom you can promote your content.
Talk about industry events. Ask for details and opinions of those who were present at a certain event. You will gain insights, interact with industry influencers and brand ambassadors.
Count on visuals. Insert images, gifs, or videos in your Tweets to increase your engagement rates. Engagement, in general, is triple for visual Tweets, so exploit them.
Any business that advertises on Twitter must know the kind of tweets that stir the most engagement from users. It’s one of the best ways to increase your brand influence. Twitter advertising offers two approaches, Twitter Ads or Promoted Tweets.
Twitter ads are a very reliable alternative if your goal is to build a large follower base or when you want to increase your brand awareness. You can use a large variety of targeted tweets to achieve this. The amount you pay for your advertising will be determined by the objectives you’ll set for Twitter ads. (for instance video views or conversions)
Promoted tweets show your tweet on users’ search results as well as users’ timelines. Via this option you will pay a monthly fee for the period your tweet is being promoted and Twitter will display the tweet on your targeted audiences’ timeline.
“Tweeps” are able to engage on Twitter ads just as they would on any ordinary tweet. Thus, you can leverage this to make the best return on investment from Twitter Ads.
Twitter Best Practices for Business: Use Visuals
280 characters can definitely not make a thousand words. So, why not use pictures and videos that say way more than that?
Visuals are a sure way of saying more with your limited amount of characters. They will hold your audiences’ attention for longer, and that way you’ll give more information. Statistics actually show that tweets with images get three times more engagement while videos rake up to ten times more engagement.
Gifs also add to the content mix and they improve our tweet engagement by 55%.
Twitter best practices for using visuals include the fact that you must optimize them for mobile because 93% of videos are watched on a handheld device.
Run Twitter Polls
Twitter polls are fun but a genius source of market data when Twitter best practices are observed while running the poll. Twitter gives the following guidelines:
Run the polls regularly – Create regular polls on a weekly or monthly basis, it kills 2 birds with one stone, you stay on top of your audience’s mind and you show them that their opinions matter.
Let them contribute to decision-making – this offers them validation that builds better relationships with the target audience. Letting them participate in business decisions of whatever level gives them the feeling that they’re stakeholders in the brand.
Get market research data on your business – you can get so much out of a simple Twitter poll in terms of insights.
Run a poll on relevant topics – think about the topics and ideas that are relevant to your brand and create polls around them. It could be information you’re seeking about your products or services or just a simple muse on the industry. Run a relevant poll and you can gain so much and strengthen your brand based on that.
Twitter Best Practice: Keep It Personalized
Instant gratification is the biggest order on the menu of social media. And people love to be acknowledged because it gives them the immediate satisfaction that a brand noticed them. Of course, every market has its “special” people, so you won’t miss one or two people just looking to cause a disturbance. But there are loyal customers who are just looking for someone to listen to their complaints or compliments.
You can also personalize by mentioning followers by “@ “directly at them. This brings the human side of the brand and people can relate more to you than when it’s all robotic. There are many instances in that brands have gone viral in a positive way just because someone responded to a tweet or reached out to someone on Twitter.
Use Hashtags Wisely
Hashtags are often used wrongly. But it’s one of Twitter’s best practices for businesses to use relevant keywords and key phrases in order for their visibility to be propelled wider. Stick only to relevant keywords.
When users click on the hashtag, they’ll be able to view all tweets that have included that hashtag. And when you get super creative with it, you’ll easily turn it into a trending topic.
Improve your vision on Twitter
Just like YouTube or Facebook, Twitter, too, customizes and sometimes limits the content it lets users see according to their location. If you have followers in different countries or just want to circumvent the limitations you might face because of your country’s laws, a VPN comes in very handy. You can check how your tweets look from a different country’s perspective and pick up on the subtleties of the local Twitter community. This will help you find the right voice and hashtags for tweets targeted at a regional audience.
You can change your country setting on Twitter as part of your account info, but only a VPN allows you to actually change your location by accessing a VPN server in a country of your choice so that you can experience Twitter as if you were really there.
