The Queen of Facebook Tells All on Generating Facebook Marketing ROI

True to form, Mari Smith kicked off her presentation at Social Media Marketing World last week by sharing her full bio in the form of emojis and poking fun at her own mixed accent which immediately put the packed room at ease. When someone with experience like Mari takes the stage, you perk up and get ready to have a deluge of knowledge dropped on you in a short amount of time.

Her session (which seemed like mere seconds) was packed with helpful information and actionable insights that marketers can begin implementing on Facebook now. Below are some of the actionable highlights from Mari’s session.


Caring is scalable. You can care about a lot of people. – @MariSmith
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#1 – It’s Time to Rethink…Everything

One of the biggest issues that Mari has seen with social media marketing is that many brands (even large ones) are siloing their social efforts. Often, brands will have an organic social and paid social team that do not collaborate at all.

But the question we should be asking is: What if we were to implement social media company wide?


Social media is not just a business experience, it’s an emotional experience. @MariSmith
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All businesses (no matter their size) have an opportunity to delight their customers by providing a great experience.

#2 – The Facebook Algorithm Struggle

Facebook makes an average of $6 billion in ad revenue per quarter and is quickly ‘running out‘ of ad space to show users in-stream.

Because both paid and organic Facebook reach are becoming more difficult, it’s important that brands focus on what they really want to get out of it. Some examples might include:

  • Growing fans (Likes)
  • Getting exposure in the News Feed
  • Optimizing reach (paid & organic)

#3 – The Power of Video

According to Mari, Facebook is moving in the direction of television and tv advertising. In fact, they are following a model similar to Netflix or Hulu where they’re trying to encourage users to binge watch Facebook videos.

Video ads that perform well are ones that empathize with the audience and tell a great story. A prime example is the video below from Chatbooks which is an ad that Mari originally saw as an organic post from a friend that shared it. Just let that marinate for a second. Facebook users are sharing video ads.

Characteristics of great video ads:

  • Quality from the first frame
  • Authentic
  • High energy
  • Entertaining
  • Evoke emotion
  • Personable and relatable
  • Useful to the audience
  • Designed to be played with the sound off
    • Add lower third highlights
    • Add captions

In June of 2016, Nicola Mendelsohn, Facebook’s Vice President for EMEA predicted that Facebook will probably be all video in the next five years. However, a recent study by Buffer found that video is largely underutilized on Facebook. Even though video gets 3x’s the engagement of other posts.

Mari’s Pro Tip: It’s Hip to Be Square
Even with Facebook’s addition of portrait and landscape video, square video still reigns supreme. In fact, square videos receive almost 30% more views, more shares and has almost a 70% higher view completion rate.

The team that manages the Jane Goodall Institute Facebook page ran an A/B test of landscape versus square videos and experienced a significant increase in the number of views, shares and likes on the square video.

#4 – Real-Time Shopping

The ability to shop for items in real-time has been talked about for years. But now, it’s finally real. Amazon for example has incorporated a camera into their mobile app that allows users to hover over an item in the wild and receive suggestions for a similar product from Amazon in mere seconds. Even as an avid Amazon shopper, I wasn’t aware of this feature until Mari shared an example on stage. Below is a test that I ran by scanning a photo of my watch:

Recently, Facebook partnered with Shopify to develop a similar approach where users can purchase items in real-time while watching a video. It’s unclear as to when this feature will be available to all users but the fact that it exists offers many exciting opportunities for marketers.

What Does the Future Hold?

The evolution of Facebook’s approach for brands is beginning to cover many opportunities for the modern marketer. Just imagine the ability to provide real-time customer service via messenger. The good news is that the possibility of providing that service isn’t far off.

What other updates would you like to see Facebook make for marketers?


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6 tips for creating content to capture short attention spans

How images help you beat your readers' attention span

It’s not easy nowadays to win over your audience in an abundance of online content, and the short attention span of human beings isn’t making things any easier.

It’s always a challenge to make your content stand out, but this doesn’t mean that you should be discouraged from creating it.

As the average human attention span has dropped to just 8 seconds, however, how can you make content that captures your audience’s attention before it’s gone?

Learn your audience

This is the first thing that will help you beat the readers‘ attention span. It is very important to understand your audience, as this will help you create more relevant content for them.

