If you want to make a big impact on social media, one of the key factors is to have strong branding and an excellent logo.
One of the big roles of social media is to help you promote your brand and increase visibility. At the same time though, a great logo will also help to make your brand appear more professional and it will ensure that there is consistency between all of your different channels.
This especially true if your in direct sales and need to stand out about all the other reps, coaches, consultants, etc.
If the same professional looking logo is used everywhere from your Twitter account to your Facebook account, then these will become linked in the minds of your visitors and that will send a clear message. But in order for this message to be a positive one, that logo needs to look the part.
So how do you go about designing a great logo for your social media campaign?
It starts by ensuring that your logo is high quality and that it looks professional. To accomplish that, you either need to have the right tools and know-how yourself, or you need to hire someone who does.
One thing that is crucial here is that your logo be made with a vector file. These are files that are easy to edit and that don’t lose any quality when they are resized. It’s what will ensure your logo always looks maximum quality.
Of course the design is also very important and in an ideal scenario, you will ensure that both the image itself and the name of your company together tell a story of what your brand is about.
So for example, if you are a fitness brand then you need to make sure that’s immediately apparent.
The aim is to create a logo that when viewed with any one of your posts, makes the right kind of person instantly want to click subscribe because they feel that it’s exactly the kind of thing that they’re going to enjoy.
If you can manage that, then you should expect to see a huge increase in traffic and better engagement from the fans that you already have!
Screenless searches most often involve digital assistants such as Alexa, Cortana, and Siri. Experts anticipate that the voice speaker market will exceed $30 billion by 2024.
Put these facts together and we can draw one, inevitable conclusion:
Companies that fail to optimize for voice search now will lose business to companies that embrace the trend.
So… what do you need to know about voice search right now? How can you optimize your site to ensure that you’re grabbing your share of voice traffic? Here’s what you need to know.
What Are the Differences between Traditional Search and Voice Search?
Don’t fall into the trap of thinking that voice search is just traditional search with a new name. It’s not. There are some key differences in the way people seek out information when they’re speaking aloud, and you’ve got to understand them to capitalize on the voice search trend.
Here are the main differences:
Choosing Voice Search Keywords
Voice search optimization starts with keyword selection. You know you’ve got to focus on long-tail keywords, but which ones?
A good place to start is with Google’s new-ish “People Also Ask” feature. When you Google a keyword associated with your business, you’ll see a box just below the top result or two with a list of similar questions that people ask. You can use those to help you optimize your page.
Another way to choose your voice search questions is to look at the FAQ on your website and on your competitors’ sites. The questions that people access most frequently are likely to be ones that will bring a lot of traffic to your site.
Considering the intent of the questions you choose is essential, as well. Remember, voice searches are always asked with a specific intent. The user wants to find a product or business, or they’re seeking an experience, or they want help with a problem. If you keep their intent in mind, then you’re likely to do a good job attracting voice traffic.
Of course, your questions should still incorporate your local keywords. For example, say you own a pizza restaurant in Minneapolis. Here are some examples of voice queries you could use:
Tips for Optimizing for Voice Search
You understand why voice search is so important – now it’s time to do something about it. After you’ve chosen some key questions to answer, here’s what to do.
It’s only a matter of time before Google adds voice search to its algorithm. You don’t want to be scrambling when that happens – which is why you’ve got to act now.
Voice search is here to stay. Your mission, should you choose to accept it, is to jump aboard the bandwagon now, while there’s still time. You’ll get a leg up on your laggy competitors – and reap the rewards in the form of a thriving business.
The issue that keeps coming up is that many of the local businesses that have Facebook pages aren’t making the most of them. They might look okay on the surface but, in short, they’re not getting the job done.
Fortunately, there are some easy fixes you can make to turn your Facebook page into a powerhouse. Here’s what you need to know.
Choose a Recognizable Profile Picture
Your profile pic is the first thing most people will see when they visit your page or see your content. That means it’s got to be clear and easy to recognize.
The most obvious option is to use either your company logo or your picture for your profile. The former makes sense if you have a business with a recognizable logo or one where people don’t automatically associate you with your business.
Use a photograph if you’re a freelancer or the kind of business owner who’s front and center of every transaction.
Either way, make sure your profile pic is the right size. You can find the details in Facebook’s guide, here.