Consistency is the basis for Twitter marketing and this is a core Twitter best practice. Tweeting can be a time-consuming activity, so in order to streamline, the best way is to use a social media management tool to help you schedule your tweets. Tools like Hootsuite, Buffer, MeetEdgar, CoSchedule offer you the modality to plan your tweets and stay organized. Thus, this activity will consume a few minutes a day or several hours a month, without even being logged on the platform.
Don’t forget to be authentic in your tweets! It’s your most original asset.
Social listening is how businesses are using Twitter in 2023. It’s not all about saying something relevant. Listen out to conversations around your industry. Pay close attention to everything being said about your brand.
Thankfully Twitter enables this through its advanced search tool. It lets you know what’s being said about your products and services. You can get even more insights from discussions on trending topics. When you get this information, you’ll use it to refine your content and tweak it where necessary to build more trust and loyalty.
To get the most out of it, pay attention to what’s being said about your brand name, industry hashtags, your competitors as well as relevant topics.
Depending on the level of your Twitter account, you may have to do a part or even all of these tasks. Here is a synthesis, a checklist of Twitter best practices for business to help you tick them easier.
Twitter and social media are part of a still-young industry and they are continuously evolving. As a consequence, these Twitter marketing best practices change in time, so you have to keep learning and be up to date with the modifications that will interfere. And your following will continue to increase and probably generate more customers and business.
Taking into consideration the laser speed development of technology, everything else that’s pegged on it has no choice but to move at this breakneck pace. And like most things in this attention economy, the most effective and popular types of content are rapidly changing, led by the current visual marketing statistics.
With the constant updates, changes in algorithms, and newer techniques, digital marketers continue with the scramble to keep up. Staying updated on emerging trends is very important, however, there is something better than catching a trend just as it emerges, and that is being able to predict it.
As much as trends don’t have a particular pattern they follow, knowing a trend that has been popular helps greatly in making decisions going forward. And this supports a marketer gain some traction and visibility as they direct their future marketing efforts.
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With this in mind, it’s important to note that visual content (use of images, graphics, videos, and other multimedia content) has been a rising and leading trend in the past years. As 49% of marketers rate visuals as very important, and 13 % sustain it is paramount for their marketing strategy. And 26.2% said that they expected to spend between 21% and 30% of their marketing budget on visual creation. Finally, why not?
Plus, studies have shown that people remember up to 65% of visual content even 3 days later after consuming it, compared to 10% of written content read. A first impression is formed in 50 milliseconds and 81% of online users skim content. (Websiteplanet)
Going forward to 2023, this trend continues to be popular; so, before looking at these trends, here are six reasons your business will need to emphasize visual content marketing.
Before diving into the statistics, here is a quick glance at the main types of visual content that can help your efforts go viral if properly used. Keep in mind that different types of visuals will work differently for various businesses. But here are the 3 main types:
a. Infographics
Infographics are large data made simple and easy to digest through the use of charts, graphs, or visual stories. It is precise because of this aspect of crystalizing large data into digestible bits that makes it very attractive and effective.
Eye-catching photos and images are a great way to put a personality to a brand and make it more relatable. They can be used to show your products or brand to your target audience. The key thing is to ensure that the images and photos you use reflect the exact message you want your audience to see.
c. Videos
Videos are something that offers voice to your marketing campaigns. As will be seen in statistics, this visual method is very effective because of its capacity to capture and retain viewers’ attention, when other types of content fail.
Other types of visual content include memes and gifs.
With this understanding of why visual content is the way to go, here are some top visual content statistics in 2023.
Top Visual Marketing Statistics in 2023
Isn’t it just impossible to fathom a world without visuals? Here are the most relevant visual marketing statistics for 2023 in this end-to-end customer experience approach.
General Visual Marketing Statistics
The visual online information multiplied by 9900% since 2007. (Neomam)
59% of marketers use video, 46% use images, and 45% use infographics in their content marketing strategy. (HubSpot)
More than half of marketers spent at least five hours a week creating visual content (Venngage).