Here are some tips for understanding your audience:

  • Analyse your existing content and the response it received
  • Monitor your channels and the readers‘ reactions to your content
  • Measure the time spent on your site
  • Bounce rate is another metric that indicates whether your content is appealing to your audience
  • Perform keyword analysis to devise new ideas that are relevant for your audience
  • Monitor your competitors‘ content and find the gaps that you can fill in.

Focus on structure

Having well-structured content helps readers to stay longer on your page. It’s not just the quality of the content that maintains readers‘ interest, but also the way you present it.

A clear and organized structure makes it less strenuous for readers to digest your content, so remember to:

  • Organize your content into paragraphs
  • Don’t create lengthy sentences that make reading harder
  • Use headings to divide up longer chunks of text
  • Use lists and bullet points to facilitate quick reading (like this!)
  • Add takeaway tips at the end of your content to help readers digest the most important parts.

Use images

As with a good content structure, images make reading a page more appealing.

From the header or feature image that offers an introduction to the topic (which may also be the image used on your social shares), to the additional images included throughout the text, images help to separate one section from another in the most engaging way.

They also help the eyes relax from a long sequence of text (which might otherwise be a little dull to read), while making it easier for the brain to process what it just read.

Moreover, images can offer additional value with the use of quotes, stats, or even tips that facilitate quick reading. These images can double as shareable content on your readers‘ social feed, giving you more mileage from your content.

Don’t hold back from long-form content

You might assume that a short attention span will require an equally short piece of content for consumption. This is not always the case, as well-executed long-form content is still a valuable asset to your blog.

Provided that you’re adding value to a topic they find interesting, length should not discourage your readers from consuming your content. Remember that long-form content doesn’t have to be boring: structure and images can contribute to make the reading experience easier.

In fact, according to Orbit Media Studios, blog content is getting longer year by year. In 2016 the average blog post length was 1054 words – up from 887 words in 2015.

This is a good reminder for all of us that there’s no need to be afraid of longer content. All you need is to focus on relevance and a good user experience to keep people engaged on the site.

Involve different types of content

If you want to appeal to a wider audience, then you might have to experiment with different types of content. There’s no need to limit your creativity to plain text, especially if you can include other formats like:

  • Infographics
  • Presentation slides
  • Video
  • Podcasts
  • GIFs

Every type of content serves its own goal, and all of them can enhance your message.

For example, if you want to turn a complicated concept into a simpler analysis, then a visually​ appealing infographic​ can be useful.

If you want to find new ways to repurpose your content, then you can turn a blog post into a presentation, a video, or a podcast.

These allow you to promote your content across new platforms and reach the right audience with the right type of content. And many of these content formats are more engaging to time-starved audiences than a text-based post.

After all, content marketing is all about being creative with your content and its distribution.

Use social proof

If you’re wondering how social proof can convince your audience to spend more time on your site, here’s an example of how it can work in practice.

We all have more chances to read the content that our friends, or our favourite influencers, share on their social feeds. This is due to the trust that we’ve built up with them, and the belief that their approval serves as the credential we need to visit a page.

This can become even more important if it’s about a page that we haven’t visited in the past.

It’s not a bad idea to build relationships with other people to ensure that our site’s content reaches more people. This way the connection becomes more genuine and there are more chances for new readers to actually pay attention to our content.

Creative Ways to Use Instagram Albums for Your Business https://t.co/KjmVcgfXAT via @jenns_trends | Terrific! 💡🎨📸#fbbriefing

— Mari Smith Ⓜ️ (@MariSmith) March 25, 2017

Get rid of distractions

If you want to maintain your readers‘ attention while reading your content, you have to test your page for any distractions.

It’s easy for the reader’s eye to be distracted by a pop-up, a shiny sidebar, or even untidy formatting. That eye-catching banner ad might be doing its job extremely well – and it may also be competing with your content for attention.

Content success is all about focusing on the reader and the browsing experience. That’s why it’s always useful to switch sides and visit your pages from time to time as a reader.

What do you notice first?

Are you willing to spend enough time to read the content?

Is there something you need to change?

Takeaways

It’s useful to keep in mind that the shorter the attention span, the bigger the challenge to appeal to your audience.

This doesn’t mean that your content can’t win your audience over. All you have to is to keep in mind some tips for making it more appealing:

  • Use a short and descriptive headline
  • Create a clear structure
  • Include images to separate blocks of text
  • Experiment with different types of content
  • Consider the use of social proof to build trust with the audience
  • Be as relevant as possible
  • Don’t underestimate the importance of quality content – whether long or short-form.