Add a Compelling Cover Photo
Your cover photo takes up more space on your Facebook Business Page than anything else. For that reason, it’s got to be compelling and professional.
A lot of local businesses use an image of their storefront or the interior of their business as a cover photo. Others use a group photo of their staff – something that makes sense for a service-oriented business.
Make sure to use the proper dimensions for your photographs. Facebook changes the dimensions frequently – you can double check here.
Minimize Admin Access to Your Page
You’re busy and it might be tempting to give an employee access to your Facebook page, so they can post content while you handle other aspects of your business. There’s nothing wrong with that – until there is.
If you decide to delegate social media responsibilities to employees, make sure that you:
Add a Call to Action Button
You know that your social media posts and emails all need a call to action at the end that tells people what to do next. The same is true of your Facebook Business Page.
In recent years, Facebook has added Call to Action Buttons for Business Pages. The button appears on the right side of your Facebook Business Page just underneath your cover photo. Some of the options available include:
Don’t Neglect Your “About” Section
The “About” section of your Facebook Business Page is vital to your page’s success. People will click “About” to learn more about your business. If you don’t provide them with the information they need, they may decide not to follow you.
You should make sure to at least include your full business name, address, telephone number, hours, and the URL of your website. You should also consider optimizing the section that’s most likely to sell people on your business. For example, you might:
Check Your Metrics
One of the most common Facebook marketing mistakes is failing to use the free tools that you get when you sign up for a Facebook Business Page. You might not know it, but Facebook Insights provides a ton of useful information about the people who follow your page and what they want to see.
The best way to use Facebook Insights is to track your engagement. I recommend focusing on:
Using that information, you can then create a content strategy that will allow you to get the maximum organic reach for your content.
Promote Your Content
Increasingly, Facebook has tweaked its algorithm to prioritize personal content and minimize the reach of businesses. They say it’s because it’s what users want, but it’s also a way for them to maximize their ad revenue.
Either way, the only way to be sure that your content is seen by your followers is to promote it. I don’t recommend doing that with everything you post. But, if you’re sharing something important – like an event or a new product launch – it makes sense to drop a bit of money and promote your content.
Facebook marketing is like anything else – you get out of it what you put into it. Your Facebook Business Page is where it all starts. Use the tips here to get the most from your page and turn your Facebook marketing into the powerhouse it should be.
It’s not a good idea to throw together a basic business website that doesn’t help you to generate new leads for your business. Your design must be user-friendly and intentional. Here are some tips to help you out.
Choose the Right Domain Name
It’s always surprising how many small businesses choose confusing or difficult-to-remember domain names for their business websites. Your domain name must be:
Leave dashes and other punctuation out of your domain name and try to keep it short – under 15 characters is ideal. However, a lot of shorter domain names aren’t available and you’re better off choosing a .com name with a longer root than a shorter name with a less-common extension.
Design a Killer Home Page
In many cases, your home page will be the first thing a visitor to your site sees. That means it must be clear, attractive, and easy to read and navigate.
Your home page is like the cover of a book. It’s got to be welcoming and intriguing. You should have concise and compelling copy that explains who you are and what you do. You’ll also need original, meaningful images that sell your business.
We’ll talk more about calls to action later, but your home page absolutely needs a clear CTA and an irresistible offer, as well. The CTA should appear above the fold for the best results.
Boost Your SEO
If it’s been a while since you’ve researched keywords and optimized your page, it’s time to go back to the drawing board. Google changes its search algorithm constantly. There are a lot of business sites that haven’t even taken mobile optimization seriously – something that’s inexcusable considering that more than 60% of all searches are done on mobile devices.
Optimizing for voice search should also be a priority. That means choosing long-tail keywords that are highly focused and specific. Make sure that the content on your website answers the most commonly asked questions about your business and products.
You should also use Schema markup to ensure that it’s easy for Google, Bing, and other search engines to scan and index your site.
Tell Visitors What to Do Next
A lot of small business websites have only one call to action. It’s usually on the home page, but a lot of times it’s hidden deep in the website’s structure. It may be out of sight at the bottom of the page, overly complicated, or unclear.
If that’s the case with your site, it’s time to ramp up your calls to action to make them obvious, easy to find, and simple to fill out.
Here’s what I recommend:
The point is, you want it to be easy for people to contact you.