As said earlier, people are able to remember 65% of any visual content they’ve seen up to 3 days later and only 10 % of textual content they have read.
50.5% of marketers said visual content is very important in their marketing strategy, 22.4% that it is quite important, and 13.1% that their strategy is worthless without visuals. (Venngage)
28% of marketing experts expect that 71-80% of businesses rely greatly on visuals in 2022.
Visuals increase the viewer’s desire to read by up to 80%
Visual Marketing Statistics – Video Statistics
88% of people are more likely to purchase a product after watching a video and 96% have watched an explainer video to find out more details about a product.
People watch on average 19 hours of video weekly.
Short-form video is the most effective type of media sustain 85% of marketers. Instagram Reels and TikTok experience the fastest growth. (HubSpot)
Video produced the best results for 38% of marketers last year. (Content Marketing Institute)
YouTube is the leading source of video content globally, with 1 billion hours viewed on a daily basis and about 5 billion videos being watched each day. Simply mind-blowing. (Comparitech)
10 billion views and counting for the most viewed video on Youtube.
Social media is the preferred marketing channel for marketers. (HubSpot)
92% of marketers consider video as an “important” chunk of their marketing and 94% say videos helped increase brand awareness (Wyzowl)
79% of non-video marketers plan to use it starting in 2022.
Companies use a variety of video types, 16% use principally screen-recorded videos, 43% emphasize live-action videos, and 33% prioritize animated videos.
Video has assisted in boosting user understanding of brands, products, or services, 94% of video marketers said. (Wyzowl)
Another 87% said that video has helped increase traffic to their websites.
82% of video marketers sustain that the use of video has increased the amount of time users spend on their websites. (Wyzowl)
86% of video marketers admit that videos helped them increase the leads number and 81% say videos helped them expand direct sales.
The presence of videos in emails amplifies the click-through by 80% and multiples 30 times the chances of convincing a user to make a payment.
Main Visual Infographic Statistics
One way to get people to look at statistics is to present them in a visually appealing and engaging style. Skim reading is not a new thing; about 80% of readers actually just skim through content and you’re probably skimming through this right now. So, infographics just enable a reader to grasp the data more quickly and in a relatable fun way. So, here are some infographic statistics for 2023 to consider:
The data visualization industry is poised for sustained growth over the next years, reaching 5.17 billion by 2026. (Demandsage)
The content strategy of more than 60% of businesses includes infographics.
Colored infographics convey a high motivational factor (80%).
People tend to grasp statistics put in graph form better and faster as opposed to pure text according to a study by eye-monitoring research.
Yearly, 1.81 trillion photos are taken, or about 5 billion a day. (Photutorial)
Google Image Search has indexed about 138 billion images as of 2023 and this number is expected to reach 382 billion by the end of the decade. (Photutorial)
Venngage research of 2021 indicated that the most used form of visuals were stock images for 33.6% of marketers and original graphics (infographics and illustrations) for 36.4% of them.
46% of marketers consider photography as being critical for their marketing. (HubSpot)
40% of content creators approve that original visuals are responsible for the highest engagement. (Visme)
27.9% of Google search results display image results. (Demandsage)
Blogs with a high number of visuals tend to perform better, bloggers say. (Orbit Media)
On a daily basis, users share 1.3 billion photos on Instagram, 2.1 on Facebook, and 3.8 on Snapchat
Pinterest, another social network that relies heavily on visuals indicates that 88% of users purchased a product they pinned.
On Linkedin Posts including 8 images perform best. (OkDork)
Stock photos databases gather hundreds of millions of images: Shutterstock – 400 million, Adobe Stock – 295 million, Alamy – 288 million.
Besides the three main types of visual content listed above, there are some emerging trends that must be taken into consideration. Here are some related statistics.
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Visual Content Statistics on Emerging Trends
· People who use VR to view how-to videos have a 36% chance of remembering more stuff than people who only watched it on YouTube.