Source:: searchenginewatch.com

Surviving SEO in a Voice Search World

reasons people use voice search

Surviving SEO in a Voice Search World was originally published on BruceClay.com, home of expert search engine optimization tips.

You wouldn’t want your annual profits cut by 20 percent, would you? Just like you wouldn’t overlook one out of five of your customers.

By the latest stats, 20 percent of people searching on mobile are doing it with voice search. And we expect that number to grow significantly as more and more people adapt to voice search and voice assistants.

As a marketing officer, you might be wondering how voice search will impact your future search engine optimization strategy.

And that’s what I’m going to talk about today:

  • Why and how your audience is using voice search.
  • The impact of Google’s machine-learning system, RankBrain, on voice search, where voice assistants come into play, and what voice search means in a mobile-first world.
  • Strategic recommendations on how voice search impacts your SEO strategy.

Why Your Audience Is Using Voice Search

Voice search, in many cases, is about convenience.

It’s no surprise that it’s popular among mobile users on the go. Would it surprise you, though, to find out more and more people are using it at home?

According to the 2016 KPCB Internet Trends report, 43 percent of people use voice search in their home:

The KPCB annual report on global internet trends shows the primary reasons and settings for using voice search. Click to enlarge.

And as the technology improves, so does the adoption of voice search on mobile devices and voice assistants like Google Home:

The KPCB annual report on global internet trends show how many smartphone users use voice assistants and why behavior is changing. Click to enlarge.

Google is leading the charge to improve voice recognition technology.

In November 2015, Google announced that the Google app had improved its capability to understand the meaning behind voice searches.

Just before that, RankBrain — Google’s machine learning artificial intelligence system — hit the scene. RankBrain makes interpreting queries (including voice searches) and matching them to the best search results easier for the Google search engine.

Voice Search Beyond the Mobile Device

The fact that over 40 percent of voice searches happen at home, versus around 20 percent happening on the go, presents a new level of complexity when we’re thinking about how our brands can become a part of a person’s daily search habits.

What we don’t know yet is the future of how voice assistants like Google Home will identify and serve up results.

In many cases, devices like Google Home have to make complex decisions for you about which answer or result to serve up. This is unlike the traditional way of personally choosing among a set of blue links on a page, and voice search optimizations must be accounted for.

Voice search adds further complexity to local search results, in particular. For example, someone who has a broken water pipe might simply tell their Google Home device: “My plumbing is broken,” versus a more traditional voice search like “show me plumbers in my local area” or “who are the best plumbers in my area?”

Let’s not forget that search must also evolve to fit the tastes of new generations as well.

What we do know is that third-party integrations are happening that allow brands to integrate with Google virtual assistants more seamlessly. And that’s worth looking into.

As search behavior changes, Google has more work to do to find the best answers, and we as digital marketers have more work to do to understand how to become a part of those results.

sound wave on phone screen

How to Prepare Your SEO Strategy for Voice Search

We do, however, understand some things about voice search to date, and how it can impact your SEO strategy.

Let’s look closer at what you need to know to survive SEO as voice search becomes more and more the norm.

Know Your Audience

As part of your voice search keyword research strategy, your company needs to be aware of how someone would look for your product or service if they were using a voice search.

Remember, voice searches are more conversational and tend to center around questions instead of the two- or three-word queries that many people type.

But they can also be declarative statements, like the one I used in the plumbing example earlier.

As part of your research, create a list of voice searches you believe users would use. Brainstorm with your team. Peruse social media. Look at forums. Do whatever you need to do to come up with a good starting list for research.

Know Your Results

We recommend in our SEO training class that people start querying their brand, products and services using voice search to find out if they show up and how.

Most companies haven’t taken the time to figure out how to do a search for their products or services on a device using voice search. But, with your newfound keyword research, you can start.

Once you perform that real-time voice query research, if you find your website isn’t showing up, your web pages and their content need some work.

It’s likely that your website pages aren’t doing a good job of answering a where, when, why, what or how-type question.

Know Your Competition

As part of your SEO strategy, you want to find out who is, in fact, showing up for those voice search queries if not you — or who is ranking above you.

Performing page-by-page analyses of the top 10 rankings, for example, for a voice search important to your business can help you better understand the logistics of the content on those top-ranking pages.

Apply Voice Search Keyword Strategy and Website Optimization

The approach to optimizing web pages is the same — meaning you want to ensure you’re following SEO best practices.