Build Multiple Landing Pages
Another common mistake that local business owners make on their websites is not thinking of every page as a landing page. Including a CTA on each page is only part of the process.
Each landing page should be specific to a common search query. Why? Because it can be confusing if you try to pack too much information on a single page. If someone comes to your site looking for tires, they shouldn’t have to wade through tons of content about mufflers and brakes.
HubSpot’s research shows that businesses with 30 or more landing pages perform best in organic search and lead generation. 30 might be too many for your business, but you should give some thought to creating specific pages that speak directly to a searcher’s intentions and needs.
Focus on the User Experience
Creating a great user experience on your site isn’t a direct lead-generating strategy, but it’s something that will help to keep visitors on your site long enough to respond to your calls to action and offers.
Creating the right user experience includes:
Use Your Content to Generate Leads
One of the best ways to generate leads is to create content that sells your business and makes people want to buy from you. You can do that by choosing meaningful blog topics that allow you to demonstrate your expertise and talk about the solutions you provide.
Come up with topics by asking:
There’s no reason that your website can’t be generating leads every day. The tips we’ve outlined here will help you take your lackluster site and turn it into a lead-generating superhero.
However, only 63% of companies have a dedicated content strategy.
You can see the issue at hand. Content marketing is a must and yet doing it improperly – without a clear focus and strategy – can be a huge waste of time and money.
With that in mind, here are 8 content marketing types to help you build your strategy and grow your business.
#1: Blog Posts
Blog posts are hardly revolutionary in the world of content marketing, yet a lot of local businesses still aren’t blogging regularly. Those who do reap rewards:
A lot of local businesses don’t bother with infographics and that’s a shame. They’re increasingly popular and perfect if you need to present a lot of data in a way that’s easy to understand.
While you might think you need to hire a professional graphic designer to make infographics for you, that’s not true. Online tools such as Canva and Venngage make it simple to create beautiful, shareable infographics.
Infographics can help you build authority and gravitas. They’re ideal for sharing on Pinterest, Instagram, and Facebook. If you’ve posted a data-heavy blog recently, consider transforming it into an infographic to share on social media.
#3: Customer Testimonials
You already know that customer reviews and testimonials are essential forms of social proof to use in your online marketing. However, if you handle them properly, they can also be part of your content marketing strategy.
Consider shooting video testimonials that tell a compelling story and give people a reason to buy your product or use your service. Video testimonials can be posted on your website, emailed to your list, or shared on social media.
#4: Case Studies
The term “case study” can be an intimidating one but think of them as in-depth customer testimonials. A testimonial will usually focus on how the customer feels about your business. A case study shows how you or your product helped a customer.
If you decide to use case studies in your content marketing, make sure to:
Memes are perennially popular and can be useful as a form of content marketing – but there are a few pitfalls you should be aware of.
It’s not a great idea to share random memes that have nothing to do with your business. Instead, it’s your job to find a way to take a popular meme and make it relevant to what you’re selling.
If you’re not sure how to use memes, check out Hulu’s social media pages. They use memes all the time, and very effectively. You can also check out what your competitors are doing.
Video marketing is still very popular. You can produce videos cheaply using your cell phone and a host of free online tools.
However, you don’t need to stop with traditional marketing videos. Here are some ideas:
#7: Checklists and Cheat Sheets
Some of the best content marketing provides actionable solutions to common problems. People don’t follow their favorite brands on social media for fun. They do it because they’re expecting to get something in return.
One easy way to provide it is by creating checklists or cheat sheets for your followers to use. For example, if you own a coffee shop, you could create a checklist to brew the perfect French Press coffee.
You can keep the checklists you create simple or design them to be downloaded and printed. Either way, you’ll be giving your followers something valuable.
Writing an eBook can seem like a daunting task and for that reason, a lot of local businesses stay away from them. However, a well-written short eBook can help you attract new subscribers for your list and build authority at the same time.
Keep in mind that a lot of the eBooks sold on Amazon have 10,000 words or less. That works out to about 40 pages of content at 250 words per page. You have the option of writing the book yourself or of hiring a professional writer to do it for you.
Keep in mind that your eBook should be relevant to your business and valuable to the target audience you want to attract. eBooks are best used as lead magnets. You can advertise them on social media to get people to download them and subscribe to your list.
Content marketing is here to stay – and the 8 types of content marketing we’ve listed here can help you build your following and increase your profits at the same time.