· 29% of users said they prefer viewing videos in 360 degrees as opposed to the old traditional way.
· About 90% of adult users consume content from many devices simultaneously.
· 57% of marketers are using live video for campaigns
· The Healthcare industry, gaming, and education are the top 3 industries that are focusing more on VR technology for growth.
Here are a few other visual content statistics:
Which type of visual content was used more frequently?
· Charts and infographics are mainly used for complex sets of data; big firms like Netflix and Google use them more.
· Memes and Gifs are very popular, especially on social media, and were used often by 3.6% of marketers.
· Stock photos with high resolutions were used by up to 40% of the marketers, while another 36% opted to use their original photos.
Which type engaged the users most?
Original graphics such as original infographic data were the best performer at 40%, followed by videos and live presentations at 23% and charts and data visualizations at 20%. Gifs and memes came last with only 5%.
What was the average time spent by marketers weekly to create visual content marketing?
On average, 37% of marketers said they spent between 2-5 hours; another 35% spent less than 2 hours creating visuals. Only 9% of marketers spent more than 15 hours creating visual content.
How much of the budget was spent on visual content creation?
26.2% of marketers expend to spend between 2%1 and 30% of their budget on visual content production and 25.2% of marketers expect to spend less than 10% of their budget on visuals (Venngage). But as this trend gets more popular, the cost of visual production will keep going lower and lower because new technologies come to the rescue and allow producing visuals faster and with fewer expenses.
What’s the number of businesses that are likely to rely heavily on visual content for marketing in 2023?
More than 80% of businesses will rely on visual content marketing according to 45% of marketers. Following 42% of marketers predict that 51-80% of businesses will rely on visual content, the rest think that less than 50% of businesses will require visual content in their marketing campaigns.
The Importance of Visual Content
i. Visual Content Marketing Increases Conversions
Implementing a well-thought-out visual content marketing strategy can increase sales and generate more leads. Statistics show that 84% (Wyzowl, 2021) of consumers said that they were convinced to purchase by a video. As such, it is clear why more and more brands are using visual content in their marketing strategy.
ii. Boosts Brand Recognition
The Social Science Research Network found that 65% of people learn better through visuals. They resonate better with images, videos, memes, and other visuals than text. So, when you incorporate visuals in your marketing strategy, you automatically boost your brand image because people will easily remember you and associate your brand with what they see.
iii. More Engagement
Another statistic by Brightcove said that videos drive user engagement by up to 53% and 66% of millennials engage with brands after viewing their video content on social media.
These consumers eventually share more video content than text content, consequently increasing engagement.
iv. Better ROI
That visual content is effective is no secret. 86% of businesses count on video as a marketing powerful tool, while 92% of marketers rank it as “important” in their overall marketing strategy. Moreover, 86% of markers sustain that they generated more leads with video, and 81% directly increased sales.
What these visual statistics show is that your brand is able to engage better with the consumers, and also retain their attention and get a response.
v. Enables Visual Search
Sometimes words may fail you while trying to describe something and this is where visual search comes in. It uses real pictures instead of keywords to search for other exact or similar images.
A study found that millennials are the early adopters of visual search shopping, so as this trend accelerates, your business should stay ahead of this advanced search method because it’s more accurate and it will only get better. And in the end, it will drive you sales.
Valuable Takeaways
From the visual marketing statistics for 2023 listed above, it’s clear that most marketers consider the use of graphics as critical in their campaigns. Most marketers today are using these various types of visual content for their campaigns and creating budgets for them. Business websites and social media sites attract more customers and retain their attention more when visual content is used.
Statistics on visual learning show that the use of VR is getting more popular and has better engagement rates as compared to common videos, however, with that said, pre-produced videos and live streams are getting more popular by the day, with greater returns on investment. Most adults are, at any given time, consuming content from multiple devices.
The importance of visual content can therefore not be summarized in one sentence, and with these statistics, you have a broad idea of how 2023 is going to be as far as visual content marketing is concerned and this will give you traction in your future marketing efforts.
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