But you may choose to tweak your content.

You might decide to include the same target keywords in your meta information and heading tags, but tweak the content to be in the form of a question posed by someone using voice search.

For example, “planets in our solar system” might become, “how many planets are in our solar system?”

This keyword modification tactic could be applied page-wide where it makes sense and feels natural. You might also use the data you gleaned from your voice search keyword research plus the competitive research I mentioned to identify content on your site that’s missing.

Where could you better answer many of the questions your target audience has?

While it’s ultimately Google’s job to best match a search query to a web page, it’s also our jobs as website publishers to do as much as we can to help make that match.

So, many of the SEO practices we’re used to still apply to help make your pages relevant.

I mentioned integrations with Google Home, and those are the types of things you’ll want to watch out for, particularly for certain types of businesses.

And it’s worth mentioning again that voice search today is a highly mobile experience. But we can easily imagine a time when voice search is a desktop function.

Still, with Google planning to take a mobile-first index approach, you can’t afford not to be there.

Right now, it’s safe to say we’re in an experimental phase, where we’re learning how voice search works across devices, how search results surface and how to be a part of it all. And there’s still much work to do.

As brands, we need to figure out how to become a seamless part of our audience’s search habits across technology and devices. Imagine the competitive advantage you would have in being a leader in the “new” search.

But we also need to continue to implement the SEO best practices that help search engines understand our website and its content. Only now, we have more contexts than ever to consider.

What do you think? Do you think a brand can be the last to implement a voice search strategy? Can you? Let me know your thoughts in the comments below.


Let us help you develop your voice search SEO strategy. Bruce Clay’s tailor-made services drive your competitive advantage.

Let’s talk more about growing revenue through smarter digital marketing.

Source:: bruceclay.com

The Next Evolution of Influencer Marketing: 4 Key Insights And What They Mean

We marketers love to chase shiny objects. It’s part of the constant drive to experiment, optimize, and improve. Any new tactic that looks promising is going to attract our attention.

During his presentation last week at Social Media Marketing World, Lee Odden offered proof of just how shiny influencer marketing is: It can potentially return $9.60 for every dollar invested. Campaigns that include influencers have shown a 10x increase in conversion rates. And those customers who convert stick around–influencer campaigns tend to achieve a 37% increase in retention.

Clearly, influencer marketing deserves the buzz it’s been getting. But most marketers are just getting started. There’s plenty of activity, but not much strategy. It takes a concentrated, strategic, sustained effort to fully realize the benefits.

Earlier this year, Toprank Marketing released Influencer 2.0: The Future of Influencer Marketing. Lee offered four key insights from the report, and what each means for marketers looking to take their influencer marketing to the next level.

What Is Influence? What Is Influencer Marketing?

Before we get into insights and best practices, it’s important to define terms. Lee defines influence like this:


Influence is the ability to effect action. Fans, friends, and followers are meaningless unless the…
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That definition alone should change the way you approach influencer marketing. It’s not about chasing the most famous person…it’s about the person who best can move their audience.

Here’s how Lee defines influencer marketing:

“Influencer marketing develops relationships with internal and industry experts with active networks to co-create content that helps drive mutual value and measurable business goals.

There’s a lot to unpack in that sentence. First, influencer marketing means developing relationships, not isolated pieces of content or campaigns. Second, look for influencers in your company as well as outside of it. Third, you’re looking to create mutual value, value beyond compensation. Finally, influencer marketing can and should serve measurable business goals.

What Not to Do for Effective Influencer Marketing

Based on the definition above, avoid the following five missteps to greatly increase your effectiveness:

  1. One-Off Campaigns: Don’t activate influencers, have them contribute, then abandon them and start all over next time. Aim for sustainable relationships.
  2. Focusing on Celebrities: They may have a huge audience, but celebrities are hard to reach, expensive to activate, and their audience may not be the most relevant for you.
  3. Using Influencer Marketing for Ads Only: Our agency co-creates content with influencers–eBooks, blog posts, video. This type of content lets influencers go beyond endorsing your product or service to create something of real value.
  4. Only Doing Pay-to-Play: We’re not saying “never pay influencers.” But when you’re building relationships and co-creating cool stuff, you can have genuine mutual value without exchanging cash.
  5. Only Measuring Social Metrics: You can measure the business value of influencer marketing, not just engagement and brand lift. Start your program with these goals in mind and build tracking in.

Four Key Influencer Marketing Insights (And What to Do with Them)

Influence 2.0 draws on the expertise of noted industry analyst Brian Solis, as well as over 100 experts from brands like Microsoft, Adobe, and SAP. Lee dove deep into the data to present these insights and the best practices they suggest.

Insight #1: Influencer Marketing Is Underfunded

On average, companies have just 10% of their marketing budget allocated to influencer marketing. Half of the companies analyzed are investing less than $100,000 per year–which is a small slice of the pie for enterprise-level organizations.

As interest in influencer marketing grows, however, the budgets are starting to grow. 55% plan on spending more money in the coming year. 70% of companies who already have an influencer marketing platform in place plan to increase their budgets.

What to Do: It’s important to understand the opportunity for return on investment, Lee said. Think of what it will cost to implement a program versus the cost of losing access to the top influencers in your industry when the competition gets their first.

Think about implementing programs, not projects. Long-term relationships create the most value for your spend.

Insight #2: B2B is behind B2C

Fifty-five percent of B2C companies have an ongoing and integrated influencer marketing program. Only 15% of B2B marketers could say the same. Overall, 49% of B2B marketers say they’re still in the experimentation phase.

What to do: B2B influencer marketing is a different animal than B2C. You’re not likely to get ahead by paying Youtube stars to pose with your cloud-based network solution.

Start by engaging expert help to research the market, identify influencers, and develop a plan tied to ROI.

It also makes sense to invest in technology. It’s hard to start a sustainable program with a spreadsheet. Influencer marketing platforms can help you identify, qualify, and engage with influencers, as well as help with measurement and optimization.

To kick off your program, start by activating your clients. Start with people who already advocate for your company, invite them to co-create content, and scale up the content that performs best.

Insight 3: The Top Influencer Marketing Goals

Brand advocacy and awareness were at the top of respondents‘ minds, with 94% and 92% respectively saying these were the top goals. 88% said reaching new audience was a top goal as well.

Sales conversion and lead generation were still in the top ten, but trailed with 74% and 67%. These results demonstrate that any marketers aren’t aware of influencer marketing’s potential for lower-funnel goals.

What to Do: Keep ROI-proving business goals in mind when designing your program. Make sure to align brand and influencer goals, too–when you have alignment with influencers, it’s easier to inspire organic participation.

Insight #4: Areas Most Impacted by Influencer Marketing

When we asked in which areas has influencer marketing made the biggest difference for marketers, 80% of respondents said content marketing, and 75% said social media marketing. These two are definitely the biggest opportunities; in fact, Lee said companies who aren’t using influencers in these areas are at a disadvantage.

What to Do: Social media and content marketing are the baseline. Beyond that, make your program more sophisticated by integrating it across the organization. Look for internal influencers in your marketing, PR, customer success, community management, and HR departments. Externally, look to industry thought leaders, your own customers, and journalists to round out your program.

Three Levels of Influencer Engagement

It’s easy to get started with influencer marketing. From the first stage, you can gradually grow your efforts to a sustained long-term program built on strong relationships. Lee identified three levels of influencer engagement. These are additive, not exclusive–we currently use all three at TopRank Marketing.

  1. Microcontent: Short-form content used as a “seasoning” for brand-created content. Think quotes, tips, and insights from influencers added to your brand assets. Microcontent can include influencer outreach or simply be curated from external sources.
  2. Campaigns: A campaign includes longer-form contributions directly from the influencer, like an interview for an eBook. You’re asking the influencer to co-create content, which you can repurpose–eBook to blog post to social media images with quotes, for example.
  3. Community: The ultimate goal for a sustainable program is a dedicated group of influencers that contribute a variety of short and long form content for brand communications. These are people who have relationships with your brand and your people, who co-create content motivated by shared goals to realize mutual value.

Everyone Is Influential

As Lee says, everyone is influential about something. Regardless of your industry, it’s high time to find and activate the people who can make a difference with your audience. Make an investment, make a commitment, and start building relationships that can lead to a long-lasting program.

For the full report from TopRank Marketing, Traackr, and Altimeter Group, read Influence 2.0: The Future of Influencer Marketing.


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Aw, Snap: Everything You Need to Know about Snapchat for Business #SMMW17


“Social media evolution is inevitable. All you can do is evolve along with it.” – @carlosgil83
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Snapchat is a platform seemingly designed to confuse people of a certain age. Let’s say those of us who were high school age or older when Bill Clinton was president. If you’re in that demographic, you probably didn’t immediately “get” Snapchat’s minimalist UI and self-destructing messages.

Even if you’re one of the hip kids snapping away at home, it can be hard to see the business value of the platform.

But among the emoji and the rainbow vomiting there’s a huge potential audience. Brands with the right content and strategy are already enjoying success. If your target audience matches the platform’s demographics, it’s time to dive in.

At his Social Media Marketing World session, BMC’s Head of Global Social Media Carlos Gil made a compelling case for Snapchat as a marketing tool, and offered tactics for engaging on the platform.

Who’s on Snapchat

There are over 300 million monthly users on Snapchat. The vast majority are between 18 and 34 years old. 77% are over 18, and 24% are in the 25-34 bracket.

It’s a much smaller audience than, say, Facebook, but it’s a major player for millennials. 41% of all millennials in the United States are on the platform.

If your audience includes millennials and Gen Z, Snapchat is most likely a good fit for your business. If you’re hitting an older demographic, Carlos says, that doesn’t automatically count you out. It’s still worth doing a little research to see if your particular Gen X or Boomer audience is on the platform. Even B2B businesses can find an audience on Snapchat.

Brands Are Seeing Amazing Success on Snapchat

Carlos didn’t pull any punches in his assessment of the platform’s potential: One of his slides read simply “Snapchat is a legit marketing channel.”

Take Gatorade’s Super Bowl lens, for example. The lens added football-style eyeblack to people’s faces and simulate the celebratory Gatorade dousing at the end of the game. More people saw Gatorade’s branded lens than saw the Super Bowl itself–and for a fraction of the cost of a 30-second ad.

How to Build a Following on Snapchat

It takes work and engaging, fun content to get people to follow your brand, Carlos says. If you’re just starting out, it makes sense to experiment with geofilters first. People don’t have to follow your brand to see geofilters–they pop up based on location. Use geofilters to build brand presence, reach local users, even amplify tradeshow presence and community events.

To build your audience, start by leveraging your existing social media channels. Make sure your Twitter and Facebook followers can easily connect on Snapchat from their preferred platform. You can also run Facebook and Instagram ads that are targeted at Snapchat users. Just add “likes Snapchat” to your targeting criteria before running a campaign, and use creative that includes your Snapcode and handle.

Influencer content is huge on Snapchat as well. After you have started building a following, look to influencers in your vertical to co-create content and do channel takeovers.

Content that Engages on Snapchat

Unlike every other channel, Snapchat users want quality content that is fun, creative, and/or educational.

Okay, like every other channel, Snapchat content should be fun, creative, and/or educational. The difference is Snapchat is more informal and a whole lot shorter–you’re looking to build stories that are 2-3 minutes long, and each segment is just 10 seconds.

Carlos suggests keeping it extra real: Use the platform to go behind the scenes, feature the employees that make your business work, highlight your corporate culture. If you have a physical product to sell, think product story, not sales pitch.

Carlos used Nike as an example. If they’re launching a new shoe line, their Story will show people playing basketball in the shoes, not someone highlighting the shoe’s selling points.

Most importantly, keep your content fresh and updated often. Stories only last 24 hours, so constant refreshing is vital to keeping your audience entertained.

Keys to Converting from Snapchat

According to Carlos, marketing on Snapchat isn’t all about brand awareness fun and games. It’s definitely possible to inspire action and track results. Here are Carlos‘ top tips for conversion and measurement:

  • Keep stories brief and include a very direct CTA
  • Offer followers exclusive VIP offers and flash sales
  • Use tracking URLs for every link out of Snapchat

It’s All Snappening

If your target audience includes millennials and Gen Zers, Snapchat is worth exploring. Start with the best practices you use for all of your social content creation–keep it authentic, entertaining, and educational. Then embrace the unique qualities of the platform. Go for informal, person-to-person content that humanizes your brand. Take your audience behind the scenes, let them meet your people and see what you’re about.

As Carlos says, “The key word in social media is ‘social.’” That’s true on every social media platform, but even more so on Snapchat.

Is your business using Snapchat? What questions do you still have about the platform? Let me know in the comments.


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Aw, Snap: Everything You Need to Know about Snapchat for Business #SMMW17 | http://www.toprankblog.com

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Source:: toprankblog.com